Hyundai’s “Next Starts Now” campaign connected with Asian American consumers through their passion for soccer and the World Cup, combining cross-channel advertising, influencer collaborations, community activations, and media partnerships and PR. The advertising campaign spanned TV, digital, social, and OOH placements, delivering an estimated 31M impressions. A total of 25 influencers created content highlighting Hyundai’s World Cup sponsorship and vehicle lineup, generating 20M views and 140K likes. Sponsorship of Team Korea watch parties in LA and OC brought the campaign to life through World Cup-themed IONIQ EV displays, branded giveaways, and on-site engagement; the events attracted an estimated 49K attendees, including 11.2K booth visitors, and drove participation in lead-generation surveys from about 1,000 people. Partnerships with Asian American media extended the campaign’s reach through organic PR and outreach across TV, digital, and radio, generating an estimated 22M impressions.