Hyundai continued to strengthen its presence in Southeast Asia this week through two separate announcements—its regional involvement in the ASEAN Hyundai Cup™ 2026 and the appointment of a new president for Hyundai Motor Philippines Inc. (HMPH). While the announcements cover different areas of the business, both reflect Hyundai’s ongoing efforts to expand its presence across the region.
As the title partner of the ASEAN Hyundai Cup™ 2026, Hyundai Motor Asia Pacific has launched its “Driving ASEAN as One” campaign alongside the regional football tournament, which runs from July 24 to August 26, 2026. The campaign includes fan engagement activities such as dealership activations, community events, the ASEAN Hyundai Cup Trophy Tour, and Kids Escort programs that give young football fans the opportunity to walk onto the pitch with players before kick-off.
According to Hyundai Motor Asia Pacific, the initiative is intended to strengthen connections across Southeast Asia by bringing communities together through football while reinforcing the company’s long-term commitment to the region.
On the local front, Hyundai Motor Philippines has officially announced the appointment of Mr. Byung Goo Ko as its new President, effective July 27, 2026. He succeeds Mr. Jiho Son, whose tenure oversaw the expansion of Hyundai’s dealer network and product lineup in the Philippine market.
Mr. Ko brings more than 20 years of experience with Hyundai Motor Company, having held leadership roles in international market development, sales operations, and global business strategy across Asia Pacific, Europe, India, and the Middle East. Hyundai says his appointment marks the next phase of the company’s continued growth in the Philippines.
Since Hyundai Motor Philippines began operations in 2022, the brand has steadily expanded its local lineup with the introduction of new hybrid, electric, SUV, and MPV models while continuing to grow its dealership network nationwide. The latest announcements indicate that Hyundai remains committed to strengthening both its regional partnerships and its local operations.
