Kia (000270.KS) released a social contribution campaign video focused on raising multicultural awareness on its official YouTube channel and Instagram on Tuesday to mark Together Day, an annual event recognizing cultural diversity in Korea.
The video features two multicultural Kia employees of American and French nationality, seven members of the public from diverse backgrounds including Bangladesh, India, Australia and Japan, and Chef Hu Deok-juk from the Netflix variety show "Culinary Class Wars Season 2."
The participants share their personal experiences as first- and second-generation multicultural members of Korean society in an interview format. Second-generation multicultural participants describe how they continue to encounter prejudices both large and small in daily life, but live with confidence and self-assurance rather than being intimidated. First-generation multicultural participants, who lived through periods of severe prejudice, calmly share their painful experiences while expressing pride in watching the confident next generation. The participants collectively send a message hoping for a more inclusive Korea.
The campaign video is an extension of "Harmonium," a self-reliance capacity-building program launched by Kia in 2024 that combines career exploration education and on-site internships for multicultural youth. Through its "Move & Connect" social contribution initiative, Kia plans to provide Kia EV vehicles to multicultural families.
"This campaign embodies our support for a more inclusive society," a Kia official said. "We will continue to present various campaigns that can eliminate misunderstandings and prejudices between cultures and generations."
