Genesis Spotlights Hyundai Founder's "Have You Tried?" Spirit at New York Marilyn Monroe Show

At "Genesis House New York," the brand's cultural complex visited on Tuesday, a giant art wall depicting the face of legendary Hollywood star Marilyn Monroe greeted visitors at the entrance—belying the fact that this is an automaker located in the heart of Manhattan, the world's economic capital. In the lobby, the vehicles of Genesis, a culmination of modern technology, formed a curious harmony with the alluring expression of pop-culture icon Marilyn Monroe. The Marilyn Monroe special exhibition on the basement level was densely packed with photographs from her lifetime, personal belongings, costumes, and books. As it was a weekday, the venue was not crowded, but visitors gathered in small groups could not take their eyes off the turbulent journey of Norma Jeane Baker (Monroe's name before her debut), once hidden behind her glamour.

This special exhibition is an ambitious project that Genesis, Hyundai Motor's (005380.KS) luxury brand, is holding for two months starting June 1 to commemorate the 100th anniversary of Marilyn Monroe's birth. It was conceived based on the similarity between the story of Marilyn Monroe—who overcame an unfortunate childhood to become the greatest superstar of her era—and that of Hyundai Motor, which competed as an industry latecomer with affordable pricing before rising to prominence in the global market with its luxury brand Genesis. Marilyn Monroe was a blonde, sexy film star representing 1950s and 1960s Hollywood and remains a figure of immense cultural influence to this day. In New York and across the United States, events reexamining her life have been held one after another to mark the 100th anniversary of her birth.

Ted Menzies, chief operating officer (COO) of Genesis North America, whom this reporter met at the event, said, "It is widely known that Marilyn Monroe was an orphan, but it is not well known that she moved through 12 foster homes." He added, "Even in such circumstances, she dreamed hard and believed she would succeed." He continued, "At the time, women faced many constraints, but Marilyn Monroe had the vision and boldness to carve out her own career in a male-dominated industry." He explained, "In particular, she wanted to go beyond the typical roles for beautiful women and pursue more dramatic acting, and she thought of creating her own production company and becoming a director."

COO Menzies emphasized that Marilyn Monroe's life aligns with Hyundai Motor's challenging spirit and philosophy. "When Hyundai Motor Group announced it would build luxury cars, the world questioned it, but we took on the challenge, and now, 10 years later, the world is paying attention to Genesis," Menzies said. "The founder's famous saying 'Have you tried?' applies directly to Marilyn Monroe's life." Dana Carpenter, vice president of the entertainment division at Authentic Brands Group, the owner and management company of the Marilyn Monroe estate, who was also present, said, "For Americans today, Marilyn Monroe symbolizes hope." She added, "Her achievement of starting with nothing in a short life and creating her own story moves every generation deeply." Reflecting this planning intent, the exhibition also featured materials related to the New York-based production company that Marilyn Monroe established herself to confront the giant Hollywood studio system.

Meanwhile, asked about the impact of the recent Middle East situation and the Donald Trump administration's tariffs on the North American business, COO Menzies said, "The economy is difficult worldwide, but we are doing well." He noted, "We have grown for 20 consecutive months year-on-year, and our market share has increased to 3.4%." Regarding new vehicle plans for this year, he said, "I can't say yet, but there are many exciting plans," mentioning the high-performance electric vehicle "GV60 Magma," which is set to enter the North American market. On the growth potential of Hyundai Motor Group's robotics technology, he said, "Boston Dynamics (the robotics subsidiary), Innocean, and Hyundai Steel are all part of the group, and when combined, the synergy effect of collaboration becomes not 3 but 5 to 7." He added, "We think together and share ideas about what we can do by linking the group's remarkable robotics technology with the automotive industry."