Hyundai Motor CompanyCSV Newsletter 2019 #2

HMC casesIn Korea

HMC casesin overseas

CSV Trend

Content

Story 01 Cities can change when parking problems are solved

Story 02 Take your waste and go shopping at‘Waste Mart’

Story 03 Sustainable future created by wearable robot VEX

Hyundai Motor debuts upcycled Re:Style collection in New York

Story 07

Bringing the much needed change for Indian society

Story 09

Story 08 Gifts for the children in Vietnam ‘Dreams Come True’

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Adding safety to school bus for zero traffic accident

Story 04

Going to ‘Kids Auto Park Ulsan’Story 05

Future ideas of young social innovatorsStory 06

2Part

3Part

1Part

Mobility Innovation

which leads to reducing the illegal on-street parking and resolving issues related to the safety of village and cities and road security. If the number of illegal on-street parking decrease, there will be more space for people to walk around and children to play around safely, hence the streets and community can be revitalized and can result in positive social impact.

Mobility is no longer just about technology for moving fast and conveniently. It also includes a variety of social issues, such as safe parking in the city and shared value centered on users and commu-nity. It is time for us to think about ‘parking’ in a fast-changing future mobility eco-system.

Take your waste and go shopping at ‘Waste Mart’ Sustainable future created by wearable robot VEXCities can change when parking problems are solved

provided at a price of $3 per hour, which is lower than the average parking fee of Seoul by is around $4.

Seoul City is also contemplating various ways to share the permit-ted residential parking spaces, which remain empty during the day because the owners go out or go to the workplace. On May 1, Seoul City announced that it plans to implement the ‘Parking Lot Sharing’ project for the residential parking permits of about 120,000 resi-dents. It aims to allocate residential parking permit in the following year for those who shared more, and the city provides incentives to each municipality responsible for the operation and allocation of parking permit based on how actively they participate in the project. According to the analysis of Seoul City, if 20% of residential parking permit of about 120,000 residents is used as shared parking lot, it can save the cost of building new parking lots, which is equiv-alent to $840 billion. In addition, if the permitted residential parking spaces are shared, it will also help to reduce social costs due to traf-fic congestion and crackdowns caused by illegal on-street parking.

Jung-seon Lee, CEO of ‘Itcha’ said, “If parking problems are solved, the city can change.” Not only does it solve traffic congestion and traffic problems, but also improves the utilization of parking lots,

Social impact created by valet parking platform ‘Itcha’The trend of mobility technology is becoming increasingly diverse. The development of tech-nologies in many different fields, such as find-ing optimal paths, means of transportation and

ways of moving, makes the movement more convenient and the infrastructure more comfortable.

In the midst of a flood of changes, there is an untrodden area - it is about parking. In 2018, Seoul City conducted a survey on the most wanted sharing service among 1,000 citizens over the age of 19, and ‘sharing parking lot’ ranked first (95.7%, multiple responses were accepted). Perhaps for a driver who lives in the city, parking is a big burden as much as driving and moving.

According to the IBM Global Parking Survey conducted by IBM in 2011, humans spend an average of 31.2 minutes for parking every day. In other words, even though they have driven a car a long way, but it’s not easy to find a place to park a car. There are people who pondered upon parking in the market where everyone focuses on moving conveniently and efficiently. Mobile application ‘Itcha’, which is launched and operated by a startup ‘Last 30 Minutes”, be-gan with the goal of solving parking problems and thus changing the village by saving the 30 minutes of people wandering around for finding places to park their cars.

‘Itcha’ is an on-demand valet parking platform - a service to find a parking space when a driver needs to park and to deliver a car when a driver needs to move their car out again. At first glance, it looks similar to a general valet parking service, but the core of ‘Itcha’ is in ‘sharing’.

‘Itcha’ came up with the idea of sharing some infamous parking lots with many vacancies to solve parking problems in the urban area. Although there are absolutely no enough parking spaces in the center of downtown area, there are quite a lot of empty parking lots when you drive a little farther away. But people would not take this inconvenience to drive and walk more distance in order to use these less congested parking lots. ‘Itcha’ focuses on this matter and started this sharing service to help drivers alleviate their burden for parking and save their time and effort. As a result, the service can be

Cities can change when parking problems are solved

Imagine when you are going to a restaurant located in Seoul on a Saturday afternoon. First, you turn on a nav-igation app to find the fastest route. After checking es-timated arrival time, you will depart at the right time to arrive on time. Where and how would you park around there? You can find an empty parking lot using a mobile application that tells you where the empty space is, but there may be no empty parking spaces or there may al-ready be many illegal on-street parking. Though you find the parking space, the parking fee would be expensive. Perhaps the question of how and where to park is more difficult than how to move around in the urban areas.

Parking agent platform application ‘Itcha’

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Story 01 CSV Trend

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Coca Cola is currently promoting ‘World With-out Waste’ project, which aims to collect and recycle 100% of all beverage packages which will be sold until 2030. To that end, Coca Cola strives to replace all beverage packages, such as bottles, cans and PETs, with recyclable ones, and to increase the use of recycled materials when producing new packages. In addition, Coca Cola is promoting various proj-ects, such as making eco-friendly packages using plant materials and raising awareness of recycling.

Coca Cola

Fashion brand Pleats Mama, which sells knit-ted pleat bags, also ponders upon sustainable eco-friendly fashion items. Knitted pleat bags of Pleats Mama are made from yarn extract-ed from 16 bottles of 500 ml water. If you think it is tacky because it is an eco-friendly product, it is misjudgment. The eco-friendly bag of Pleats Mama has simple but refined design, so it received a lot of attention of the public in terms of design when a new line was introduced in collaboration with Beanpole, a famous Korean fashion brand, even before its launch.

Pleats Mama

Leo bag of 119 REO is made by upcycling firefighter’s fire suit. The fire suit made from

super heat-resistant aramid even at 400 ℃ or higher is also waterproofed and not easily damaged by sharp objects. 119 REO makes new vintage fashion bags using the fire suit that is discarded after use in the fire scenes and donates 50% of the profit to improve the treatment of firefighters.

119 REO

Waste becomes money - A way to practice zero-waste Waste must be put onto the waste bin. But some people bring the waste to the mart. It is a time when waste can become mon-ey and recycling can become fun. ‘Waste Mart” is launched by a startup called ‘Superbin’, which presents a new alternative to the recycling waste problem, making this ‘fun and new concept of shopping’ is possible.

At the heart of this movement is Nephron, a waste vending ma-chine developed by ‘Superbin’. People put recyclable waste in-stead of money in the holes on the right side of the vending ma-chine. And then if they enter the mobile number on the screen of the vending machine, points will be saved in the entered number. 10 points for cans and 15 points for PET bottles. Points (1 point is equivalent to KRW1) can be converted into money if they verify themselves on the homepage.

Nephron, which turns waste into money, looks similar to ordinary vending machine. But Nephron is an intelligent robot that col-lects and determines the recyclable resources. And then, it sorts and processes them to make it easy to be recycled. Nephron not only uses AI technology but also has the world’s first technology to build the big data of wastes. Although everyone is collecting wastes separately at home, it is necessary to re-sort the waste manually because the polluted waste may not be recycled. Al-though many people think that separate waste collection can actually contribute to waste recycling, it has been done in incor-rect ways that needs to be fixed and be re-sorted. In fact, though many people try hard, about 90% of plastic is not recycled. Su-perbin’s Nephron can reduce the cost from manual re-sorting process by automating the process through artificial intelligence, thus increasing resource recycling rate from the stage of dis-charge.

People at ‘Waste Mart’ have contemplated how to reuse and re-cycle the waste. Also they have spread the idea that eco-friendly

actions and activities are no longer difficult, uncomfortable and obligatory, but are in a new culture and lifestyle where people wear, drink and enjoy in our daily lives. Eco-friendly lifestyle is be-coming more humorous and fashionable.

About 10 eco-friendly companies gathered in line with Superbin’s will towards recycling culture. They decided to participate in ‘Waste Mart’ in Yeonnam-dong to promote their brands. Custom-ers, who bring waste to ‘Waster Mart’, can buy eco-friendly items from Coca-Cola, Pleat Mama, and 119REO, using the points they earn by throwing wastes into ‘Nephron’. Companies participating in ‘Waste Mart’ are the brands that use eco-friendly materials and actively respond to unavoidable environmental damages caused by their products. In ‘Waste Mart’, they communicate custom-ers, particularly with millennials who put more concern about eco-friendliness, eco-friendly lifestyle and environment, receiv-ing favorable response from them.

Superbin’s ‘Waste Mart’ serves as momentum to present a new concept of waste. The waste disposal space, once conceived as smelly and dirty, becomes a place for fun and shopping place where you can use points earned from waste discharge. It changes Eco-friendly activities from a duty or obligation to the lifestyle that people can enjoy easily in everyday life in such a way that people can think of waste not as ‘It has no value’, but as ‘If used well, it can be a new resource’. Eco-friendly activities have become an unavoidable trend. In particular, among millennials, which are emerging as mainstream consumers, value-conscious consumption that favors and supports eco-friendly sustainable brands proliferates. HMC will also communicate with millennials through more diverse CSV activities based on eco-friendly lifestyles in response to eco-friendly consumption and value- conscious consumption.

Companies Participating in the ‘Waste Mart’

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Take your waste and go shopping at ‘Waste Mart’

In June 2019, a suspicious mart was opened in Yeo-nnam-dong, Seoul. If you bring wastes such as empty bottles, cans or plastics to the mart and you can get points in return which can be used as cash. In addi-tion, you can purchase various items from eco-friendly brands in the mart. Let’s take a look into ‘Waste Mart’, a place where the waste can turn into money.

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Eco-friendly

Take your waste and go shopping at ‘Waste Mart’ Sustainable future created by wearable robot VEXCities can change when parking problems are solved

Sustainable future created by wearable robot VEX

HMC has introduced VEX, a wearable robot designed to redistribute the load on the body of industrial workers in factories. VEX allows workers working with heavy tools to lift heavy equipment easily, lowering work fatigue and even reducing work-related injuries and preventing musculoskeletal disorders.

Vest EXoskeleton

VEX helps industrial workers to enhance productivity and minimize fatigueIf industrial workers are repeatedly working with even light weight equipment for a long period of time, it causes severe stress to their bodies. In particular, in industrial working sites such as manufac-turing, construction, and logistics, some workers have repeated tasks like lifting their arms and looking up for long periods of time, which affects their shoulders and arms. This is why HMC created VEX, a wearable robot to assist industrial workers who spend long hours working in overhead environments and to prevent them from musculoskeletal disorders.

VEX is a vest-like robot that supports the muscle strength of work-ers doing overhead works. Wearing VEX reduces the weight of the tool and arms and assists workers in lifting their arms with proper force depending on the angle of the arm. As a result of electro-myography(EMG) activity test of the shoulder when VEX is worn, it was found that the muscle activity was reduced by about 30% compared with the case without wearing VEX. In other words, VEX helps to lessen the pressure on the body.

VEX was designed not to need electricity in consideration of the characteristics of the industrial site. For the wearable robot, a kind of service robot for realizing a smart factory, light weight, small vol-ume and high reliability are essential. VEX weighs only 2.5kg, which is up to 42% lighter than competing products, does not burden workers. The built-in joint structure and multiple springs of VEX are dynamically combined with body movement, generating up to 5.5kgf of force. This is the level of the weight of a 3kg tool, which an adult can hardly feel.

Other automobile companies, such as Ford, BMW and Toyota, are also testing their wearable robots on workers. However, their ro-bots are different from Vex in that they are made by their partners. As HMC develops and mass-produces wearable robots, HMC has more opportunities to directly reflect the needs of its workers and to subdivide body shapes and work environment of domestic and overseas workers in the development of wearable robots.

Meanwhile, in 2018, HMC introduced CEX, a chair-type wearable robot for the first time in the industry. CEX, the HMC’s industry’s first wearable robot, assists the knee joints of workers, so that work-ers can maintain their sitting position, and can support a weight of 150kg even though it weighs only 1.6kg. In addition, the use of waist, thighs, and knee belts make it easy to wear, the length is adjustable according to the user’s height and three seating angles (85/70/55 degrees) can be set, so it can be set to the desired height according to workers’ posture. The use of CEX decreases the activity of the lower back and lower body muscles by about 40%, greatly improv-ing work efficiency.

Wearable robots can improve the working environment in areas where part of body is repeatedly used, and can be considered as a good alternative to solve the problem of decreasing labor force in the aging society. In addition, the wearable robot is part of efforts to find a proper balance between a machine and a person without alienating workers in the industrial field. Dong-jin Hyeon, the man-ager of the Robotics Team of HMC said, “VEX is better compared to existing products in terms of weight, strength support, mechanism, movement, and fit, and I hope workers can work more safely and efficiently in various industrial fields. ”

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Mobility Innovation

Take your waste and go shopping at ‘Waste Mart’ Sustainable future created by wearable robot VEXCities can change when parking problems are solved

Causes of Accident

Campaign Support

Carelessness of children

Traffic safety education for children

Carelessness of driver and passenger

New safety technologies for school buses

Carelessness of adjacent

vehicle’s driver

Videos about school bus safety

About children’s school bus accidents In Mar 2013, a three-year-old child was killed by a nursery school bus with 25 seats in Cheongju, Korea. Carelessness of a school bus driver costs the precious life of a child. As a result, the Serim Act about school bus traffic safety has been in force since January 2015 to strengthen safety technology standards for children’s school buses. However, even after the enforcement, school bus accidents constantly take place.

In particular, in 2018, as the death of a child trapped in a car became an important social issue, a national petition for mandatory sleep-ing child check system proceeded, leading to the legislation of the mandatory sleeping child check system through the revision of the Road Traffic Act (Nov. 18).

Following the Serim Law in 2013, the Sleeping Child Check Act was enacted in 2018, and many school vehicles must be equipped with relevant functions and safety technology as standard. However, to prevent school bus accidents caused by various reasons, our con-stant interest and attention are needed.

HMC’s efforts for Zero-Children’s School Bus Accident There are three main causes of children’s school bus accidents: ① Sudden act of children. Children often make unexpected actions when they get on and off the vehicle. ② Carelessness of driver and passenger. This is the case when the bus stops or leaves, the driver neglects to check the location and behavior of the child or does not

pay attention to the inside and outside of the vehicle. ③ Careless-ness of the drivers of the vehicles around children’s school bus.

In recognition of the seriousness of children’s school bus accidents, HMC provides additional vehicle safety options to respond to var-ious causes of traffic accidents in cooperation with the Citizen’s Coalition for Safety and Mano Co., Ltd. In addition, HMC has been promoting ‘Zero-Children’s School Bus Accident’ campaign for four years since 2016, including traffic safety education for children and distribution of videos related to the safety of school buses to raise the safety consciousness among children and adults.

In the early stage, the campaign focused on donating new cam-paign vehicles for with 14 separate safety functions on an annual basis. Afterwards, to ensure the safety of school buses in operation, in 2018, HMC installed some safety and convenience functions on about 50 vehicles, and from 2019, HMC provides a full package of safety technology and convenience functions to 70 vehicles to the safety of children’s school buses in operation, thus expanding actu-al beneficiaries and increasing social impact.

HMC Research Institute and the Department of Advanced Product Planning are contemplating the ways to apply the safety functions to the next-generation Starex by default or as options. In addition, from the point of view of the manufacturer that supplies most chil-dren’s school buses in Korea, HMC is striving to spread its social im-pacts in the children’s traffic safety zones by continuously supple-menting safety functions and expanding the application of them.

Safety and convenience functions in 2019

Seating/seatbelt wearing check systemEnsuring the safety of children inside the vehicle in the event of an accident

Doors Jamming prevention system Prevention of the accident caused by the carelessness of driver when children get off

Around viewPrevention of the accidents due to driver’s negligence in checking the situation around the driver’s vehicle

Front and rear alarm notificationPrevention of the accidents of children around vehicles

Adding safety to school bus for zero traffic accident

While traffic accidents are decreasing, the traffic acci-dents caused by school buses in 2019 have increased 2.4 times compared to the year of 2010. Every time this issue arises, the traffic law to strengthen safety in school bus, but it is not enough to prevent all types of school bus accidents. To contribute to reducing children’s school bus accidents, HMC is promoting various campaigns to raise safety consciousness of those concerned, such as children, parents, children’s institutions and school bus drivers, as well as providing additional safety options, in cooperation with the Citizen’s Coalition for Safety and Mano Co., Ltd.

About ‘Zero-Children’s School Bus Accident’ Campaign

Social situation Directions of HMC’s supports

2016

Serim Act about traffic safetyEnacted(Installation of six safety options is mandatory), but many

cannot afford the cost

Donated new vehicles equipped with safety functions specified by the Serim Act.

2017Installation of the safety

options specified in the Serim Act becomes wide-spread

Donated the vehicles equipped with additional safety technologies.

2018

As a result of the death of a child trapped in the car, the legislation of mandatory installation of ‘sleeping child check function’ was discussed.

Applied ‘sleeping child check function’ to the campaign

vehicles

2019

Despite the introduction of ‘sleeping child check’ function, children’s school bus accident

continue to occur.

Provided full package of safety functions to the school buses in operation, expanding the coverage of beneficiaries.

Going to ‘Kids Auto Park Ulsan’ Future ideas of young social innovatorsAdding safety to school bus for zero traffic accident

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Traffic Safety

Children’s institutions that wish to participate in this campaign can apply through ‘Kids Hyundai’ website, and HMC will install the safe-ty and convenience functions on the vehicles selected by experts.

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Nation’s largest ‘HMC’s Kids Auto Park Ulsan’HMC opened the nation’s largest children’s traffic safety expe-rience center in Ulsan. HMC’s Kids Auto Park Ulsan is the second Kids Auto Park opened following to Seoul. It has various educational and experience-oriented facilities on the nation’s largest site (about 7,400㎡) and can accommodate 10,000 children a year.

Kids Auto Park Ulsan is a public service where local government, enterprises and public corporations participate. For this project, Ul-san City provided a site, HMC built and operates the facilities; and Korea Association of Safe Communities developed and operates educational programs. It is part of HMC’s community activities to reduce children’s traffic accidents by providing proper traffic safety education for the children living in Ulsan and nearby areas.

HMC Kids Auto Park Ulsan consists of various interactive educa-tional facilities to teach children how to wear seatbelt, how to walk safely on the road, how to behave in the blind spot after getting off the school bus and how to drive using newly developed Kona mini train. In addition to the existing education using 3D videos, HMC will develop new contents for children and customers. At the same time, HMC is making efforts to ensure the safety of children by pro-viding interactive education programs conducted by professional instructors on traffic safety rules that children need to know in their daily lives.

Seatbelt educationOrientation

Back road educationCrosswalk education

Driving education Completion ceremony

At Kids Auto Park Ulsan, children will not only learn about traffic safety through experience, but also will be able to build traffic safe-ty consciousness by experiencing dangerous situations on the road that they may encounter in everyday life. In addition, from the point of view that children can build positive experiences and awareness about HMC brand and prepare for safe future through these inter-active events, Kids Auto Park Ulsan can be regarded as HMC’s the most active investment for the future as well as for the safety on the road.

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Going to ‘Kids Auto Park Ulsan’

HMC’s Kids Auto Park is not just a space for the educa-tion on traffic safety. In addition to providing systematic educational programs tailored to the level of children’s development as well as various play facilities and edu-cational facilities, it provides special experience where children can drive toy cars and challenge virtual driving license tests. HMC opened ‘Kids Auto Park’ in Ulsan, fol-lowing after Seoul, so that children can easily visit and experience the traffic safety and driving experience centers anytime they want.

Meanwhile, HMC opened Kids Auto Park at the Children’s Traffic Safety Experience Center at Children’s Grand Park in Gwangjin-gu, Seoul, in 2009, and has provided traffic safety education to 142,000 children for the past10 years. In 2014, HMC opened Kids Auto Park in Yan Cheng, China and has educated about 35,000 children every year.

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Traffic Safety

Auto Booth

Driving Experience

Auto Virtual Experience

Walking Experience

Going to ‘Kids Auto Park Ulsan’ Future ideas of young social innovatorsAdding safety to school bus for zero traffic accident

Drawing sustainable society with college students The number of social enterprises that ponder upon sustainability centering on public value is increasing year by year. The Ministry of Employment and Labor reported that in 2018, the number of social enterprises has increased by 264, resulting in 2,089 govern-ment-certified social enterprises. According to the startup indus-try, the social ventures and impact investment market also have grown rapidly from less than KRW50 billion(4.2 million US dollar) in 2010-2017 to KRW200 billion(168 million US dollar) in 2018.

In addition to global companies such as IBM and HP, many com-panies and educational institutions, such as Ivy League universi-ties in the US that have started to run programs related to social values, are pondering upon a sustainable business ecosystem. In line with this trend, young social innovators with various ideas are emerging in various fields, and the interest and attention to their activities continues to rise.

In line with this trend, having deeply sympathized with social problems, HMC has been running H-Social Creator program to discuss how to solve social problems with young university stu-dents with creative problem solving skills and to create synergy

Future ideas ofyoung social innovators

The participants in the 5th <H-Social Creator>, a social innovation program for college students who are con-templating how to solve various social problems in Korea for the sustainable future, have completed five months of activities. How will the students of <H-Social Creator> look at social problems and with what ideas will they solve the problems? Let’s find out more about HSC.

by integrating social problems into HMC’s business. Starting with college student communication program in 2015, HCS has been running this program in conjunction with ‘H-Ombudsman’, a customer participation program for suggesting ideas in 2017 and 2018. In 2019, the fifth anniversary of the program, HMC has strengthened the program to provide a variety of experiences and mentoring programs for them to directly experience and social issues.

Social Innovator Membership: SIM (心)This education program for college students was conducted for 5 months from July to November of this year under the name of ‘So-cial Innovator Membership: SIM’, centering on Lecture(View-able), Project(Do-able) and Experience(Go-able) program.

[View-able] The lecture consisted of the lecture on mindset and debates for those who want to become social innovators. Through this program, participants could understand HMC’s CSV directions and strategies and also learn about various cases relating to social innovation.

Introducing Future Ideas of HSC

[Do-able] In this project program, participants could have time to plan and suggest their ideas about social problem project based on ‘Design Thinking’, which is a creative problem solving strategy. Participants selected topics by team, planned ideas, and visited sites in a research manner to hear people’s voices. Based on this, they shaped up CSV ideas and shared the project contents through workshops. In addition, they developed the contents based on the feedback from HMC researchers and employees.

[Go-able] In this experience program, participants visited the sites with social problems and also visited successful social ventures that made a success by turning these social problems into business opportunities. Rather than just visiting the office, they experienced the sites to derive various insights from the experience.

In addition, HMC introduced 3-session mentoring programs on in-dividual growth progress, including the Hackathon type two-night three-day camp training. Participants will complete the social in-novator program through the final sharing meeting in Nov. And the best creators selected for their faithful performance and activities will be given the opportunity of ‘Jeju Insight Trip – Visit to social ventures’.

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Going to ‘Kids Auto Park Ulsan’ Future ideas of young social innovatorsAdding safety to school bus for zero traffic accident

Future generation

Q&A

In 2018, Hyundai sold a total of 4.45 million cars worldwide. If 16㎡ of vinyl is consumed per car, about 73k㎡ will be consumed per year. Given the fact that that greenhouse gas emissions are also generated in the process of refining petroleum to make vinyl, it is time to reconsider the amount of vinyl used when wrapping new cars for sale and deliever.

How can car consumers can purchase cars in an eco-friendly way? Sympathy Sculpture Team suggested ‘Gemai’, an eco-friendly pa-per wrap that can replace the existing vinyl. While the plastic vi-nyl used by HMC generates greenhouse gases in the process of extracting plastic raw materials has a long decomposition period and low recycling rate, ‘Geami’ is 100% reusable natural craft pa-per that has the protection effect of the existing vinyl products. When millennials, who value sustainable consumption, purchase cars, they can choose between regular vinyl and eco-friendly new car seat wrappers, thus creating new eco-friendly values.

Korean society is now rapidly entering an aging society, but there is no great interest in in the market for seniors. Joy Team looked at seniors differently from the way we see seniors as those who need helps or are passive. Given the fact that the baby boomers have desire for leisure and high purchasing power in light of their cul-tural tastes and values, Joy Team pondered upon the mobility for the active seniors.

Based on these insights on social change, Joy Team targeted se-niors who are alienated from the existing mobility device market as a new major consumer group and proposed personal mobility device for them. This idea allows seniors to move easily and com-fortably on foot, unlike general wheelchairs and to drive safely in the current situation where there is no mobility service for seniors except cars. It helps seniors to move independently using mobility with HMC’s leveling device and forward collision prevention assis-tance technology.

A year has passed since wearing seatbelt in all seats became man-datory in Sep. 2018. However, the rate of wearing seatbelts in the back seat is only 22% in Korea. Compared to Germany and Canada recording 98% and 95%, respectively, it is still significantly low. Hyundari Team tried to figure out how to encourage passengers habitually wear seatbelts in more positive and interesting way.

According to Marshall McLuhan from Harvard, if visual effects are added to the memory left in the brain, the power of memory grows 580 times bigger. Vision plays a crucial role in human’s informa-tion processing ability. Hyundari Team proposed the idea of ‘Beam for Safety’, a way to project the light and visualize ‘Wear Seatbelt’ message on seats. It makes driver be aware of the presence of seat belts in an easy and convenient way without compromising the vehicle’s inherent design. For example, when the car door is opened, a beamed message is projected on the seat through the vehicle interior lamp until the seatbelt wearing is completed. Hyundari Team used HMC’s technologies such as door spot lamp (side door beam), seatbelt sensor, and boarding sensor, and pro-duced campaign videos by running actual ‘ Hyundari Taxi’ for the general public, thus redesigning the value of the seatbelt and its significance.

Q What was the reason for applying for the 5th HSC?

A Ji-won Heo: I am very interested in social enterprises such as Freitag, Big Issue and Oh My Company, etc. I’ve actually worked with them and tried to gain hands-on experience. The resources we have are limited, so I thought that in order to live in a sustainable way, everyone should become a social innovator. Through HSC activities, I want-ed to expand my ideas and meet social innovators who have similar concerns to mine. I am glad to join this meaningful journey.

Q What did you feel about HSC?A Hyeok-jin Kwon: I was impressed by the atmo-

sphere of freedom. I could feel that the capacity was high just by seeing the staff communicate by nicknames rather than title. The entire program of the HSC is designed not to compel participants to produce results, but to encourage participants to have fun with the ideas of creating shared value. I think it is a very unique program and we can’t get it anywhere.

Introducing Future Ideas of HSC

Can we make wearing seatbelts an enjoyable habit? Can we change the packaging vinyl of the car in an eco-friendly way? Can we make a personal mobility device for the Active Seniors?

* Gray evolution: A change of social perspective that sees seniors as supporting stars

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Going to ‘Kids Auto Park Ulsan’ Future ideas of young social innovatorsAdding safety to school bus for zero traffic accident

Up-Cycling

Upcycling and sustainabilityAs the power of value-conscious consumers grows, interests in ‘up-cycled products’ is also increasing. Upcycling, a compound word of upgrade and recycling, refers to a way of not simply reusing the scrapped products but also creating new values by changing de-sign and utilization of the products. Well-known overseas brands ‘Patagonia’ and ‘Freitag’ have also established themselves as lead-ing upcycling brands.

In line with this trend of consumption, HMC held a fashion show that combines cars and fashion in a unique way at the Manhattan Public Hotel in New York on 6th Sep. HMC created new clothes by upcycling scrapped leather car seats. This collection under the name of ‘Re:Style’ was realized in collaboration with New York-based high-end fashion brand ‘Zero + Maria Cornejo’, which has been emphasizing eco-friendliness and sustainability since its foundation. ‘Re:style’ means a new style, re-use and re-thinking.

From scrapped leather of car seats to fashion clothes The 15 outfits that HMC introduced that day were created based on the concept of ‘Harmony with Nature’ under the philosophy of ‘Give a New Lifestyle to the Scrapped Materials’. The clothes using the main colors of the car seat (i.e. black, dark beige, and white) as key colors were reminiscent of the earth’s diverse resources, emphasiz-ing eco-friendly tone and colors.

In particular, the upcycled clothes have been reborn as a com-pletely new pieces of art that go beyond just recycling of materials, with the unique comfort and refined sense of ‘Maria Cornejo’ even though they were made using scrapped leather. Provocative jump suits, denim-leather jackets, and simple style dresses expressed the dynamic and modern brand image of HMC. In addition to the collaborated clothes, HMC also unveiled upcycled T-shirts made from the fiber from used PET bottles and the tote bags made from scrapped car airbags, attracting attention of audiences.

* Patagonia makes outwears using scrapped plastic bottles or used clothes, and ‘Freitag’ makes upcycled bags using scrapped truck tarps.

About this collaboration for upcycled fashion, the chief designer of Zero + Maria Cornejo, said, “The fabrics and materials scrapped in the fashion indus-try are big issues. I have come to think of HMC as a very innovative company as I can see that they are trying to solve the issues about the wastes generated in the process of manufacturing of cars.”

HMC is pondering not only upon the mobility and technology but also upon new life style with sus-tainability. This is why HMC continues with its CSV activities aiming the realization of ‘sustainability’ value, which is the most noticeable among recent consumer’s trends. Collaboration with fashion brand ‘Maria Cornejo’ shows that HMC’s eco-friendly ac-tivities coexist with our everyday life. HMC will keep trying to deliver the message that HMC is not selling its cars, but the sustainable future.

Hyundai Motor debuts upcycled Re:Style collection in New York

HMC made a debut on a fashion show held in Manhat-tan, New York. In collaboration with a fashion brand, HMC made upcycled clothes using scrapped leather car seats. The clothes attracted even more attention by not only recycling leather car seats but also making them with creative and sophisticated designs. Let’s find out more about this New York fashion show, which attracted more attention of the public because of the participa-tion of Hollywood stars, including Sarah Jessica Parker, and leading fashion influencers representing the millen-nial generation.

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Healthy relationships with the communityHealthy relationships with the community provide a stable basis when entering a new market. HMC will continue promote various CSV activities tailored to Vietnam with the steady growth in the Vietnamese market. In particular, HMC plans to promote the health and well-being of communities in a poor environment through activities focused on health and education.

Creating a Dream School in the community in Vietnam The popularity of Hyundai Motor Company in Vietnam is growing. Thanks to steady sales growth, the gap with Toyota, the No. 1 car brand in Vietnam, has significantly narrowed, and thanks to the ef-fect from new model releases, HMC is growing sharply.

HMC is promoting various CSV activities with the growth of its market share in Vietnam. HMC has established Hyundai Dream Center in Vietnam, Vietnam’s first integrated care center for Ko-rea-Vietnam multi-cultural families, and donated 400 bicycles to students from poor families. In addition, HMC established many schools for educationally underprivileged, attracting a lot of atten-tion of the public. The <Dreams Come True>, promoted in Vietnam for seven months from Apr to Oct 2018, is part of its educational CSV activities.

This CSV activity, focusing one school located on the high land in Thanh Hoa Province, one of the provinces in the northern area, and one school on the border of Nghe An Province, has intended

to provide a clean and safe educational environment for educa-tionally underprivileged children.

The roof of the children’s learning spaces were broken and holed, so they were exposed to external natural environments such as rain and wind. The restroom was also quite far from the classroom and boys and girls had to use the same restroom.

Thus, HMC built 5 classrooms, 2 offices for teachers, and 2 re-strooms for about 200 children; and provided various learning tools to improve the educational environment. On the day of the school’s opening, HMC held volunteer activities and a fest event for local children, so that they could enjoy movies and team-build-ing games and experience arts.

Gifts for the children in Vietnam‘Dreams Come True’

Vietnam is an important market for HMC. This is because Vietnam is a country which can serve as a bridgehead for entering Southeast Asia. In order to expand its sales responsiveness, HMC established a production and sales system for 100,000 cars for active local marketing in cooperation with Thanh Cong Group in Vietnam. HMC is promoting CSV activities to build close relationships with local communities.

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tial, so that they can become future talents in India. In particular, a HMIF official said, “HMIF has been working with the Indian community through various CSV activities over the last 10 years. ‘H-Social Creator’ program, launched for the first time in India, will promote changes in Indian society and also play an important role in training future talents.

HMIF will continue to provide supports for positive changes in Indian society by training new talents in India. HMIF will be able to create a sustainable society in India and to establish itself as a beloved brand in the Indian market if it continues to discuss social issues with young college students and expand their interests in social issues in India.

The first start of H-Social Creator in India Hyundai Motor India Foundation has launched ‘H-Social Creator’, a social innovation program for college students to develop the ideas for solving social problems in India. HSC is HMC’s represen-tative CSV activity in Korea, which was launched in 2015.

In 2019, Hyundai Motor India Foundation introduced HSC pro-gram for the college students in India, and is promoting this pro-gram in in five major cities including Mumbai, Pune, Bangalore, and Chennai, as well as Delhi and the surrounding area. More than 2,000 college students from 5 cities and 10 institutions (universi-ties and graduate schools) participated in this program, attracting attention of the public. HMIF has witnessed the intense interests of the college students in India in many social issues in India as well as its new CSV program.

Social problems and solutions that the college students in India think of There were three topics for which college students could suggest their ideas for social innovation: ‘Traffic safety’, ‘Environment’ and ‘Clean India’. Participants suggested various practical ideas to find and solve social problems related to the topics. According to the analysis of topics that participated in the qualifier, ‘Traffic Safety’ ranked first (40%) followed by ‘Environment (30%)’ and ‘Clean India (20%)’.

HSC started recruiting participants from Sep 23 to Oct 30, and announced the candidates for the final on Nov 6. The college stu-dents, who were selected as candidates for the final, were invit-ed to gather and share their ideas on Nov 24 after the process of shaping up their ideas through mentoring by social innovators in New Delhi, where Hyundai Motor India’s Headquarters is located.

Tamil Selvi, who suggested a traffic safety idea of controlling the brightness of headlight to prevent interference of vision from the headlight of the vehicle on the other side of the road, and Nan N Sivakumar, who suggested an idea of extracting enzymes from household wastes and stores were selected as winners.

Winners will receive an investment of 1.5 million Indian Ru-pees(21,000 US dollar) to further develop their ideas. HMC is pro-viding supports so that good ideas can be put into practice in a society. Based on the investment, winners will grow into young social innovators who will bring about positive social changes in India.

Hyundai Motor India Foundation said that these social policy development trainings will help students to develop their poten-

Bringing the much neededchange for Indian society

Hyundai Motor India Foundation has launched ‘H-So-cial Creator’, a social innovation program for college students, which is the same as HMC’s CSV program in Korea. Like its Korean version, ‘H-Social Creator – India’ allows the college students in India to think about the main causes of the social problems in India and discuss to solve them. Let’s find more about ‘H-Social Creator - India’ where you can feel a growing interest in social enterprises and social innovators in India.

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