K-Pop lovers would know that Hyundai Motor and boy group BTS have a long-standing partnership for years now. Now they have finally taken the next step in the partnership and that is the release of an official Hyundai Ioniq theme song titled Ioniq: I’m On It.
To the uninitiated, let me explain, it is not a strange thing for brands to sign an ambassador deal with K-Pop artists to create theme songs for their products in South Korea. LG, for example, has released many songs with K-Pop artists like Big Bang, 2NE1, and Girls Generation.
This is one of the ways for brands like Hyundai to appeal to certain demographics to market their products and raise awareness to issues in the world.
In this case, Hyundai is tapping into BTS’ young fandom to promote a greener, eco-friendly automotive future as is evident in the fact that BTS arrived at the 2020 Grammys in a hydrogen-powered Hyundai Nexo.
The focus of the song, however, is on yet another one Hyundai’s eco-friendly models, the Hyundai Ioniq. The Ioniq is the statement that Hyundai is serious about moving towards an eco-friendly future.
According to South Korean media, members of BTS also had an input on the lyrics of the song to convey the importance of going towards an eco-friendly and electrification future to their fans.
All we can say is: while it’s not an ear worm like LG’s Lollipop or a Baby Shark phenomenon, it’s certainly not the cringiest thing we have ever seen. What do you think?