As part of the Hyundai Cup 2026 campaign, Hyundai Motor Asia Pacific collaborates with viral sensation “Aura Farming Boy” Dhika, who serves as a powerful symbol of the unity and togetherness at the heart of “Hyundai, Driving ASEAN as One.”
With the spirit he consistently embodies, Dhika, who captured the internet’s attention during the traditional Pacu Jalur boat race, has become an inspiring representation of what it means to move forward as one. He reflects on a simple lesson from life on the boat: success depends on trust, teamwork, and moving in sync. When everyone moves with shared trust and unity, the boat moves forward, showing that while each individual may have different roles and strengths, real progress happens when everyone works together toward the same goal.
This spirit of shared trust and unity directly anchors Hyundai’s regional campaign theme, “Hyundai, Driving ASEAN as One.” Just as Dhika and his teammates move forward through unity, the Hyundai Cup 2026 aims to unite the diverse people, cultures, and communities across Southeast Asia, celebrating football’s unique power to bridge boundaries and inspire collective progress as one.
“From a global brand perspective, we believe the most meaningful campaigns are built around authentic stories that inspire people regardless of where they come from. Dhika is a perfect example of this. What began as a moment rooted in Indonesia’s traditional Pacu Jalur boat race quickly captured the world’s attention, turning him into a global sensation. Beyond his viral popularity, we saw something even more powerful: a story of trust, teamwork, and moving forward together. Those values are at the heart of Hyundai, Driving ASEAN as One, making Dhika a natural fit for the Hyundai Cup™ 2026 campaign. Through this collaboration, we hope to celebrate not only ASEAN’s passion for football, but also the shared spirit that unites people across the region and beyond,” said Saemi Shin, Executive Coordinator for the Asia-Pacific region, formerly Head of the Brand Communication Team at Hyundai Motor Company.
The official Hyundai Cup 2026 main film and campaign spot, featuring Dhika, can be accessed across all of Hyundai’s official social media channels throughout the ASEAN region.
With Hyundai Cup 2026 now underway, excitement continues to build across ASEAN. Fans can look forward not only to thrilling matches, but also to a variety of local activations, including immersive match-day experiences and other exciting activities that bring communities together in celebration of “Hyundai, Driving ASEAN as One.”
