Volvo Cars Supports New MBC Variety Show “Manitto Club” with Five Key Models

Volvo Car Korea announced on the 3rd that it is providing several of Volvo Cars’ key models for the MBC variety show “Manitto Club.” The lineup includes the flagship sport utility vehicle (SUV) Volvo XC90, the flagship sedan Volvo S90, the mid-size premium SUV Volvo XC60, the premium compact SUV Volvo XC40, and the all-electric SUV EX30 Cross Country (EX30CC).
First aired on the 1st, “Manitto Club” is an undercover reality variety show built around the concept of a gathering of people who know how to share one thing as two. It modernizes the traditional “manitto” game, following cast members as they secretly prepare and deliver gifts to their assigned manitto, blending tension, excitement and unpredictable twists.
In the first episode, distinctive cast members including Jenny, Dex, Noh Hong-chul, Lee Su-ji and Yoshihiro Akiyama were shown carrying out individual missions. During these segments, the Volvo XC60 and Volvo S90 appeared as the main means of transportation, and their presence was highlighted naturally through chase sequences and covert movement scenes.
The show also features many interior shots of the vehicles. Without excessive product-focused directing, the dynamic flow of the program naturally conveys Volvo Cars’ signature sophisticated and trustworthy brand image.
Lee Man-sik, executive director at Volvo Car Korea, said, "Through ‘Manitto Club,’ which is characterized by unpredictable missions and a fast-paced storyline, our key models were able to blend in naturally as everyday means of transportation," adding, "We will continue to expand customer touchpoints through diverse content and deliver meaningful brand experiences."
Meanwhile, Volvo Car Korea solidified its position as a premium brand by maintaining fourth place in the Korean imported car market in 2025, led by the flagship SUV Volvo XC90, the flagship sedan Volvo S90 and the premium mid-size SUV Volvo XC60. In 2026, the company plans to expand its electrified lineup with next-generation all-electric flagships, the Volvo EX90 and Volvo ES90, and to step up its push into the premium electric vehicle market by offering a new, software-defined vehicle experience.

eastcold@fnnews.com Reporter Kim Dong-chan Reporter