Hyundai creates reflective key rings featuring its character Leuleuleu for nighttime and rainy conditions, aiming to raise awareness of hearing disabilities

[Financial News] Hyundai Motor Company has launched a pedestrian-safety key ring that reflects light, featuring its own character, Leuleuleu.
On the 9th, Hyundai Motor Company announced that it would run the “Walking Safety Campaign with Leuleuleu” with Snail of Love. Snail of Love is a nonprofit organization that supports cochlear implant surgery and hearing aids for people with hearing disabilities, as well as social adaptation support and public awareness initiatives.
The two organizations signed an agreement at Hyundai Motor Company’s headquarters in Seocho-gu, Seoul, on the 3rd. Hyundai Motor Company made 1,000 key rings that reflect light at night or on rainy days. Of these, 500 will be sold through Leuleuleu’s online merchandise shop, “Ttubuk Store,” and the remaining 500 will be donated to Snail of Love.
The campaign was conceived by linking Leuleuleu’s character premise—a slug who gets around on foot and works at a car company—with Snail of Love’s efforts to raise awareness of hearing disabilities. Under the agreement, the two organizations will work together to produce and donate pedestrian-safety merchandise and spread pedestrian-safety content.
Hyundai Motor Company said the key rings can be easily attached to bags and other items, making them safety merchandise that people with and without hearing disabilities can use in their daily lives. Hyundai Motor Company and Snail of Love will also each publish content on their official social media channels featuring the merchandise launch and people using the key rings.
Hyundai Motor Company also launched a Leuleuleu theme for in-vehicle displays on Bluelink Store that day. It plans to keep expanding the ways people can encounter Leuleuleu through merchandise, online content and digital themes for vehicles.
A Hyundai Motor Company representative said, “Since the character was revamped in 2024, Leuleuleu has connected with younger generations through its fictional world as ‘a car-company employee who gets around on foot.’ Through this collaboration, we will convey messages of safety and inclusion in an approachable way through Leuleuleu merchandise and content.”

[email protected] Kim Dong-chan Reporter