Discover the Unique ‘Road & Memory’ Lexus Experience: Spring 2026 Program Unveiled!

Translation result

Lexus Korea is stepping up efforts to strengthen customer experience, using curated programs to raise its brand profile.

On April 29, Lexus Korea said it is recruiting participants for a spring edition of its customized customer-experience series, “Road and Memory by Lexus.”

The program’s inaugural journey, “Spring: Amazing Harmony,” runs May 15–17 in Gyeongju, North Gyeongsang Province. Framed as “a time to uncover hidden values in the breath of tradition,” the two-night, three-day itinerary offers immersive encounters with Korean traditional culture and artisanship.

Launched two years ago, “Road and Memory by Lexus” curates seasonal lifestyle experiences—ranging from tradition and gastronomy to art and golf—so participants can directly engage with Lexus’s craftsmanship and brand philosophy.

Participants will also have the opportunity to test-drive Lexus’ electrified lineup. The paid program will accept nine teams on a first-come, first-served basis via the Lexus customer app “Lexus Lounge”—seven two-person teams and two four-person teams.

Beginning this spring, Lexus Korea plans to operate premium, seasonally themed programs year-round through summer, fall and winter.

This summer the company will stage “Amazing Electrified” on Jeju Island, pairing electrified lifestyle experiences with relaxation. In the fall it will introduce “Amazing Fashion” in conjunction with the KPGA’s official “2026 Lexus Masters” tour. In winter, Lexus plans to extend its differentiated brand experience internationally, building on an earlier journey to Yakushima.

In the imported-car industry, customer-dedicated programs are seen as a key sales strategy. An industry source said, “By enhancing customer experience, companies refine their brand image and aim to grow a loyal customer base over the long term.”

Sang-wook Kim, Reporter kswpp@viva100.com