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[Herald Economy reporter Seo Jae-geun] Kia released a corporate social-responsibility campaign video on May 20 to mark World Multicultural Day, aiming to raise awareness about multiculturalism.
The video features two Kia employees who hold U.S. and French citizenship, seven members of the public from countries including Bangladesh, India, Australia and Japan, and Chef Hu Deok-juk, who appeared on the Netflix variety show Black & White Chefs: Culinary Class War Season 2.
In interview-style segments, first- and second-generation multicultural Koreans candidly recount their life experiences, highlighting both generational differences and points of common empathy. Chef Hu, a member of the Taiwanese Chinese community who later became a naturalized Korean citizen, speaks frankly about living as a multicultural person, which deepens the film’s emotional impact.
Second-generation participants describe encountering ongoing everyday prejudice but emphasize that they refuse to be intimidated, choosing instead to live with confidence and agency. First-generation participants, who lived through a period of stronger bias, calmly share painful memories while expressing pride in the assured younger generation. The video closes with all participants united in a call for a more inclusive Korea, followed by an introduction to Kia’s social contribution initiatives.
The campaign continues Kia’s Harmonium program, launched in 2024, which combines career-exploration education with on-site internships to strengthen the independence of multicultural youth. It is also part of Kia’s Move & Connect social-responsibility project. Kia says it will pursue a range of initiatives to support an inclusive society, including plans to provide Kia EVs to multicultural families this year.
“This campaign reflects Kia’s sincere journey alongside multicultural families and expresses our support for a more inclusive society,” a Kia representative said. “We will continue to roll out campaigns aimed at reducing misunderstandings and prejudices across cultures and generations.”
The campaign video is available on Kia’s official YouTube channel and Instagram and will later be aired as a TV commercial.
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