Ask what Korea is talking about.

Hyundai Motor ranked 29th in Interbrand's 2026 Best Global Brands, with a brand value of $25 billion (about W33.2 trillion), up two places from last year and marking its first entry into the top 30 overall. It also placed 4th among automotive brands, with value rising 1.6% from $24.6 billion in 2025, and has increased its brand value for 17 consecutive years since 2010. Korean outlets report this as recognition of Hyundai's shift from a carmaker to a tech company, citing strengths in robotics and electrification. However, separate coverage notes Hyundai Motor Group is losing ground in Europe and China amid declining sales, raising concerns about its global strategy beyond the US.