April 24, 2024

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[THE INVESTOR] Hyundai Motor is opening its brand museum in Beijing in the second half of this year -- the second one outside Korea after Moscow.

According to industry sources on May 31, the Hyundai Motor Studio will be located in 798 Art District, a partially defunct machine tool manufactory refurbished as an arts center, in Beijing to offer Chinese trendsetters diverse brand experience events. 

Hyundai Motor Studio in Seoul

The new opening comes at a time when the Korean carmaker is struggling to elevate slowing car sales in the all-important Chinese market largely due to diplomatic tensions between and fiercer competition with local rivals.

Currently, the automaker operates three Hyundai Motor Studios.

By Song Seung-hyun (ssh@heraldcorp.com)