KIA UNWRAPS EV2 IN A BOJAGI CEREMONY AT BRUSSELS MOTOR SHOW

Kia unveiled its new EV2 at the Brussels Motor Show with a strikingly Korean touch. Wrapped in Bojagi, the traditional cloth symbolizing respect and heritage, the reveal became a ceremonial moment. With Hangul script and creative collaboration from Haymaker VFX, INNOCEAN Berlin, and Kia Europe, the launch fused culture and innovation.  

At the Brussels Motor Show earlier this month, Kia chose to introduce its latest electric vehicle, the EV2, in a way that was as much about cultural storytelling as it was about automotive innovation. In a hall filled with gleaming prototypes and futuristic concepts, Kia’s presentation stood apart—not by sheer technological spectacle, but by the quiet power of tradition.  

The EV2 was not simply rolled onto the stage under a spotlight. Instead, it arrived wrapped in Bojagi, the traditional Korean cloth used for gift wrapping, a practice that carries centuries of meaning. Bojagi is not just fabric; it is a symbol of respect, care, and the act of giving. By choosing this method, Kia paid tribute to its roots, reminding audiences that even as the company pushes forward into the electric future, it remains deeply connected to its cultural heritage.  

The unwrapping itself became a ceremony. As the cloth was carefully drawn back, the words “Movement that Inspires” appeared etched into the fabric in Hangul, Korea’s native script. This was not a mere slogan but a statement of intent, woven into the very fabric of the reveal. The act of unveiling was transformed into a ritual, one that resonated with audiences far beyond the automotive sphere.  

The creative execution of this moment was the result of collaboration between Haymaker VFX, INNOCEAN Berlin, and Kia Europe. Together, they crafted a presentation that balanced artistry with brand identity. Haymaker VFX brought the visual effects to life, ensuring the Bojagi reveal was not only authentic but also cinematic. INNOCEAN Berlin, Kia’s long-time creative partner, shaped the narrative, while Kia Europe ensured the cultural symbolism was communicated with clarity to a diverse audience.  

In an industry where launches often rely on pyrotechnics, celebrity endorsements, or futuristic theatrics, Kia’s approach was refreshingly understated yet profoundly impactful. The Bojagi reveal reminded audiences that innovation does not have to abandon tradition. Instead, it can be enriched by it. By embedding cultural meaning into the EV2’s debut, Kia positioned itself not only as a manufacturer of cars but as a storyteller of heritage and progress.  

The EV2 itself represents Kia’s next step in its electric journey. Compact, efficient, and designed for urban mobility, it is aimed at a new generation of drivers who value sustainability as much as style. Yet the car’s specifications were not the centerpiece of the launch. Instead, Kia chose to let the symbolism of the reveal speak first, framing the EV2 as more than a product—it is a gift, wrapped in tradition, offered to the world.  

This strategy reflects Kia’s broader brand philosophy. “Movement that Inspires” is not just a tagline but a guiding principle. By integrating cultural rituals into its global launches, Kia demonstrates that inspiration can come from heritage as much as from technology. The Brussels Motor Show audience witnessed a brand that is confident enough to embrace its identity while competing on the global stage.  

The choice of Bojagi also carried subtle layers of meaning. In Korean tradition, Bojagi is often used to wrap precious items, symbolizing protection and care. By presenting the EV2 in this way, Kia suggested that the car itself is something valuable, worthy of respect, and designed with care for both people and the planet. The act of unwrapping became a metaphor for discovery—revealing not just a car, but a vision of mobility rooted in cultural consciousness.  

Observers noted how the ceremony contrasted with the broader atmosphere of the motor show. While other brands leaned heavily on futuristic spectacle, Kia’s reveal was quiet, deliberate, and deeply human. It was a reminder that progress is not only about speed and technology but also about meaning and connection.  

The collaboration with Haymaker VFX and INNOCEAN Berlin ensured that the reveal was not only culturally authentic but also visually compelling. The cloth shimmered under the lights, the Hangul script glowed with subtle emphasis, and the moment of unveiling was timed to perfection. It was a performance that blended tradition with modern storytelling techniques, leaving a lasting impression on attendees.  

For Kia Europe, the reveal was also a statement of identity. In a market where electric vehicles are rapidly multiplying, differentiation is key. By anchoring the EV2’s debut in Korean heritage, Kia distinguished itself from competitors who often rely solely on technological narratives. The EV2 was introduced not just as another electric car, but as a cultural artifact, a bridge between past and future.  

The Brussels Motor Show has long been a stage for innovation, but Kia’s presentation reminded audiences that innovation can be cultural as well as technological. The EV2’s Bojagi reveal was a moment of storytelling, one that elevated the car beyond its specifications and into the realm of meaning.  

As the cloth fell away and the EV2 stood revealed, the audience saw more than a new model. They saw a brand confident enough to embrace its roots, creative enough to reimagine tradition, and bold enough to present its future in a uniquely Korean way. In that moment, Kia demonstrated that movement truly can inspire—not just through the cars we drive, but through the stories we tell.