Hankook's test track has been recreated in Lego

Located in Taean, South Korea, the Hankook Technoring complex, the largest tire testing facility in Asia, has been recreated with the help of certified Lego artist Kim Sung Wan, and the company has posted a video of the process on its social media channels.

Kim, the country's first Lego specialist certified by the toy manufacturer, has extensive experience with similar projects, and the research center and testing facility were reproduced using around 8,000 Lego bricks. A replica of key sections of the "Technoring" was created on a scale of 1:700, and all major objects, including the office building, control tower, high-speed oval, handling test track, and off-road course, were recreated in 3D, as close to reality as possible.

According to Hankook, "by creatively exploring the tire development process using the unique Lego constructor, the company actively interacts not only with car enthusiasts and motorsport fans but also with representatives of the MZ generation [millennials and zoomers] who are well familiar with Lego and digital content".

Following this strategy, Hankook has also been collaborating with prominent artists since 2022 as part of the Hankook X Digital Creator project, and, for example, this year, the company reportedly received a positive response from the younger generation regarding content created in partnership with digital artist Kaze Park (Park Seong Woo) and illustrator sketch_juny.

"In the future, Hankook Tire plans to expand the interaction of our premium brand with consumers through joint projects on various digital platforms," says Hankook. "In addition, the company intends to constantly strengthen the connection with future generations, using diverse ways to inform about innovative technologies and the value of the global integrated Hankook brand".