When asked about its policy for LGBTQ employees, a Hyundai spokesperson said it guarantees the same benefits and opportunities to all employees as required by law. “One would think if they believe in acknowledging and working with the LGBTQ community, they would do the same at home, but they know it won’t help them at all,” he says. Hyundai sits out the fight back home, says Lee Dong-geol, general director of Korea Gay Men’s Human Rights Group Chingusai.
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It does not promote slick, uplifting commercials starring Korean LGBTQ performers and doesn’t offer high-profile sponsorships for Korean LGBTQ organisations. The company is “proud to partner with organisations that fight for LGBTQ rights every day”, said Angela Zepeda, chief marketing officer for Hyundai Motor America, in an April statement.īut while Hyundai may be out and proud in the US, at home in Korea - where discrimination against gay and transgender people is widespread - there is little sign of forthright allyship or support for diversity from the carmaker. In April the company unveiled a 60-second commercial, Chosen Family, made by a gay-owned production company with a cast including drag queens and a male couple expecting a baby with a pregnant woman.Ī longtime sponsor of Glaad’s annual media awards, Hyundai received a perfect score in this year’s Human Rights Campaign Foundation ranking of the best places for LGBTQ people to work.
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South Korea’s Hyundai has been courting the US LGBTQ community for years, backing a film series in 2019 that featured Shangela - a breakout star of the reality show RuPaul’s Drag Race - and sponsoring the Outfest Fusion QTBIPOC Film Festival for queer artists of colour.