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Hyundai Motor Asia Pacific, the Title Partner of the ASEAN Championship Hyundai Cup™ 2026, organized a trophy procession during the tournament’s opening ceremony in Phnom Penh on July 24, 2026. A Hyundai PALISADE carried the championship trophy into the stadium via the running track, accompanied by ASEAN football legends Kouch Sokumpheak and Nuth Sony, who then presented it on the pitch. The event launched Hyundai’s 'Driving ASEAN as One' campaign, emphasizing the brand’s role in connecting communities through football and mobility. Special performances by Her Highness Princess Norodom Jenna of Cambodia and Sambath Sok added cultural significance to the ceremony.

The ASEAN Championship Hyundai Cup™ 2026 is a regional football tournament featuring national teams from Southeast Asia, with Hyundai serving as the Title Partner. The trophy’s arrival in a Hyundai PALISADE symbolized the brand’s commitment to uniting the region through shared passion for football. Hyundai highlighted the event as part of its broader initiative to engage fans and communities across ASEAN through on-ground activations and fan experiences. The opening ceremony set the tone for weeks of competition among the region’s top teams.

Hyundai Motor Asia Pacific (HMAP), the regional arm of Hyundai Motor Company, organized the trophy procession as part of the tournament’s opening festivities. The company operates across Southeast Asia and the Pacific, supporting a diverse range of vehicles through its sales subsidiaries, manufacturing plants, and distributor partners. HMAP’s involvement reflects Hyundai’s broader strategy to foster mobility solutions and an EV ecosystem in the region. The event underscored Hyundai’s long-standing presence in over 200 countries with a workforce of more than 120,000 employees.

Hyundai Motor Company, established in 1967, presented the trophy procession as part of its 'Progress for Humanity' brand vision. The company invests in advanced technologies, including robotics, AI, and sustainable mobility solutions such as hydrogen fuel cells and EVs. Hyundai emphasized its commitment to carbon reduction while offering a full lineup of vehicles with industry-leading technologies. The ASEAN Championship Hyundai Cup™ 2026 trophy procession served as a symbolic gesture of the brand’s dedication to uniting ASEAN through football and innovation.