Hyundai Steel shows ‘the way’ of combined furnace process in ‘Star Wars’ collaboration

Hyundai Steel has unveiled a new commercial in collaboration with “Star Wars.”

The company released an advertisement featuring a low-carbon electric arc furnace and blast furnace in a teaser for “The Mandalorian and Grogu,” a film scheduled for release on May 27

The film follows the adventures of the bounty hunter Din Djarin and the irresistibly endearing Grogu, who catapulted to the modern zeitgeist through the Disney+ series “The Mandalorian.”

In the video, Hyundai Steel integrates the innovation of electric arc-furnace combined process into the characters’ adventure, drawing a comparison between the combination of the two furnaces and the main characters’ dynamic that drives the story.

The popular line from the show, “This is the way,” indicates the company’s path of pioneering new markets through the process.

“We expanded our communication channels so that Hyundai Steel comes to people in a familiar way,” a Hyundai Steel representative said. “We hope that the video can promote Hyundai Steel as well as the movie.”

The video can be seen on Hyundai Steel’s official YouTube channel, as well as before the film at CGV and Lotte Cinema.

The company has also launched full-scale production of its low-emission steel sheets which have reduced carbon emissions by 20 percent since February.

Based on its accumulated electric furnace operation expertise and blast furnace technology, Hyundai Steel has become the world’s first company to operate a combined process that merges the molten iron from electric furnaces and blast furnaces to produce low-emission steel sheets.

“We became the leading company to supply low-emission products through our impressive electric arc furnace-blast furnace combined process,” the Hyundai Steel representative said. “We will pre-emptively respond to the need to reduce carbon emissions in in-demand industries, including the mobility and energy industries and support their shift to net zero.”

BY LEE DAHYUN [lee.dahyun3@joongang.co.kr]