Hyundai Motor's efforts fuel Korean archers' 36-year Olympic dominance

Hyundai Motor Group Executive Chair Chung Euisun, right, poses with the members of the women's archery team after they won an Olympic gold medal at Les Invalides in Paris, Sunday (local time). From left are Nam Su-hyeon, Lim Si-hyeon and Jeon Hun-young. Yonhap

Korean women archers claimed their 10th straight Olympic gold medal in the team event at the Paris Olympics, Sunday (local time), with Hyundai Motor Group contributing to the milestone.

The carmaker has been an unwavering sponsor of the Korea Archery Association since 1985. Hyundai Motor Group Executive Chair Chung Euisun has also led the association since 2005, guiding the national archery team on the global stage for the past two decades.

The company introduced state-of-the-art training systems and equipment for the national team shortly after the end of the previous Olympics in Tokyo in 2021. The group established training facilities in Jincheon, North Chungcheong Province, modeled after Les Invalides in Paris, where the ongoing sporting event is taking place.

The decision was aimed at helping the national team train under the best circumstances for the Olympics.

The company also developed a shooting robot for athletes’ training. Other cutting-edge devices were also provided, including a multi-lens camera system used for athletes to correct their posture while they engage in outdoor training. It also developed a cooling cap designed to enhance their performance under any weather conditions.

Chung visited the event venue to support the national archery team and encourage them to do their utmost until the end of the Olympics.

“We expect the athletes to maintain their healthy spirit without being extremely excited or depressed,” Chung said during an interview after the women’s archery team clinched the nation's 10th consecutive Olympic gold in archery competitions.

Under his leadership, the nation’s archery team has transformed into one powered by the world’s most tech-savvy equipment and training systems. Hyundai Motor Group developed diverse training tools by using cutting-edge technologies, such as artificial intelligence, 3D printing and augmented reality.