Genesis, Official Sponsor of Busan International Film Festival since 2017... Supporting with Over 100 Protocol Vehicles

The Genesis brand (hereinafter Genesis) is continuing its partnership for 10 consecutive years by officially sponsoring the '31st Busan International Film Festival'.

Launched in 1996, the Busan International Film Festival is the largest film festival in Asia and has contributed to the growth of Asian cinema and the discovery of emerging filmmakers and works, alongside the Tokyo International Film Festival and the Hong Kong International Film Festival.

In particular, this year, it has risen to the ranks of major A-list international film festivals in the world, alongside the Cannes Film Festival and the Venice International Film Festival, and its international status has further increased, as the winner of the top prize, the 'Busan Award Grand Prize', is granted eligibility for submission to the International Feature Film category at the Academy Awards.

Genesis has participated as an official sponsor of the Busan International Film Festival since 2017, and this year, it continues its tenth year of sponsorship to support the expansion of the foundation of the South Korea and Asia film industry.

During the '31st Busan International Film Festival', Genesis will provide a total of approximately 100 Genesis vehicles, including the GV90, G90, GV80 Hybrid, GV80 Black, and Electrified GV70, as protocol vehicles for major film directors, actors, and festival officials.

In particular, at the opening ceremony red carpet event held on the 6th (Tuesday), the brand's first ultra-large flagship electrified SUV, the 'GV90 Neolun', was operated as a protocol vehicle, showcasing the direction of future luxury pursued by Genesis and its differentiated hospitality philosophy.

Along with this, Genesis will exhibit one GV90 Neolun near the main stage of the Busan Cinema Center during the film festival period, excluding the opening and closing ceremonies.

Meanwhile, at this Busan International Film Festival, 'Flesh Impact', a film commemorating the 100th anniversary of the birth of Marilyn Monroe for which Genesis supported production, will be screened.

'Flesh Impact' is a 17-minute short film directed by actor and director Maggie Gyllenhaal, and following its premiere at the 2026 Venice International Film Festival, it meets the audience for the second time at this Busan International Film Festival.

The work imagines a 100-year-old Monroe and, under the setting that she tells her life story at an audition, depicts the intersection of the Monroe of her prime remembered by the public and her journey as a lesser-known actress. Dakota Johnson played the Monroe of her prime, and Ellen Burstyn played the 100-year-old Monroe.

Previously, Genesis noted that the life of Marilyn Monroe, who continued to challenge her dreams even in difficult environments and created timeless influence, and the journey of Genesis, which has established itself as a global luxury brand through repeated bold challenges, are connected, and has continued various activities to promote Marilyn Monroe's innovative side.

Last June, at Genesis House New York, it held the special exhibition 'Manifesting Marilyn' commemorating the 100th anniversary of the birth of Marilyn Monroe, illuminating the life and narrative of Marilyn Monroe that had been little known beyond the icon remembered by the public.

At this film festival, along with the screening of 'Flesh Impact', a Q&A session featuring director Maggie Gyllenhaal will be held to more deeply convey the story of Marilyn Monroe and her new aspects to domestic audiences.

A Genesis official stated, "We are very pleased to present a work supported by Genesis in this meaningful year that celebrates the 10-year partnership with the Busan International Film Festival," and added, "In the future, we will continue to sensually convey the brand philosophy pursued by Genesis through support for various cultural and artistic activities."

Read the original (Korean)