Hyundai Steel collaborates with Star Wars franchise to promote carbon-reduced plates

Hyundai Steel has collaborated with the Star Wars franchise to promote its carbon-reduced steelmaking process through an advertisement for the film “The Mandalorian and Grogu.” The steelmaker said Friday that the collaborative video has been airing since Monday through the company’s official YouTube channel and advertisements shown at multiplex theaters. “The Mandalorian and Grogu” is an adventure film set in the "Star Wars" universe, and follows legendary Mandalorian bounty hunter Din Djarin and his young apprentice Grogu on their journey to change the fate of the galaxy. The film was released in the United States on Friday and is scheduled to open in Korea on Wednesday. In the video, Hyundai Steel compares the teamwork of Din Djarin and Grogu to the company’s operation of a hybrid process combining an electric furnace and blast furnace. The company also borrowed the film’s iconic phrase, “This is the way,” to connect it with Hyundai Steel’s efforts to pioneer the market through the carbon-reducing production processes. “Through the video, we tried to expand our com