Hyundai-Backed Film 'Bedford Park' Wins Special Jury Award at Sundance
Hyundai Motor Company's first investment in an independent feature film, 'Bedford Park', has won the U.S. Dramatic Special Jury Award for Debut Feature at the 2026 Sundance Film Festival.
U.S. Dramatic Special Jury Award for Debut Feature
2026
January 24, 2026
What Happened
Directed by Stephanie Ahn and starring Son Sukku and Moon Choi, the film explores cultural identity and human connection. Hyundai's investment reflects its ambition to reimagine automotive branding through narrative-driven partnerships.
“It is truly meaningful that Hyundai Motor’s continued pursuit of innovative content collaboration and storytelling has once again been recognized on the global stage of the Sundance Film Festival.”
- Film: 'Bedford Park', set in New Jersey, tells a story of Korean-American identity and healing.
- Hyundai's second collaboration with actor Son Sukku, following 2024 short film 'Night Fishing'.
- Produced by Gary Foster, Chris S Lee, Nina Yang Bongiovi, Theresa Kang, and Son Sukku.
Why this matters
This award marks Hyundai's expansion into the global content industry through authentic storytelling, moving beyond traditional advertising to build human-centered brand collaborations.
Terms in This Story
- Sundance Film Festival
- An annual film festival in Utah, USA, known for showcasing independent films.
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