Meet the newest global ambassadors of Hyundai: BTS. After spending a year as the global ambassador for Hyundai’s Palisade SUV, the K-Pop super group’s status has been elevated to be Hyundai’s global ambassador brand-wise.

Marking BTS’s new status, the group arrived at the 62nd Grammy Awards in Los Angeles in the all-new hydrogen fuel cell Hyundai Nexo.

“The reason why Hyundai Motor has joined hands with BTS is to raise awareness of hydrogen as an important future energy and its sustainable application in mobility, as well as to strengthen communications with the millennial generation and generation Z as environmentally conscious partners,” said Wonhong Cho, Executive Vice President and Chief Marketing Officer of Hyundai Motor. “Through diverse campaigns with BTS illustrating Hyundai Motor’s fuel-cell technological prowess, we expect to reach a common understanding for eco-friendly, sustainable mobility with young people, and share diverse opinions with them.”

Hyundai’s tie-up with BTS is simple: they want to tap the millennial and Gen Z groups. Referring to those born between the early 1980s to the early 2000s—this demographic grew up either with a good grasp of information technology or largely grew up in a digital environment with a natural inclination for using digital tools.

The Korean carmaker says these young generations are characterized by keen environmental awareness and commitment to sustainable causes and lifestyles, encompassing production and consumption, and anticipated to be key supporters of clean energy such as hydrogen.

BTS has gained explosive popularity around the world for their music and other social initiatives; and their Hyundai Motor Global Brand Ambassadorship is expected to create a large social impact around the world via the company’s vision for eco-friendly and sustainable mobility, particularly at a time when addressing climate change is high on the agenda of policymakers and corporate leaders alike.