GENESIS MAGMA RACING LIVE FESTIVAL: BRINGING RACING THRILL BEYOND THE TRACK
HANAM, Korea, Oct. 7 — From the battle-tested machine that completed the 24 Hours of Le Mans to simulator lap time challenges and the live intensity of the 6 Hours of Fuji, the Genesis Magma Racing Live Festival brought the excitement of motorsports to Starfield Hanam this Sept.
The event ran from Sept. 24-27 in conjunction with the 6 Hours of Fuji, the sixth round of the 2026 FIA World Endurance Championship (WEC) season in which the luxury marque’s Genesis Magma Racing team made its debut this year. The Live Festival is an expansion of the brand's customer experience to make motorsports more accessible to the Korean public.
Genesis had previously introduced its Genesis Magma Racing team to its home market at the 2026 Busan Mobility Show in June and through a special exhibition at Genesis Studio Hanam in July. With the Live Festival, the brand created a multifaceted stage at Starfield Hanam where mallgoers came face-to-face with the actual hypercar that completed the 24 Hours of Le Mans, took on interactive challenges, and gathered to cheer on the GMR-001 Hypercars as they raced at the Fuji Speedway in neighboring Japan.
The Grime and Glory of Le Mans
Upon entering the South Atrium at Starfield Hanam, visitors immediately noticed the Magma Orange-liveried race car positioned at the center of the space.
The vehicle on display was the #19 GMR-001 Hypercar that competed in the 24 Hours of Le Mans last June. Covering 372 laps and approximately 5,069 kilometers over a grueling 24 hours, the car crossed the finish line in 13th place — marking a defining milestone by completing the legendary race on Genesis Magma Racing’s first Le Mans outing.
Up close, the GMR-001 Hypercar stood in stark contrast to pristine show cars typically seen at motor shows. Scratches and stains from hours on the track remained layered across the front, sides and wheel arches, clearly visible against the vivid Magma Orange livery.
The exhibition gave visitors a rare opportunity to closely examine a race car that would normally appear briefly on a screen. The lore of Le Mans, previously known only through final standings and records, took concrete form in the vehicle before them.
On the second floor of the mall in Genesis Studio Hanam, the Genesis Magma GT3 Concept was displayed in Korea for the first time. Initially unveiled at the 24 Hours of Le Mans in June, the Magma GT3 Concept points to Genesis’ potential to further explore its motorsports and high-performance programs. If the GMR-001 Hypercar represents where Genesis Magma Racing is today, the Magma GT3 Concept offers a glimpse of what comes next.
Racing Continues at Fuji in Second Half of WEC Season
As the Live Festival was held in conjunction with the sixth round of the WEC, the 6 Hours of Fuji, visitors got an early look at the race weekend which would begin just days later. Gallery walls at the first-floor event space and in Genesis Studio Hanam introduced viewers to the Fuji Speedway circuit, with a rundown of the race schedule, competing vehicles and driver lineup.
Fuji Speedway is a 4.563-kilometer circuit with 16 corners and a 1.475-kilometer main straight. Visitors explored the track layout and race information, and examined the #19 Hypercar that finished at Le Mans, allowing them to picture the #17 and #19 GMR-001 Hypercars competing on the global stage.
On the final day of the event, a live watch party for the 6 Hours of Fuji heightened the excitement with guests coming together to watch the race.
Immersive Motorsports Experience
The festival transitioned from visual spectacle to physical action as visitors stepped into the driver’s seat. Designed as a stamp tour, three hands-on missions — the Batak Challenge, Time Stop Challenge and GMR-001 Sim Racing — let attendees put their own instincts to the test.
The Batak Challenge challenged participants to strike randomly illuminating buttons against a ticking clock, testing their reflexes and alertness. Next, the Time Stop Challenge had visitors trying to stop a running clock within a targeted time. Together, the two intuitive missions highlighted skills essential to racing: split-second reactions and precision timing.
Additionally, sim racing put visitors behind the steering wheel of the GMR-001 Hypercar on a virtual circuit. Their lap times varied based on where they braked before entering a corner and when they accelerated again. After each run, the leaderboard immediately displayed their lap times and rankings, turning the experience into a challenge to go even faster.
Participants who received all three stamps also received a chance to enter a prize draw at Genesis Studio Hanam.
Motorsports for the Whole Family
For visitors looking to enjoy the festival more casually, dedicated activity zones offered postcard drawing and temporary tattoos, providing an approachable way for families and newcomers to the sport to soak up the atmosphere.
The flexible format allowed families to enjoy the event at their own pace — parents could inspect the GMR-001 Hypercar while their children took the wheel on the simulator before regrouping to make postcards or collect stamps.
“Because [the festival] was held at the Starfield Hanam which is a convenient location, we could easily visit with our kids,” one parent said. “I previously had little interest in motorsports, but Genesis’ announcement of its WEC participation sparked my curiosity. After following the team’s completion of the 6 Hours of Imola and its results at the 24 Hours of Le Mans, I now check the outcome of every race.”
“The kids love racing too, so getting stickers and drawing pictures made it a rewarding experience the whole family could enjoy,” the parent added.
Genesis Collection Brings Magma Orange from the Track to Lifestyle Goods
Beyond the experience programs, visitors were able to browse the Genesis Brand Collection — which extends Genesis design and brand sensibility into everyday lifestyle products — as well as the Genesis Magma Racing Collection, which was fitting for the motorsports event. A variety of items clad in Magma Orange, including keyrings, scale models and accessories, were available for purchase on site.
A signature item of the Genesis Collection, the teddy bear keyring, captures the brand’s most significant milestones and stories through different characters. The lineup includes the “Jacky Ickx Edition” teddy, inspired by legendary six-time 24 Hours of Le Mans winner and Genesis Brand Partner Jacky Ickx, the “Heritage Racer Edition,” dressed in classic racing overalls reminiscent of racecar drivers of the past, as well as the “Magma Crew Bear,” representing the identity of a team united by Genesis’ high-performance Magma DNA.
Genesis also lent its striking Magma Orange hue to postcards, poster books, leather cardholders, and tote bags.
The Genesis Magma Racing Collection was a particular favorite among fans. The lineup included 1:43 scale models of the #17 and #19 GMR-001 Hypercars, accompanied by team apparel and racing accessories such as snapback caps, team shirts and rain jackets, allowing fans to carry their support for Genesis Magma Racing into their daily lives.
6 Hours of Fuji Live Watch Party
On Sept. 27, fans in Hanam turned their attention to the screen at the watch party to cheer on the #17 and #19 Genesis Magma Racing GMR-001 Hypercars of Genesis Magma Racing competing at the 6 Hours of Fuji.
Megabox Hanam Starfield broadcasted the race live on a movie theatre screen with surround sound while visitors at the South Atrium and Genesis Studio Hanam followed the action on large LED displays.
During the race, the #19 Hypercar broke into the front pack early and spent most of its run inside the top five. The #17 car also kept up the pursuit, staying within the points-scoring positions until the late stages. Despite a late penalty dropping the #19 to 11th place and the #17 to 15th, the race showcased the competitiveness of the GMR-001 Hypercars amid changing track conditions.
“For a Korean brand to enter motorsports is a tremendous challenge in itself,” one motorsports fan said. “Gathering together to experience motorsports like this will likely spark even greater interest here in Korea.”
Another visitor, who encountered endurance racing for the first time this WEC season, shared that they had been following Genesis Magma Racing’s journey since the season opener in Imola, Italy.
“At first, I figured just finishing a race would be an achievement, but my expectations grew as the team started securing points during the season,” the visitor said. “Watching the race in a theater equipped with a massive screen and high-quality sound made it a really special experience.”
A spectator from a Genesis-owning family also mentioned that their view of the brand changed after witnessing its motorsports activities.
“It was already a brand I liked, but by taking on motorsports, it feels like the brand’s ambitions have grown even bigger and I have high expectations for its future vision,” they said.
A Bold Pursuit Backed by Fans
Early in the season, fans simply hoped the team would finish the race. But these expectations have shifted. Now, they are looking past points finishes and setting their sights on double points and podium finishes.
As Genesis Magma Racing builds experience and shows results race by race, the cautious cheers from the start of the year have transformed into genuine excitement for the next race.
The Genesis Magma Racing Live Festival proved that this momentum is taking hold in Korea as well. From long-time motorsports enthusiasts to those watching endurance racing for the first time because of Genesis Magma Racing, people who came from different starting points are now following the same team’s journey and waiting to see what comes next.
The checkered flag has dropped at Fuji, but the season is far from over. How much faster will the team go and how much higher can it climb at the next race? Korean fans will soon turn their gazes to the Circuit de Barcelona-Catalunya for the 6 Hours of Barcelona to cheer on their home team, Genesis Magma Racing.
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