Protesters have taken aim at Hyundai, using the automaker’s sponsorship of the upcoming World Cup to spotlight what they call corporate complicity in human rights abuses through its business ties with steelmaker Ternium. The demonstrations, which surfaced at Hyundai dealerships in multiple cities, demand that the company sever its relationship with Ternium and adopt stronger supply chain accountability measures.
How the protests unfolded
The action began earlier this week when activists gathered outside Hyundai showrooms, holding signs that linked the company’s name to alleged human rights violations. They chose the World Cup sponsorship as a lever, arguing that Hyundai’s global visibility makes it a prime target for accountability campaigns. The protesters called for an immediate review of Hyundai’s procurement policies, specifically regarding Ternium.
Ternium’s role in the dispute
Ternium is a major steel producer with operations in Latin America. The protesters accuse the company of being involved in human rights abuses, though they have not publicly detailed specific incidents. Hyundai has not commented on the allegations, but the protesters say that by maintaining a commercial relationship with Ternium, Hyundai is complicit in the alleged violations. The demand for supply chain accountability is at the heart of the protest.
World Cup sponsorship as a platform
Hyundai is a prominent sponsor of the World Cup, a partnership that gives the brand massive exposure during the tournament. The protesters are deliberately using that visibility to pressure the company. By targeting Hyundai during the World Cup buildup, they hope to force a public reckoning over corporate responsibility in supply chains. The group has also launched an online campaign, urging consumers to boycott Hyundai products until it cuts ties with Ternium.
What Hyundai is being asked to do
The protesters have a clear set of demands: Hyundai must end its contracts with Ternium, conduct an independent investigation into human rights conditions at Ternium’s facilities, and publicly commit to a zero-tolerance policy for supply chain abuses. They argue that the company’s reputation depends on taking action, especially given the global stage of the World Cup. So far, Hyundai has not issued a response beyond acknowledging the protests.
The question now is whether the automaker will move to address the allegations before the World Cup kicks off, or risk further reputational damage as the spotlight intensifies.
