K-Pop Power: Fans Drive Hyundai to Drop Coal-Powered Aluminum Deal

South Korea's Hyundai Motor Company and PT Adaro Minerals Indonesia have ended an aluminium supply agreement after calls by a climate organisation, Australia’s Market Forces, backed by K-pop fans demanding the company not procure supplies produced using polluting coal.

Millions of K-pop fans, who are known for their ability to mobilise around issues of concern, took up the campaign to end the companies’ trading agreement alerting their considerable network through social media.

Hyundai Motor said in a statement that it had ended its non-binding memorandum of understanding (MoU) with Adaro, a unit of Indonesia's second-largest coal miner Adaro Energy Indonesia, at the end of 2023.

The South Korean automaker signed an agreement with Adaro Minerals in 2022 to secure the right to purchase aluminium produced by Adaro's subsidiary PT Kalimantan Aluminium Industry. At the time, Hyundai said it expected to procure aluminium from Adaro that meets the automaker's carbon neutral policy amid growing demand for aluminium among global automakers.

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