[VIDEO] Beyond the cup: Korea's evolving cafe industry

Mercedes-Benz Korea has unveiled a new initiative called Beyond Driving to enhance road safety awareness across the country. The campaign, spearheaded by the company's Corporate Social Responsibility Committee, aims to instill safer driving habits among motorists of all ages. This marks a significant expansion of the company's long-standing commitment to road safety, which has been a core focus for over a decade.

Initially launched in 2014, the MobileKids program targeted children, teaching them essential traffic safety principles. Over time, the company's safety initiatives have evolved, incorporating school-zone campaigns, online and in-person educational programs, and radio advertising. Collectively, these efforts have reached more than 50,000 young learners, driving home the importance of responsible road behavior from a young age.

In 2025, Mercedes-Benz Korea has elevated its safety mission with Beyond Driving. The campaign stresses that fostering a safer environment on Korean roads requires more than just adhering to traffic regulations; it necessitates a collective effort from all drivers to be considerate of one another's presence on the road. This includes yielding when appropriate and adjusting driving behavior to ensure the safety of all road users.

The Beyond Driving initiative kicked off this summer with a focus on highway and roundabout safety. The program's first phase included educational materials and practical demonstrations aimed at reinforcing proper techniques for navigating high-speed roads and complex intersections. The campaign is set to continue, with ongoing efforts to educate and encourage a culture of mindful driving among Korean motorists.