10 Shades of Culture: a decade of Genesis colors inspired by Korean roots

This year, Genesis commemorates its 10th anniversary, marking a decade of luxury, innovation, and a steadfast commitment to its Korean roots. Over the years, the brand has established a remarkable legacy of impeccable design and performance across its production lineup, complemented by an equally bold portfolio of concept vehicles. Guided by its “distinctly Korean” ethos, Genesis has consistently woven elements of its heritage into its vision for modern luxury.

A shining example of this homage is the vibrant array of colors showcased across its concept and production vehicles, each deeply inspired by Korea’s rich cultural heritage and breathtaking landscapes. From the rugged majesty of Mount Halla on Jeju Island to the intricate artistry of “dancheong” — the colorful patterns of Korean roof architecture — these 10 iconic shades reflect Genesis cultural pride. Together, they tell a story of traditional beauty seamlessly blended with contemporary elegance, embodying the harmonious marriage of past and future in the world of luxury automobiles.

Hallasan Green

Genesis’ flagship model, the G90, in deep, forest-hued Hallasan Green

This striking exterior color, available on production models* like the G90, the G80 and the G70 Shooting Brake, is a direct tribute to Mount Halla, the majestic shield volcano on Jeju Island and Korea’s tallest mountain. This special color was developed as a deep, grayish green. During development, the focus was on achieving a hue that sits between blue and green, evoking the unique atmosphere of Jeju Island, where the blue sea, lush greenery and black basalt coexist in harmony. The color is a testament to the brand’s commitment to showcasing the beauty of its homeland in a tangible way.

Crane White

The X Convertible Concept in Crane White

Inspired by the crane, a revered symbol in Korea representing nobility, sanctity and longevity, the pearlescent white that clads the exterior of the X Convertible Concept exudes purity and elegance. It’s a sophisticated choice for a luxury convertible, hinting at grace and timeless appeal.

Giwa Navy

The interior of the X Convertible Concept in Giwa Navy

This deep navy hue, used in the interior of the X Convertible Concept, takes its name from “giwa,” the distinctive dark roof tiles found on traditional Korean houses known as “hanok.” The color embodies the classic and serene aesthetic of Korean architecture, bringing a sense of calm and rootedness to the interior space.

Dancheong Orange

Accents in the interior of the X Convertible Concept in Dancheong Orange

The underside of the roofs of Changdeokgung Palace in Seoul’s Jongno District are painted with traditional Korean dancheong motifs which typically include vibrant orange accents.

Inje Green

The X Speedium Coupe Concept in Inje Green

This metallic emerald green shade, used for the exterior of the X Speedium Coupe Concept, is named after Inje County in Gangwon Province. This region is renowned for its mountains and is home to a prominent circuit, Inje Speedium, where Genesis designers can really let loose on the racetrack. The belief that the pleasure of driving should be eternally pursued even in the era of electrification is reflected in the concept’s design. The choice of exterior color and its name were chosen with the same philosophy.

Signature Orange Color of Genesis Magma Program

Genesis Magma concepts in their signature orange color

This signature color for Genesis’ upcoming Magma model references Korea’s volcanic landscape, symbolizing the emotion, passion and vibrancy of the nation’s culture. Genesis Chief Creative Officer Luc Donckerwolke said of it, “The color symbolizes the self-confident and passionate attitude of Korea. There is a quiet, efficient, disciplined and humble first impression soon contrasted by a high-performing and extroverted attitude.” 

The orange shade was first used on the GV80 Coupe Concept. After that, it was used for all performance concepts like the X Gran Berlinetta, the G70 Track Taxi Nordschleife, the G80 Magma Special and others. Over time it has become a powerful statement of intent for the brand’s foray into high-performance vehicles. This idea is embodied in the Genesis Magma model, the first of which, the GV60 Magma, will soon be released. The same color is also used for the livery of Genesis Magma Racing, Genesis’ endurance racing team. The team will make its debut at the 2026 World Endurance Championship (WEC) and 2027 International Motor Sports Association (IMSA) SportsCar Championship in the Hypercar class with its GMR-001 Hypercar.

Midnight Black and Majestic Blue

The Neolun Concept

Part of the two-tone exterior on the Neolun Concept, the two colors of Midnight Black and Majestic Blue are inspired by Korea’s serene nights. Together they evoke a sense of calm sophistication and bold presence, much like the quiet beauty of the Korean night sky. The deep hue of Majestic Blue completes the Neolun Concept’s dual-tone exterior. It adds a layer of depth and understated luxury, emphasizing the concept’s refined character.

Royal Indigo Cashmere and Purple Silk Leather

The interior of the Neolun Concept sports dual tones of Royal Indigo cashmere and Purple Silk leather.

Royal Indigo cashmere and Purple Silk leather come together in the interior of the Neolun Concept to elevate the comforting ambiance of the cabin. The combination of soft, warm cashmere and matte leather dyed with Korean natural pigments, accented with translucent materials and real aluminum garnishes, create an unsuspecting harmony. This subtle detail is a nod to traditional Korean craftsmanship techniques and a unique touch that elevates the interior experience and reinforces the brand’s distinct identity.

As Genesis embarks on its next decade, these colors serve as more than just aesthetic choices. They are a testament to the brand’s unwavering commitment to its Korean heritage, weaving the nation’s landscapes, traditions and artistic expressions into the very fabric of its luxury vehicles. This thoughtful approach to design ensures that every Genesis, whether a production model or a visionary concept, carries a piece of Korea’s soul, offering a truly unique and culturally rich automotive experience.

Disclaimer: Color availability for production models may vary by region.