F1 Returns to South Korea: Mercedes AMG to Showcase at ‘Peaches Run Universe’

Formula One racing is set to make an exciting return to South Korean soil after more than a decade. On October 12, 2024, the roar of a Mercedes AMG Formula One car will echo through Yongin, Gyeonggi-do, as part of the highly anticipated ‘Peaches Run Universe’ event. This marks the first time an F1 car will grace the country since the last Korean Grand Prix was held in 2013, bringing back memories of the sport’s brief but passionate history in the East Asian nation. The event promises to deliver an unforgettable experience for Korean motorsport enthusiasts who have been waiting patiently for F1’s return.

At the heart of this exhibition will be Mercedes reserve driver Valtteri Bottas, who will pilot the team’s W13 F1 car from the 2022 season. The Finnish driver brings a unique connection to this demonstration, having competed in South Korea during his debut Formula One season with Williams in 2013—the final year the Korean Grand Prix featured on the F1 calendar. Bottas, who is set to join the Cadillac F1 team as a full-time driver next year, expressed his enthusiasm about returning to South Korea: “I was fortunate enough to be in my debut season the last time F1 raced in South Korea back in 2013. The passion of the fans for our sport was clear, and I thoroughly enjoyed the experience.” His participation adds a meaningful layer to this homecoming, connecting the past and present of Formula One in Korea.

The ‘Peaches Run Universe’ event represents more than just a Formula One demonstration; it’s being crafted as a comprehensive celebration of automotive culture. Organized by Peaches, a lifestyle brand centered around car culture, the festival aims to create “an unprecedented special automobile festival in Korea.” Bottas’s demonstration run stands as the main attraction, but attendees will also be treated to an immersive Formula One experience including access to the Mercedes-AMG Petronas F1 team’s pit garage setup, team vans, racing suits, and even racing simulators. This gives Korean fans a rare opportunity to experience the complete atmosphere of Formula One beyond just seeing a car on track.

The ambitions for this event extend well beyond motorsport, encompassing a broader cultural celebration. According to the organizers, ‘Peaches Run Universe’ will showcase various aspects of car culture through fashion, art, and culinary experiences. A significant exhibition of rare automobiles “that are hard to find in Korea” will complement the F1 demonstration, offering automotive enthusiasts a diverse range of vehicles to admire. Additionally, the event will feature K-pop artist performances, special merchandise, and dedicated food and beverage spaces, creating a festival atmosphere that merges international motorsport with Korean cultural elements to create a uniquely local experience.

This high-profile event comes at a time when Formula One’s popularity in Asia continues to grow, with several countries in the region expressing interest in hosting Grand Prix events. Thailand is reportedly preparing for a future street race, and F1’s governing body has shown increased interest in expanding the sport’s presence throughout Asia. The enthusiastic response to this South Korean demonstration could potentially reignite discussions about returning the Korean Grand Prix to the official Formula One calendar. The Korean International Circuit in Yeongam previously hosted Formula One from 2010 to 2013 before financial difficulties led to its removal from the schedule, but the sport’s growing global audience and commercial success could make a permanent return more viable.

For fans eager to be part of this historic event, tickets will be available through ‘Gifting Kakao Talk FOR ME’ beginning September 25th at 10 am on a first-come, first-served basis. An advance ‘Open Reminder’ application will be available a week earlier, on September 18th. The organizers have promised to release additional details about reservations, the vehicle lineup, venue layout, and entry instructions through the official @peachesrununiverse Instagram account. As October 12th approaches, excitement continues to build for what promises to be a significant moment in South Korea’s motorsport history—one that could potentially pave the way for Formula One’s more permanent return to the country in the years to come.