DONGHAE, Gangwon Province — On a sweltering summer afternoon at Mangsang Beach, drivers returning from the shoreline may have expected little more than a crowded parking lot and sand-covered vehicles. Instead, many of them were greeted by a group of young Hankook Tire staff members asking a simple question: "Would you like a free tire inspection?" Within minutes, tire pressure was checked, tread wear measured and air topped up where needed. For many families preparing for the drive home, the five-minute inspection became an unexpected reminder that road safety often begins long before a vehicle reaches the highway. The scene is part of Hankook Tire’s "Tire Boy" campaign, a traveling road safety initiative designed to bring tire inspections directly to motorists instead of waiting for them to visit repair shops. Inspired by the "beer boys" who weave through baseball stadiums selling drinks to spectators, Tire Boy reverses the traditional service model by taking tire maintenance to places where drivers naturally gather. The campaign, launched in 2025, is part of the tiremaker’s core b