Hyundai Card launches Alphabet Card as a standalone brand

It is a spin-off of its lifestyle credit card brand first launched in 2004.

South Korea’s Hyundai Card has launched the Alphabet Card brand.

The brand is both a revival and spin off of the Alphabet Card, Hyundai Card’s first lifestyle credit card introduced in 2004.

The new brand deviates from Hyundai Card’s product strategy of universality or “a single card for everything,” according to a statement on 14 July 2026.

Hyundai Card said that consumers have a clearer understanding of their spending patterns and lifestyles than in the past, and that because of this the ways customers compare and select card benefits have also become more sophisticated.

“Hyundai Card determined that a separate platform, distinct from its existing universal product structure, was needed to capture these increasingly segmented lifestyles,” the statement said.

Alphabet Card will have a “more experimental and free-spirited identity” compared to Hyundai Card’s current branding of “restrained minimalism”, it said.

Alphabet Card will build an entirely new brand universe across design, typography and packaging.

“Alphabet Card is the starting point of Hyundai Card’s philosophy of viewing credit cards as a language of lifestyle, and it is a brand that carries more than 20 years of heritage,” Hyundai Card said.