2018 Winter Olympics marketing was a long running campaign that began when Pyeongchang won its bid to host the games in 2011.

It is a stylised representation of the hangul letters ㅍ p and ㅊ ch, these being the initial sounds of 평창 Pyeongchang.

[4][5] In November 2017, the IOC announced it would support and sponsor an Intel Extreme Masters StarCraft II tournament in Pyeongchang preceding the Games.

Its support of the tournament as a de facto demonstration event came on the heels of a report by the IOC which recognised that eSports "could be considered as a sporting activity".

As a result, Toyota did not perform any Olympic-related marketing in South Korea, the fleet of official IOC vehicles were provided by Hyundai and Kia, while Hyundai used the Games to showcase its Nexo hydrogen fuel cell SUV and self-driving vehicle technology.