Korean firms are scrambling to scale back or delay major events and operations in the Middle East, as geopolitical tensions spiked following the joint U.S. and Israeli attack on Iran. Companies that had prepared high-profile marketing events and other regular business activities in the region are now reassessing their plans with a low-key approach, in a bid to minimize possible risk exposure. Hyundai Motor Group’s Genesis luxury brand was supposed to invite a group of journalists to Qatar to promote its participation in the 2026 World Endurance Championship (WEC) for three days from March 26. However, the carmaker is conducting an internal review over whether to proceed with the program as scheduled amid the sudden escalation of tensions in the Middle East. “We are discussing whether to cancel the media invitation program for the 2026 WEC, but nothing specific has so far been confirmed,” a group official said. The aviation sector is also directly affected by the geopolitical risk. Korean Air has decided to temporarily suspend its Incheon-Dubai route until Thursday in response to the