Mercedes chief Toto Wolff sees untapped potential for Formula 1 in South Korea. Mercedes team principal Toto Wolff believes Formula 1 should consider returning to South Korea.

Toto Wolff supports the return of South Korea: “An unexplored market for some time”

Mercedes team principal Toto Wolff has expressed strong support for a potential return of Formula 1 to South Korea, suggesting that the sport seriously consider revisiting the Yeongam circuit more than a decade after the last race there.

A brief history of the Korean Grand Prix

Between 2010 and 2013, Formula 1 raced at the Yeongam International Circuit, hosting four editions of the Korean Grand Prix. Fernando Alonso secured victory for Ferrari in the inaugural race, while the following events were dominated by Sebastian Vettel in the Red Bull. The Korean Grand Prix was eventually removed from the calendar due to financial difficulties faced by the organizers. Since then, a return to the F1 calendar has seemed relatively unlikely, especially in the context of other Asian events being canceled, such as the Malaysian and Vietnamese Grands Prix — the latter never officially held due to the COVID-19 pandemic and later complications following the imprisonment of the event’s organizing president for corruption.

Toto Wolff sees untapped potential

Toto Wolff has been keenly aware of Formula 1’s growing global popularity and believes that South Korea represents an untapped market. Speaking to Reuters ahead of a demonstration session by Valtteri Bottas in the country, Wolff explained his reasoning. “It’s an unexplored market for some time, considering that Formula 1 has grown significantly in recent years, especially among young fans,” he said. “You know, our fastest-growing demographic is young women between 15 and 24, who are highly active on social media. South Korea is extremely connected online, so it would be fantastic if we could return and show how Formula 1 has changed over the last ten years.”

Strategic considerations for a Korean return

Toto Wolff also highlighted that South Korea’s re-inclusion could be facilitated not only through careful regional scheduling — for example, moving the Japanese Grand Prix from October to April this year after the Chinese GP — but also by rotating certain events on a biennial basis, similar to plans for the Belgian GP from 2027 onward. This rotation could create space for South Korea to rejoin the calendar.

“Domenicali has always tried to balance things carefully,” Wolff added, referring to F1 President and CEO Stefano Domenicali. “There are, of course, commercial factors to consider, but also long-term planning. I think there’s a small gap in East Asia that could be filled.”

Looking ahead

With F1’s audience continuing to grow globally, particularly among younger fans and social media-savvy demographics, Toto Wolff’s comments underscore the potential strategic and commercial benefits of returning to South Korea. The Yeongam circuit, coupled with a carefully planned calendar, could offer Formula 1 a chance to reconnect with an audience that has been largely untapped for over a decade, highlighting the sport’s ongoing expansion in the region.