That is what they say. However, they are still not licensed oils and aren't the same as those, so how would you know they perform better?
Unanimous user reviews, which I spend weeks reading online all over the Internet lead me to strongly believe Idemitsu is a safe bet. That's my opinion.
After all the miles in my Japanese and European cars mostly using Maxlife, I do struggle to see the importance I'll confess. For me I used to chase the "right" ones but I gave that up long ago because I truly don't see the point.
I didn't say Maxlife ATF won't work well in his Hyundai. It probably would work well. Most reviewers like Maxlife in their Asian cars. A minority claim to have had issues. So it's fine for most Asian cars in most cases.
With Maxlife ATF I found most users give it

for their Asian cars, but a few give it

for their Asian cars (based on their experiences using it). I think Maxlife ATF is fine for most Asian cars and probably fine for this fellow's Hyundai.
With Idemitsu vehicle specific ATF I found its users
unanimously gave it

for Asian cars. I did not find any

from users of it. That's why I said it's safe bet. i.e. - I think it's a sure thing, IMO.
Multi-vehicle isn't something I fear nor see as evil.
I agree. I used Mobil 1 multi-vehicle ATF in my 96 Jeep Cherokee XJ. It's engine lasted 410K miles. Its transmission was still working perfectly at 410K miles.
I use Valvoline Maxlife motor oil in my Buick Park Ave and neighbor's Honda CR-V.
I'm not against Valvoline, Maxlife, or multivehicle ATF, but I do think Idemitsu
vehicle specific ATF is the best aftermarket ATF choice for Asian cars (based on reading every user review I could find online. That's my opinion and the opinion of all who use it AFAIK.
In my extensive research for Hondas, many Honda owners said Idemitsu Type H Plus ATF works
better in their Hondas than stock Honda DW-1 ATF.
I have done less research about Hyundai, but I know Idemitsu makes a vehicle specific ATF for Hyundai, which I intend to use in my neighbor's 2011 Hyundai Elantra because I have full confidence in Idemitsu vehicle specific ATF.
I don't doubt that Maxlife ATF works well for you and many other owners of Asian cars. I believe you, but I also know of a few people online who claim to have had issues using Maxlife ATF in Hondas.
One of those people is a respected member of BITOG who PM'd me about it. He said he wouldn't post about it publicly because he didn't want to deal with Maxlife defenders beefing with him about it.
I started this thread to see if I could use Maxlife ATF in my neighbor's Honda instead of buying Honda DW-1 ATF. I've learned a lot since I started this yes. I learned that yes I could use Maxlife ATF Full Syn (not the Blend version) in a Honda instead of Honda DW-1. I also learned that Idemitsu Type H Plus ATF is a better choice for Honda, IMO.
When I change the ATF in my other neighbor's Hyundai Elantra, I will use Idemitsu's ATF product that's made for that car.
You can use Maxlife ATF if you prefer.