HYOSUNG TNC

Hyosung TNC is a leading company with exceptional technological capabilities in spandex, nylon, polyester yarn, and fabric, including functional and eco-friendly fibers. As a globally recognized industry leader, Hyosung TNC embarks on a brand revamping project to be reborn as a Lifestyle Facilitator, driving sustainable lifestyles. Based on the remarkable technological innovation in spandex, nylon, and polyester, the brand revamping will establish CREORA, which was originally the spandex brand, as the representative brand for the functional fiber group. Additionally, with unique eco-friendly technologies enabling the recycling of all three major synthetic fibers, Hyosung's eco-friendly brand, regen, will be repositioned as the representative brand for the eco-friendly fiber group. Through this brand restructuring, Hyosung TNC aspires to pursue "Innovation for Better Lifestyle & Tomorrow," transcending the limits of fashion and pioneering new boundaries in lifestyles. The company aims to be a brand of innovation, a facilitator for creating a sustainable future, and to be born anew. Hyosung TNC's new leap, CREORA & regen Hyosung TNC offers spandex with global No.1 market share which was known by its brand name CREORA, and the eco-friendly fiber brand, regen, in the sustainable fiber market. Going beyond the limitations of a B2B company that simply manufactures and supplies yarn, Hyosung TNC is preparing to become an innovator in supporting people's desired new lifestyles through functional fibers and developing and producing eco-friendly fibers to create a sustainable future. We are striving to build a global eco-friendly ecosystem, becoming a pioneer in this field. Hyosung TNC is attempting brand revamping to establish a NEW brand system, integrating our fiber brands, including the core spandex brand CREORA, in order to transcend the role of a mere fiber maker and elevate the value of the lifestyle industry, including fashion. The newly born brand, CREORA, aspires to be a 'SUPER LIFESTYLE SEEKER,' presenting innovative functional fibers that pioneer new boundaries in lifestyles, leading beyond the limitations of consumer lifestyles, and becoming a trailblazing brand. Furthermore, the newly structured brand, regen, aligns with Hyosung TNC's original intentions, putting the environment first, and aims to grow into a leading brand that innovates the global eco-system. With top-notch technological capabilities, Hyosung TNC excels in producing eco-friendly recycled fibers with functionalities. As the innovative eco-friendly fiber brand, we embrace the vision of "Eco Material for the Next Generation," striving incessantly to foster the boundless growth of eco-friendly fibers and develop technological prowess for a better tomorrow. Transformation into a facilitator leading a sustainable lifestyle Hyosung TNC has solidified the position of its eco-friendly fiber brand, regen, by continuously developing diverse eco-friendly yarns. As environmental awareness rises in the fashion industry, slow fashion has naturally emerged as a trend, leading more companies to seek Hyosung TNC's regen. With a growing interest in outdoor and leisure activities, there is a surge in demand for functional clothing and products, prompting brands in this field to seek Hyosung TNC's certified eco-friendly and functional yarns. However, as a B2B company supplying yarns to fashion brands, it is not easy for the general public to know that Hyosung TNC's yarns are used in many eco-friendly and functional clothing brands and products. Hyosung TNC has recognized the need for brand revamping to widely promote its genuine commitment to creating a sustainable future and establish itself as a leader in the fiber and yarn industry, receiving numerous requests from various brands. Its focus on eco-friendly endeavors began 20 years ago, not driven by immediate demand but with the future sustainability in mind. It aims to continue leading the way towards a sustainable lifestyle with our environmentally conscious technological capabilities, directly engaging consumers as a facilitator, surpassing the boundaries of fashion, and providing innovative experiences, thus shaping a new image for Hyosung TNC that embodies the future of possibilities. Hyosung TNC is evolving under the ESG management embraced by Hyosung Group, with the theme of RE:GEN ECO-LIFESTYLE, aiming to promote sustainable lifestyles for all generations. As part of this endeavor, Hyosung TNC is undertaking brand revamping by redefining the brand architecture encompassing numerous fiber brands that embody their technological capabilities. The renewed Hyosung TNC not only leads the way towards a sustainable future with its representative functional fiber brand, CREORA, and eco-friendly fiber brand, regen, but also be positioned as a pioneering brand that transcends the boundaries of fashion and explores new territories in lifestyle. What is particularly promising about Hyosung TNC's future is our capacity to develop sustainable and eco-friendly materials for tomorrow, as well as introduce materials that transcend limitations, expanding our future possibilities. As a lifestyle facilitator creating innovations for a better lifestyle and sustainable future, let's look forward to the future of Hyosung TNC.

What makes a company complete? Emergence and success of companies are largely based on pioneering technology or the establishment of robust hardware, but we observe their gradual maturation into a comprehensive organization as well. To become a complete company, a 'corporate value system' must be established. A corporate value system encompasses the corporate ideology, mission/vision, core values, strategies for attaining them, and the behavioral standards and support systems. Corporate culture is defined as how the company will be operated and guided by its values. A company’s core values are aligned with its mission/vision and business strategy to guide the implementation of strategies and form the foundation for all management activities. Corporate value systems go beyond simply articulating core values. In addition, it defines behavioral guidelines and support systems, which are then applied to actual business operations. This comprehensive approach is imperative to create a positive image of the company, not only among employees but also in the public eye. Hyosung Way, A Path toward a Better Future Hyosung, a global company in innovation, has a value system called Hyosung Way, designed to share competencies and capabilities needed by all employees. Throughout our company and our employees, Hyosung Way has served as a standard of value assessment by which we demonstrate our values, judgment, and behavior internally and externally. Hyosung Way aims to lead a better life for humanity based on the best technology and management capabilities. Hyosung Way is an important milestone in our mission and vision, solidifying our value system. All Hyosung employees around the world have united our strength and will to make our dreams a reality. Our actions have contributed to Hyosung’s global leadership and improvement of customers’ lives. The mission of Hyosung is to provide the best products and services to maximize customer value through the best human resources and management capabilities. Hyosung's goal remains the same, but many of the values needed to achieve it have changed. Integrating Hyosung Way with the brand identity was urgent, as well as the avoiding emotional disconnect due to the gap between the current system and the management situation and merging new generations/trends with the identity. Ultimately, internal branding was designed to align the company and employees’ philosophies, so we created the "New Hyosung Way," which maintains our path while applying new social values. Redefining Hyosung Way Hyosung's management philosophy, Hyosung Way, represents the culmination of our direction and core values throughout our founding and management journey. Even though Hyosung’s identity has undoubtedly strengthened its brand, it has also presented challenges regarding the rapid changes and disconnections caused by the new brand. Adapting to the changes brought about by the new corporate brand required reinterpreted the existing Hyosung Way to reflect the new brand’s core values. While still upholding Hyosung’s core values over the years, we were able to make agile decisions and actions aligned with the new corporate brand identity. Establishing New Hyosung Way and the brand activity system required defining the development direction. It was important to interpret the new concept from various perspectives, incorporating specific expressions and contents to ensure employees and marketing efforts consistently demonstrated the defined core values. Additionally, we aimed to give the brand a distinct appearance and attitude through external expressions while keeping a consistent brand code of conduct throughout the organization. It was necessary to redefine the long-established values of "Global Excellence," "Innovation," "Accountability," and "Integrity," which had been cherished over the years. Thus, in New Hyosung Way, the meaning of "Global Excellence," "Innovation," "Accountability," and "Integrity" has been redefined to reflect changing customer requirements as well as the current era. Instead of aiming to be the "Global Excellence" in the market, we now strive to earn recognition from global customers by implementing the necessary changes and innovations that enhance their lives. The concept of "Innovation" has shifted from merely challenging the new with a positive mindset to continuously pursuing change by fearlessly overcoming challenges and difficulties through novel approaches. "Accountability" not only involves completing tasks with a strong sense of ownership, but also fulfilling our commitments to customers, and contributing to a sustainable future society through our unwavering dedication. As for "Integrity," it no longer solely pertains to conducting work in a fair and transparent manner. It now encompasses building flexible and dynamic synergy based on mutual respect, trust, and equitable distribution of resources. New Hyosung Way represents a reinterpretation of the existing values, providing clearer and more specific expressions and an action-oriented vision. In the previous value system and behavioral framework, the core elements of the corporate culture were strongly linked to achievement-oriented "results" and "order" while neglecting values such as "caring," "learning," and ESG-related "goals" that are crucial within Hyosung. This limitation hindered effective communication, collaboration, creativity, and the individual capabilities that arise when the stability-focused and result-driven mindset of a B2B company becomes excessive. To overcome the cultures overly focused on results and stability, a shift was necessary towards values that foster a more flexible and adaptive "agile process" of change and growth. The ideology of the "agile promise" emerges as a new management philosophy, combining the two core values of "pioneering innovation," and "promising a better future through innovation" which is expected to illuminate Hyosung's vision. Communication and acceptance were key components of the New Hyosung Way, which encourages mutual reinforcement between employees and the company. We identified fairness/transparency, member growth, and social and environmental values as key motivators for employees. The value of fairness/transparency is intended to drive employee motivation concerning direct compensation, while the value of member growth aims to promote a positive working environment by instilling a sense of happiness through respect and consideration. Social and environmental values will be actively practiced through ESG, eco-friendly practices, and CSR initiatives. In essence, we derived and redefined the values of the New Hyosung Way based on five key areas. 'Innovation' is a value-driving organizational growth, 'Accountability' is a foundation for building strong internal and external customer relationships, 'Fairness/Transparency' is a value to motivate employees, as well as 'Member Growth' and 'Social and Environmental' values. Hyosung’s Future Plans Hyosung’s brand value system has also evolved and adapted to changing goals, market dynamics, and societal environments. As a global top-tier company, New Hyosung Way comes at a critical juncture when the company has successfully navigated economic crises and resolved internal and external challenges. In addition to incorporating new perspectives, the new brand development also upholds the company’s past ideology and introduces a new management philosophy. Hyosung Way represents a value system designed to foster the competencies and mindsets required by all Hyosung employees worldwide as we strive to become a global leader in innovation. By adhering to the principles of the Hyosung Way, we aim to spearhead digital, eco-friendly, and social transformation, enriching the lives of today with the technologies of tomorrow. Our mission is rooted in being the first to fulfill our promises to customers, delivering innovative and sustainable solutions for a better future. We commit to leveraging our exceptional talent, pioneering technologies, and management capabilities to proactively meet our customers’ evolving needs and drive innovation and sustainability as we navigate future changes. 'Hyosung Way Credo', Hyosung's unwavering thoughts A "Credo" serves as the foundational guidelines encompassing a company's values and principles. It encapsulates the company's vision, mission, and values and plays a crucial role in conveying these values to employees and consumers. New Hyosung Way will be ingrained within the company through the establishment of a Credo, guiding consistent behavior and decision-making. The Credo also gives rise to the brand's Code of Conduct. The brand's Code of Conduct revolves around cultivating the desired brand value through specific behaviors. How the brand interacts with "customers," "internal organization," "society," and "innovation" as a unified entity becomes the focal point of the Code of Conduct. Therefore, the re-interpretation of Hyosung's core values of "Global Excellence, Innovation, Accountability, and Integrity" based on the new concept becomes the most significant aspect of the New Hyosung Way. Building upon the New Hyosung Way, which establishes the core values of the existing Hyosung Way as the foundation for reinterpreting the new brand concept, Hyosung has formulated the following Code of Conduct. How do we deliver the excellence value to our customers? Global Excellence – Customer Oriented - Global Excellence for Customers - 1. We prioritize the voice of the customer above all else. 2. We consistently deliver valuable products and services before others. 3. We strive to be recognized as the best in the eyes of our customers. 4. We adopt a global mindset to create a competitive advantage on a global scale. How do we foster innovation inside and outside our organization? Innovation – Striving for Innovation – 1. We continuously learn and create new competitive opportunities. 2. We embrace change and boldly implement better approaches. 3. We foster a positive mindset to be at the forefront of innovation. 4. We view challenges as opportunities for feedback and improvement. How do we take responsibility for the future and society? Accountability – Taking Responsibility for the Future – 1. We lead our work as professionals and take ownership of our responsibilities. 2. We are accountable and fulfill our promises to our customers. 3. We consider the impact of our technology on society and the environment. 4. We prioritize life and prioritize safety, never compromising safety measures. How do we create flexible synergy based on trust within the organization? Integrity – Flexible Synergy -Trust for Synergy- 1. We foster organized teamwork based on common goals. 2. We recognize and support each other's growth as individuals. 3. We communicate concisely, transparently, and broadly. 4. We collaborate with stakeholders based on respect and trust. New Hyosung Way, built on the foundation of our Credo, is created with our customers in mind. It is a response to the evolving times and the feedback we receive from our customers. We are dedicated to fulfilling the needs of society, and through our values of excellence, innovation, responsibility, and trust, we strive to be the first to fulfill our promises to our customers and create a sustainable future.

Hyosung TNC is a fiber materials company that has emphasized functionality by dividing its brands based on materials, gaining recognition for its technological prowess in the field of textile materials. Recently, Hyosung TNC has begun a brand restructuring effort to go beyond its role as a supplier of high-tech materials and become a Lifestyle Facilitator that leads a sustainable lifestyle. In contrast to the previous approach of dividing brands based on materials, the newly reorganized brand architecture separates functional fibers and environmentally friendly fibers into an integrated system, branding them as CREORA and regen, respectively. The restructuring aims to raise customers’ awareness of each brand and the type of fiber used to make clothes, marking the beginning of a change that will lead the entire fashion lifestyle industry beyond a simple supplier. CREORA is now the newly reorganized functional fiber brand from Hyosung TNC. CREORA is a leading brand representing high-performance fibers that aims to pioneer a new global consumer lifestyle. Under the slogan "SUPER LIFESTYLE SEEKER," Hyosung TNC aims to lead innovative lifestyle changes among consumers by redefining the limits of fibers. It strives to become a fashion innovation leader by providing cutting-edge and pioneering fiber products through the new CREORA, which offers a perfect balance of fashion and functionality, leading and creating the latest trends. CREORA, creating a new lifestyle The beginning of Hyosung TNC's high-performance fiber brand, CREORA, started with spandex, which holds the top market share in the world with its outstanding technological capabilities. By integrating the branding of spandex, nylon, and polyester, the three major fibers, which are already recognized as leading global brands with excellent technological capabilities and functionality, Hyosung TNC aims to become a pioneering brand of high-performance fibers. The newly launched CREORA aims to go beyond the high-performance material brands and become a fashion innovation leader that proposes new lifestyles, enabling the exploration of new boundaries in global consumer lifestyles. The company seeks to exceed the functionality of the materials provided by spandex, nylon, and polyester, pursue new fashion that could not be achieved with existing materials, and play a role as a SUPER LIFESTYLE SEEKER to lead consumers beyond their expectations. Expect the new lifestyle and fashion that CREORA from Hyosung TNC will bring with its innovative high-performance fibers. SUPER LIFESTYLE SEEKER, CREORA The discovery of spandex allowed for the creation of lightweight and elastic underwear, as well as athleisure wear such as leggings, which have now become a part of our daily lives. Since the development of spandex, it has been applied to sportswear, swimwear, and other functional athletic clothing, making our daily lives more convenient and comfortable. After the discovery of nylon, the development of stockings began. Nylon is a fiber that is thinner than spider silk and stronger than steel, and is used in military parachutes, bulletproof vests, tires, ropes, and other military equipment. It played a significant role in World War II and is now used in sturdy and durable products such as backpacks. Polyester is used as a material for various products in our daily lives, such as cushions, bedding, curtains, bags, and more. It is resistant to wrinkles, has high durability, and is also strong against discoloration, making it easy to find in various places in our daily lives. Prior to the discovery of synthetic fibers such as spandex, nylon, and polyester, only natural fibers such as rubber, cotton, and silk were used. Natural fibers have the advantage of being derived from nature, but they have several disadvantages such as being prone to discoloration, having low durability, and being difficult to process. The development of synthetic fibers such as spandex, nylon, and polyester minimizes the disadvantages of natural fibers while also allowing for lower prices and the incorporation of various functionalities, making our daily lives more convenient and rich. With the discovery of spandex, we can now wear clothes that hug our bodies comfortably in a more pleasant environment for exercising. The development of nylon, starting with stockings, has made the materials we use in our daily lives, such as bags, more sturdy. The development of polyester has given us curtains and bedding that we can use for a long time without discoloration or staining. Considering that nylon was used in military equipment during World War II and experienced explosive growth, it is not difficult to imagine how much our daily lives can be changed by the development of synthetic fibers and the addition of new functionalities to them. Hyosung TNC aims to become a leader and SUPER LIFESTYLE SEEKER in fashion innovation by introducing new materials with high functionality through its high-strength and high-performance fiber brand, CREORA, which includes spandex, nylon, and polyester. CREORA will push the boundaries of new lifestyles by offering new materials with added functionality in fashion. We invite everyone to join CREORA's journey of presenting new fibers and fashion that were never seen before. Hyosung TNC is a leading company in the fiber industry, with excellent technological capabilities and a dominant market share in the global market. However, Hyosung does not settle for fiber supplier, but seeks to bring about change to become a lifestyle facilitator. Through the brand revisioning and the new start of the brand CREORA, Hyosung aims to lead innovation in consumers' lifestyles and become a foremost brand that leads into new areas. CREORA, which seeks to become a SUPER LIFESTYLE SEEKER, goes beyond the function of supplying functional fibers and aims to expand into an eco-friendly technology-based lifestyle facilitator. Hyosung TNC is making efforts to create a sustainable future beyond the limits of fashion. The company will innovate limitless possibilities of fibers that can transform and upgrade people's lifestyles. Witness the soaring vision of CREORA, shaping the future with innovation.

The world's first climate-related technology and industry expo, also known as “The World Climate Industry Expo (WCE 2023)” was held at BEXCO in Busan from last May 25th to 27th. With the overarching theme of "Beyond the Climate Crisis, the Path to Sustainable Prosperity," this event served as a meeting point for both domestic and international entities within the climate industry spectrum. Following attendees involved climate-focused companies, governmental bodies, international organizations, and the general public that collectively joined together to showcase cutting-edge technologies and policies that address the global climate challenge. The 2023 World Climate Expo (WCE 2023) was held by integrating four events that occurred separately every year which includes 'The Carbon Neutrality Conference', 'Korea Energy Show', 'The Carbon Neutrality EXPO' and the 'International Environment and Emergency Technology (ENTECH) Special Exhibition'. WCE 2023 was structured by planning pre-event, opening ceremony, conference, exhibition, and supplementary activities, all curated to highlight carbon neutrality and climate industry development as an agenda for global economic growth as a clear future vision. A notable highlight within the WCE 2023 landscape includes the Ministry of Foreign Affairs and Ministry of Oceans and Fisheries, which gained significant attention during joint international conference and leader’s summit that was held for overcoming climate change crisis. Leaders Summit 2023 The Leaders Summit, held as a part of the World Climate Industry EXPO 2023 (WCE 2023), was held to discuss the response under the theme of global cooperation and solidarity regarding climate change in the maritime sector. The theme "Global Cooperation and Solidarity in Responding to Climate Change in the Maritime Sector," stood as a crucial platform to plan international efforts. Leaders Summit invited leaders representing Pacific and Caribbean Island nations—regions affected by the repercussions of climate change which made this event more meaningful. During this summit, Hyosung also made a significant contribution by lending its voice to discussions centered on ocean protection and forging a sustainable future. Heads of state and government, including the Prime Minister of Tuvalu, the Prime Minister of Belize, the Prime Minister of Barbados, the Deputy Prime Minister of Fiji, the Foreign Minister of the Marshall Islands, and the Secretary of State of the Bahamas, as well as the heads of relevant international organizations such as the Pacific Islands Forum (PIF), the Intergovernmental Panel on Climate Change (IPCC), the International Maritime Organization (IMO), the Global Green Growth Institute (GGGI), and representatives from corporates and civil society organizations attended the Leaders' Summit and held in-depth discussions on climate change in the maritime sector. The Leaders Summit consisted of two sessions where the first session started with an opening speech on ocean conservation and climate change, then the second session on decarbonization of shipping for a better ocean, starting with an opening speech by Prime Minister Han Deok-soo. During the first session, Hyosung had the opportunity to share its efforts to protect the ocean and the importance of ocean conservation with heads of state, government officials, and companies. Hyosung's Initiatives to Protect the Ocean At the Leaders Summit which featured a keynote speech by Hwang Yun-Eon, the Head of Corporate Strategy Department at Hyosung Group shared the importance of ocean conservation and how Hyosung is working to protect the oceans with each country’s heads of state, government officials, and individuals from related companies. The speech started with the story of the Mariana Trench, the deepest ocean in the world, 10,000 meters below the surface where only a few people have been able to reach. James Cameron, the director of the movie ‘Avatar’, and American explorer Victor Vescovo was the starting point for the participants to hear about Hyosung's pledge to protect the ocean. Recently, the problem of plastic waste in the ocean has become so serious that it has even been found in the Mariana Trench, the world's deepest ocean, at a depth of 10,000 meters, and newly discovered species of sea creatures actually have plastic in their bodies, giving them the scientific name of "plastic." In addition, discarded fishing nets in the ocean are also known as "Ghost nets" because they depict mass deaths of marine life. Since the early 2000s, Hyosung understood the serious consequences of ocean plastics and discarded fishing nets on the ocean ecosystem, and has searched for ways to recycle the main source of marine pollution so that marine life does not die from these wastes. As a result, it came up with regen Ocean Nylon, the first of its kind in the world. regen Ocean Nylon is a nylon yarn made by collecting and recycling discarded fishing nets collected from the ocean. Following regen Ocean Nylon, Hyosung launched regen Ocean Polyester, which is made by collecting and recycling plastic bottles found in the ocean. regen Ocean Polyester is certified as Ocean Bound Plastic and is recognized for its eco-friendliness. Since the regen Ocean brand represents a series of yarn made from ocean waste, the technology itself can be considered a project to save the ocean, and consumers can participate in the project to protect the marine ecosystem just by wearing clothes or bags made with regen Ocean. In addition, Hyosung is directly engaged in marine forest conservation activities to improve the marine environment. Marine organisms need marine forests as it acts as food sources, spawning grounds, and habitats for them. Hyosung has been conducting activities to preserve one of these forests such as the seagrass forest, and sparing no effort to preserve the diversity of marine species and protect their right to live. Seagrass is an important plant that serves as a food source, spawning ground, habitat, and shelter for marine life, and the seagrass forest has been certified as blue carbon by the IPCC, the Intergovernmental Panel on Climate Change. Hyosung is taking action to preserve the seagrass forest, which is shrinking due to rising water temperatures, marine pollution, and coastal development, and to protect 'biodiversity' beyond the rights of living species. In fact, Hyosung is not only responding to the marine environment; it has established RE:GEN, the groups ESG brand, and is continuously conducting various activities for the environment, reflecting Hyosung's will to respond to the future of all generations through eco-friendly technology innovation. Hyosung's presentation at the Leaders Summit not only highlighted the group's efforts to respond to climate change through RE:GEN, but also how it is specifically responding to climate change in the marine sector, and was an opportunity to reiterate the importance of preserving marine biodiversity. Marine plays an important role in regulating and observing global weather patterns, as climate change is expected to cause ocean anomalies such as melting ice, sea level rise, and ocean acidification due to rising temperatures, which in turn will harm marine life and ecosystems. The Leaders' Summit was held to discuss solutions to climate change issues in the ocean, requiring global and national attention and efforts for conservation. It was a meaningful time where officials from various countries and international organizations came together to discuss international efforts and the way forward under the theme of global cooperation and solidarity to respond to climate change in the ocean. Hyosung hopes that the Leaders' Summit will serve as an opportunity for a better future and sustainable ocean protection. Each government, international organization, and companies shared their efforts to preserve the ocean, slow down climate change, and develop technologies to decarbonize shipping for a better ocean, Hyosung used this opportunity to not only promote the brand,’ RE:GEN’, but also showcase the various efforts it has been implementing to protect the ocean. Hyosung will continue its efforts to protect the oceans and defend the rights of various species on the planet to live in order to create a sustainable tomorrow. This Leaders’ Summit was an opportunity for Hyosung to raise awareness of the importance of protecting the oceans. Hyosung will continue to preserve marine ecosystems and raise awareness of marine ecosystem preservation in order to create a better future and a sustainable tomorrow for all generations.

Hyosung Group, the global corporation and conglomerate based in South Korea recognized for advanced technologies, has led the world market via its major affiliated companies. Hyosung Group’s 50-year history has accompanied much of the country’s economic development. Due to its long history, Hyosung is not only familiar to older generations but also to Gen MZ, the leading consumer in the market, as Hyosung Group has rolled out various activities to engage the youth, notably Gen Z. To create a refreshingly new brand marketing approach targeting Gen Z, Hyosung created the Brand Builder Program by recruiting university students as aspiring marketers and providing them with on-the-job training to develop marketing strategies and implement programs. Through the Brand Builder Program, student marketers could earn opportunities to participate in marketing and develop future talent. Through their activities, Hyosung Group has expected increased brand awareness and preference among Gen-Z consumers, and student marketers have aimed to improve the group’s image as youthful and active and increase its market impact using their breakthrough ideas targeting Gen-Z. #Mission Unlike other supporter programs, the Brand Builder Program limits the number of participants to only three: Kwon Gyu-bin, Shim Su-bin, and Jeong Ji-hye. They are invited to experience the actual jobs of brand marketers, such as ESG branding, digital marketing, and brand MD. These participants are also required to carry out monthly tasks. The brand builders’ tasks carried out during May included establishing a strategy to develop CEO branding, recruitment branding, and improving the image of Hyosung Group targeting Generation M. Assigned to develop Hyosung’s CEO branding, Brand Builder Jeong Ji-hye began her task by defining CEO branding, also known as president identity (PI), and reviewing related case studies. She conducted market research on preferred or respected CEOs by Gen Z people around her. Based on research results, Jeong extracted ideal images of CEOs preferred by Gen Z and devised a strategy to complete the image via content supporting social media, patronage activities, and newsletters. Her performance on CEO branding has resulted in novel content and fresh perspectives viewed by Gen Z. Assigned to develop Hyosung’s recruitment branding, Brand Builder Shim Su-bin studied examples that offered good recruitment branding strategies. She first differentiated the recruitment strategy for first-time applicants and applicants with previous job experiences. She established a recruitment branding strategy to promote hidden talents to apply for employment at Hyosung. She worked on how Gen Z applicants could obtain job search information in detail, completing her mission. Brand Builder Kwon Gyu-bin was assigned to develop a strategy to improve the image of Hyosung Group, targeting Generation M. She first analyzed circumstances, followed by targets, extracted insights and problems, and proposed a solution, providing a massive amount of content. Kwon went to great lengths to analyze the image of Hyosung Group from various angles and proposed an IMC (integrated marketing communication) strategy reflecting the freshness of Gen Z consumers. As described above, the three brand builders carry out individual missions monthly and three team missions during the given period. They also participated in brand marketing projects to experience on-the-job brand marketing. Their fresh and novel ideas have contributed to Hyosung Group’s brand marketing. #Comment We interviewed the three Brand Builders about their activities and personal comments. First, we asked how they felt about becoming one of Hyosung brand builders whose positions are available in a small cohort. Kwon Gyu-bin: Since I participated in one of the projects at Hyosung before and had a great experience, I wanted to continue working with Hyosung. I got another chance to do it again and feel very pleased. So, the brand builder’s activities are very meaningful to me. Shim Su-bin: I was surprised that the number of the selected brand builders was far smaller than I had thought, and I became exceedingly happy to be chosen. Unlike other activities, I found the program very practical. I’m so glad I could build relationships with people on the job. Though not yet finished, I found this program highly satisfying. Jeong Ji-hye: I initially became a bit nervous when I thought of undertaking tasks that I wouldn’t do in school. Above all, I’m truly honored to have participated in the program open to only three candidates. #Activities Unlike other activities, the Hyosung Brand Builder Program offers an excellent benefit for marketing aspirants to experience on-the-job training. We asked the brand builders what they thought was the most memorable while experiencing the working environment. Kwon Gyu-bin: It was most memorable to build a strategy to improve the corporate image targeting Generation M. I regarded them as people in their mid- to-late 20s up to their early and mid-30s. It was tough for me because, in the past, I only worked on Gen Z or people in their early 20s, and had not yet experienced what’s like to be Generation M. So, I conducted research targeting them and extracted insights from them before applying the results to the plan. That’s what I did to overcome my challenge. Shim Su-bin: The first thing that comes to my mind as most memorable is my participation in planning the launch of a clothing brand targeting Gen Z. As a university student; it’s hard to plan everything, from choosing product categories to marketing and communication, so the experience became intensely memorable, especially after experiencing rare visits to places like Musinsa’s pop-up store and its sample room in Seongsu-dong, as well as getting feedback from the staff there. Jeong Ji-hye: Planning social media content to promote NFT Town was most impressive for me because it was challenging to plan content for digital tokens, a field unfamiliar with. Having completed the job, I felt I gained a lot of knowledge, which was rewarding. The experience was unique because I finally understood the prevailing notion that marketers must be experts in multiple fields. We also asked the brand builders what they thought was the most challenging mission. All three brand builders picked the group task of planning the launch of a clothing brand targeting Gen Z as the most challenging one. Let us find out why. Kwon Gyu-bin: Planning the launch of a clothing brand for Gen Z was the most challenging task. The job was not simply to write a planning proposal but also to propose ideas that could be executed for real. We had a chance to make a presentation in front of the group’s marketing team, the new materials team, and the senior executive director. I can still vividly remember their feedback after the presentation. I stayed up all night to get the job done and found my experience priceless. Shim Su-bin: As Brand Builder Kwon Gyu-bin mentioned, I also found it challenging to plan the launch of a clothing brand out of all the tasks I worked on. Since none of us majored in fashion-related courses, we were limited in understanding of professional knowledge of eco-friendly clothing. Despite that, we overcame the challenge. I’m glad we finished the mission with high marks. Jeong Ji-hye: Likewise, I would also say the most challenging mission was planning the launch of an environment-friendly clothing brand. As Brand Builder Shim Su-bin mentioned, since none of us majored in fashion or apparel production, we lacked professional knowledge in that field, making the job more challenging. But we were able to gain new experiences we wouldn’t have had if not for this mission. The experience was highly enjoyable overall. #Resolution Finally, we asked them-as Hyosung brand builders and aspiring marketers, what kind of brand they wish to associate with Hyosung, what they plan to do in the remaining time, and what their resolutions are. Kwon Gyu-bin: From the brand builders’ activities and various experiences at Hyosung, I thought the corporation aimed to make a change and catapult ahead. So, I want to make Hyosung known to the general public and corporations that it does not rest on its laurels and is not afraid of changes made for the future. Brand builders can engage in meaningful activities by directly communicating with onsite employees. If we had worked together on activities based on many ideas until now, I would think more and make efforts to produce results in the remaining time. I hope our activities will make a good contribution to Hyosung Group! Shim Su-bin: My impression of Hyosung while working as a brand builder was that its corporate image was friendly and warm, and the company offered encouragement and support for the youth. So, I thought it would be better to position it to portray the image of a mature grown-up persona instead of changing to the image of the youth in one breath. I used to have a biased attitude that the company, with a 50-year history, was out of touch, but any such thought completely disappeared after joining as a brand builder. Like my own experience, I want to change all the biased attitudes toward Hyosung that my friends or peers may have. Studying in school and working as a Brand Builder in tandem was challenging. But after the semester, I plan to focus more on the brand builder’s activities and do a good job. I want to work hard and deliver good results to proceed to the second term of the Brand Builder Program so that many more university students like us can experience the program. Jeong Ji-hye: Future society needs companies equipped with environment-friendly technologies. I want to emphasize that Hyosung makes a great effort to make the world an environment-friendly place and is an essential brand for future generations. As a brand builder, I can engage in precious activities closer to onsite marketing tasks than the other activities I have participated in. It’s been so much fun so far, and I will continue to do my very best while hoping to see good results. Gen MZ has become the largest consumer group in the market, changing the aspects of the market. Gen Z, notably, is known to have a flexible way of thinking and fresh ideas in planning businesses. The brand builders at Hyosung participating in onsite marketing projects are three Gen Z university students aspiring to become professional marketers. After seeing the brand builders’ great performances and exciting ideas presented via onsite tasks, we have high expectations for the results of their brilliant activities in the meantime. Like the aspiring marketers changed their impression and affinity toward Hyosung as brand builders, we look forward to seeing better awareness and appreciation for Hyosung among Gen Z consumers through their target-specific activities. Hyosung Group includes affiliated companies that reflect global trends and exclusive technologies as follows: Hyosung Chemical practices concerns for the environment; Hyosung Heavy Industries prepares for great energy transition; Hyosung TNS Inc. ushers in the era of singularity, and Hyosung Advanced Materials develops multi-functional and multi-applicable materials. If Hyosung taps into the freshness and authenticity of young brand builders in a meaningful way, we trust that Hyosung will captivate the hearts and minds of Gen Z in due time.