HYOSUNG TNC

We are living in a planet of plastic. According to a paper published on Science, more than 8 million tons of plastic waste is being dumped into the ocean every year and approximately 1.3 billion tons of plastic waste will be disposed of on Earth. What should we do in a crisis like this? Should we stop using or producing plastic altogether? This sounds great if only it could be done, but it is practically impossible. Hyosung has been searching for realistic solutions and has ended up focusing on the fact that the Earth is a place where everyone lives together. Since we all live in the same place, we all have to work together to protect the environment. This is how RE:GEN ALLIANCE was born. It's a Relay Race for a Sustainable Environment - Until the Day Eco-friendly Technology Reaches Our Customers Have you taken part in any environmental activities recently? Even if the answer is no, I’m sure we have all made efforts to protect the environment one way or another. It's because we are already contributing to the effort to protect the environment thanks to the environmental protection system that regulates the use of disposable plastic cups, plastic bags at large supermarkets, and the like. Nowadays there are many eco-conscious consumers who use tumblers and eco bags, and some go as far as to use only products made by ESG companies. As such, many people recognize the seriousness of environmental pollution and are making their own efforts to improve the situation. Hyosung Group has also been conducting R&D with the aim of developing ESG technology in an effort to create a sustainable future for every generation. This is how Hyosung gave birth to the ESG brand, RE:GEN (Reply to Every Generation’s Future), in order to practice ESG management. Hyosung’s social responsibilities, business innovations, and the direction of its innovations and R&D are aimed at ESG management. ESG is the most important element in Hyosung’s drive toward the future and its efforts to become the driving force with its expansion to important business directions and the axis of growth. All the subsidiaries, major products, services, and solutions of Hyosung Group reflect the core values of RE:GEN in their path to growth. They make efforts to realize ESG innovation and promotion in every aspect of their business, including the production process, when carrying out R&D and new business activities. However, Hyosung cannot achieve social goal of ESG and bring about a sustainable future alone. This is why Hyosung seeks to form alliances with its partners in its extensive value chain to jointly pursue ESG for mutual growth through RE:GEN ALLIANCE. Hyosung is not a company that acts or succeeds alone. Hyosung is striving to achieve the common goal of protecting the Earth for future generations by cooperating with various other businesses through RE:GEN ALLIANCE and forming a single community. Hyosung’s RE:GEN ALLIANCE is an assurance brand that promotes the growth and coexistence of its member companies. Core Value of the RE:GEN ALLIANCE Global problems cannot be tackled alone. So Hyosung has sought out allies who share the same ideal, with the RE:GEN ALLIANCE Project. The purpose of the project is to help and lead each other toward the common and ultimate value in order to realize an even greater value. Together, we wish to think about the environmental problems facing humanity so that we can pave a new road and make greater headway toward a better future. “Replying to Every Generation's Future” is the core value of the brand RE:GEN. Hyosung Group and the member companies of RE:GEN ALLIANCE will work together to solve the global problems confronted by today’s generation and realize the common value of creating a sustainable future for the next generation. Furthermore, we will reflect deeply on the wellbeing of future generations so that they can prosper. The Hyosung Group and RE:GEN ALLIANCE brands will be companions who are dedicated to preparing a “sustainable, prosperous future for every generation”. The Core Value of RE:GEN ALLIANCE and Hyosung’s Approach to Achieving One Goal at a Time RE:GEN is no longer just Hyosung Group’s ESG brand. The RE:GEN ALLIANCE Project is Hyosung Group’s assurance brand for allying itself with its partners and supporting their growth and coexistence with the goal of achieving actual performance improvements of ESG. RE:GEN ALLIANCE has four core values: cooperating for a better future; taking responsibility for every generation; sharing resources in a spirit of good will; and pursuing concrete performance. Hyosung Group has established a value system for the ESG brand RE:GEN based on the business entities of its subsidiaries including Hyosung TNC, Hyosung Advanced Materials, Hyosung Heavy Industries, and Hyosung Chemical with the aim of realizing the core values of RE:GEN, namely, reliability and integrity. Hyosung is getting ready to accompany other good brands for a better future and a better environment. HARLIE K, an eco-friendly recycle, upcycle bag brand, is the first brand partner with RE:GEN ALLIANCE. MARE BAG has been introduced through Wadiz Funding: the first product to be released in collaboration with HARLIE K. HARLIE K is well known for its integrity and its dedicated efforts to make the Earth a safer and more sustainable place in the future. It was a small step towards ensuring environmental and biological diversity under the slogan, “My style will save the ocean!” Some of the Mare Bags released include the OCEAN BLACK, which is made of regen ocean nylon, Hyosung TNC’s eco-friendly material originating from recycled waste fishing nets, as well as the MARINA BLUE, which is made of waste PET bottles also recycled by Hyosung TNC. Both bags attracted a great deal of interest on Wadiz Funding, and the project was a success. In addition to HARLIE K, Hyosung Group has also allied with LUCALAB to create a new brand and MD products with TANSOME®, an eco-friendly carbon fiber product. As such, Hyosung Group is endeavoring to find new partners who are willing to join RE:GEN. RE:GEN ALLIANCE is not an alliance for profit, new revenue, advertisement, and promotion. Rather, securing an alliance with Hyosung effectively means sharing resources in a spirit of good will and promoting the growth of smaller-scale sustainable businesses. Hyosung supports and collaborates with various organizations in order to realize the core values of RE:GEN based on integrity. As RE:GEN ALLIANCE is a new movement joined by companies that share the idea of good will toward the environment and future generations, it will not go unnoticed. RE:GEN ALLIANCE, an Alliance for a Better Future! Hyosung is ready to accompany many others on the path toward a better future through RE:GEN ALLIANCE. This alliance is not only for today’s generation, but also for future generations. Some versions of the future cannot be shaped by individuals working alone, but they can be made reality if we all work together. We at Hyosung believe that as one single company, we cannot realize a better future for the Earth, but we can if we think and act together with many others in building a safer and more sustainable world. This is why Hyosung is taking the first step on this journey that unites us all. RE:GEN ALLIANCE, a Companion for Every Generation's Future!

Collaboration in approachable fields effectively conveys a company's values and exceptional technical prowess to the masses. In this context, Hyosung actively seeks partnerships with the artistic community to demonstrate its cutting-edge technology and esteemed values. Hyosung Advanced Materials provides artists with materials infused with Hyosung's technical expertise, resulting in various collaborations. By partnering with artists who utilize materials such as Hyosung's carbon fibers, eco-friendly safety belt fabrics, and sustainable ‘regen’ fibers, they create artworks that blend industrial materials with creative expression, actively promoting Hyosung's ESG message. Hyosung engages in collaborations with artists and generously supports artist development. By sponsoring Jamsil Creative Studio and the offering teaching classes for aspiring artists, they ensure that youths who want to pursue music and art maintain their dreams. Adding Eco-Friendliness to Hyosung's Technology with Collaboration! Fashion enthusiasts and those who love and dream of the arts may be familiar with the brand 'KANGHYUK.' Hyosung has collaborated with this brand, gaining global recognition since its launch, and now stands as a prominent artist brand. Founded by RCA (Royal College of Art) alumni Kanghyuk Choi and Sanglak Shon, Kanghyuk has garnered significant attention in the fashion world for its upcycling of discarded car airbags, opening new horizons for sustainable fashion. The brand's ingenious approach involves creating state-of-the-art clothing from materials such as defunct airbags, discarded nylon, and polyester. Kanghyuk's acclaim can be attributed to its successful integration of the global megatrends of eco-friendliness and sustainability in fashion, aligning deeply with Hyosung's corporate message. This collaboration between two environmentally-conscious enterprises has drawn attention from both the fashion and industrial sectors. Kanghyuk showcased artistic sculptures using Hyosung Advanced Materials' eco-friendly safety belt fabrics and carbon fibers. These sculptures were created to commemorate the Korean market launch of a premium electric car brand and garnered significant attention for their incorporation of safety belt materials and Hyosung's carbon fibers. These innovative examples fused industrial material properties with artistic aspects, demonstrating the collaboration's success. This collaboration was not the first between Hyosung and Kanghyuk. In addition to showcasing unique fashions using eco-friendly safety belt fabrics that did not meet sales criteria from Hyosung Advanced Materials, Kanghyuk also repurposed airbag fabrics into a ski-wear concept collection, and collaborated with Hyosung TNC's ‘regen’ fibers, made from recycled transparent PET bottles, to create eco-friendly functional materials. Unleashing infinite possibilities through the medium of carbon fiber, a collaborative odyssey. Carbon fiber, a material of dreams, boasting lightweight properties, immense strength, and elasticity, garners attention as a substance teeming with boundless potential across various industries, such as aerospace and hydrogen. We intend to introduce artist collaborations expressing the infinite possibilities inherent in carbon fiber. Recently, a collaboration took place that channeled the endless potential of carbon fiber to radiate positive energy to the masses through song and musical instruments. A pop punk rock band, No Brain and Lazybone, conceived an ESG theme song, 'MAKE YOUR COLOR!', encapsulating Hyosung's ESG identity, employing a guitar and drumsticks crafted from carbon fiber. Witnessing the TANSOME® X Make your Color concert, featuring performances using lightweight yet sturdy instruments made from carbon fiber, served as an opportunity to disseminate Hyosung's eco-friendly message to a vast audience. The otherwise distant carbon fiber was rendered familiar through its embodiment in guitar and drumsticks, providing a conduit for the public to understand and embrace carbon fiber. Carbon fiber continued its collaborative journey with another artistic domain. The protagonist of a collaboration that birthed art from carbon fiber is artist Il Hoon Roh. Roh, who gained recognition upon being invited to the London Aram Gallery, has been structuring patterns found in natural phenomena through cutting-edge materials. Carbon fiber was the material that added wings to the direction pursued by Roh, who captures the awe-inspiring beauty of nature in his work. Roh expressed that the strength, elasticity, and flexibility required to create his work were all met thanks to carbon fiber, alleviating his concern for materials. Beyond carbon fiber, Roh continues his artistic activities by receiving various materials from Hyosung, beautifully expressing the advantages of Hyosung's new materials better than anyone else. Through Il Hoon Roh's captivating artworks created using various innovative materials from Hyosung, the public had the opportunity to appreciate the beauty of these materials. Another artist who creates art using carbon fiber is the renowned carbon artist Sung Hee Kim. After exploring the similarities and diversities of science and art, Kim pioneered the unique field of Carbon Art. Kim, who used to create sculptures from aging materials such as stone, wood, and iron, now presents fascinating and unique works using Hyosung's carbon fiber, Tansome. Kim also produced a future-oriented, eco-friendly, harmony-type lantern pole using carbon fiber materials through a government-supported project. Just as Hyosung has provided infinite possibilities to the industry with the innovative new material of carbon fiber, it is anticipated that Sung Hee Kim will create a new paradigm in sculptural art through his inventive works. Hyosung's nurturing touch for the artists of tomorrow As a leading proponent of ESG management, Hyosung continues to exemplify best practices in sustainable corporate conduct. Having invested in groundbreaking technologies for a sustainable future even before environmental awareness became prevalent, Hyosung remains steadfast in its social responsibility and contributions. One such initiative is their unwavering support for the arts, as reflected in Hyosung's messages and activities. Since 2018, Hyosung has extended its support to artists residing in the Jamsil Creative Studio of the Seoul Foundation for Arts and Culture. Hyosung generously provides disabled artists in the Jamsil Creative Studio, a residency for disabled creators, with individual studios, funds necessary for creative activities, awards for Artists of the Year, and exhibition opportunities, ensuring a barrier-free environment for their artistic pursuits. Moreover, Hyosung sponsors and hosts masterclasses by world-renowned cellist Yo-Yo Ma. With over 100 album releases and a staggering 18 Grammy Awards, Yo-Yo Ma participates in Hyosung's masterclasses for aspiring musicians. As part of the Hyosung Culture Series, these masterclasses cater to gifted individuals and the socially disadvantaged in the fields of culture, arts, and sports. Through scholarships, instrument purchases, concerts, and music camp operations, these classes support talented young musicians in safeguarding their dreams. Hyosung is dedicated to helping artistically gifted individuals needing social support, empowering them to nurture and realize their dreams. It is with great anticipation that we envision the synergy between these burgeoning artists, nurtured by Hyosung's tender touch, and the company itself. Hyosung continuously collaborates with the cultural and artistic community through sponsorships, collaborations with artists, and more. The reason behind Hyosung's unwavering support for the arts and collaborations with artists is to prevent the marginalization of artists in the cultural and artistic fields. Showcasing the potential of various new materials imbued with Hyosung's technological prowess through artistic expression is possible due to the company's pride in its technical capabilities. By opening up possibilities for creative activities using materials developed by Hyosung and discovering and supporting future artists, Hyosung aims to evoke empathy for their eco-friendly technology and products among the public. Producing a wide range of materials such as carbon fiber, aramid, and tire cords, Hyosung plans to collaborate with artists in even more diverse fields, including fashion, fine arts, and architecture. Valuing ESG as its core principle, Hyosung will continue to apply eco-friendly technology to its business domains, pursue sustainable development, and ensure no one is left behind through social contribution activities. In 2023, Hyosung aims to showcase even more diverse collaborations with special artists. They plan to expand their collaborations, not only with international artists using Hyosung's materials but also by delving into various media art-based collaborations. Hyosung intends to create synergy by combining its eco-friendly technology with the boundless potential of promising artists. By presenting the unique value of Hyosung products through artistic works, they aim to reach more people and provide artists with opportunities to unleash their imagination without material limitations. Keep an eye on Hyosung's activities as they collaborate and make an even greater impact in the future!

A unique approach Is employed to a new brand, reinforce its message, or transform its image: the 'Brand Film.' A brand film is an innovative media concept that combines the characteristics of both commercial advertisements and short films. It poetically expresses a company or brand’s values, vision, and history, not as an advertisement, but as a metaphorical cinematic piece. In the past, corporate advertisements promoted products or listed fragmented information about the company. Those ads were composed of unilateral video formats focused on delivering basic introductions. In contrasts, brand films possess a distinct character. They encapsulate the values, vision, and messages the company and brand seek to convey, emphasizing storytelling and value-centered communication. Naturally, brand films serve as a marketing tool for businesses and brands. However, their objective extends beyond merely selling products. They aim to foster a long-term consumer base by communicating the brand's values and unique aspects through high-quality content. The distinction between conventional advertisements and brand films lies in their focus on cultivating a loyal following rather than on immediate sales figures. The films, referred to as 'brand films' instead of 'movies,’ usually last less than 10 minutes and follow a cinematic format. Hyosung, an innovative and socially responsible brand, plans to create a brand film. We discussed the upcoming Hyosung Brand Film in an interview with the Hyosung Brand Marketing Team. Q. Before the main discussion, could you explain 'Brand Films'? What are they? Brand Marketing Team: A 'Brand Film' is a tool for communicating the essential experiences, core values, and a philosophy a company wishes to convey to customers. It is one of many channels- including press releases, social media, websites, Etc. – but its unique attribute is the practical expression through visuals. It is a powerful way to convey a company's brand identity and visual identity through film. Q. Who do you aim to reach with the Hyosung's Brand Film once it's produced? Brand Marketing Team: We hope that our Brand Film reaches a broad audience- from B2B customers and our employees to Generation Z consumers. Rather than being confined to a specific target group, we aim to incorporate a brand message that speaks to everyone. Through the upcoming Hyosung Brand Film, we aspire to convey the future values that Hyosung pursues, our brand identity, and the direction and strategy of our ESG brand. Hyosung’s new brand concept, 'Agile Promise,' stands for 'nimble pledge towards customer immersion'. Building on this main theme, we've established a brand mission: 'Let's be the first to fulfill our promise to customers for innovation and a sustainable tomorrow.' Our pursuit of innovative technology, and engagement in social contribution activities, both domestically and abroad, are all part of our efforts to fulfill this promise to customers. To achieve our goals, Hyosung strives to become a 'global No.1 innovative solution company leading the transition era.' While we continue to grow as a global innovation company that pursues excellence and innovation, we remain committed to fulfilling our promise to customers through values of responsibility and trust. We aim to present our brand identity, 'Promising the Future Today,' a slogan embodying all these messages, through the brand film. Q: What core values must the Hyosung brand film embody? Brand Marketing Team: We aim to encapsulate 'Hyosung Way' - Hyosung's business value system and key values. ‘Hyosung Way’ refers to a value structure designed to share the necessary competencies and mindset amongst all global Hyosung employees aiming towards new objectives as a pioneering global enterprise. It clearly declares Hyosung's values, judgment, and behavioral standards, both internally and externally. It serves as a value-based decision-making guide for the company, Hyosung, and its employees. While inheriting its past principles, Hyosung has also recalibrated its management philosophy based on the values of the new brand concept, 'Agile Promise.' It is a shift in direction while preserving the existing values of the Hyosung Way. Moving beyond a result-oriented mindset from a corporate perspective, we've encapsulated the intent to co-create the 'process' of change and success within society. The first value, 'Excellence,' signifies Hyosung's relentless effort to achieve superior levels of change and innovation necessary in the lives of global customers. The second, 'Innovation,' represents embracing challenges through new methods, courageously confronting difficulties, and taking bold actions. The third value, 'Responsibility,' reflects Hyosung's dedication to change and innovation, customer commitments, and a sustainable future. The final value, 'Trust,' signifies Hyosung's commitment to adapt to change and create dynamic synergy based on mutual respect, trust, and resource allocation. Q. Could you express Hyosung's brand persona in a single phrase encapsulated in the brand film? Brand Marketing Team: In one phrase, it would be 'A corporation committed to creating innovative and sustainable tomorrows for its customers.' To resonate with life, Hyosung not only imagines and pursues innovative solutions for a sustainable future for humanity but is the first to actualize them, thereby solving the problems of customers and society. Hyosung strives to pioneer innovation and sustainable development to fulfill its customer commitment. In the past seven decades, Hyosung has developed solutions that have met the needs of customers and industries in textiles, material chemistry, heavy industry, IT infrastructure, and renewable energy. Based on this experience, Hyosung will listen to the voices of innovation desired by customers and society, make commitments to its customers, and meet those them first. If Hyosung's brand mission is 'fulfilling its commitments to customers,' its vision is to be reborn as the global No.1 innovative solution company, leading the transition. It aspires to grow into an innovative solution company with global competitiveness in sectors such as energy and infrastructure, thereby realizing environmental-digital-social value transitions. In an era of significant changes, with industry and societal paradigms shifting more dynamically than ever, the world requires a new approach to overcome uncertainty and embrace change. Hyosung is committed to overcoming these challenges, leveraging its advanced technology in business areas such as chemistry, materials, energy, infrastructure, and IT. It is transitioning into a faster and more innovative organizational culture. Furthermore, Hyosung aims to become the world’s leading innovative solution provider, enabling environmental, digital, and social transitions together with its customers. Hyosung aspires to become a company that pursues agility while enacting its 'Agile Promise,' grounded in innovation, sustainability, and addressing customer needs. The company also strives to foster speed, efficiency, and agility, encouraging internal and external collaboration. Through our brand film, we hope you can experience these messages. Hyosung has consistently utilized various platforms including YouTube, brand journalism, and social media, to express its core values and importance. By presenting Hyosung’s product range and illustrating the real-world applications of these products, this communication strategy showcases a behind-the-scenes look at Hyosung employees. Through such initiative, Hyosung has aimed to enhance engagement by showing the everyday relevance of its offering. This brand film aims to encapsulate Hyosung's core values, heartfelt messages, and its authentic vision. It introduces Hyosung’s newly established values, highlighting its ambition to become the global No.1 innovative solution company, its commitment to customers for innovation and sustainability, and its embodiment of agility and passion for innovation. Hyosung is now actively communicating its new identity through various channels, including the upcoming brand film, following its journey over the past half-century. The film will be the next step in communicating Hyosung’s genuine messages and storytelling. Our new brand identity and values will reaffirm the company’s vision and direction, and we invite you to witness them. As we strive to lead the transition era as the global no.1 innovative solutions company, we invite you to join us. Please keep an eye on Hyosung's tomorrow.

‘An Era of Inevitable Business Competition’ In the modern business world, with countless corporations engaged in relentless competition globally, it is no longer sufficient for a business to merely deliver superior products and services or to advance its technological prowess. Corporations must proactively interact with customers, imprinting a positive and vivid brand image while accumulating cognizance and trust. This highlights the paramount importance of marketing. Within this dynamic, new marketing methodologies are fervently adopted across organizations. Recently, B2C2B marketing has emerged as a key component of targeted audience engagement and dissemination strategy. About B2C2B Marketing B2C2B, an acronym for ‘Business to Consumer to Business.’ is a sophisticated marketing model that seamlessly integrates the principles of B2B (Business to Business) and B2C (Business to Consumer) marketing. To grasp the concept of B2C2B, it is essential to first understand the concept of B2B and B2C marketing. B2B marketing targets organizational needs, interests, and challenges, while B2C marketing transcends mere transactions, seeking to captivate consumer interest. Although targeted at different audiences, these marketing strategies share many similarities and are not entirely distinct concepts. B2C2B marketing is a strategy where B2B companies increase their visibility through B2C marketing, thereby exerting a positive brand influence on B2B customers via a ripple effect. Hence, B2C2B marketing can be construed as a strategy that melds B2B and B2C marketing to reap greater marketing returns. B2C2B Success Stories Around Us As B2C2B marketing gains prominence, numerous global corporations are actively adopting this strategy. A prime example is Naver's Zepeto, widely recognized as a triumphant illustration of B2C2B. Zepeto, a metaverse service that has gained massive popularity amongst Generation Z, surpassed three hundred million registered users worldwide as of 2022. Zepeto's escalating user base spurred its application of B2C2B marketing, executing content marketing via blogs and social media platforms. Through blogs, Zepeto provides information and tips related to its in-app content, while sharing content-related reviews and events on social media. This strategy enhances interaction with consumers, raising awareness of the products, services, and content within Zepeto. Concurrently, Zepeto imparts valuable information such as industry trends and emerging patterns to its corporate clients. Beyond Zepeto, other corporations, like Airbnb, have found success through the B2C2B model. Airbnb operates a review system, allowing consumers to share their experiences in accommodations. These reviews offer critical information for other consumers contemplating a reservation, inducing hosts to provide superior service and increasing the probability of a positive experience for guests. Similarly, Uber has integrated the B2C2B marketing model. As an American ride-sharing service based on smartphone technology, Uber operates a referral program to increase new user sign-ups. Existing users can receive discounted or free services when they refer new users. This tactic enables Uber to recruit new users while encouraging existing ones to participate. B2C2B marketing represents a distinctive approach to B2C marketing. Initially, the business engages with the consumer, and subsequently, it becomes the consumer's participation that generates additional value for the business through their experiences. Essentially, B2C2B marketing fosters an uninterrupted stream of consumer-to-business communication, resulting in positive customer experiences and enhancing customer loyalty. Hyosung, Adapting to The B2C2B Trend Hyosung recently launched 'HYOSUNG X ONAD,' a collaborative marketing project targeting Generation Z. As part of its B2C2B marketing communication initiative, the project aimed to elevate Hyosung's brand awareness among Generation Z while planning creative marketing communications from their perspective. The project was operated for roughly three months, from September to December 2022, and was a collaboration with 'ONAD,' a marketing association club from the Seoul and Incheon area universities. A total of 48 college students who are members of ONAD participated in the project, operating in 15 teams. Each team chose a different marketing task to execute. After analyzing the materials provided by Hyosung and interviewing professionals to evaluate current issues, they carried out their assignments. They were also given intermediate feedback on their tasks. The final projects were personally assessed by ONAD members and Hyosung employees, and awards were presented to the top three teams. Through this project, Hyosung sought to engage in emotional branding by utilizing marketing communications for Generation Z, a future key consumer demographic. Though well-recognized by older generations, Hyosung was less familiar to Generation Z. The company aimed to position itself as a tangible, colorful corporate group for them, primarily by fostering 'Active' and 'Young' brand imagery through dynamic B2C2B communication. The integration of fresh and innovative ideas from the university students into Hyosung's branding and marketing communications became a possibility. Furthermore, a strategic direction was established, allowing the potential implementation of viral marketing targeting the younger generation using both ONAD's platform and Hyosung's in-house platform. By utilizing such B2C2B projects, Hyosung is expected to enhance positive brand associations with Generation Z in the future. Hyosung is attempting to incorporate the B2C2B model into its marketing strategies across various target groups in this era of marketing revolution. The marketing environment is anticipated to evolve even more rapidly in the future. Hyosung plans to establish efficient marketing methods and business models that connect customers and businesses, as well as businesses with each other, through a balanced approach to B2C and B2B marketing. By researching and analyzing the value chain of how Hyosung's services and technology reach customers and how this subsequently leads to the creation of added value between businesses, Hyosung aims to innovate and build global competitiveness. Look forward to the continued growth of Hyosung as a leader in marketing trends like B2C2B in the globally competitive business world.

Adored universally, denim transcends age and gender as a staple in everyone's wardrobe. Initially employed for workwear, this durable and fashionable material has evolved into an iconic fashion item. In producing these beloved jeans, it is said that approximately 32.5 kg of carbon dioxide is released, equivalent to the emissions from driving a car for 11 km. If there was a way to make the millions of pairs of jeans consumed globally each year more sustainable and fashionable without harming the environment, it would be the epitome of perfection. Enter Harlie K, a brand committed to showcasing denim as both chic and sustainable. Harlie K began as an upcycling fashion accessories brand, deconstructing and reconstructing discarded denim to create a one-of-a-kind. By constantly exploring eco-friendly materials like coffee sacks and vegan hanji leather, Harlie K has established itself as a brand that values conscious consumption and supports the circular economy. Moreover, Harlie K actively takes part in Hyosung's ESG brand, RE:GEN, fostering unique collaborations to drive the sustainable growth of the textile and fashion industry. RE:GEN (Reply to Every Generation's Future) stands as a powerful ESG brand that reflects Hyosung's unwavering dedication to continuous eco-friendly technological advancements, geared towards meeting the needs of future generations. With a strong focus on four core values - circular economy, carbon reduction, new energy, and resource conservation - Hyosung solidifies its commitment to ESG management, ensuring meaningful and substantial actions. As Hyosung strives to create a virtuous cycle of sustainable resources, a mission embodied by RE:GEN, Harlie K fully embraces the significance of eco-friendliness as one of its fundamental principles. United by shared values: RE:GEN Hyosung and Harlie K are bonded by their dedication to building an eco-friendly and sustainable fashion industry. As a leading company in the global fashion textile industry, Hyosung continuously challenges and innovates to create a sustainable future for all generations. This commitment has led to open innovation projects to pioneer the future textile market, with eco-friendly fibers and smart textiles at the forefront. Hyosung's enthusiastic pursuit of green brands has culminated in this collaboration with Harlie K, an upcycling fashion accessories brand. Hyosung and Harlie K share a striking resemblance in their pursuit of sustainable fashion and core values. Hyosung produces environmentally friendly yarn from discarded plastic and fishing nets, while Harlie K presents upcycled fashion accessories crafted from repurposed denim. RE:GEN, Hyosung's ESG brand, emphasizes a circular economy and resource circulation, with which Harlie K’s brand identity seamlessly aligns. Hyosung x Harlie K: A Special Collaboration The dynamic collaboration between Hyosung and Harlie K revolves around creating innovative upcycled products that aim to minimize fiber consumption and environmental pollution generated during the production process. Both brands, Hyosung and Harlie K, have joined forces to create a remarkable bag using Hyosung's eco-friendly materials. The first collaborative venture between the two, launched through crowdfunding, introduced the extraordinary Mare Bag, dedicated to preserving the ocean ecosystem. This eco-friendly bag ingeniously combines Hyosung's durable and luxurious recycled materials sourced from fishing nets and waste plastics – two major contributors to the degradation of marine ecosystems – with Harlie K's signature style and practicality. The Mare Bag lineup includes the Mare Bag Ocean Black, featuring Hyosung's regen Ocean Nylon crafted from recycled fishing nets that threaten marine life; the Mare Bag Marina Blue, using Hyosung's regen Polyester made from recycled plastic bottles and boasting a soft touch due to a special process; the Mare Bag Denim Edition, a Harlie K flagship upcycled denim bag; and the Mare Bag Ladder Black, made from Harlie K's vegan leather, Hanji leather. This compelling story of a stylish, lightweight, and practical upcycled bag firmly rooted in an eco-friendly philosophy garnered significant attention, leading to a groundbreaking crowdfunding campaign that raised an astounding KRW280 million in funding – far surpassing the initial target of KRW100 million. Hyosung and Harlie K, after the successful crowdfunding of the Mare Bag, are now preparing to participate in pop-up stores, exhibitions, and festivals to introduce it to a wider audience. RE:GEN ALLIANCE Partner, Harlie K Recently, Hyosung launched the RE:GEN ALLIANCE to collaborate with companies that share the values of its ESG brand RE:GEN. We aim to grow and coexist with authentic and capable green companies, united in the goal of creating a safer and more sustainable future for our planet. By pursuing substantial ESG management through RE:GEN, Hyosung and its RE:GEN ALLIANCE partners work together to deliver ESG values through products and services, enabling practical implementation of the values. Hyosung begins this value-sharing journey with Harlie K, a company they first connected with through an open innovation project. As an eco-friendly brand, Harlie K aspires to contribute significantly to a sustainable future alongside Hyosung. All RE:GEN ALLIANCE partners will collaborate for a better future, sharing responsibility for all generations, resources for good, and striving for tangible results. The alliance aims to grow and coexist with genuinely environment-friendly companies to create a safer and more sustainable future for the planet. Valuable Partnerships with Hyosung, RE:GEN ALLIANCE Hyosung aims to continue collaborating with brands and companies that share its core values of environmental friendliness and sustainability. Upcoming collaborations will involve B2C brands like Harlie K, which share Hyosung's core values. Together with capable partners walking in the same direction, Hyosung will strive to improve tangible results in South Korea's ESG landscape and contribute to the success of participating companies and brands by expanding its ESG capabilities. RE:GEN, Hyosung's response for future generations, will be a brand that grows and coexists with RE:GEN ALLIANCE partners who share its values. The RE:GEN ALLIANCE, a journey towards the future envisioned by Hyosung, will address the pressing global issues and focus on technologies, products, and services that cherish and love the Earth for the well-being of future generations and the progress of human life. Hyosung will lead substantial ESG management, striving for a safer and more sustainable Earth, together with everyone who shares its values. Hyosung believes in the potential of eco-friendly upcycling fashion accessory brand Harlie K, respects their conviction, and acknowledges that they are walking in the same direction. Hyosung will continue to collaborate with various companies and value-driven brands that share its principles. Hyosung plans to showcase various collaborations as a leader and partner in South Korea's substantial ESG management by working with consumer-oriented brands like Harlie K that listen closely to consumer stories. This collaboration will give substance to Hyosung's efforts for a sustainable Earth for all generations, focusing on environmental friendliness and resource circulation.