HYOSUNG TNC

Recently, environmental issues have emerged as a pressing concern for human survival as the world experienced abnormal weather patterns. In response, many nations have declared carbon neutrality, aiming to reduce their reliance on carbon-emitting fossil fuels. This has sparked an increasing interest in renewable energy sources. Hydrogen, inherently an energy source itself, has also gained attention for its role as an energy storage device, effectively converting generated renewable energy for use. In the past, hydrogen was a challenging energy form to produce, store, transport, and utilize. However, recent advancements in science and technology and innovative materials like Hyosung's carbon fiber, TANSOME®, have solidified hydrogen's standing as a future energy source. Hyosung is the company shaping a society that embraces hydrogen as future energy, creating the value chain of hydrogen and building our nation's hydrogen economy. Hydrogen, From Hot Topic to Mainstream Issue Element number 1, 'Hydrogen,’ was created by the Big Bang approximately 13.8 billion years ago. Its existence was first recognized by British scientist Henry Cavendish in 1766 and was later coined 'hydrogen' by Antoine-Laurent de Lavoisier of France. Known for its propensity to burn rapidly, efforts to harness its potential have been consistent. Interestingly, French novelist Jules Verne predicted in his 1874 novel, 'The Mysterious Island,’ that hydrogen obtained by splitting water would become the 'coal of the future.’ While the idea of using hydrogen as an energy source has been around for a long time, it was often considered unfeasible due to the inability to convert hydrogen into energy. This was due to a lack of technology to produce usable hydrogen and materials to properly store the produced hydrogen. Until a few years ago, hydrogen-powered cars seemed a distant prospect. However, a new era s beginning that utilizes hydrogen as a significant energy source has as we enter an era capable of exploiting its potential. Does Hydrogen Have a Color? While hydrogen is indeed colorless, odorless, and tasteless, it has been assigned different colors based on its production methods. As hydrogen is a clean fuel that doesn't emit carbon when used as an energy source, it's preferable that it also does not emit carbon during its production process. Hence, the produced hydrogen is classified and graded as 'Grey Hydrogen,' 'Blue Hydrogen,' and 'Green Hydrogen.' Grey hydrogen is derived from byproducts of petrochemical processes, the steel-making process, or from the reformed hydrogen of the decomposition of natural gas under high temperature and pressure. However, these processes generate more carbon than hydrogen, making it insufficient as an eco-friendly alternative energy source. Blue hydrogen is produced in the same way as grey hydrogen, but the carbon generated during the production process is captured and stored using Carbon Capture, Utilization and Storage (CCUS) technology, preventing its release into the atmosphere. This stored carbon can be used in the production of various materials. Given that it does not emit carbon into the atmosphere, it is considered the most practical method currently. Green hydrogen is produced by splitting water molecules into hydrogen and oxygen using electricity from renewable sources such as solar or wind power. This process doesn't produce any carbon, making it the ideal way to produce hydrogen. However, barriers to this approach exist due to the lack of sufficient renewable energy and electrolysis facilities. The goal of the world, and Hyosung, is to freely utilize green hydrogen in daily life, but there are still many challenges to be addressed in terms of technology, cost, environment, and infrastructure. Blue hydrogen will act as a bridge to carbon neutrality until sufficient green hydrogen can be secured, and Hyosung is developing CCUS technology to realize this and turn grey skies blue. Of course, there is also a vision for green hydrogen. Hyosung's Pursuit of Green Hydrogen Hyosung strives to generate green hydrogen, leading the market with its superior domestic know-how in renewable energy, which is vital for its production. Hyosung spearheads wind turbine development, harnessing its expertise in creating and designing essential components like gearboxes and generators. Initiating the successful development of the country's first 750kw wind turbine, Hyosung is now vigorously pursuing KS certification for a 10MW class offshore wind turbine. Hyosung’s wind turbines, equipped with larger blades compared to equivalent models, yield an elevated annual power generation and profitability, particularly optimized for Asia's low wind speed in offshore regions. The turbines are designed to withstand extreme wind speeds caused by severe typhoons, ensuring operational stability and reliability in the domestic environment. User convenience isn't overlooked, including nacelle cranes, considering maritime conditions, enhancing operational and maintenance convenience, reducing operating costs, and increasing uptime even without offshore cranes. Hyosung's wind turbines, thus produced, are employed in wind power plants located in Gangneung, Pyeongchang, and Taebaek of the Gangwon region, as well as Kimnyeong and Gasiri of Jeju. Looking ahead, Hyosung plans to invest 1 trillion KRW in establishing an offshore wind power assembly plant in the Jeonnam region to construct a green hydrogen production system utilizing renewable energy. Particularly from this year, the company is propelling the construction of the country's largest scale 10MW class electrolysis facility, planning to increase the annual green hydrogen production to 200,000 tons. Hyosung is also at the forefront domestically in the Energy Storage System (ESS) sector, an essential facility for stabilizing renewable energy output. The ESS stores electric energy when the usage is low and supplies it when needed, contributing to energy utilization efficiency, enhancing renewable energy usage, and stabilizing the power supply system. Hyosung handles everything from system supply to maintenance and consulting for construction in the ESS business, possessing a responsive capability to potential issues that could arise during project execution and deploying specialists in every segment. Leveraging expert personnel and systematic systems, it swiftly responds to system stability and system failures, improving reliability. With its wealth of business experience and product reliability, Hyosung holds a unique advantage in the ESS business, contributing to maximizing customer value and creating new future value in the power industry. Hyosung is committed to launching a true era of green hydrogen. Hyosung’s Hydrogen Economy Society Despite the doubt when no one could easily predict whether a world utilizing hydrogen energy would become a reality, whether hydrogen vehicles would be commercialized, or whether hydrogen fueling stations would emerge, Hyosung consistently prepared for the hydrogen era, covering 'production-storage-transportation-supply-use' of hydrogen. In partnership with the Linde Group, Hyosung produces liquid hydrogen at the world's largest liquid hydrogen plant, located in Ulsan Yongyeon. Hyosung Advanced Materials' TANSOME®, a core reinforcement material for hydrogen vehicle fuel tanks, enables safe hydrogen storage and is applied to hydrogen fuel container reinforcements during transportation. Hyosung is also the leading company in market share for hydrogen fueling stations, where consumers encounter hydrogen fuel. Hyosung has expanded the number of hydrogens fueling stations nationwide to over 30 and plans to further increase both gaseous and liquid hydrogen fueling stations. Essential high-pressure vessels for hydrogen vehicles are also manufactured utilizing the strengths of TANSOME®, which possesses high-strength characteristics. High-pressure vessels made with TANSOME® contribute to improved fuel efficiency and reduced emissions by being lighter than conventional materials. Hyosung, having designed the core value chain encompassing all processes from hydrogen production to storage, transportation, supply, and use, is leading the paradigm shift toward hydrogen energy through continuous investment. Hyosung, a next global leading hydrogen energy company, invites you to delve into its pioneering efforts to shape South Korea's hydrogen economy.

In science fiction, films, and novels, vehicles soaring through the skies and autonomously transporting passengers were envisioned as extraordinary modes of transportation. Since automobiles have an essential means of transportation for humanity, they have consistently evolved and will continue to progress. What materials could comprise the future cars? It will be necessary to develop a new substance that is lightweight, sturdy, and comfortable. Hyosung Advanced Materials invests in the value of automobiles, essential to our lives, with a vision for the future. By providing various products and solutions to all users, they strive to enhance safety and protect lives from numerous dangers, including environmental destruction. Furthermore, they endeavor to offer the comfort of one's living room and the functional ease of their products, thus elevating convenience in daily life. Hyosung's cutting-edge materials are being developed with a focus on the safety and comfort that all users desire. The 'Carbon' that Humanity Has Embraced How are advanced materials evolving? In human history, many materials have been utilized, propelling remarkable progress. Among them, carbon has been a covert champion of our advancement, with its applications extending into modern times. Iron has indeed played a crucial role in human advancement, blossoming like a flower from the flames of civilization. However, pure iron is weak in strength and hardness and vulnerable to deformation under minimal force. Carbon is the element that gives iron its strengths. Steel contains a certain amount of carbon and has profoundly influenced human progress. In contemporary times, carbon use has expanded exponentially. Carbon-based materials, which are more robust and lighter than traditional materials, have secured their position as key components in pioneering the future. Hyosung has recognized the power of carbon, an element with a broad range of applications and an infinite potential for combinations, and has seen its history and future. Hyosung, Pioneering the Development of New Materials Hyosung has long led the industry, driving the acquisition of original technology and the development of new materials with an unyielding spirit of self-improvement. In line with Chairman Cho Hyun-Joon's conviction that technology should be a source of pride within the company, Hyosung has spurred growth through various new material developments. This began with the domestic production of the nation's first nylon fiber in the 1960s. Hyosung Advanced Materials manufactures high-strength industrial yarns, fabrics, and wire materials applicable across diverse industries, including automobiles, civil engineering, architecture, agriculture, and defense. In particular, it is honing the development and evolution of carbon fiber, aligning its advancements with those leading nation worldwide. What is it about carbon fiber that makes it so popular? Carbon Fiber: Born for the Future The quest to create a strong, lightweight material using carbon began early. Steel, which was instrumental in propelling the Industrial Revolution, is durable and cost-effective, making it indispensable in various industries. However, it has shortcomings, including a tendency to rust and significant weight. Therefore, the need for specialized materials arouse, particularly for space and military rocket development. Carbon fiber was first recognized in the late 19th century when Edison invented a carbon filament for incandescent lamps, and it was eventually industrialized in 1959. Today's carbon fiber undergoes a transformation process known as 'carbonization.’ This process involves converting a 'precursor' filament into carbon fiber through a high-temperature oxidation and carbonization. producing a dense, crystalline form of carbon. The final product-carbon fiber-weighs approximately a quarter of steel yet boasts ten times the strength and seven times the elasticity. Moreover, its superior durability, excellent electrical and thermal conductivity, high corrosion resistance, and outstanding X-ray transparency, make it an incredibly versatile material across various industries. Hyosung's Carbon Fiber TANSOME® Emerges Hyosung foresaw the future potential of carbon fiber early on. Determined to develop pioneering materials that could drive the future, the company initiated research in the early 2000s. By 2011, Hyosung had secured the fourth worldwide carbon fiber production technology, following the United States, Japan, and Germany. This led to construction of a production base in Jeonju in 2013, capturing South Korea into the limelight as a global powerhouse in carbon fiber production. Before Hyosung's entry, the majority of global carbon fiber production was dominated by advanced nations such as Japan, Germany, and the United States. However, Hyosung’s audacious investments in securing future value and improving production technology have positioned it as a symbol of South Korea's might in material production. Hyosung's carbon fiber TANSOME® is renowned for its superior strength and stability and finds applications in various products across different industries. It plays a crucial role, particularly in eco-friendly energy sectors, is used in CNG and high-pressure hydrogen vessels, and is recognized as a key material for pioneering future industries and space industries. In addition, TANSOME® contributes our planet and promote sustainability by producing eco-friendly renewable energy, such as improving fuel efficiency through vehicle weight reduction and constructing wind turbine blades. The Future of Materials: Hyosung's TANSOME® Hyosung's TANSOME® continues to evolve, embodying infinite possibilities. Its use is set to increase across many industries as they develop. These include applications for high-pressure hydrogen fuel tanks, aerospace, wire core materials, wind power generation, sports and leisure, general industry, automobiles, and civil engineering and architecture. With its unique properties, TANSOME® will undoubtedly play an integral role in these sectors. Hyosung remains relentless in its pursuit of innovation. Committed to developing carbon fibers that are both stronger and lighter, Hyosung’s groundbreaking ultra-high-strength carbon fiber 'H3065' developed in 2022, underscores South Korea's leading position in the field of carbon material production. fibers. Furthermore, with plans to expand annual carbon fiber production to 24,000 tons by 2028, Hyosung aims to establish South Korea as a global force in carbon materials. From South Korea to the world, from the present into the future, the infinite value of Hyosung's TANSOME® is poised to persist and grow.

In our contemporary world, the term "brand" has become an integral part of our daily conversations, seamlessly interwoven into our language. We encounter it countless times, discussing products labeled as "luxury" or "superior," yet defining what a brand truly embodies proves to be a challenging task. The term "brand" is believed to have its origins in the Norse word "brandr," meaning "to burn." Throughout history, its presence can be traced back to various practices. In ancient Europe, livestock owners employed branding as a means of claiming ownership, while in ancient Egypt, individuals etched their names on bricks to ensure product identification and quality assurance. Similarly, centuries ago, English whiskey makers used iron stamps on wooden barrels, therefore brands can establish an unbroken link to their lineage. From its origins as a mark of ownership, origin, and quality assurance, brands have evolved into something far more profound than simply physical products. Today, a brand is an intangible and complex symbol that embodies a product or service's attributes, name, packaging, price, history, advertising methods, and the overall consumer experience. In the modern world, it plays a crucial role in driving sales and determining the value of a product by instilling trust in its quality. Brand identity and brand awareness Every year, Best Global Brands publishes the top ranking of the 100 most valuable brands in the world. In 2022, Apple topped the list with a staggering brand value of $482.2 billion. Following closely behind were industry giants Microsoft and Amazon, both boasting an impressive valuation of around $270 billion. Google secured the fourth position, with Samsung not far behind in fifth place. These remarkable companies, including Apple, Microsoft, Amazon, Google, Samsung, Toyota, Coca-Cola, Mercedes-Benz, Disney, and Nike, stand as the indisputable titans among the world's most valuable brands, each distinguished by a robust and unmistakable identity. Even for those unfamiliar with what exactly a brand is, there's a certain image that comes to mind when they think of these 10 names. Think of Apple, and the iconic typography, signature music, and elegant simplicity of design immediately come to mind. Consider Coca-Cola, and visions of vibrant red cans and polar bears effortlessly spring to mind. As for Nike, the resounding motto "Just Do It" resonates powerfully as a testament to the strength of their firmly imprinted, iconic brand identities. These brands have a strong identity that represents them, but they are constantly changing, adapting, and innovating in order to remain memorable and impactful to consumers. The secret lies in preserving the brand's core identity while aligning packaging, logo, and other elements with current trends. Brands alter their names, slogans, and personalities, constantly renewing themselves. After several decades, international brands have undertaken countless rebranding efforts, skillfully ensuring that consumers perceive them as timeless while remaining stylish. This strategic approach is the key to enhancing brand value and ensuring recognition over time. Throughout its history, Apple's logo has undergone numerous transformations, evolving from a vibrant rainbow to its current minimalist white design. Yet, the iconic bite-sized apple has endured as a persistent symbol of the brand. Similarly, Coca-Cola has gone from bottles to cans to plastic bottles, adopting various packaging, fonts, and occasional slogan changes. Yet, the unmistakable white lettering on red cans remains consistent. This emphasis on preserving core brand identity while adapting to trends is the key to sustaining the liveliness and value of the brand. Hyosung is actively working to establish a lasting brand identity and elevate brand awareness. Over the span of 60 years, Hyosung has solidified its position as a market leader with exceptional technology. However, beyond public accomplishments, Hyosung has been deeply committed to environmental concerns long before it became a widespread focus for consumers and businesses alike. As early as the 2000s, Hyosung began investing in extensive research and development of eco-friendly yarns, demonstrating its genuine dedication to environmental protection. Today, this commitment to Environmental, Social, and Governance (ESG) principles has become the lifeblood of the company. The upcoming brand identity of Hyosung will authentically reflect its profound concern for the environment, showcasing its efforts in developing and nurturing cutting-edge technologies for the benefit of the next generation and the future. Hyosung's brand identity will exceed time, resonating with consumers as a symbol of an eco-friendly enterprise. Reasons to consume brands In recent times, a growing preference for branded products has taken hold, with consumers displaying a willingness to invest more in products that boast a compelling narrative and intrinsic value. The Generation Z, in particular, has emerged as a powerful force in shaping consumer cultures. Two distinct trends have surfaced: value-consumption, where individuals are willing to pay a premium for products that resonate with their beliefs or hold personal value, and digging consumption, where people wholeheartedly invest in brands or hobbies they are passionate about and genuinely connect with. The attraction lies in these brands' identities and the stories they tell, fueling a sense of purpose and appreciation among consumers. As this generation becomes an increasingly consumer-driven class, these evolving trends are shaping the landscape of modern consumption. Apple, Nike, Gucci, and Rolex undoubtedly offer exceptional products, but what truly captivates people and sparks their passion is the enticing image of the brand, the captivating story that accompanies each product, and the emotions and symbolism that embraces them. Whether it's holding an Apple device, wearing a limited edition pair of Nike sneakers, carrying a Gucci bag, or sporting a Rolex watch, the experience goes beyond mere possession of a product; it becomes a profound expression of one's aspirations and desired identity. These brands hold the power to evoke an idealized version of who one aspires to be or the persona they wish to embody when they embrace the brand. Through the brand's image, people can articulate and showcase a unique element of themselves, making the act of consuming the brand an avenue for self-expression. Embracing a brand becomes a form of artful self-representation, compelling individuals to make an emotional connection with these symbols of aspiration and inspiration. In today's business landscape, brands have emerged as invaluable, intangible assets for companies and their products. They follow a distinct life cycle, each with its own lifespan. The journey begins with the introduction phase, where consumers are introduced to the company's image and its products or services. Then, in the refinement phase, the brand strives to maintain a perceived uniqueness or superiority over its competitors. Finally, the consolidation phase cements the well-established brand image with the product, solidifying its presence in the market. Brands that fail to navigate these crucial phases often fade away and are lost. However, even when a brand reaches the consolidation stage, it must continuously evolve to stay relevant and avoid slipping from the minds of consumers. The reality is that brands emerge and vanish every day. Without a brand strategy that adapts to changing trends and resonates with the hearts and minds of customers, a brand risks disappearing. Therefore, nurturing and advancing a brand with consumer preferences is vital for sustained success in the ever-evolving market. The environment is shaping our brand consumption patterns and our focus on value-driven choices. With the climate crisis intensifying and ecosystem degradation becoming an undeniable threat, people today are increasingly aware of the environmental issues that lie ahead. This awareness has led consumers to take environmental concerns more seriously, and they now expect companies to do the same. Hyosung is dedicated to undertaking a range of environmental initiatives for a truly sustainable future through responsible ESG management and environmentally conscious technology. While Hyosung continues to develop technology for present-day convenience, the company continues its commitment of prioritizing safety and environmental preservation for tomorrow. Eco-friendliness stands at the heart of Hyosung's brand, making it an appealing choice for consumers who share a concern for the environment and seek to embrace eco-friendly values. As Hyosung's brand identity revolves around these principles, consumers are increasingly drawn to the company's products, recognizing them as a compelling choice that aligns with their own environmental aspirations. The brand 'Hyosung' Despite being a prominent corporation with a rich history of over half a century, Hyosung has largely remained unknown to the general public. This relative anonymity can be attributed to its focus on B2B industries, such as chemicals, heavy industry, and high-tech materials, which do not directly engage with the public. However, a shift in consumer behavior, particularly among the Generation Z is underway. As this new generation increasingly seeks out companies that demonstrate environmental responsibility, engage in social contribution activities, and uphold ethical management practices, it is time for Hyosung's brand to step into the spotlight. With a genuine dedication to ESG management, including eco-friendly efforts and business contributions, Hyosung's brand is prepared to gain well-deserved recognition for its firm commitment to a sustainable and responsible future. Despite Hyosung's primary focus on industries that may not be heavily associated with eco-friendliness, such as the chemical industry, heavy industry, and advanced materials, the company is taking proactive measures to address environmental concerns. We are working to reduce carbon emissions at every stage of its raw material sourcing and production processes. Also, Hyosung is actively promoting the adoption of environmentally friendly components and continuously developing new eco-conscious materials. To reinforce our commitment to ESG principles, Hyosung has introduced RE:GEN, a dedicated ESG brand that embodies tangible ESG management practices. Embracing the core values of circular economy, carbon neutrality, new energy, and resource conservation, the company has implemented these principles across all of its business endeavors. Hyosung's affiliates are devoted to sustainable development, following the themes of RE:GEN ECO-LIFESTYLE, RE:GEN FUTURE MATERIALS, RE:GEN SMART IT, RE:GEN NEW ENERGY, and RE:GEN NEXT CHEMISTRY. These efforts underscore Hyosung's commitment to driving environmental progress and fostering a greener future. Through these dedicated environmental efforts, Hyosung is actively working to redefine its brand image, creating a stronger association with eco-friendliness in the minds of the general public. Additionally, the company is embracing B2CB marketing strategies, allowing the public's preferences and interests to inform companies seeking access to Hyosung's advanced technologies. To effectively raise brand awareness among the Generation Z, Hyosung is proactively trying various approaches. This includes organizing offline events such as high-tech material art contests and pop-up stores, as well as operating a digital showroom using Metaverse technology. Additionally, the company is redesigning its homepage to provide an engaging and immersive experience that resonates with the preferences of this environmentally conscious audience. People are passionate about brands and seek them out because they reflect their values. Consumer behavior has evolved, moving beyond mere transactions to emotional connections that reflect individuals' identities and beliefs. As environmental consciousness rises among consumers, the influence of eco-friendly brands has grown significantly. Hyosung, which has taken various steps in ESG management, has already been developing and investing in sustainable technologies to protect the environment, and Hyosung's commitment to the environment is an unwavering focus for, extending far into the future. At Hyosung, we strive to grow with those who embrace value consumption for the environment, making a path that resonates with the present and the next generation, fostering a greener and more responsible future for all.

In the evolving modern society, marketing is an accurate reflection of the social flow and trends of the times. A major marketing phenomenon rivaling search engines and social media in importance today is brand journalism. Hyosung has adopted expert brand journalism methodologies for brand communication with customers. Hyosung's exclusive brand journalism is referred to as the "brand media of Hyosung." The company develops exclusive brand media through brand journalism. The brand media of Hyosung provide subscribers with stories about its subsidiaries and Hyosung Group that are in-depth yet easy to understand. The brand media are in both Korean and English, for international customers visiting Hyosung's brand journalism webpage. Hyosung joins many other companies focusing on brand journalism. What are the origins of brand journalism and what are its effects? Brand Media, Brand Journalism? Brand media of Hyosung are based on brand journalism, a method of marketing that combines advertising and journalism. It is characterized as producing news articles and other content that consumers find useful, while also employing the principles on which journalists work in content marketing. Brand journalism allows a company to put out brand narratives without direct marketing or sales activities and provides consumers with accurate and detailed information about a company as such. From the consumer's standpoint, brand journalism content must be worth reading, deliver a point, and be interesting. With the advances made on the internet and technology, people are exposed to more and more advertising and information. One effect of that is that they do not rely 100% on advertising and news, but rather turn to brand narratives to form conclusions about companies. Because brand narratives are written to have a company or organization come across as a persona through media, a bond between the customer and company is created. A brand story is usually written by an employee of a company with expert knowledge of its business, so the reader can have confidence in it. A customer can access accurate information about the products and services a company provides by reading brand journalism materials written by an expert on the company, and can even come across additional, unexpected knowledge about it. In an age where the traditional marketing method such as advertising alone cannot fully engage and intrigue customers, companies can use brand journalism to convince target audiences to trust and relate to their brands, which raises the value of a company and its brand in the customer's eye. History of Brand Journalism Brand journalism dates back about 20 years. It was when the public's trust in the business sector was at its lowest in the aftermath of the global financial crisis. Larry Light, then-chief marketing officer of McDonald's, said in 2004 that mass marketing was no longer effective, that a single advertisement could not tell the whole story about a company, and that McDonald's would resort to brand journalism, a new marketing technique. Under Larry Light's direction, McDonald's departed from the traditional marketing and advertising focused on brand positioning and issued news article-style content through a variety of channels. Its brand journalism was akin to a chief editor's creation of a magazine covering a diverse range of topics. Boeing, Cisco, and many other companies have followed in McDonald's footsteps and reaped the benefits of brand journalism. Perhaps the most well-known case is the brand journalism of the Coca-Cola Company. In 2012, the Coca-Cola Company launched its digital magazine, Coca-Cola Journey. Published daily, Coca-Cola Journey is a potpourri of narratives about the world of Coca-Cola, including descriptions of Coca-Cola products and advertising campaigns, narratives of interest to Coca-Cola buffs, interviews with Coca-Cola Company employees, information about the company's brand and history, and job ads. Coca-Cola Journey was such a success that the Coca-Cola Company integrated its official website into Coca-Cola Journey. Difference between Brand Journalism & News Articles How brand journalism differs fundamentally from traditional media is that its target is the consumer, not media outlets. Let's compare brand journalism with two common types of media formats: press releases and special articles. A press release is an article prepared by a company about its brand and offerings, and distributed to broadcasters, newspapers, magazines, and other media outlets. The article gets edited by a media outlet and reaches its target audience under the byline of a staff member at the media outlet, so more often than not it can reflect added opinions or biases of the media outlet. Because media outlets are inundated with press release requests from companies, if a particular company's press release does not get picked, its narrative will not reach the end consumers. Alternatively, brand journalism can deliver a company's independently produced content and narratives to the consumers through its own channel. A brand journalism narrative does not get distorted by third parties. A special article is a news article about a company or brand written in a way to pique the reader’s interest by the consumer. Compared to a regular news article, a special article is longer and more in-depth, but its narrative is not disseminated, because it is released by a single media outlet. A special article about a company or brand usually mentions other companies and brands as well, resulting in a loss of reader’s focus on the main company or brand, whereas brand journalism focuses entirely on one company or brand so that the reader is thinking only about that one company or brand. Today, when the public's distrust of the media is high, brand journalism presents the most effective communication channel for a company. Hyosung’s Way to Deliver Its Brand Media For Hyosung, which does business in many countries, its brand journalism, or brand media, is about making potential customers worldwide aware of its global leadership and all the different activities that its subsidiaries and their brands conduct in their respective business areas. Hyosung is particularly prolific in the B2B business. Since the general public would not be familiar with its eco-friendly materials development, customer-friendly management, data-centric operations, and ESG management, narratives that paint a genuine picture of Hyosung are released to inform target audiences that Hyosung is a company and a global premium brand that leads positive change. Hyosung's narratives are strategically categorized. The worsening climate change has made ESG management a requisite for companies. Since long ago, Hyosung has foreseen the changing times and searched for the right path for mankind to take. That is how it has developed its innovative technologies and products, which are eco-friendly and sustainable for future generations and distinctly Hyosung. Its brand media allows its technologies and products, commonly used in everyday life, to be introduced to the audience. Moreover, it introduces the values we pursue for the sake of our future generations, and how Hyosung's mission and vision are aligned with this pursuit. Those values are explained in narratives about Hyosung's breakthrough technologies that make sustainability and innovation possible. Hyosung subsidiaries operate in lockstep with the mission and vision of Hyosung Group and are responsible for upholding the core values of Hyosung in their respective fields of business. The brand media of Hyosung provides readers with an understanding of its heritage and subsidiaries, core technologies and products, what it is doing for the environment, and the corporate identity that underlies its operations. Brand Media of Hyosung in the Everyday Life The brand media of Hyosung delivers easy-to-follow narratives about not only brands the average consumer would be familiar with, like regen®, but also Hyosung-led businesses that would likely be unfamiliar to the general public such as hydrogen, tirecords, carbon fiber, films, and pumps to give them a good understanding of the many different Hyosung-led businesses. Delving into Hyosung's industries and businesses, these narratives are informative to industry professionals as well. Hyosung cares deeply about climate change, and stories about its ESG activities allow consumers to learn about its unsung efforts and rediscover its true value. The brand media of Hyosung is posted on the official website as well as Instagram, LinkedIn, Facebook, etc., edited for a lighter vibe. The imagery featured in Hyosung's brand media delivers sophisticated visual messages that encapsulate Hyosung. Its brand media is more than just an outlet for information. It is a window that looks into its various B2B businesses which the average consumer would not interact with directly. The audience gets to understand the true value of Hyosung, its technologically driven and environmentally conscious management. You can connect with how Hyosung works to improve the quality of life for man step by step. You are invited to open the brand media of Hyosung to understand its past, present, and future as a company working to create new value for you.

Throughout history, mankind has exploited Earth's resources for a more convenient life and industrial advancement. For centuries, we have cut down trees for paper, burned fossil fuels for electricity, utilized the internet, and driven cars to enjoy comfortable lifestyles. We use wood and fossil fuels to enrich our lives, but they are finite resources. Our planet’s escalating resource depletion and anomalies in global weather patterns are crucial signals that we need to stop our reckless consumption. However, ceasing resource usage is not feasible since it is essential to our survival. Consequently, Hyosung is exploring ways to smartly conserve resources for our future and searching for solutions. Hyosung aspires to propose smart reduction solutions by minimizing energy and resource usage at every step of the production and operation cycle through philosophy and design technologies based on smart technology. This represents the final core value that Hyosung strives for in RE:GEN, namely, RE:GEN SAVE smart resource conservation. Resource-Saving Office Environment with Hyosung INNOVUE Paper is an eco-friendly material that doesn't destroy ecosystems when it degrades naturally. However, it should not be used recklessly. We all know that trees are the raw material for paper, and their continual felling is destroying our ecosystem, not to mention the energy required to produce it. As paper usage has been reduced, we are getting closer to paperless life with the advent of the digital age. Hyosung has been focusing on the Digital Transformation (DX) era, where a paperless office environment without face-to-face human interaction and efficient data management without recording and organizing data on paper is possible. Hyosung INNOVUE is at the forefront of this smart technology. Hyosung TNS, a global leader in the ATM industry, has ushered in a financial era without face-to-face interaction. A new financial innovation service, the Digital Desk, allows most of the bank's work to be done without face-to-face interaction and without needing to print, sign, or fax dozens of documents. The Digital Desk allows almost all banking transactions to be conducted without face-do-face interaction with a bank employee, and all personal information entered and signed is stored digitally, minimizing data leakage and reducing all paper waste. Besides financial solutions, Hyosung INNOVUE showcases retail solutions such as automated (unmanned) kiosks and automated stores. With a single smartphone app, everything from real-time inventory to revenue management is possible. Hyosung INNOUVE’s retail solution makes efficient management possible while saving manpower resources, paper and electricity. Using Standby Power Efficiently with Hyosung Heavy Industries Our lives are increasingly connected to the internet, and thanks to IoT technology, smart factories, and smart home systems are becoming more and more prevalent, enabling us to access services wherever and wherever we are. This is made possible by being constantly connected to power, standing by for real-time monitoring and instantaneous data retrieval. Electricity isn’t wasted if we have a reliable energy supply and can efficiently use energy even when on standby. Hyosung Heavy Industries has the world's leading technology in heavy electric machine industry, a key component of industrial energy. For the construction of future power grid systems, Hyosung Heavy Industries provide all key technologies, including power equipment like transformers and breakers, electrical machines, gears, Energy Storage Systems (ESS), Static Var Compensators (STATCOM), High Voltage Direct Current (HVDC) systems, and Smart Grids. Using ESS, STATCOM, and Medium Voltage Direct Current (MVDC), Hyosung Heavy Industries can supply renewable energy obtained from nature efficiently without wasting resources. Furthermore, Hyosung Heavy Industries has contributed to the activation of renewable energy businesses by carrying out various projects in solar power design, engineering, and construction. In addition to building solar power plants in general areas, we install them parking lot roofs, wastewater treatment plants, and other sites. Our high-efficiency solar inverter technology ensures stable solar power plant operation. In the construction of buildings by Hyosung Heavy Industries, we meticulously design energy-efficient buildings with solar power fuel cell technology. Hyosung Heavy Industries, armed with this range of technologies, is reducing fossil fuel energy use by developing renewable power plants, ensuring reliable supply and efficient operation of generated electricity. This helps reduce both carbon emissions and resource conservation. Hyosung Advanced Materials, Scrupulous in Energy Management. Dedicated to rigorous energy management, Hyosung Advanced Materials persistently seeks, invests, and innovates for non-renewable energy reduction. Notable efforts include reducing steam usage through improvements in the condensate recovery process at the Jeonju plant, diminishing LNG consumption via the upgrade of the heat recovery system in the RTO equipment, and refining the waste heat recovery system and incinerator operation method at the Jeonju and Ulsan plants. Hyosung Advanced Materials has also increased its use of renewable energy by installing solar power generation facilities in domestic office buildings and at Gaoqing and Qingdao corporations in China. Even the GST corporation is advancing its energy transition to reduce greenhouse gas emissions and curtail the use of non-renewable energy through solar power generation. Furthermore, Hyosung Advanced Materials is advancing its diverse efforts through employee education, energy reduction method training for energy managers, and a comprehensive management approach to address climate change risks, reduce carbon emissions, and conserve resources by transitioning to renewable sources. Hyosung Chemical, a Leading Company in Energy Conservation through Smart Factories. Hyosung Chemical is well-known for using smart factories to optimize operations and save energy. In 2020, Hyosung Chemical established smart factories across all its workplaces, connecting all production-related resources in real-time and creating an optimized production environment by analyzing the collected data. This improved production efficiency and achieved significant energy savings, resulting in a cost-benefit of 11.7 billion KRW. Hyosung Chemical is also pushing for the use of renewable energy to increase. Hyosung Chemical obtains waste heat steam, a type of renewable energy, from a nearby waste incineration plant and also has solar power facilities installed within the factory. This helps reduce the use of fossil fuels like oil and coal, contributing to resource conservation. In addition, Hyosung Chemical regularly conducts energy-saving training for its employees. It separately provides training for production, process, and technology departments at workplaces that implement energy conservation and greenhouse gas reduction measures, thus ensuring the effective implementation of these reduction strategies. We lead smart lives by turning on the TV, playing music, and setting timers with a single word through artificial intelligence. However, invisible energy must always stand by for such a smart lifestyle. Hyosung is constantly researching and investing in technologies to use this standby power more efficiently and prevent wastage, enabling us to enjoy a convenient life. Aside from cutting down on tree felling for paper production, Hyosung is also working on minimizing fossil fuel use, and ensuring that natural resources, such as hydrogen, solar, and wind, are used effectively and efficiently in the production, supply, and usage processes. As a company-wide initiative to conserve resources, Hyosung seeks to maintain a convenient lifestyle without wasting resources, thereby preserving a healthy planet. Hyosung is developing technologies that coexist with nature, and researching smart designs to prevent the wasteful use of energy provides. Thanks to these efforts, we can look forward to a better future and have confidence that we will make our own generation more prosperous. Keeping a close eye on Hyosung Group's RE:GEN Movement for future generations.