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Hyosung's Fashion Trend Suggestions

The desire for beautiful clothes is universal. Fast fashion has emerged and quickly expanded to cater to this universal need. However, fast fashion is becoming a major contributor to environmental destruction, impacting the planet's ecosystem significantly. According to a report by the United Nations, clothing consumption accounts for 10% of total greenhouse gas emissions. As a result, Generation Z has begun to adopt eco-friendly fashion, rejecting fast fashion with its high turnover rates that reflect the latest trends immediately. This is due to the fact that Generation Z is the demographic most directly impacted by the environmental changes taking place on our planet. A prime example of eco-friendly fashion is upcycling, where Generation Z has a notable talent for repurposing discarded items and giving them new life through innovative design and practicality. Upcycling is the process of transforming waste materials into products of higher value than their original state. Moreover, Generation Z’s consumption leans towards companies that utilize eco-friendly materials throughout the manufacturing process, creating a trend for making environmentally conscious choices. Furthermore, Generation Z views health management as a hobby. They consider exercise to be a crucial component of their lifestyle, which has resulted in a growing fascination with activewear. They have a strong interest in gym wear, golf wear, and other athletic apparel that enhances both the enjoyment and professionalism of their workout experiences. Moreover, the growing popularity of displaying different workout attire on social media has led to an increase in the number of consumers who are looking for visually appealing and high-quality activewear. Eco-Friendly Company, Hyosung Hyosung not only contributes to preventing environmental pollution by utilizing eco-friendly yarns but also produces high-performance clothing products that meet the unique demands of Generation Z. For the past 60 years, Hyosung Group has been a global company that has demonstrated outstanding competitiveness in various fields such as fibers and chemical materials, power transmission and distribution equipment, construction, trade, and information communication. Currently, more than 25,000 Hyosung employees work at a total of 49 production facilities and 51 trade corporations and branches in 27 countries around the world. Hyosung TNC is a reputable global leader in the fiber industry, supplying clothing and industrial yarns, fabrics, and other fibers, including the number one product in the world, spandex, as well as nylon and polyester, to customers around the world. Hyosung TNC is also a pioneer and market leader in the eco-friendly fiber industry, having created the eco-friendly fiber brand "regen." Developing functional eco-friendly yarns is a difficult task, but Hyosung TNC has achieved the world's highest level of eco-friendly technology while retaining its exceptional technical expertise. regen: Dreaming of the Future, Beyond Today Hyosung TNC is creating new future value through the environmentally friendly fiber brand, regen. regen is a recycled polyester yarn made from discarded PET bottles. This innovative approach allows for a significant reduction in landfill waste and a decrease in the consumption of petroleum resources. As Generation Z drives the eco-friendly trend, they can achieve value-driven consumption by purchasing clothing made with regen yarn, contributing to a more sustainable environment. The Generation Z population has a strong preference for eco-friendly clothing that prioritizes the conservation of resources and minimizes waste throughout the production process. They are increasingly becoming aware of the aspects of fast fashion trends that contribute to resource depletion and environmental pollution. They are committed to making sustainable fashion choices that help preserve the environment. By purchasing clothing made with Hyosung TNC's regen Ocean Nylon and regen Ocean Polyester, individuals can make a positive impact on marine ecosystems by helping to protect them. regen Ocean Nylon is crafted using discarded fishing nets found in the ocean, while regen Ocean Polyester is made from floating PET bottles that have been recycled. Both of these materials are considered eco-friendly yarns. A sustainable future can be achieved by establishing a circular resource cycle through the production of yarns using waste materials that would otherwise harm marine ecosystems. Hyosung TNC's Representative Brand: CREORA CREORA, one of Hyosung TNC's representative fiber brands, encompassing spandex, polyester, and nylon yarns. CREORA EasyFlex is known for its exceptional strength in providing a "soft stretch" experience and its ability to offer excellent wearing comfort. This is attributed to its soft and highly resilient properties. Its exceptional stretch and recovery properties make it perfect for use in bra wings and panty sections, where elasticity is essential for allowing natural movements. It can also be used in outdoor windbreakers, where flexibility is crucial. CREORA EasyFlex offers a superior level of comfort compared to traditional products, thanks to its remarkable stretch and recovery capabilities. CREORA Fresh has a unique characteristic of chemically neutralizing substances that cause odors, such as ammonia, acetic acid (which causes sweat odor), and isovaleric acid (which causes foot odor). One of its notable advantages is its ability to quickly and effectively eliminate odors. It acts as a deodorizer and can capture the source of the odor within a short period of time. CREORA Fresh offers a delightful sensation of freshness with its exceptional functionality. This fabric has superior durability compared to fabrics that have been treated with post-processing for deodorizing. It remains functional even after multiple washes, providing a long-lasting fresh and pleasant feeling. This material is commonly worn as activewear for women, such as leggings, ensuring a pleasant and odor-free experience during workouts. CREORA Black has the unique characteristic of resolving the grin-through problem, which occurs when spandex appears as white lines on dark-colored fabrics when stretched. Additionally, it possesses the capability to showcase rich and opulent colors that are unattainable using traditional spandex. Sportswear, yoga clothes, socks, stockings, innerwear, and hooded sweatshirts, along with other products, are commonly designed using dark colors to address concerns like visible underwear or sweat stains. CREORA Black is commonly utilized in various products because of its exceptional capability to create vibrant and intense colors that cannot be replicated using regular spandex. Furthermore, CREORA Robic, a high-strength nylon, is used in casual jackets, while CREORA Xanadu, which is known for its comfortable stretch, is used in skirts to ensure comfortable movement. Hyosung TNC is a company that is well-equipped to meet the demands of Generation Z, a generation that is actively seeking sustainable consumption practices in order to create a better future. Hyosung TNC's clothing is known for its use of eco-friendly materials and exceptional designs, which have garnered a significant amount of admiration. Generation Z, who wants to practice value consumption, avoids the existing fast fashion and chooses eco-friendly Hyosung TNC. The essence of functional apparel lies in enabling comfortable and efficient performance in both exercise and daily life. Therefore, functional clothing is a demanding field that requires not only superior materials but also trendy designs. Hyosung TNC elevates the quality of life by offering a wide range of functional apparel with exceptional wearability and smooth stretch, emphasizing the importance of providing both comfort and style.



Hyosung, Shaping a Hydrogen Economy for Korea

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.



Hyosung's Carbon Fiber, Encompassing the Future of Our Nation

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.



The Concept of Branding and Marketing

Branding and marketing are words we encounter thousands of times a day, but few are able to explain their exact meanings. Although they have distinct meanings, these familiar yet confusing words often merge together, blurring their individual significance. So, what exactly are branding and marketing? An appropriate definition of branding is the endowment of meaning and value to a trademark or brand, whereas marketing is the strategic planning to prioritize consumer selection. These two complex concepts differ in intricate and subtle ways. The Difference Between Branding and Marketing In marketing, all activities are designed to promote brands and products so that they can be purchased. On the other hand, branding does not necessarily result in an immediate purchase but involves everything that goes into shaping a consumer's perception of a company, its products, or its services. The purpose of marketing is to provide information about a product with the intent to sell it. Meanwhile, branding refers to the process of making brands known and understood by customers to communicate a consistent message about our brand's values, direction, and identity. IKEA is a good example. A membership program, discount policies, reasonable prices, delivery services, and showcasing trendy furniture designs are all examples of marketing activities. Branding, however, gives IKEA's furniture a trendy and sophisticated appearance at reasonable prices. Marketing prompts customers to shop for IKEA after they see stylish designs at reasonable prices. Branding is what makes people think of IKEA as a place to buy stylish designs at reasonable prices. Example of Branding: Product-less Advertising If you hear the phrase 'unwavering comfort,' you probably think of Simmons. Simmons recently unveiled product advertisements without any beds and opened a unique pop-up store, 'Simmons Grocery Store,' without displaying a single bed. Considering most people only buy beds three to four times in their lifetime, Simmons had to devise a strategy to ensure their brand is remembered at those important moments. As a result of launching ads that don't show beds, Simmons embedded its values into the daily lives of Generation Z consumers, transcending the perception of being a furniture and bed company. The company aimed to establish a lifestyle culture so that consumers would naturally think of Simmons when they were in need of a bed. This marks a special project for Simmons. In 'Simmons Grocery Store,' everyday items are displayed in witty designs and collaboration products while Oddly Satisfying Videos (OSVs) play in the background. After watching an OSV at the pop-up store, visitors can feel a strange sense of satisfaction and comfort, allowing them to sense the comfort that Simmons strives for, even without seeing a bed. A high-level branding strategy is used in this pop-up store to demonstrate Simmons' strategy to become a lifestyle culture brand. As a result, visitors are naturally reminded of Simmons, 'the provider of comfort,' when purchasing a bed, even though it does not directly display a bed. Purchasing decisions are no longer solely based on cost and quality of product. A purchase decision increasingly considers the product's value, including personal satisfaction and alignment with one's values. Nowadays, people will pay a premium for brands that consider the environment or align with their self-expression and personal brand identity rather than the most cost-effective product. Hyosung's ESG Branding Although Hyosung operates in industries not traditionally associated with eco-friendliness, such as chemical textiles, heavy industries, and advanced materials, it is committed to demonstrating sustainable technologies and eco-friendly products. Through its ESG brand RE:GEN, Hyosung promotes various brand campaigns to promote its environmental consciousness. All Hyosung business groups implement the ESG strategy, emphasizing a circular economy, carbon neutrality, green energy, and resource conservation. They aim to strengthen their commitment to tangible environmental, social, and governance management through RE:GEN, ensuring Hyosung's technology can reach all future generations. The core identity Hyosung pursue is to create a symbiotic relationship between our lives, technology, and nature, all without harming the environment based on Hyosung's technical prowess. This is achieved through technologies such as the core facility of renewable energy, the Energy Storage System (ESS), which stores electricity for future use, reducing greenhouse gas emissions by replacing insulation materials in power devices such as transformers and gas-insulated switchgear with eco-friendly materials; establishing a hydrogen society through the installation of liquid hydrogen plants, hydrogen fueling stations, and the lightweight of hydrogen cars through carbon fiber; and eco-friendly engineering plastic polyketone, all born from eco-friendly fibers regenerated through upcycling and recycling. As a leading environmental champion, Hyosung's technical prowess and substantial eco-friendly initiatives have been widely recognized by consumers through its ESG brand RE:GEN. Hyosung's Brand Revisioning Project Hyosung TNC brand recently underwent a ‘revisioning project’ as part of its transition from a global leader in textiles to a global leader driving innovation across the fashion industry and offering new lifestyles to global consumers. Hyosung TNC is a leading company in the global textile industry as part of Hyosung's diverse business groups. As an innovative textile producer providing yarn, fabric, and dyed products, Hyosung TNC is creating a new era in the sustainable textile industry. As an innovator that creates a sustainable life, it is undertaking a brand revisioning project. As part of its brand revisioning project, Hyosung TNC aims to inform consumers that its eco-friendly fibers are irreplaceable, solidifying its place as an eco-friendly textile company that stands out and to pioneer new possibilities in sportswear and fashion. A major focus of the brand revisioning project is developing the company's diverse product range through two core brands: CREORA and regen. As part of this strategy, Hyosung TNC aims to build a technological ecosystem and position itself as an innovator that renews our lifestyles. Nike's slogan "Just Do It" carries Nike's clear brand mission, encouraging people to start running and exercising, changing Nike's focus from selling sports goods to selling the desire to do sports. Therefore, Nike, which now has a unique brand identity, represents challenges as a brand that comes to mind when thinking of challenges. With its brand slogan, "Reply to Every Generation's Future," Hyosung aims to communicate its eco-friendliness clearly. Through the brand RE:GEN, Hyosung intends to convey its brand mission to customers who share its core values, aiming at eco-friendly management for all generations and growing into a solid brand by sharing a sense of belonging and solidarity with the environment. In unveiling Hyosung's RE:GEN ESG brand, the company hopes to create a movement together with customers who share similar values, fostering environmental friendship and belonging for a better future. Hyosung TNC, which focuses on the brands CREORA and regen, embodies the will to innovate our lifestyles with eco-friendly yarn using its technology through its revisioning project. With its unique identity, Hyosung promises to pursue unwavering values with customers who share the brand mission.



What is a brand? Brand Awareness, Brand Perception, and Brand Life Cycle

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.