KCC www.kccworld.co.kr 2015. March vol.265

KCC INSIDE Product KCC’s Decorative Coatings Combine Functions with Aesthetics KCC LIFE Take a Peek at History Negotiating Skills by Seo Hui CONTENTS 2015 March Vol. 265

KCC Inside 04 Market Info. Waterborne Paint, a General Trend in both Domestic and Global market 06 Product KCC’s Decorative Coatings Combine Functions with Aesthetics 10 Customer Interview KCC’s Decorative Coatings satisfy its Workers as well as Customers! 12 Our Outstanding Technology KCC’s Lightweight Drywall Acquires Architectural New Excellent Technology Certification for the first time in Korea!

16 Beautiful Companionship KCC Garners Strength to Rise Again 18 Exhibition Report An Introduction to State-Of-The-Art Products & Technology, 2015 NEPCON JAPAN 20 KCC FocusⅠ KCC’s Pursuit of Creating World-class Automotive Paints with Market-Oriented Technology Enhancements

24 KCC Focus Ⅱ Let’s Plan the Future with Passion and our Own Values Cover Story KCC’s eco-friendly paint SUPRO adds beauty to the exterior of buildings. 26 Proud KCC Colleagues A Small Change in Thinking can possibly lead to Great Improvements Light and delicate color paints were used to express spring. 28 Let’s Find Out “Trade Secret Protection or Patent Protection” for Core Technologies

KCC Life

30 Global Etiquette The Country of Courtesy and a Sense of Solidarity 32 Take a Peek at History Negotiating Skills by Seo Hui 34 Bravo My Family Now Our Family Has Four Members

KCC Monthly House Organ 36 KCC Library Find Happiness with Ease in a Nearby Place No. 265 Date of issue March 2, 2015 Registration Number Seoul La -468 Date Published November 5, 1993 Publisher Mong-Ik Chung Editor Mong-Ik Chung Publicated KCC HRD Institute (17-3, Mabuk-ro 240Beon-gil. Giheung-gu, Yongin-si, Gyeonggi-do, Korea) Edited and Produced by KCC HRD Institute (031-280-4813), Dream Friend (02-2273-4253) Printed by Clover KCC News KCC Reporters 38 News Daejuk Plant Arum Song | Daegu Branch Giheon Jang | Daejeon Branch Juhyun Lim | Munmak Plant Hankuk Keum | Busan Branch Hyojin Kwon | SeJong Plant Youngsin Park | Yeoju Plant Sungsoo Lim | Ulsan Plant Dongshin Kim | Asan Plant Hanghyun Cho | Yeocheon Plant Byungju Bong | Incheon Branch 42 Mail Box Chanhyeok Park | Eonyang Plant Yoonsung Jung | Jeonju Plant Minsu Kim, Hoseung Lee | Jeonju Branch Jeongkyu Kang | CRI (Central Research Institute) Hoojung Lee | KCC E&C Donghyun Lee | KAC Youngju Kim | KCC Mineral Resources Donghoon Lee | KUMGANG LEISURE Sanghak Lee 43 Poem of the Month KCC INSIDE Waterborne Paint, a General Trend in Market Info. both Domestic and Global market

By Keun-Hong Lim Decorative coating is a widely used building material. The world’s decorative coating Marketing Team market is estimated to be worth about 50 trillion won and is mostly led by global corpo- rations. KCC is also doing its utmost in making a foray into continuously growing Asia- pacific nations.

KCC SUPRO Series is one of KCC’s most popular paints with its eco-friendliness and high quality

Epoxy coating according to different key components. Also, it is divided by different application sites such as inner and outer walls, floors, and woods and metals. Currently in the world’s decorative coating market, more than 90% of indoor paint and about 75% of outdoor coating used is the waterborne paint products. Unlike the world market, the Korean market holds 30% share of waterborne paint. The reason for this different trend in Korea is due to the high percentage of waterproofing coating used as well as the flooring coating’s usage following Korea’s slab roof structure and underground park- ing lot system. However, the Korean market is also increasing its waterborne usage due to tightening environ- mental regulations and especially VOCs usage control as well as upgraded waterborne technolo- Decorative Coating takes up 50% of the Whole Coating Market gy in Korea. Since the beginning of time, various spaces such as residential, industrial, educational and spaces of leisure have always been around, and so to have decorative paintings. Successfully entering into the Asia-pacific Nations Likewise, decorative coatings are very closely related to human life and make up 50% of the KCC is currently supplying its coating and paint products to global companies such as AKZO world’s paint and coating market, that worth 50 trillion won. The Asian decorative coating NOBEL, PPG, Sherwin-Williams, Nippon and others while making preparations to enter into other market makes up about 40% of the world market and it is likely that developing countries developing Asian nations. such as China, India, Indonesia and Vietnam will show stable growth. In the case of Korea’s decorative coating market, A few major coating companies including KCC are Meanwhile, Korea’s current decorative coating market is worth about 800 billion won and currently leading the market. seems to be maintaining its current market size. In order to cope with the government’s tightening environmental regulations, large companies with high technology and a stabled distribution network are likely to lead the way in the market. As men- Increasing waterborne Paint Market Share in Korea Market tioned previously, decorative painting is used widely in our everyday life. Decorative coatings largely categorize into waterborne and solvent borne coatings according Not only maintaining its firm position in the Korean coating market but also successfully entering to the amount of solvent used. More specifically, it becomes Acryl, Alkyd, Urethane and into Asia-pacific nations is another task that KCC will continuously work on.

04 05 KCC INSIDE KCC’s Decorative Coatings Combine Product Functions with Aesthetics

By Hyung-Jun Lee At present, KCC sells roughly 150 types of coating and paint products based on its flag- Jeonju-Architectural Coating Technology ship coating called SUPRO. KCC leads Korea’s coating market by producing eco-friendly paints for the first time in Korea in an active attempt to cope with environmental issues as well as pioneering the future of the coating market with cutting edge technology.

KCC DIY Products Beloved by the Market In today’s Korean society, the majority of people’s interests have shifted toward hobbies, well-being and healing. Based on this, DIY interior products have been receiving much more customer attention and interest. KCC’s paints are well known for not containing harmful materials such as heavy metals or VOCs. They are even odor free. With its easy cleaning function and antifungal and antibacterial properties, these products have become beloved by its customers. KCC’s “SUPRO Multimel Gold” is a multipurpose eco-friendly DIY paint that has received the highest possible HB mark. This product is applicable to various parts such as concrete, gypsum board, metal, timber and walls. It even exhibits excellent surface adhesion allowing users to create their spaces in various ways. Specifically, special resin technology has been introduced to strengthen the top layer film. “SUPRO Stain” is a waterborne paint that can be applied to wooden materials. It is void of odor, VOCs and heavy metals. To protect timber against mold and termites, it has additional antifungal and antibacterial properties. Since it is made with some of the high- est quality transparent pigments, it can realize the modern and natural colors of northern European styles. “SUPRO Lacquer” is another waterborne paint designed for use on timber e.g. interior furniture, especially parts that require a luxurious finishing touch and appearance. SUPRO Lacquer is quick drying and therefore shortens working hours. More recently, the famous large DIY interior and furniture company IKEA entered the Korean market and this has led to expectations that customer demand for KCC’s high functional DIY paints will increase accordingly. KCC’s paints come in various colors 06 07 “SUPRO Varnish” is a waterborne transparent paint for timber that creates a strong top KCC has continuously expanded its SUPRO layer film that helps to protect the timber for longer periods than previous products were product line into DIY types based on able to. Customer demand and research have led to it being released into three types namely customers’ needs. In particular, KCC plans to glossy, semi-gloss and matte. launch another premium DIY paint this year. “SUPRO Elastic Waterproofing Coating” is a single pack that can be painted on surfaces in need of waterproofing such as building rooftops. Existing waterproofing coatings emit potent odors and users could normally only use it after mixing the base with a curing agent. However, this elastic waterproofing coating is the easiest to use since it does not require additional mixing. As more and more customers develop their desires to express unique characteristics, the DIY interior market is expected to grow. In response, KCC is acting fast and doing its best Eco-Friendly Paints Also Popular in Floor Coating Market to satisfactorily keep up with customer demands and needs. Customers have more recently been looking for waterborne paints that emit fewer potent smells. Existing urethane and epoxy products are two-pack paints with an organic solvent. Nonetheless, organic solvents are highly volatile and individuals exposed to the product for long periods may suffer from dizziness and chronic fatigue. As such, hospitals, labs and electronic companies restrict the use of organic solvent paints and actively encouraged the use of waterborne coatings. In response, KCC released a waterborne epoxy and urethane floor coating. “SUPRO Sunipoxy Coating” is nearly VOC free and hardly has a potent smell. With these features, it is widely used in places sensitive to smell and possible fire hazards. KCC plans to release numerous additional types of waterborne urethane and epoxy paints.

R&D of High Performance & High Functional Products As coating technology improves on a daily basis, various types of high functional paints and coatings are being released. For example, energy-saving, hybrid and other high functional coat- ings and paints are currently in the developmental stage and will soon be available to the market. “Energy Saving Technology” mainly refers to technologies that reduce air pollution and heating costs with the application of high-performance pigments in paints to maximize thermal insulation capacity. Once applied, this paint can lower indoor temperatures during summer by as much as 4 to 5°C. “Hybrid Technology” aims to develop coatings with the various additional functionalities by blending different characteristics of silicon and epoxy coatings. “High-durable Waterproofing Technology” is one such technology improving existing waterproofing performance by prolong- ing the product’s expected life efficiency from 3 years to 5 to 10 years. “The Smart Traffic Lane Paints” have special functions that include Glowing Lines, Dynamic Paint and Dynamic Lines. To date, KCC has continuously expanded its SUPRO product line into DIY types based on cus- tomers’ needs. In particular, KCC plans to launch another premium DIY paint this year. Other KCC goals include the development of next-generation technologies to realize the production of energy saving paints, organic and inorganic hybrid paints, high-durable waterproofing paints and smart traffic lane paints. KCC’s eco-friendly paints

08 09 KCC INSIDE Shinhung Customer Interview KCC’s Decorative Coatings satisfy its An eco-friendly waterborne paint seems to be the latest Workers as well as Customers! trend in the decorative coating market. In particular, it is considered by most to be perfect for Shinhung is one of the largest distribution agencies in the Incheon Region. The compa- ny’s CEO, Young-Joo Jung, told us that KCC’s decorative coatings are being praised by interior painting as it does not emit any odors and both workers and customers alike. Workers were satisfied with its excellent workability prevents the dreaded sick house syndrome. For this as well as weatherproof performance while customers most enjoyed its wide range of reason, KCC’s waterborne paint called the “SUPRO” colors, brand awareness and reputation. series is very popular in the market.

Capturing Weatherproof Performance, Mr. Jung said KCC’s decorative coating quality is Workability and Color All in One being highly praised by the customers. Shinhung is located in Incheon and does not only sell KCC’s decorative coatings to con- structors but are also in the business of the actual coating job itself. only protect but also guarantee the aesthetics of any build- paint range of SUPRO Multimel, SUPRO Enamel and With an estimated 3 billion won in annual ing’s exterior and therefore both weatherproof perfor- SUPRO Lacquer are popular amongst customers.” sales revenue, Shinhung secured its position mance and color are imperative factors. He wished KCC will continue to lead the decorative coat- as one of the largest Incheon distribution “Workers favor coatings that dry quickly with excellent ing market with its outstanding technologies and various agencies. material property that enable them to finish tasks in short- eco-friendly waterborne paint product line-ups. However, Mr. Jung told us that it was quite er periods. On the other hand, customers judge the product tough in the early stages for this business mainly on characteristics such as colors and brand aware- where competition was absolutely fierce ness and reputation. With this in mind, KCC’s decorative among competitors. coatings satisfy both workers and customers by fulfilling When Shinhung first started operations in all their desired requirements and lives up to high expecta- 2000, the Incheon market had already been tions.” saturated by other decorative coating brands. “At that time, KCC was already a leader in Eco-friendly Waterborne Paint the automobile and heavy duty machinery Mr. Jung described the latest decorative coating trend in a and other coating areas but not in the case of single word, “Eco-friendliness.” decorative coatings. KCC was a follower or “An eco-friendly waterborne paint seems to be the latest late market entrant in marketing terms so it trend in the decorative coating market. In particular, it is had fewer product lines than other coating considered by most to be perfect for interior painting as it companies. does not emit any odors and prevents the dreaded sick However, with KCC’s outstanding technolo- house syndrome. For this reason, KCC’s waterborne paint gies, it succeeded in producing a variety of called the “SUPRO” series is very popular in the market. decorative coatings in less than no time and Mr. Jung added that, “As more and more customers gain quickly turned the tables.” interest in interior design, they start looking into DIY Shinhung CEO, Young-Joo Jung Mr. Jung said decorative coatings should not paints as a cost cutting measure. In particular, KCC’s DIY Mr. Jung and Mr. Jun-Hyoung Choi from the KCC Incheon branch

10 11 KCC INSIDE KCC’s Lightweight Drywall Acquires Our Outstanding Technology Architectural New Excellent Technology

By Kyung-Ho Kim Certification for the first time in Korea! Architectural Environment & KCC Acquires Architectural New Excellent Technology Certification Energy Research Center KCC’s Lightweight drywall with outstanding soundproof performance (Structure name: Recent civil complaints have led workers on construction sites to look into reducing the 19DIG-R) developed by KCC Architectural Environment & Energy Research Center (Won- noise and vibration that comes with construction. In 2013, resident’s complaints against Ho kim, Kyu-Sik Kim, Kyung-Ho Kim, Sung-Hun Kim and Eun-Yung Ahn) acquired the noise and vibration accounted for 78% out of the whole residential environment related architectural new excellent technology certification in construction, finishing process and civil complaints. Likewise, resident’s needs for a quiet living environment are becoming interior for the first time in Korea. This new technology has allowed KCC to produce a ever more important. To this, KCC have been working on the development of a light- revolutionary drywall system that boasts its best soundproofing performance to date. weight drywall system and recently KCC acquired the architectural new excellent tech- nology certification (Designated Number 759) for its lightweight drywall to provide the best soundproofing available. The technology involved in lightweight drywall is not that complicated and since it belongs to the finishing process it often gets overlooked. But due to the rise of civil com- plaints regarding noise, KCC felt it pertinent to acquire architectural new excellent tech- nology certification for its new lightweight drywall.

Better Soundproof Performance and Thinner Walls! Increasing the wall’s thickness or making it heavier by adding extra materials was widely regarded as the best method of improving the wall’s soundproof performance. But KCC thought differently and has introduced a new way of soundproofing. With this new tech- nology, the soundproof performance improved by 17dB. While at the same time the construction costs and installation times were reduced by 18% and the walls became 21% thinner. The secret of securing an excellent soundproof performance even with thin walls lies in gypsum board and studs. KCC is revolutionizing its soundproofing system with the

Stud R-Stud Gypsum Board Gypsum Board

Improved soundproof performance by 5dB

Reduced wall thickness by 21% R-Channel

Reduced construction period by 18%

Reduced construction costs by 18% Runner 190mm 151mm

Existing Technology New Technology

KCC’s lightweight drywall structure that acquired the architectural new technology certification showed 12 the best soundproof performance. 13 introduction of a resilient channel and construction of a new type of stud. This new stud is a resilient stud in which its connecting clip is formed in regular intervals in order to improve the channels con- structability. In the past, gypsum board was fixed to the studs. But with this new technology, a resilient channel is inserted between the gypsum aboard and the stud. With the lightweight drywall market expected to Here, the resilient channel creates around 12.5mm space between the gypsum board and studs there- increase to the neighborhood, fore preventing the transfer of noise. there is sure to be a huge demand for products Improving the Soundproof Performance by Reducing Noise Transmission that can lead this market and The new resilient channel drywall structure showed a performance improvement of 17dB over the existing structures. In particular a large improvement was shown with low frequency band signals. KCC’s 19DIG-R is just the product to do the job. The main reason for this improvement is the performance of the resilient channel. It allows the stud to become flexible and as a result noise transfer is reduced. As a result KCC’s new 151mm thick drywall system produced the equivalent results as the much thicker 200mm reinforced concrete walls.

KCC’s lightweight drywall structure that acquired the architectural new technology certification showed the best soundproof performance. Decibel degree[dB] 80

70 Green building Reduces CO₂ Emission mandates the use of safer and more eco-friendly technolo- 60 In order to cope with the current global climate issues gy in the construction process, these new technologies will companies are trying various methods of reducing green be preferentially applied to new construction projects 50 house gas emissions. However, the reinforced concrete ordered by the owner of construction. Additionally when that is widely used emits a high level of CO₂ during the negotiating contracts, the owner of these new technologies 40 plasticity process of its raw material. can arrange separate contracts on its own. But KCC’s new lightweight drywall system can reduce Secondly, products with new technology can add the new 30 CO₂ emissions. For example, applying KCC’s new tech- technology certification mark on them and actively utilize Resilient structure nology to a hotel accommodating 250 rooms can reduce it for sales promotion. Finally, when construction compa- 20 CO₂ emissions by 59.3% compared to reinforced concrete nies, construction designers, construction supervisors and Existing structure walls. Even when compared to other existing concrete developers utilize this new technology, they get extra 10 walls, it showed that CO₂ emissions decreased by 16%. points that can secure a stronger and more competitive market share. 0 100 125 160 200 250 315 400 530 630 800 1000 1250 1600 2000 2500 3150 4000 5000 KCC’s New Technology to Lead Lightweight With the lightweight drywall market expected to increase drywall Market to the neighborhood, there is sure to be a huge demand for Frequency domain [Hz] There are several benefits to the acquisition of architectur- products that can lead this market and KCC’s 19DIG-R is al new excellent technology certification. just the product to do the job. Resilient channel reduced the amount of noise transfer. You can see that the dB curve has become more fluent. Firstly, as the Minister of Construction and Transportation

14 15 KCC INSIDE KCC Garners Strength to Rise Again Beautiful Companionship A café uniquely named Byeolilinga—meaning “It’s not a big deal” in Korean—started Café Byeolilinga built with KCC’s Building Materials business under the Kwang-gyo Bridge at Cheonggyecheon Stream. Opening a café may Café Byeolilinga was designed to help the homeless stand not be such a big deal to most, but this café has something special to offer. With the sup- on their own two feet. It is about providing them some port of KCC, the café was set up with the aim to help homeless people and teach them work so that they can make a living while simultaneously to provide for themselves. serving as a store that sells products supplied by various social enterprises. This project originated based on the idea of a group of college students who had won an advertising company’s mentoring program competition. Since then, diverse support for the program has been provided so that the café can actually operate. KCC concluded to supply eco-friendly construction materials, and the Seoul Metro- politan Government gave permission to use the Kwang-gyo There were endless lines of people waiting for a hot cup of coffee. Gallery of the Cheonggyecheon Stream.

Now We Are Working At noon, there were a lot of people out taking a walk near Cheonggyecheon Stream during their com- pany lunch break. I noticed a crowd in front of the café watching a street performance by the Seoul Foundation for Arts and center artists. Inside the café, two people were grinding and brewing different coffees. They seemed a bit clumsy but extremely determined. With the psychological will to be self-proficient, they stopped living on the streets after completing a barista course and became gainfully employed. They were homeless not very long ago, but now they are confident members of society with a decent job. Their eyes had a twinkle and were full of vigor. “It takes a lot of courage for the homeless to get back to work again because they have to admit that they were homeless. However, we decided to build up the courage to start again from the ground up. I would like to express my gratitude to KCC and all the other individuals who gave us the courage and strength to start anew.”

Shining Stars with KCC Café Byeolilinga came to be with the joint and concerted efforts of KCC, the Seoul Metropolitan Government and college stu- dents, hence it can be labeled as an industry-academy-govern- ment philanthropic activity. This café is open to everyone and not only the homeless. It will also act as a counseling center for youngsters who have concerns about their future careers and marriage. It is encouraging to see people who willfully prepare for a brighter future amid such difficulties just like this first day of spring that began albeit in freezing weather. This all helps KCC work to create an even more harmonious society shine brighter than before. I reckon it would be a great idea to go for a walk near the Cheonggyecheon Stream with someone close to you and enjoy a hot cup of coffee this weekend or another. Jong-Eon Kim working in Byeolilinga, sponsored by KCC Many people left encouraging messages 16 17 KCC INSIDE An Introduction to State-Of-The-Art Exhibition Report Products & Technology,

By Hyue-Min Park 2015 NEPCON JAPAN Elect.Material Department NEPCON JAPAN is the largest and most comprehensive electronics product exhibition in Asia at present. This is where you can check out any and all materials or parts related to electronic products. This time it lasted for three days from January 14th to the 16th at Tokyo Big Sight in Japan. It immediately drew exceptional attention and interest with the Of all, silicone gel attracted remarkable interest various exhibitions and expos including Lighting Japan and Wearable Expo. as a material suited to the next IGBT (Insulated Gate Bipolar Transistor). The gel plays a cen- tral role in dust proofing, moisture proofing, and insulation inside IGBT modules. It main- tains the material property of silicon at temper- atures as high as 200°C. EMC captivated the audience with its particle form, reflecting cur- KCC participated in 2015 NEPCON JAPAN rent market trends. To maintain pace with development of electronic cars, KCC developed EMC with high heat-resistance in order to protect inner materials such as the chips and wiring of semiconductor wafers and adhesive films. In doing so, KCC effectively promoted its potential as a strong player in the electronic materials market.

Effective Work Processes with Foreign Client Collaborative Meetings At NEPCON, KCC improved work process effectiveness with collaborative local meetings with its major clients including ASE (ranked number one in the semiconductor packaging business), ST, Amkor, Renesas, Fairchild, Rohm, and KEC. KCC discussed details in terms of technical develop- ments, product distribution and much more. Additionally, KCC secured product evaluation oppor- tunities by developing new clients and leads. Conversely, KCC reached out to various competitors’ booths that also displayed next generation products. Some of these include EMC and film for 3D packaging, EMC in liquid form, etc. It was a great opportunity to gauge the trends in the overall technology of electronic material businesses.

KCC to Promote Development of Technology & Products through Continuous Participation Numerous international participants visited KCC’s booth and inquired about its products and technologies. NEPCON JAPAN is the frontline exhibition for all matters related to the electronic materials industry in Japan and throughout Asia. In the technology intensive business e.g. semiconductors, technological cooperation between material companies and semiconductor assembly companies are essential. As The Perfect Opportunity to Promote KCC’s Diverse Technologies & Outstanding such, participation in these exhibitions and the like, with technological exchanges are important. As Products mentioned before this was the second time KCC participated, and in all honesty the company’s perfor- This was KCC’s second appearance at NEPCON and offered KCC an opportunity to pro- mance was much improved. Nonetheless, we shall look back on these achievements and prepare for mote its various technologies and outstanding products. KCC presented amongst others, improvements in the future. KCC must attempt to attend many more exhibitions to research the market organic and inorganic products along with silicon products etc. Some were adhesive film for and related trends to effectively take advantage of them. semiconductors, protective coating materials (SR), protective materials for memory semi- To survive in this fast-changing materials market, KCC faces many challenges in its quest to become conductors (EMC), aluminum metalizing (AM), silicon, and Vacuum Insulation Panel the best. The exhibition helped KCC understand improvements required in its materials business and (VIP). future high-value technologies to plan ahead for 5 to 10 years.

18 19 KCC INSIDE KCC’s Pursuit of Creating World-class KCC FocusⅠ Automotive Paints with Market-Oriented

By Ulsan-Automotive Technology Enhancements Paints Research KCC always aims towards being the most competitive with the use of innovation and the development of high-level technologies surpassing all limits. Doing so requires strategies attainment of technology. We should do our utmost to develop innovative technol- for each technology sector to be the best. Every organizational member needs to under- ogy and thereby produce top-notch technology. Effort alone is insufficient to Strategy stems from Greek stand strategies correctly and have the appropriate attitude to pursue common corpo- achieve this goal. We need never before seen strategies. We need to contemplate “strategos” meaning the art of rate goals. For starters, let’s take a look at automotive paint sector strategies and the situation again and again to discover methods to create unique technology. general. A general should attempt to figure out what direction it should head into the future. create strategies taking into Being Market-Oriented as a Frontline Strategy account the whole situation or Before conjuring up strategies to create magnificent technology, we need to know big picture rather than focusing what “frontline” means here. The development of One & Only products is a basic on several small skirmishes and prerequisite condition in pursuit of “frontline.” Furthermore, optimizing SCM battles, so as to win the war. (Supply Chain Management) to cover purchases, development, production & pro- A good strategy comes from cesses, distribution, sales and services are ideal areas to start with. However, even balancing comprehensiveness if we develop world-class products and successfully optimize SCM, can we truly and harmony. In short, the two claim that we have reached the goal of frontline technology? The answer is a defi- prerequisites to establish a nite no. Along with product development and SCM optimization, we ultimately strategy are seeing the big need to seek market-oriented frontline technology. More specifically, we need to picture built on a sound satisfy both global sales and customer lifetime value. Therefore, our strategies theoretical basis. should be comprehensive to achieve sales on par with the global top five compa- nies and achieve our targeted market dominance. That is to say, a comprehensive strategy is necessary, moving beyond technology-oriented “frontline” strategy to cover sales, technology, products and resources etc.

KCC’s Automotive Paint Sector Aims for Global Sales worth 1.5 Trillion won In order to craft strategies, we need to set realistic and achievable goals for each sector to support company growth. Mid-and long-term goals of the automotive paint sector should be as ambitious as achieving global sales worth 1.5 trillion won within a decade, which means KCC will have to reach levels attained by the top five global companies by acquiring 11 to 12% of the global automotive paint mar- ket within the next decade. Given KCC’s current market share, however, a paradigm shift is required to achieve Technology as a Future Guarantee this lofty goal, parting ways with current methods and ideas regardless of their suc- With the global economy still foggy, we are all uncertain about the economy. Economic cess. First of all, we require a robust headquarters to plan and manage mid-and long- uncertainty is still lingering, and competition to survive among global companies is as term sales targets for both domestic and international branches. This HQ should have intense as it’s ever been. There is increasing concern that companies, if complacent, might the planning capacity and driving force to thrust the company into the future while fall behind in the business ecosystem, and we cannot rest on our laurels for the troubles to making capital intensive investments in markets overseas with the view of achieving subside given the prevalent unfavorable conditions. Instead of trying to overcome the cur- its goals. Also, it should have the capacity to craft a comprehensive strategic business rent crisis with stopgap measures, we ought to seek ways to ensure a food supply for Kore- plan. Also, KCC’s technology sector should continue to churn out new technologies ans over the next 20 to 30 years. This food I’m referring to is actually core technology, and it to expand automobile-related businesses and continue to discover technological assets is safe to say that a company’s future and competitiveness depend on its possession and to launch new businesses.

20 21 Crafting Comprehensive Strategies with Strategic Planning Processes Once growth goals and future vision for each sector have been defined, the next step would be to craft a comprehensive strategy using strategic planning processes to ensure top performance. The strategic planning process is a value-creating strategy activity envisioned in the concept of R&BD (Research & Business Development), the so-called fourth generation of R&D. We should define the market envi- ronment and all relevant competitive factors through analysis of external conditions and pertinent internal capacity factors such as technology, products, resources and sales. Then, SWOT analysis should be used to accurately analyze the environment of each of the market sectors to establish effec- tive strategies and roadmaps. By using this series of strategic planning processes, we can comprehensively review and make road- maps to cover technology, products and resources alike. Also, revision analyses and strategies of each sector in environmental analysis and strategy establishment step make it possible to adopt market-ori- ented strategies and roadmaps. The automobile sector has ambitious strategies that enable it to make inroads into and expand and maintain target markets. It is also seeking a strategy and a detailed action plan to keep up with rival companies by improving its less competitive parts.

future technology, core technology and patents. On tech- ③ Convergence Technology Strategy 4G R&D Value nological resources, strengthening the company’s R&D This strategy is designed to combine existing technologies Value-creating R&D that combines markets capacity in KCC’s overseas branches is imperative, and a from each of KCC’s sectors in order to create new tech- strategy to enhance customer company capabilities to nologies and markets with synergy. respond to new technologies is required. KCC is now working on automobile film technology by 3G R&D combining OEM paint technology and KCC Lami Film Policy R&D that combines policies and strategies ① Pursue Frontline Technology Strategy technology, the artificial leather business for automobiles This strategy is designed to specialize KCC’s mainstream by combining OEM paint technology and flooring mate- Strategy products and improve them to match the quality and per- rial technology, and OEM low-temperature curing ther- 2G R&D formance of the global top five by enhancing its market- moset technology by combining OEM technology and R&D through a systematic project management ability and competitiveness. Specifically, KCC is adding a Refinish technology. special function to its electro-deposition coating products for better application to sharp surfaces, developing tech- Sharing Vision with Comprehensive Mid-and nology to respond to zirconium preprocessing, improving Long-Term Roadmaps 1G R&D mid-coat’s appearance and durability and improving Through strategic planning processes, KCC is defining its R&D with researchers at its center water-based paints’ high density and solidity. own desirable future for the automotive paint business, reviewing all aspects of its business plans, technology, prod- ② Develop Future Technology Strategy uct and resources to craft a comprehensive strategy to make Future technology trends of automotive paints consist of top-notch world-class products. When the strategy is final- energy-saving technology, low-temperature curing ther- ized, detailed roadmaps that include automotive paint busi- moset technology and reinforcements. Along with a focus ness mid-and long-term plans and strategies as well as on technology and product roadmaps, KCC is concurrent- required technology, products and resources will lead to a Strategy to Make a Top-Class Automobile Paint ly working to respond to the new environment with its final version of a combined mid-and long-term roadmap. I The automobile paint market is classically defined as a red ocean. A basic strategy in red oceans preconditioning electro-deposition technology, mid-coat hope that by sharing the automotive paint sector’s vision and should be to focus on less competitive factors, satisfy finicky consumers, compete with strong rivals removal technology, electro-deposition mid-coat Wet-on- goals, the organization and its employees can envision the head-on and do benchmarking. When it comes to technology, emphasis should be placed on the devel- wet technology, low-temperature curing thermoset and same future and grow together to become an “organization opment of independent of core technologies, and strategies should be established in such areas as material technology and high functional top-coatings. with a living vision”.

22 23 KCC INSIDE Let’s Plan the Future with Passion and KCC FocusⅡ our Own Values Passion can turn the mundane life into an exhilarating one By Executive Director and turn the ordinary into extraordinary. Bum-Sung Kim What and how should we do in order to own our position? The answer is “passion”. If we Head of Organic If we have to do it, then let’s love it. This small change in our minds Research Center -CRI don’t run away from hard work but face it head on with passion, anyone can own their positions. In doing this we will certainly see a bright future for years and years to come. becomes the biggest driving force that changes our lives.

Passion is the key of happiness The first thing to do in the morning at the office is to check your agenda for What would be the optimal precondition to own your position? I believe it is passion. the day. Passion can turn the mundane life into an exhilarating one and turn the ordinary into extraor- During this process, setting specific goals is essential. However, this can’t dinary. How can we have passion in our work? Goethe said “Happiness is not about doing be done without drawing the big picture first in terms of establishing a con- what he or she likes but to like what he or she does. Our life changes when we change.” We crete future plans. In other words, concrete future plans must come before can’t escape work in any way until we become at least 60 years old once we step into the setting specific goals according to the bigger plan. society. If we have to work all our lives, shouldn’t we enjoy it rather than painfully avoid We design the overall strategy by examining our completed work, our tasks leading our own lives? If we have to do it, then let’s love it. This small change in our minds for today and tasks for the future. becomes the biggest driving force that changes our lives. The mindset of loving our work is It is the same for a company’s strategy. Our top priority is to make goals for “passion” and this passion is the most important thing to own our position. each business sector and department and make strategies for the next 10 years. Put one’s own value in life and work The strategy for 10 years should include passion and dreams. Attainable There’s an old saying that we can find truth anywhere if we are always sincere and not schemes should be lined up one by one like today’s daily plan. fooled by external circumstances. When we take a look at those who are successful and are at the top of their profession, we Securing the synergy of diversity through discussion culture can discover that they have a common key factor for their success. KCC has a diverse business range including organic and inorganic, building They always remain calm and consistent in the face of adversity. Taking a lesson from them, materials and coatings and many other synthetic and engineering technolo- we should try not to get too up or too down with small successes and failures, but maintain a gies. The key is to harmonize the diversity and bring the most out of them. level outlook and this would naturally lead us to own our positions. This will be realized when many talents work together toward a common Looking back upon a year, it feels as if time always passes so quickly. However, we have goal instead of a single person leading it. Sharing common technology about 130 holiday days on average throughout the year. Thinking about how to take advan- through active company-wise discussions will be a strong driving force for tage of this time is the basic key in changing yourself. The first step of becoming the owner developing our abilities. of our position is this simple but difficult truth: My life and my company will change after my mindset and heart change because as this will also change my behavior at work. Take “And” instead of “Or” It is not easy to choose between incompatible values such as sales or core Establishing strategies for new growth engine values, short-term profits or long-term growth, gains or principles, tangi- Despite harsh economical environment, KCC has been working fiercely to overcome these bles or intangibles, or things to change or not to change. However, KCC crises and grow more powerful. This is certainly not an easy task, but it is necessary to go will make new growth if we take “And” to embrace both values instead of back to the basics at this time. Let’s throw a few questions around. What is the future vision “Or”. And I believe that the driving force of growth comes from the poten- of KCC for the next 10 and 20 years? Do we have specific goals and strategies for the tial energy of KCC’s staff armed with passion. I anticipate many “Owners” vision? Do we have a unique culture which will make KCC grow towards the future vision? filled with passion working at KCC. KCC can then become the best global It is our role to find answers for these questions. fine chemical company in the world.

24 25 KCC INSIDE A Small Change in Thinking can possibly Proud KCC Colleagues lead to Great Improvements

The Circle FM from Jeonju Plant 1 improved some manufacturing processes in a very wise way. Thanks to the Circle FM’s proposal, Jeonju Plant 1 not only improved equipment 1 effectiveness but also reduced production time and waste disposal costs in the process.

glazing, grinding and printing among others to produce finalized AM.

Shifting a viewpoint brought about a Surprising Improvement What is AM exactly? Circle FM was established in 2013 and the team name relates to AM (Alumina Metalizing) refers to the process whereby ceramic (nonmetallic material) and metallic materials are fused some of the following meanings e.g. Fundamental Manufacturing, giving both ceramic and metal properties’ advantages. AM that is made with the combination of ceramic’s excellent elec- Formal Manufacturing, First Manufacturing and Family Manufactur- trical insulation properties, high solidity and metal’s electrical conductivity can endure harsh high-voltage, high-vacuum ing. and high-temperature conditions. Therefore, it plays an important role during the manufacturing process of electrical Circle FM originally consisted of five members tasked with improv- components. Being high-value added products, it’s not only hard to manufacture but has high production costs. In order ing the Setter that used to be disposed once used. (Setter, refer to to understand how valuable the Circle image number one on the right). Simply put, a Setter is a cap used to FM’s proposal is, we first need to bake an empty cylinder shaped AM. AMs contract during the baking learn more about the relevant produc- process at about 1,600℃ and if there were no Setter, AMs would tion process. stick to plates underneath them and interfere with the contraction and ultimately produce faulty goods. High Level Technology-Intensive In other words, Setters with the same diameter as AM products need 2 AM Production Process to be placed on top and underneath AM products in order for the Set- AM consists of mainly aluminum ter to contract naturally with AM products. oxide and some amount of silica and At this time, Setters once used, can’t be reused. The problem is that magnesium oxide. Once these materi- since KCC’s AM products have become more popular with custom- als are mixed into dough form, it goes ers and are widely used, the amount of Setters being discarded also through forming and CNC processes increased. and end up looking cylindrical. Next is When Circle FM investigated this process, the members found that, the sintering process, which is similar AMs under 220 grams can contract normally without Setters on top to baking pottery in a furnace. of them because 220 gram AMs are light enough to not squash and In the event that the temperature fluc- change the shape of AMs stacked underneath them. tuates drastically, ceramic can break This discovery allowed KCC to save costs on 60 of 319 types (20%) into pieces so AM needs to be baked totaling 556,205 (26%) Setters. and dried very carefully and slowly, This also increased the usable space and AMs can now be stacked on taking approximately 28 hours. five to eight levels that used to be stacked on only three levels. As a At this point, it’s important to bake result, AM’s productivity increased significantly. AM for two hours at about 1,600℃ , Circle FM’s leader Doyoun Lee said that what was really difficult, the maximum or highest temperature, was not the actual process of improvement but to improve and alter The members of Circle FM are holding Setters, the core of their proposal. in order to realize the proper material the “stereotype that improvement is difficult,” and carried on to say (Sang-Gyu Ju, Ki-Young Oh, Jae-Gwan Lee, Doyoun Lee and Yong-Tak 1 Doyoun-Lee holding a Setter. Kim from the left) properties. Afterwards, it needs to go that he was very surprised as well as proud to see how a small change 2 Through the improvement, AMs can now be through 10 more processes including in thinking could lead to such a great improvement. stacked on five levels.

26 27 KCC INSIDE “Trade Secret Protection or Patent Let’s Find Out Protection” for Core Technologies

By Soonja Bae Core technologies are some of a company’s most important assets, and most companies CRI IP Management Team protect their technologies using either trade secret protection or patent protection. What are the differences between the Trade secret technology will have difficulties in operating that Although trade secrets and patents aim for protecting technologies, they have different Secret and Patent Protections? particular business due to the other pre-existing patent characteristics in various ways. Let’s find out more about the differences between trade A trade secret is literally a secret considered beneficial for a right holder even if the company is in fact the original secrets and patents and think about how we can better protect our technology. business. Under this scope, almost everything can be pro- inventor of that technology. tected as a secret regardless of type. For example, Coca So if a certain technology is hard to be discovered by oth- Cola’s ingredients, manufacturing method, computer pro- ers and can be protected from the public in its entirety (as grams, design, technology, price information, customer lists in the case of Coca Cola), it would be more beneficial for and other information can be protected as a trade secret if it the company to protect its technology with the trade secret has some sort of economic benefits on its holder and main- protection instead of patents which protects technology for tains its secrecy. a limited time, for example, 20 years under the filing date Here, the maintaining its secrecy requires taking reason- of a patent application. However, considering the rapid able efforts to maintain the secrecy of trade secret infor- development of technology or easiness in providing infor- mation, for example, keeping technological data in a safe- mation over the internet, it will be difficult to keep tech- ty deposit box with a physical locking device or written nologies secret and it is more appropriate to protect tech- confidential agreements and allowing only certain people nologies through patents. to access such data under certain circumstances. On the other hand, the subject matters to be protected Compliance of “Law Observance Management” to under a patent are narrower than those to be protected respect others’ trade secret or patent under a trade secret. Generally, a patent protects four types Any person or company who violates other’s trade secret of subject matters (Process, Machine, Matter of Composi- or patent may not only be subject to monetary damages tion, and Manufacture), and requires certain standards reg- but also suffer further damage in the form of a business ulated by a respective country. For example, under the suspension order (injunction) or be handed criminal pun- Korean Patent Law, a patent protects a technology that is ishment of some sort. Further, if the public finds out about 1% can change 99% new, non-obvious and useful, in addition to meeting the such violation, the company’s reputation will be tarnished. Thomas Edison, a great historical inventor once said, “Genius is 1% inspiration and 99% four categories aforementioned. Therefore, it goes without saying that respecting and pro- perspiration,” and this has been widely quoted to emphasize the importance of effort and Therefore, in the case of product customer lists, it cannot tecting others’ technology including competitors’ technol- input. be protected by a patent since it does not fall into any of ogy is just as important as protecting one’s own technolo- To put it another way, no genius exists without 1% inspiration no matter how hard he or she the four categories and is not new or non-obvious for that gy. tries. In fact, the effect that 1% can have on certain things may create completely different matter. Instead, such product customer lists may be pro- For this, KCC ensures fair competition with its competitors outcomes. tected as a trade secret if it is maintained secrecy and has based on the law observance spirit for it is well aware of the For example, Coca Cola, the world's most famous soft drink, is a classic example of the 1% some economical benefits to its holder. importance of respecting its clients’ and competitors’ rights notion. Coca Cola contains mainly sweetened H2O and 1% of a unique and the best-kept and fair business operations based on the law observance secret ingredient to mankind. An American pharmacist named Pemberto, in the late 18th Achieving Practical Balance between Trade Secret spirit. century, first invented this secret ingredient. More than 100 years have passed since its and Patents KCC will regularly educate and update its employees on invention and yet it still remains a secret to public. Recently, technologies have been experiencing rapid the trade secret and patent protections and through this, This is thanks to Coca Cola Company’s policy and efforts to keep it a secret. growth and new technologies emerge daily. As such, pro- KCC will keep up with its ethical business management Unlike the Coca Cola Company, which has kept its product’s matter of composition a trade tecting technologies with only the trade secret tends to be system and continue to produce KCC’s One & Only prod- secret, most companies protect their technologies through patents. The trade secret and pat- rather risky. For example, if a trade secret technology gets ucts to give its customers the full satisfaction that they so ent protections are different in many aspects, i.e., the coverage of subject matters or the leaked and similar technology had already been patented richly deserve. scope of the rights to be protected. by someone else prior, the company holding the trade

28 29 KCC LIFE The Country of Courtesy and Buddhist Country Still Enjoys consider them as bad luck. They espe- Global Etiquette Meat cially tend to avoid using number 5 a Sense of Solidarity Vietnam is Buddhist country, but its because it sounds similar to danger. So citizens enjoy about 500 different kinds they don’t schedule important events of meat such as snakes and bats among such as moving, an opening ceremony, Through economic reform, Vietnam has recorded an astonishing 10% annual economic other animals. As for dog meat, there is and weddings etc. on dates with those growth rate since the mid-1980s. It has been considered as an emerging economy along a belief that if you eat it between the numbers (based on the Lunar Calendar). with China for quite some time. KCC is actively conducting business in Vietnam through beginning of the month to around the They believe that the guardian Gods the establishment of a Vietnamese branch KCV, and as such, we hope that all KCC 22nd during the Lunar Calendar, bad stay on their shoulders so they don’t employees may better understand Vietnam to help them prepare for future business with luck will follow you. Most people like others touching their shoulders. the Vietnamese. don’t eat dog meat during this period. They respect their ancestors and there Influenced by France, mealtime is rela- is a special shrine named “Banteo” (a tively long and lasts 90 to 120 minutes. place to worship ancestors’ god) at The Vietnamese use chopsticks like their houses. When you visit the houses Koreans, but they hold a rice bowl in of any Vietnamese, it is good manners to Courtesy Does Matter their hands and use a spoon only when stop by this “Banteo” and bow once as a Vietnam has continuously been growing, and it started they have soup. sign of respect. Being late to engage- drawing more global attention since it successfully joined They like sharing food with others so ments is bad manners so please try to get the WTO back in 2007. Now 66% of the Vietnamese they serve dishes on big plates and instead enjoy warm teas. When drink- to the place a little earlier than planned. labor force is engaged in primary industries including place them on the table. After they fin- ing, they continuously fill up glasses Due to many motorcycles, traffic jams agriculture. Nonetheless, over the past few years, second- ished eating, they neatly place their just like Chinese but do not pass the are terrible in Vietnam so you should ary and tertiary industries have dramatically been on the chopsticks on the rice bowl. It is good glass around as in Korea. leave with plenty of time in hand. rise. The improved tourism industry has been especially etiquette to leave a little food on the outstanding, and is a major source of earning foreign cur- plates because if you finish everything, Be Mindful of Punctuality rency. Additionally, Vietnam is one of three major manu- they might think that you are still hun- The Vietnamese like the number 9, but facturing and exporting countries in terms of rice, pepper, gry. They hardly drink cold water and they don’t like for 3 and 5 because they and coffee. From a cultural viewpoint, the Vietnamese are compara- tively similar to Koreans. They also place a high value on respecting ancestors. They place an emphasis on courtesy floods and overflows have been costly due to destruction of Be Extra Careful of Motorcycles! and have been doing for as long as time can tell. There is countless properties and lost lives. To overcome these hard- According to the recent report released by the Vietnamese National an adage in Vietnam, “Learn your manners first and pro- ships, they all put their lives at risk and naturally formed a Traffic Safety Administration, there were about 25,322 accidents in 2014 ceed with your studies.” From a religious viewpoint, Bud- bigger community. dhism dominates. The Vietnamese are considered as very The solidarity and community spirit were reinforced again costing the lives of around 8,996 people. Meanwhile, they announced strong and have always fended off foreign invasions by and again over time, and the Vietnamese became strong and that around 199,396 cars and 2,597,301 motorcycles are presently many countries such as France and the USA. capable of defending themselves against invasive foreign registered nationwide. This basically means that the majority of forces. Such a national spirit has been passed down from accidents are mainly motorcycle related. To solve this problem, the Attaining a Win-Win for All by Understanding the generation to generation, and the focus of Vietnamese think- Vietnamese Spirit of Solidarity ing and acting is based on a sense of collective well being Vietnamese government made wearing a helmet mandatory in 2007, The strong national pride of Vietnamese people arises from such as families, clans, or villages. yet only a little over 1 % of motorcycle riders adhere. So the Vietnamese the spirit of solidarity that helped them overcome difficulties Thus, when doing business in Vietnam, we need to factor in the Minister of Transport suggested providing helmet as a service when selling motorcycles. Plus, he also said that in case of faced due to nature and external forces. The Vietnamese community spirit of the Vietnamese. We should implement a big motorcycles with a big engine displacement, providing safety suit would help reduce the number of casualties from developed agriculture and trading around the Red River, system that can benefit the whole community and bond with traffic accidents. which runs through Vietnam. The river has been the most the Vietnamese instead of one that only aids individuals in the important source of Vietnamese livelihoods. However, river form of rewards or benefits.

30 31 KCC LIFE Negotiating Skills by Seo Hui aware that the Kitan goal was not to conquer Goryeo, but As can be seen, Seo Hui knew the Kitan invaded not to Take a Peek at History to force Goryeo to cut its ties with the Song Dynasty. The conquer Goryeo, but to make Goryeo cut its ties with Kitan was ambitious to dominate Song, but it knew that Song. In order to emphasize the fact that Goryeo succeed- When you mention negotiation as a subject in Korea, many people’s first thought turns to everything would amount to nothing if Goryeo invaded it ed Goguryeo, he intentionally said that its capital was Seo Hui from the Goryeo Dynasty. He is famous for saving the country and gathered the during its conquest war. So, it tried to ensure Goryeo sev- Goguryeo’s capital, Pyongyang, not Ginseng. six Ju units of the Gangdong region in the Pyeongan buk-do coast while avoiding any ers its relations with Song. In short, the Kitan demand was Seo Hui added, “When the Kitan invade Song, Goryeo’s war. The Kitan also had a cause. Indeed, it became a win-win situation with collective for Goryeo’s surrender, but Seo Hui knew that its desire intention is to remain neutral.” He even suggested that if negotiation. Now, let’s take a look at how killing two birds with one stone was possible was to make Goryeo and Song cut diplomatic ties alto- the Kitan were to hand over the six Ju units of the Gang- reviewing what happened and learn more about negotiating skills. gether. dong region that it has no interest in, he would have cause to persuade pro-Song politicians in his country.” His sug- The Boldness of an Unintimidated Seo Hui gestion was perfect for the Kitan, too. If the Kitan waged The number of Kitan soldiers who invaded Goguryeo war against Goryeo, it would cost a great deal of energy amounted to 800,000 and their commander-in-chief was and time, which would have been unfavorable in its quest Sosonnyeong, the Kitan king’s daughter-in-law. Seo Hui’s to conquer Song. Furthermore, as Goryeo said it would ability was first evident in his confrontation with Sosonny- maintain neutral, Kitan practically already achieved its eong. When Seo Hui reached the Kitan side, Sosonnyeong goal. made an unreasonable demand, saying “I am a nobleman As a result, Sosonnyeong reported back to his country from a big country, so you should bow in the yard.” How- regarding the negotiations with Seo Hui. The Kitan king ever, Seo Hui was not intimidated. Instead, he replied, “A said his country had gotten what it wanted. That is why he subject should rightly bow in the yard to a king. This was had no choice but to offer reconciliation. Also, the Kitan, a meeting between representatives of the two countries. as promised, made way and paved the road for Goryeo to Then, how can I do so?” and then he left to his lodge right invade the Jurchen tribe. Seo Hui led his military to drive away and did return. Sosonnyeong was baffled yet the Jurchen tribe out from east Amnokgang and went on to impressed by Seo Hui’s boldness. Finally, he sent him a build the six Ju units of the Gangdong region, expanding letter requesting a meeting with equal status. its territory.

Take Practical Interest and Give Cause to it When people form relations with customers, partner com- When the negotiation finally began, it was Sosonnyeong panies or team members, conflicts are unavoidable. The who first broke the ice. “Your country was established on next time that this happens, why don’t you consider Seo the old land of the Silla Dynasty, so Goryeo’s land natural- Hui, who dramatically harmonized the balance between ly belongs to us. Then, why does your country invade the demand and desire? Then, you might find discover some land over and over again? Also, why does your country new wisdom. sharing a border with us have such close ties with only one country across the sea named Song that is an enemy Negotiation is the Unification and Harmony between Desire and Demand of my country?” The author of the book “Negotiating Skill from Seo Hui: Win without a Fight”, Dogeun Seo Hui was not hesitant to start a dispute. “What are you Jeon, Gangnam University, said that, “Negotiations are a process of unifying and harmoniz- talking about? My country was named Goryeo because it ing desire and demand. What is essential here is not to satisfy a specific demand, but to satis- intended to succeed Goguryeo and chose Pyongyang as its fy internal desire. When a thirsty person looks for a bottle of coke, coke is a specific desire, capital. In addition, Amnokgang and its surroundings are and quenching one's thirst is an internal need. There are various ways to quench your thirst territories that belong to my country but were taken away such as drinking water or a Sprite. It is important to find various ways to satisfy needs.” He by the Jurchen tribe. So, it was hard for us to travel by further emphasizes that Seo Hui is a good example. land compared to the sea. It is the Jurchen tribe that hin- Seo Hui had been a politician in the early days of the Goryeo Dynasty, Korea (918–1392). ders our diplomatic ties. If we were to remove the Jurchen When the Kitan invaded in 993, he outright refused to accept their demand to give them tribe and build a fortress, paving a road, how can we not some part of north Pyongyang and reconcile and left to negotiate with them directly. He was have diplomatic ties?”

32 33 KCC LIFE Now Our Family Has Four Members Bravo My Family

Mr. Won Kim from HomeCC Sales Division 1, Incheon Office, recently went on an excur- sion outside of Seoul. This trip was to take a family photo in celebration of good news. What is the good news you ask? First, let’s congratulate Mr. Kim since we are all KCC members! A Man Living As He Wishes Mr. Kim has in his possession a wonderful driving force. He tied the knot at the tender age of 28 after undergoing numer- ous often painful blind dates. In a twist of fate, he met, at the time Ms. Jin-ah Jeong, on his 30th blind date, which was A lovely kiss shared by mother and son. also his last since he married her. As a note, they got married four months after meeting. The major reason for this was as a result of her father’s suggestion after only having met him three times. His wife says, “My father didn’t quite like my previous boyfriends and he didn’t like this and that about anyone really. However, as soon as he laid eyes on Won, he immediately consented to the marriage. Evidently, he liked Won as much if not more than me.” They got married quickly and spent their honeymoon in Italy since he had always wanted to go there. Jin-ah says that it was tough traveling and the walking exhausted her tremen- dously. She claims that they seldom have disputes because of her husband’s special personality and open mind although he sometimes does as he pleases and causes a bit of mischief. At first, her anger was normal but after four years of living together they perfectly understand each other.

Now, We Have a Second Child They have a beautiful baby boy of 22 months named Geun-ho. He happens to be a honeymoon baby. Jin-ah is currently expect- ing their second child and she is in her second trimester. Mr. Kim’s family went on this photo shoot to celebrate the good news of the pending fourth family member. Geun-ho seems to have inherited the best genes from both par- ents since he is outgoing and always smiles like his old man compared to his friendly demeanor in treating people like his mother. He even goes into strangers arms with comfort and often smiles. Thanks to his active cooperation the photo shoot was fun and over in the blink of an eye. Won hopes that his family will love each other forever and always be healthy. Considering his past, this seems totally possi- ble. We wish him the best with his second child and hope he grows to be as bright and pleasant as his mother and father. All the KCC members sincerely congratulate him on his beloved

Won Kim and his wife Jin-ah has been happily married family on this blessed news. for four years. There seems to be only three, but there are actually four members in the Kim family. 34 35 KCC LIFE Find Happiness with Ease in KCC Library a Nearby Place

By Seo-Yeoung Gwak Si-Ho Park wrote a book called Happy Letter-the Fourth Story. Mr. Park is the head of the Kumgang Leisure Korea Postal Service Deposit and Insurance Support Group and he sends letters to not his children. Some people were sarcastic, equating his told me 2×2=4 and just memorized what he told me. I roughly 600 people at 7 o’clock every morning. He collected these happy letters into a children to something less than a dog. Here’s the catch, he suppose the same goes for happiness. Those few who are book and decided to share the good ones with more people. left a detailed explanation in his final testament as to why smarter and have more knowledge claim that happiness is he did this. very near to where we are. I want to give them the benefit “When I suffered in agony, who of you were there to com- of the doubt and try to find happiness in a place nearby. As fort me? When I was sick, who looked after me and shed we started learning math with multiplication tables, look- tears with me? Who encouraged me when I was depressed ing around, I believed we can find true happiness around and spent time with me when I became bored? Take a us. guess. A beautiful flower can make us happy and a warm Helen Keller once said, “When one door of happiness melody can make a heartbeat. When we are lonely, we closes, another opens, but often we look so long at the yearn for affection and when in difficulty, we feel grati- closed door that we do not see the one that has been tude towards others. This is why neighbors who stick with opened for us.” Applying this to the aforementioned, we us during difficult times are more appreciative than friends tend to try and find happiness in the wrong places, those who are with us when we are happy. hard and distance places. An old man sick in bed feels more grateful to his neigh- This book is a great source of information on how to live bors who were always there for him compared to friends life. When I get the chance I would love to read the other who only visit from time to time. If friends when we pros- series and share more stories with even more people. per are likened to our adorable children, neighbors when With a peaceful mind, I wish to search for happiness in a we are all are similar to our parents during our childhoods. swaying flower or the warm melody of the song like that I consider you as my friends, whereas my wife and dog, old guy who passed away in his 80s and Helen Keller that Happy Letter Geom-dong, are like my parents. Perhaps now you might instilled the mindset that if we cannot find happiness understand my reasons for leaving them why fortune.” today, there’s always tomorrow. By Si-Ho Park

Not Far Away, Not Near At some point in life, everyone experiences that moment when they are the only one that is unhappy. When it was Happiness is Always with Us my turn, my friend told me to be bold and strong. He is a The book comprises many touching, funny as well as sad stories. They are ordinary stories devout Christian and often quotes phrases from the Bible. and hence everyone can relate to them since it could be their own. Allow me to introduce There is nothing better to encourage a man than telling one of these stories. him to be bold and strong. Sadness comes from weakness. One day, and elder man over the age of 80 had passed away. He was healthy and had a good If you ever feel unhappy and sad, might I suggest you standing reputation with society thanks to his active volunteer work. He left behind three stand boldly and strongly and face the problem? I am cer- children. Strangely, he bequeathed his entire estate to his second wife. She is a young tain that you’ll soon be able to look back at yourself again. woman in her 30s whom he remarried when he was 70 or so after his first wife passed away. The thought of finding happiness is similar to learning People gossiped and told stories behind his back saying that remarrying at such an age was multiplication tables. When I was young, I learned multi- senseless. He also passed a considerable amount of money onto his dog. His own children plication tables with the help of my father who was smart- obviously complained since he left them nothing. He was criticized for these decisions that er and had more knowledge. I memorized everything not seems to make no sense. considering the principles but following the rhythm. I had People were curious as to why he would leave such a large amount of money to his dog and no doubts regarding my father’s intellectual acumen who

36 37 NEWS 2015. March vol.265

KCC PVC Flooring material and Interior standards due to the toxic chemicals involved. KCC has mate silicone products. film, Proven for their Safety pledged to continue is development of environmentally As a leader in this market KCC plans to continue to launch KCC’s PVC flooring material and interior film have once safe products that promote consumer safety. new products and sell high quality sealants. again been proven that they are environment-friendly and Ji-Hyun Seong / PR & AD Team Ji-Hyun Seong / PR & AD Team safe. According to a study on the phthalates and surface coat- ing of 12 PVC flooring materials sold by 6 companies, two KCC Sealant Passes the Quality test by An Indirect Advertisement of KCC’s types of PVC flooring materials produced by KCC were National Technology Standard Institute Eco-friendly Building Materials on confirmed to meet the “voluntary safety standards for In a study conducted on the volume loss of silicone seal- SBS “Jeulgeounga” Prompts Viewer’s Odorless and environment-friendly, KCC’s waterborne manufactured products” that has been in implementation ants after construction by the National Technology Stan- Curiosity paints were shown to have other advantages as well, such since July, 2013. The study was conducted last October dard Institute, KCC’s sealant product, SL907 proved to be KCC has entered into cross brand marketing by teaming as allowing the consumer to mix the colors himself and by the Green Consumer Network of Korea and national the only product to meet all standards. up with Jeulgeounga*, an SBS broadcast show highlight- making it easy to apply at a low cost. assembly member Jae-Il Byeon (New Political Vision The study was conducted on products by 12 manufactur- ing the construction of new houses. KCC lends its name The program features 7 comedians including Byeong- Party). ers that are currently on the market. Products that failed to to many new construction materials and cutting edge Man Kim, Jae-Ryong Lee, Dong-Min Jang and Chang-Eui According to the study of the 8 interior film products made meet the standards set by the National Technology Stan- technology on the show, thereby leading the trend of con- Song, with a fund of 100 million Won invested into build- by 8 different companies, KCC’s interior film was deter- dard Institute are prohibited from using the KS certification struction culture. ing houses. The program has been on the air for over 5 mined to meet the terms of their content of phthalates and mark or sales of the products for three months under the On the program, KCC’s concept of an “energy zero house” months, during which KCC’s environment-friendly building physical traits, proving its environment-friendliness and KSF4910 standard. and vacuum insulating materials have appeared, sparking materials and related technologies have been showcased. safety. The study was conducted for the standard KSF4910 on viewers’ interest. The insulating material in particular is The program goes beyond just introducing housing cul- “KCC Vicenti”, an interior film product that was included in volume loss in particular when the sealant is hardened only one fourth the thickness of competing products but is ture and entertainment, by highlighting new trends in con- this study, did not show any of the three types of phthal- after construction. The reference point is a volume loss of 10 times more efficient. struction and has been a breath of fresh air in the world of ates (DEHP, DBP or BBP), known to be toxic to the human 10% or less. These indirect advertisements have allowed KCC to home building television and marketing. body. The product was also recognized as safe in terms Volume loss is directly linked to the quality of the product showcase the quality and innovation of its products as Ji-Hyun Seong / PR & AD Team of its physical characteristics. and therefore cited as one of the most important factors demonstrated by experts on the show. * A reality TV entertainment program “Jeulgeounga” has Interior films are commonly purchased firsthand by when determining a products quality. KCC also promoted environment-friendly paint as a new the meaning of joy that comes from building an eco-village consumers. This raises the need controls and handling Since last year, KCC has been promoting the use of legiti- trend in a country where wall paper has so far dominated. happy house.

38 39 NEWS 2015. March vol.265

BASILDON Holds “Burns Supper” Event will host seven underground floors and 20 above ground. It will feature 254 offices and 75 rooms for shopping dis- tricts. The KCC Welltz Tower will be located near Unam Station that will open in 2017 Wirye New Town. Jae-Jun Yoon / KCC E&C Development Department

On January 24th, BASILDON members organized a din- on February 12th where the head of Yongin fire station, ner event to celebrate Scottish poet Robert Burns’ birth- Seung-Tae Park, was present to observe the entire train- day (January 25th). The event is called the Burns Supper ing session. The aim was to establish a voluntary fire and is held annually in the UK. It starts off with bagpipe safety control system and cultivate enhanced abilities to players performing traditional music in kilts (traditional respond faster in case of emergencies. It involves spread- Did you know? Scottish outfits). Following that, the Master of Ceremonies ing use of the situation, fire suppression with fire extin- The Correlation between Silica’s Specific mimes stabbing haggis, traditional Scottish food, while guishers and outdoor fire hydrants, life-saving and evacu- Surface Area and Melting Rate reciting Robert Burns’ poetry in Gaelic. ation, finalized with other important tasks.

The haggis is then sliced up for all guests. Hoo-Jung Lee / CRI Administration Section Silica which is the major ingredient of glassmaking is mines has certain advantages over ocean collected silica. Haggis contains lamb heart, liver and lungs and is similar mainly spread along the seaside. Pulverized silica has a larger specific surface area, to Korean food Soondae. Members at this event reaf- For this reason, general glass manufacturers collect which refers to the particle weight or the surface area firmed their resolutions for 2015. silica sand from the seaside. per volume. With a larger specific surface area, chemi- Hyung-Uk Kim / BASILDON Administration Department KCC E&C Wins Construction Bid for KCC however, use crushed quartz sand at a mine in the cal reactions are more successful with other raw materi- KCC Welltz Tower near Wirye Unam mountains due to its established glass business. als leading to faster melting rates and lower melting heat Station At the beginning of making this bold decision, many ex- consumption thereby saving production costs. KCC’s On January 21st, KCC E&C won the bid to construct pressed concerns. Now however, KCC is leading the glass challenging spirit is what made KCC Mineral Resources Central Research Institute Implements Unam Station KCC Welltz Tower. The total construction business successfully since crushed sand (silica) from silica to have the best quality. Fire Drill cost is estimated at 51.3 billion won and construction will The Central Research Institute carried out the fire drill last 36 months. The site area includes 10,477 peyong that

40 41 Poem of the Month Mail Box March Emily Dickinson Bulletin Board Dear March come in. How glad I am, In KCC House Organ Newsroom we are always waiting for your valuable opinions. I looked for you before. Feel free to send us emails to [email protected]! Put down your hat, you must have walked. ◎ Yu-Jin Lee, HR Planning Section ◎ Sung-Min Kang, Anseong-General Affairs Section How out of breath you are. The cover of the February House Journal looks like an Some leisure time and enjoying hobbies after working hard Dear March, how are you? And the rest? oriental painting. It expressed KCC’s powder coating can give us extra energy and keep us going. I was thinking magnificently. The column named Our Outstanding that it would be nice to have a column that introduces new Did you leave nature well? Technology was very impressive to say the least and I felt and exciting places from different regions where KCC Oh, March come right upstairs with me proud when I heard that KCC’s Seocho Annex have been branches are located. I have so much to tell. selected for the Zero Energy Building Demonstration Project. I eagerly anticipate seeing the eco-friendly green I got your letter, and the birds. building becoming a reality. The maples never knew that you were coming, I declare how red their faces grew, Letters from Readers But March forgive me. And all those hills you left for me to hue, There was no purple suitable, Please send Congratulation messages or any kind of News that you would like to you took it all with you. share. Send us your message to [email protected]

We also welcome photos of your memory! * Gift Vouchers will be sent to you :) Who knocks? That April? Lock the door, ◎ Dasom Lee, PR&AD Team ◎ Sung-Joo Lee, I will not be pursued, Mach 4th is a special day for KCC’s house journal reporter CRI-Automotive Coatings Certification Team He stayed away a year, to call when I am occupied. Zzong-A Choi’s. It will be her birthday. She works very After 5 years of dating, I am finally getting married to my hard in publishing the House Journal considered by many fiancé So-Hee Ahn on March 14th. But trifles look so trivial to be helpful and beneficial by KCC colleagues. I wanted to share this wonderful news with my colleagues. as soon as you have come, Please send her many congratulatory messages! Please congratulate us and don’t hesitate to offer any And blame in just as dear as praise, advice! and praise as mere as blame. ◎ Sang-Won Kim, KAC Qaulity Assuarance Department ◎ Soo-Jin Park, Daejuk-Silicone Technology Team I will get married on Allow me to introduce Daejuk Plant’s Badminton Club, March 8th. I have been KCC EGIS. We have a man and women ratio of 6:4. Many dating my fiancé for beautiful women employees are playing for the club and two years and three we enjoy mixed-doubles. months. Take your chance to get rid of stress, stay healthy and I was originally hoping promote good relationships! to get married as late as possible but as soon as I met my fiancé, I realized I could not wait to marry her. I will always give much love to my wife. Please congratulate us!