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

KCC

KCC Inside04 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

26 Proud KCC Colleagues A Small Change in Thinking can possibly lead to Great Improvements

28 Let’s Find Out “Trade Secret Protection or Patent Protection” for Core Technologies

KCC Life30 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

36 KCC Library Find Happiness with Ease in a Nearby Place

KCC News38 News

42 Mail Box

43 Poem of the Month

CONTENTS2015 March Vol. 265

KCC Monthly House Organ 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 ReportersDaejuk 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

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

Cover StoryKCC’s eco-friendly paint SUPRO adds beauty to the exterior of buildings.

Light and delicate color paints were used to express spring.

0504

KCC INSIDE

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-gy in Korea.

Successfully entering into the Asia-pacific NationsKCC is currently supplying its coating and paint products to global companies such as AKZO NOBEL, PPG, Sherwin-Williams, Nippon and others while making preparations to enter into other developing Asian nations. In the case of Korea’s decorative coating market, A few major coating companies including KCC are currently leading the market.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-tioned previously, decorative painting is used widely in our everyday life.Not only maintaining its firm position in the Korean coating market but also successfully entering into Asia-pacific nations is another task that KCC will continuously work on.

Decorative Coating takes up 50% of the Whole Coating Market 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. Likewise, decorative coatings are very closely related to human life and make up 50% of the world’s paint and coating market, that worth 50 trillion won. The Asian decorative coating market makes up about 40% of the world market and it is likely that developing countries such as China, India, Indonesia and Vietnam will show stable growth. Meanwhile, Korea’s current decorative coating market is worth about 800 billion won and seems to be maintaining its current market size.

Increasing waterborne Paint Market Share in Korea Market Decorative coatings largely categorize into waterborne and solvent borne coatings according to the amount of solvent used. More specifically, it becomes Acryl, Alkyd, Urethane and

Waterborne Paint, a General Trend in both Domestic and Global market

Decorative coating is a widely used building material. The world’s decorative coating

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.

Market Info.

By Keun-Hong LimMarketing Team

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

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KCC INSIDE

KCC DIY Products Beloved by the MarketIn 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 Decorative Coatings Combine Functions with Aesthetics

At present, KCC sells roughly 150 types of coating and paint products based on its flag-

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.

Product

By Hyung-Jun LeeJeonju-Architectural Coating Technology

KCC’s paints come in various colors

0908

“SUPRO Varnish” is a waterborne transparent paint for timber that creates a strong top layer film that helps to protect the timber for longer periods than previous products were able to.Customer demand and research have led to it being released into three types namely glossy, semi-gloss and matte.“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 to satisfactorily keep up with customer demands and needs.

Eco-Friendly Paints Also Popular in Floor Coating MarketCustomers 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 ProductsAs 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

KCC has continuously expanded its SUPRO

product line into DIY types based on

customers’ needs. In particular, KCC plans to

launch another premium DIY paint this year.

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only protect but also guarantee the aesthetics of any build-ing’s exterior and therefore both weatherproof perfor-mance and color are imperative factors. “Workers favor coatings that dry quickly with excellent material property that enable them to finish tasks in short-er periods. On the other hand, customers judge the product mainly on characteristics such as colors and brand aware-ness and reputation. With this in mind, KCC’s decorative coatings satisfy both workers and customers by fulfilling all their desired requirements and lives up to high expecta-tions.”

Eco-friendly Waterborne Paint Mr. Jung described the latest decorative coating trend in a single word, “Eco-friendliness.”“An eco-friendly waterborne paint seems to be the latest trend in the decorative coating market. In particular, it is considered by most to be perfect for interior painting as it does not emit any odors and prevents the dreaded sick house syndrome. For this reason, KCC’s waterborne paint called the “SUPRO” series is very popular in the market. Mr. Jung added that, “As more and more customers gain interest in interior design, they start looking into DIY paints as a cost cutting measure. In particular, KCC’s DIY

paint range of SUPRO Multimel, SUPRO Enamel and SUPRO Lacquer are popular amongst customers.”He wished KCC will continue to lead the decorative coat-ing market with its outstanding technologies and various eco-friendly waterborne paint product line-ups.

KCC INSIDE

KCC’s Decorative Coatings satisfy its Workers as well as Customers!

Customer Interview

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

both workers and customers alike. Workers were satisfied with its excellent workability

as well as weatherproof performance while customers most enjoyed its wide range of

colors, brand awareness and reputation.

Capturing Weatherproof Performance, Workability and Color All in OneShinhung 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.With an estimated 3 billion won in annual sales revenue, Shinhung secured its position as one of the largest Incheon distribution agencies.However, Mr. Jung told us that it was quite tough in the early stages for this business where competition was absolutely fierce among competitors. When Shinhung first started operations in 2000, the Incheon market had already been saturated by other decorative coating brands. “At that time, KCC was already a leader in the automobile and heavy duty machinery and other coating areas but not in the case of decorative coatings. KCC was a follower or late market entrant in marketing terms so it had fewer product lines than other coating companies. However, with KCC’s outstanding technolo-gies, it succeeded in producing a variety of decorative coatings in less than no time and quickly turned the tables.” Mr. Jung said decorative coatings should not

Shinhung

Shinhung CEO, Young-Joo Jung Mr. Jung and Mr. Jun-Hyoung Choi from the KCC Incheon branch

Mr. Jung said KCC’s decorative coating quality is being highly praised by the customers.

An eco-friendly waterborne paint seems to be the latest

trend in the decorative coating market.

In particular, it is considered by most to be perfect for

interior painting as it does not emit any odors and

prevents the dreaded sick house syndrome. For this

reason, KCC’s waterborne paint called the “SUPRO”

series is very popular in the market.

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KCC INSIDE

KCC Acquires Architectural New Excellent Technology CertificationRecent civil complaints have led workers on construction sites to look into reducing the noise and vibration that comes with construction. In 2013, resident’s complaints against noise and vibration accounted for 78% out of the whole residential environment related civil complaints. Likewise, resident’s needs for a quiet living environment are becoming ever more important. To this, KCC have been working on the development of a light-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

KCC’s Lightweight Drywall Acquires Architectural New Excellent Technology Certification for the first time in Korea!

KCC’s Lightweight drywall with outstanding soundproof performance (Structure name:

19DIG-R) developed by KCC Architectural Environment & Energy Research Center (Won-

Ho kim, Kyu-Sik Kim, Kyung-Ho Kim, Sung-Hun Kim and Eun-Yung Ahn) acquired the

architectural new excellent technology certification in construction, finishing process and

interior for the first time in Korea. This new technology has allowed KCC to produce a

revolutionary drywall system that boasts its best soundproofing performance to date.

Our Outstanding Technology

KCC’s lightweight drywall structure that acquired the architectural new technology certification showed the best soundproof performance.

By Kyung-Ho KimArchitectural Environment & Energy Research Center

Existing Technology

Gypsum BoardStud

Runner190mm

New Technology

Gypsum BoardR-Stud

151mm

R-Channel

Improved soundproof performance by 5dB

Reduced wall thickness by 21%

Reduced construction period by 18%

Reduced construction costs by 18%

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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. Here, the resilient channel creates around 12.5mm space between the gypsum board and studs there-fore preventing the transfer of noise.

Improving the Soundproof Performance by Reducing Noise TransmissionThe 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. 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.

Green building Reduces CO₂ Emission In order to cope with the current global climate issues companies are trying various methods of reducing green house gas emissions. However, the reinforced concrete that is widely used emits a high level of CO₂ during the plasticity process of its raw material. But KCC’s new lightweight drywall system can reduce CO₂ emissions. For example, applying KCC’s new tech-nology to a hotel accommodating 250 rooms can reduce CO₂ emissions by 59.3% compared to reinforced concrete walls. Even when compared to other existing concrete walls, it showed that CO₂ emissions decreased by 16%.

KCC’s New Technology to Lead Lightweight drywall Market There are several benefits to the acquisition of architectur-al new excellent technology certification.Firstly, as the Minister of Construction and Transportation

mandates the use of safer and more eco-friendly technolo-gy in the construction process, these new technologies will be preferentially applied to new construction projects ordered by the owner of construction. Additionally when negotiating contracts, the owner of these new technologies can arrange separate contracts on its own. Secondly, products with new technology can add the new technology certification mark on them and actively utilize it for sales promotion. Finally, when construction compa-nies, construction designers, construction supervisors and developers utilize this new technology, they get extra points that can secure a stronger and more competitive market share. With the lightweight drywall market expected to increase to the neighborhood, there is sure to be a huge demand for products that can lead this market and KCC’s 19DIG-R is just the product to do the job.

With the lightweight drywall market expected to

increase to the neighborhood,

there is sure to be a huge demand for products

that can lead this market and

KCC’s 19DIG-R is just the product to do the job.

Decibel degree[dB]

Frequency domain [Hz]

80

70

60

50

40

30

20

10

0100 125 160 200 250 315 400 530 630 800 1000 1250 1600 2000 2500 3150 4000 5000

Resilient channel reduced the amount of noise transfer. You can see that the dB curve has become more fluent.

Resilient structure

Existing structure

KCC’s lightweight drywall structure that acquired the architectural new technology certification showed the best soundproof performance.

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Café Byeolilinga built with KCC’s Building Materials Café Byeolilinga was designed to help the homeless stand on their own two feet. It is about providing them some work so that they can make a living while simultaneously 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 Gallery of the Cheonggyecheon Stream.

Now We Are WorkingAt 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 KCCCafé 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.

KCC INSIDE KCC Garners Strength to Rise Again

A café uniquely named Byeolilinga—meaning “It’s not a big deal” in Korean—started

business under the Kwang-gyo Bridge at Cheonggyecheon Stream. Opening a café may

not be such a big deal to most, but this café has something special to offer. With the sup-

port of KCC, the café was set up with the aim to help homeless people and teach them

to provide for themselves.

Beautiful Companionship

Jong-Eon Kim working in Byeolilinga, sponsored by KCC

There were endless lines of people waiting for a hot cup of coffee.

Many people left encouraging messages

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KCC INSIDE

The Perfect Opportunity to Promote KCC’s Diverse Technologies & Outstanding ProductsThis was KCC’s second appearance at NEPCON and offered KCC an opportunity to pro-mote its various technologies and outstanding products. KCC presented amongst others, organic and inorganic products along with silicon products etc. Some were adhesive film for semiconductors, protective coating materials (SR), protective materials for memory semi-conductors (EMC), aluminum metalizing (AM), silicon, and Vacuum Insulation Panel (VIP).

An Introduction to State-Of-The-Art Products & Technology,2015 NEPCON JAPANNEPCON 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

various exhibitions and expos including Lighting Japan and Wearable Expo.

Exhibition Report

By Hyue-Min ParkElect.Material Department

Of all, silicone gel attracted remarkable interest 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-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 MeetingsAt 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 ParticipationNEPCON 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 such, participation in these exhibitions and the like, with technological exchanges are important. As mentioned before this was the second time KCC participated, and in all honesty the company’s perfor-mance was much improved. Nonetheless, we shall look back on these achievements and prepare for improvements in the future. KCC must attempt to attend many more exhibitions to research the market and related trends to effectively take advantage of them.To survive in this fast-changing materials market, KCC faces many challenges in its quest to become the best. The exhibition helped KCC understand improvements required in its materials business and future high-value technologies to plan ahead for 5 to 10 years.

Numerous international participants visited KCC’s booth and inquired about its products and technologies.

KCC participated in 2015 NEPCON JAPAN

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KCC INSIDE

Technology as a Future GuaranteeWith the global economy still foggy, we are all uncertain about the economy. Economic uncertainty is still lingering, and competition to survive among global companies is as intense as it’s ever been. There is increasing concern that companies, if complacent, might fall behind in the business ecosystem, and we cannot rest on our laurels for the troubles to subside given the prevalent unfavorable conditions. Instead of trying to overcome the cur-rent crisis with stopgap measures, we ought to seek ways to ensure a food supply for Kore-ans over the next 20 to 30 years. This food I’m referring to is actually core technology, and it is safe to say that a company’s future and competitiveness depend on its possession and

KCC’s Pursuit of Creating World-class Automotive Paints with Market-Oriented Technology Enhancements

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

for each technology sector to be the best. Every organizational member needs to under-

stand strategies correctly and have the appropriate attitude to pursue common corpo-

rate goals. For starters, let’s take a look at automotive paint sector strategies and

attempt to figure out what direction it should head into the future.

KCC FocusⅠ

Strategy stems from Greek

“strategos” meaning the art of

general. A general should

create strategies taking into

account the whole situation or

big picture rather than focusing

on several small skirmishes and

battles, so as to win the war.

A good strategy comes from

balancing comprehensiveness

and harmony. In short, the two

prerequisites to establish a

strategy are seeing the big

picture built on a sound

theoretical basis.

attainment of technology. We should do our utmost to develop innovative technol-ogy and thereby produce top-notch technology. Effort alone is insufficient to achieve this goal. We need never before seen strategies. We need to contemplate the situation again and again to discover methods to create unique technology.

Being Market-Oriented as a Frontline Strategy Before conjuring up strategies to create magnificent technology, we need to know what “frontline” means here. The development of One & Only products is a basic prerequisite condition in pursuit of “frontline.” Furthermore, optimizing SCM (Supply Chain Management) to cover purchases, development, production & pro-cesses, distribution, sales and services are ideal areas to start with. However, even if we develop world-class products and successfully optimize SCM, can we truly claim that we have reached the goal of frontline technology? The answer is a defi-nite no. Along with product development and SCM optimization, we ultimately need to seek market-oriented frontline technology. More specifically, we need to satisfy both global sales and customer lifetime value. Therefore, our strategies 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 this lofty goal, parting ways with current methods and ideas regardless of their suc-cess. First of all, we require a robust headquarters to plan and manage mid-and long-term sales targets for both domestic and international branches. This HQ should have the planning capacity and driving force to thrust the company into the future while making capital intensive investments in markets overseas with the view of achieving its goals. Also, it should have the capacity to craft a comprehensive strategic business plan. Also, KCC’s technology sector should continue to churn out new technologies to expand automobile-related businesses and continue to discover technological assets to launch new businesses.

By Ulsan-Automotive Paints Research

2322

Crafting Comprehensive Strategies with Strategic Planning ProcessesOnce 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.

Strategy to Make a Top-Class Automobile Paint The automobile paint market is classically defined as a red ocean. A basic strategy in red oceans should be to focus on less competitive factors, satisfy finicky consumers, compete with strong rivals head-on and do benchmarking. When it comes to technology, emphasis should be placed on the devel-opment of independent of core technologies, and strategies should be established in such areas as

future technology, core technology and patents. On tech-nological resources, strengthening the company’s R&D capacity in KCC’s overseas branches is imperative, and a strategy to enhance customer company capabilities to respond to new technologies is required.

① Pursue Frontline Technology Strategy

This strategy is designed to specialize KCC’s mainstream products and improve them to match the quality and per-formance of the global top five by enhancing its market-ability and competitiveness. Specifically, KCC is adding a special function to its electro-deposition coating products for better application to sharp surfaces, developing tech-nology to respond to zirconium preprocessing, improving mid-coat’s appearance and durability and improving water-based paints’ high density and solidity.

② Develop Future Technology Strategy

Future technology trends of automotive paints consist of energy-saving technology, low-temperature curing ther-moset technology and reinforcements. Along with a focus on technology and product roadmaps, KCC is concurrent-ly working to respond to the new environment with its preconditioning electro-deposition technology, mid-coat removal technology, electro-deposition mid-coat Wet-on-wet technology, low-temperature curing thermoset and material technology and high functional top-coatings.

③ Convergence Technology Strategy

This strategy is designed to combine existing technologies from each of KCC’s sectors in order to create new tech-nologies and markets with synergy. KCC is now working on automobile film technology by combining OEM paint technology and KCC Lami Film technology, the artificial leather business for automobiles by combining OEM paint technology and flooring mate-rial technology, and OEM low-temperature curing ther-moset technology by combining OEM technology and Refinish technology.

Sharing Vision with Comprehensive Mid-and Long-Term Roadmaps Through strategic planning processes, KCC is defining its own desirable future for the automotive paint business, reviewing all aspects of its business plans, technology, prod-uct and resources to craft a comprehensive strategy to make top-notch world-class products. When the strategy is final-ized, detailed roadmaps that include automotive paint busi-ness mid-and long-term plans and strategies as well as required technology, products and resources will lead to a final version of a combined mid-and long-term roadmap. I hope that by sharing the automotive paint sector’s vision and goals, the organization and its employees can envision the same future and grow together to become an “organization with a living vision”.

4G R&D

Value-creating R&D that combines markets

3G R&D

R&D that combines policies and strategies

2G R&D

R&D through a systematic project management

1G R&D

R&D with researchers at its center

Value

Policy

Strategy

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KCC INSIDE

Passion is the key of happiness What would be the optimal precondition to own your position? I believe it is passion.Passion can turn the mundane life into an exhilarating one and turn the ordinary into extraor-dinary. How can we have passion in our work? Goethe said “Happiness is not about doing what he or she likes but to like what he or she does. Our life changes when we change.” We can’t escape work in any way until we become at least 60 years old once we step into the society. If we have to work all our lives, shouldn’t we enjoy it rather than painfully avoid leading our own lives? If we have to do it, then let’s love it. This small change in our minds becomes the biggest driving force that changes our lives. The mindset of loving our work is “passion” and this passion is the most important thing to own our position.

Put one’s own value in life and work There’s an old saying that we can find truth anywhere if we are always sincere and not fooled by external circumstances.When we take a look at those who are successful and are at the top of their profession, we can discover that they have a common key factor for their success. They always remain calm and consistent in the face of adversity. Taking a lesson from them, we should try not to get too up or too down with small successes and failures, but maintain a level outlook and this would naturally lead us to own our positions. Looking back upon a year, it feels as if time always passes so quickly. However, we have about 130 holiday days on average throughout the year. Thinking about how to take advan-tage of this time is the basic key in changing yourself. The first step of becoming the owner 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.

Establishing strategies for new growth engine Despite harsh economical environment, KCC has been working fiercely to overcome these crises and grow more powerful. This is certainly not an easy task, but it is necessary to go back to the basics at this time. Let’s throw a few questions around. What is the future vision of KCC for the next 10 and 20 years? Do we have specific goals and strategies for the vision? Do we have a unique culture which will make KCC grow towards the future vision? It is our role to find answers for these questions.

Let’s Plan the Future with Passion and our Own Values

What and how should we do in order to own our position? The answer is “passion”. If we

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.

KCC FocusⅡ

The first thing to do in the morning at the office is to check your agenda for the day. During this process, setting specific goals is essential. However, this can’t be done without drawing the big picture first in terms of establishing a con-crete future plans. In other words, concrete future plans must come before setting specific goals according to the bigger plan.We design the overall strategy by examining our completed work, our tasks for today and tasks for the future. It is the same for a company’s strategy. Our top priority is to make goals for each business sector and department and make strategies for the next 10 years.The strategy for 10 years should include passion and dreams. Attainable schemes should be lined up one by one like today’s daily plan.

Securing the synergy of diversity through discussion culture KCC has a diverse business range including organic and inorganic, building materials and coatings and many other synthetic and engineering technolo-gies. The key is to harmonize the diversity and bring the most out of them. This will be realized when many talents work together toward a common goal instead of a single person leading it. Sharing common technology through active company-wise discussions will be a strong driving force for developing our abilities.

Take “And” instead of “Or”It is not easy to choose between incompatible values such as sales or core values, short-term profits or long-term growth, gains or principles, tangi-bles or intangibles, or things to change or not to change. However, KCC will make new growth if we take “And” to embrace both values instead of “Or”. And I believe that the driving force of growth comes from the poten-tial energy of KCC’s staff armed with passion. I anticipate many “Owners” filled with passion working at KCC. KCC can then become the best global fine chemical company in the world.

Passion can turn the mundane life into an exhilarating one

and turn the ordinary into extraordinary.

If we have to do it, then let’s love it. This small change in our minds

becomes the biggest driving force that changes our lives.

By Executive Director Bum-Sung KimHead of Organic Research Center -CRI

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What is AM exactly?AM (Alumina Metalizing) refers to the process whereby ceramic (nonmetallic material) and metallic materials are fused giving both ceramic and metal properties’ advantages. AM that is made with the combination of ceramic’s excellent elec-trical insulation properties, high solidity and metal’s electrical conductivity can endure harsh high-voltage, high-vacuum and high-temperature conditions. Therefore, it plays an important role during the manufacturing process of electrical components. Being high-value added products, it’s not only hard to manufacture but has high production costs. In order

to understand how valuable the Circle FM’s proposal is, we first need to learn more about the relevant produc-tion process.

High Level Technology-Intensive AM Production ProcessAM consists of mainly aluminum oxide and some amount of silica and magnesium oxide. Once these materi-als are mixed into dough form, it goes through forming and CNC processes and end up looking cylindrical. Next is the sintering process, which is similar to baking pottery in a furnace. In the event that the temperature fluc-tuates drastically, ceramic can break into pieces so AM needs to be baked and dried very carefully and slowly, taking approximately 28 hours.At this point, it’s important to bake AM for two hours at about 1,600℃ , the maximum or highest temperature, in order to realize the proper material properties. Afterwards, it needs to go through 10 more processes including

KCC INSIDE A Small Change in Thinking can possibly lead to Great ImprovementsProud KCC Colleagues

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

Shifting a viewpoint brought about a Surprising Improvement Circle FM was established in 2013 and the team name relates to some of the following meanings e.g. Fundamental Manufacturing, Formal Manufacturing, First Manufacturing and Family Manufactur-ing.Circle FM originally consisted of five members tasked with improv-ing the Setter that used to be disposed once used. (Setter, refer to image number one on the right). Simply put, a Setter is a cap used to bake an empty cylinder shaped AM. AMs contract during the baking process at about 1,600℃ and if there were no Setter, AMs would stick to plates underneath them and interfere with the contraction and ultimately produce faulty goods. In other words, Setters with the same diameter as AM products need to be placed on top and underneath AM products in order for the Set-ter to contract naturally with AM products. At this time, Setters once used, can’t be reused. The problem is that since KCC’s AM products have become more popular with custom-ers and are widely used, the amount of Setters being discarded also increased. When Circle FM investigated this process, the members found that, AMs under 220 grams can contract normally without Setters on top of them because 220 gram AMs are light enough to not squash and change the shape of AMs stacked underneath them. This discovery allowed KCC to save costs on 60 of 319 types (20%) totaling 556,205 (26%) Setters.This also increased the usable space and AMs can now be stacked on five to eight levels that used to be stacked on only three levels. As a result, AM’s productivity increased significantly. Circle FM’s leader Doyoun Lee said that what was really difficult, was not the actual process of improvement but to improve and alter the “stereotype that improvement is difficult,” and carried on to say that he was very surprised as well as proud to see how a small change in thinking could lead to such a great improvement.

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

effectiveness but also reduced production time and waste disposal costs in the process.

The members of Circle FM are holding Setters, the core of their proposal. (Sang-Gyu Ju, Ki-Young Oh, Jae-Gwan Lee, Doyoun Lee and Yong-Tak Kim from the left)

1 Doyoun-Lee holding a Setter.2 Through the improvement, AMs can now be

stacked on five levels.

1

2

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KCC INSIDE

What are the differences between the Trade Secret and Patent Protections?A trade secret is literally a secret considered beneficial for a business. Under this scope, almost everything can be pro-tected as a secret regardless of type. For example, Coca Cola’s ingredients, manufacturing method, computer pro-grams, design, technology, price information, customer lists and other information can be protected as a trade secret if it has some sort of economic benefits on its holder and main-tains its secrecy. Here, the maintaining its secrecy requires taking reason-able efforts to maintain the secrecy of trade secret infor-mation, for example, keeping technological data in a safe-ty deposit box with a physical locking device or written confidential agreements and allowing only certain people to access such data under certain circumstances.On the other hand, the subject matters to be protected under a patent are narrower than those to be protected under a trade secret. Generally, a patent protects four types of subject matters (Process, Machine, Matter of Composi-tion, and Manufacture), and requires certain standards reg-ulated by a respective country. For example, under the Korean Patent Law, a patent protects a technology that is new, non-obvious and useful, in addition to meeting the four categories aforementioned.Therefore, in the case of product customer lists, it cannot be protected by a patent since it does not fall into any of the four categories and is not new or non-obvious for that matter. Instead, such product customer lists may be pro-tected as a trade secret if it is maintained secrecy and has some economical benefits to its holder.

Achieving Practical Balance between Trade Secret and Patents Recently, technologies have been experiencing rapid growth and new technologies emerge daily. As such, pro-tecting technologies with only the trade secret tends to be rather risky. For example, if a trade secret technology gets leaked and similar technology had already been patented by someone else prior, the company holding the trade

secret technology will have difficulties in operating that particular business due to the other pre-existing patent right holder even if the company is in fact the original inventor of that technology.So if a certain technology is hard to be discovered by oth-ers and can be protected from the public in its entirety (as in the case of Coca Cola), it would be more beneficial for the company to protect its technology with the trade secret protection instead of patents which protects technology for a limited time, for example, 20 years under the filing date of a patent application. However, considering the rapid development of technology or easiness in providing infor-mation over the internet, it will be difficult to keep tech-nologies secret and it is more appropriate to protect tech-nologies through patents.

Compliance of “Law Observance Management” to respect others’ trade secret or patent Any person or company who violates other’s trade secret or patent may not only be subject to monetary damages but also suffer further damage in the form of a business suspension order (injunction) or be handed criminal pun-ishment of some sort. Further, if the public finds out about such violation, the company’s reputation will be tarnished. Therefore, it goes without saying that respecting and pro-tecting others’ technology including competitors’ technol-ogy is just as important as protecting one’s own technolo-gy.For this, KCC ensures fair competition with its competitors based on the law observance spirit for it is well aware of the importance of respecting its clients’ and competitors’ rights and fair business operations based on the law observance spirit.KCC will regularly educate and update its employees on the trade secret and patent protections and through this, KCC will keep up with its ethical business management system and continue to produce KCC’s One & Only prod-ucts to give its customers the full satisfaction that they so richly deserve.

1% can change 99% Thomas Edison, a great historical inventor once said, “Genius is 1% inspiration and 99% perspiration,” and this has been widely quoted to emphasize the importance of effort and input. To put it another way, no genius exists without 1% inspiration no matter how hard he or she tries. In fact, the effect that 1% can have on certain things may create completely different outcomes.For example, Coca Cola, the world's most famous soft drink, is a classic example of the 1% notion. Coca Cola contains mainly sweetened H2O and 1% of a unique and the best-kept secret ingredient to mankind. An American pharmacist named Pemberto, in the late 18th century, first invented this secret ingredient. More than 100 years have passed since its invention and yet it still remains a secret to public. This is thanks to Coca Cola Company’s policy and efforts to keep it a secret.Unlike the Coca Cola Company, which has kept its product’s matter of composition a trade secret, most companies protect their technologies through patents. The trade secret and pat-ent protections are different in many aspects, i.e., the coverage of subject matters or the scope of the rights to be protected.

“Trade Secret Protection or Patent Protection” for Core Technologies

Core technologies are some of a company’s most important assets, and most companies

protect their technologies using either trade secret protection or patent protection.

Although trade secrets and patents aim for protecting technologies, they have different

characteristics in various ways. Let’s find out more about the differences between trade

secrets and patents and think about how we can better protect our technology.

Let’s Find Out

By Soonja BaeCRI IP Management Team

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Courtesy Does Matter Vietnam has continuously been growing, and it started drawing more global attention since it successfully joined the WTO back in 2007. Now 66% of the Vietnamese labor force is engaged in primary industries including agriculture. Nonetheless, over the past few years, second-ary and tertiary industries have dramatically been on the rise. The improved tourism industry has been especially outstanding, and is a major source of earning foreign cur-rency. Additionally, Vietnam is one of three major manu-facturing and exporting countries in terms of rice, pepper, 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 and have been doing for as long as time can tell. There is an adage in Vietnam, “Learn your manners first and pro-ceed with your studies.” From a religious viewpoint, Bud-dhism dominates. The Vietnamese are considered as very strong and have always fended off foreign invasions by many countries such as France and the USA.

Attaining a Win-Win for All by Understanding the Vietnamese Spirit of SolidarityThe strong national pride of Vietnamese people arises from the spirit of solidarity that helped them overcome difficulties faced due to nature and external forces. The Vietnamese developed agriculture and trading around the Red River, which runs through Vietnam. The river has been the most important source of Vietnamese livelihoods. However, river

floods and overflows have been costly due to destruction of countless properties and lost lives. To overcome these hard-ships, they all put their lives at risk and naturally formed a bigger community. The solidarity and community spirit were reinforced again and again over time, and the Vietnamese became strong and capable of defending themselves against invasive foreign forces. Such a national spirit has been passed down from generation to generation, and the focus of Vietnamese think-ing and acting is based on a sense of collective well being such as families, clans, or villages. Thus, when doing business in Vietnam, we need to factor in the community spirit of the Vietnamese. We should implement a system that can benefit the whole community and bond with the Vietnamese instead of one that only aids individuals in the form of rewards or benefits.

KCC LIFE The Country of Courtesy and a Sense of Solidarity

Through economic reform, Vietnam has recorded an astonishing 10% annual economic

growth rate since the mid-1980s. It has been considered as an emerging economy along

with China for quite some time. KCC is actively conducting business in Vietnam through

the establishment of a Vietnamese branch KCV, and as such, we hope that all KCC

employees may better understand Vietnam to help them prepare for future business with

the Vietnamese.

Global Etiquette

Buddhist Country Still Enjoys MeatVietnam is Buddhist country, but its citizens enjoy about 500 different kinds of meat such as snakes and bats among other animals. As for dog meat, there is a belief that if you eat it between the beginning of the month to around the 22nd during the Lunar Calendar, bad luck will follow you. Most people don’t eat dog meat during this period. Influenced by France, mealtime is rela-tively long and lasts 90 to 120 minutes. The Vietnamese use chopsticks like Koreans, but they hold a rice bowl in their hands and use a spoon only when they have soup. They like sharing food with others so they serve dishes on big plates and place them on the table. After they fin-ished eating, they neatly place their chopsticks on the rice bowl. It is good etiquette to leave a little food on the plates because if you finish everything, they might think that you are still hun-gry. They hardly drink cold water and

instead enjoy warm teas. When drink-ing, they continuously fill up glasses just like Chinese but do not pass the glass around as in Korea.

Be Mindful of PunctualityThe Vietnamese like the number 9, but they don’t like for 3 and 5 because they

consider them as bad luck. They espe-cially tend to avoid using number 5 because it sounds similar to danger. So they don’t schedule important events such as moving, an opening ceremony, and weddings etc. on dates with those numbers (based on the Lunar Calendar).They believe that the guardian Gods stay on their shoulders so they don’t like others touching their shoulders. They respect their ancestors and there is a special shrine named “Banteo” (a place to worship ancestors’ god) at their houses. When you visit the houses of any Vietnamese, it is good manners to stop by this “Banteo” and bow once as a sign of respect. Being late to engage-ments is bad manners so please try to get to the place a little earlier than planned. Due to many motorcycles, traffic jams are terrible in Vietnam so you should leave with plenty of time in hand.

Be Extra Careful of Motorcycles!

According to the recent report released by the Vietnamese National

Traffic Safety Administration, there were about 25,322 accidents in 2014

costing the lives of around 8,996 people. Meanwhile, they announced

that around 199,396 cars and 2,597,301 motorcycles are presently

registered nationwide. This basically means that the majority of

accidents are mainly motorcycle related. To solve this problem, the

Vietnamese government made wearing a helmet mandatory in 2007,

yet only a little over 1 % of motorcycle riders adhere. So the Vietnamese

Minister of Transport suggested providing helmet as a service when selling motorcycles. Plus, he also said that in case of

big motorcycles with a big engine displacement, providing safety suit would help reduce the number of casualties from

traffic accidents.

3332

Negotiation is the Unification and Harmony between Desire and DemandThe author of the book “Negotiating Skill from Seo Hui: Win without a Fight”, Dogeun Jeon, Gangnam University, said that, “Negotiations are a process of unifying and harmoniz-ing desire and demand. What is essential here is not to satisfy a specific demand, but to satis-fy internal desire. When a thirsty person looks for a bottle of coke, coke is a specific desire, and quenching one's thirst is an internal need. There are various ways to quench your thirst such as drinking water or a Sprite. It is important to find various ways to satisfy needs.” He further emphasizes that Seo Hui is a good example.Seo Hui had been a politician in the early days of the Goryeo Dynasty, Korea (918–1392). When the Kitan invaded in 993, he outright refused to accept their demand to give them some part of north Pyongyang and reconcile and left to negotiate with them directly. He was

KCC LIFE Negotiating Skills by Seo Hui

When you mention negotiation as a subject in Korea, many people’s first thought turns to

Seo Hui from the Goryeo Dynasty. He is famous for saving the country and gathered the

six Ju units of the Gangdong region in the Pyeongan buk-do coast while avoiding any

war. The Kitan also had a cause. Indeed, it became a win-win situation with collective

negotiation. Now, let’s take a look at how killing two birds with one stone was possible

reviewing what happened and learn more about negotiating skills.

Take a Peek at History

aware that the Kitan goal was not to conquer Goryeo, but to force Goryeo to cut its ties with the Song Dynasty. The Kitan was ambitious to dominate Song, but it knew that everything would amount to nothing if Goryeo invaded it during its conquest war. So, it tried to ensure Goryeo sev-ers its relations with Song. In short, the Kitan demand was for Goryeo’s surrender, but Seo Hui knew that its desire was to make Goryeo and Song cut diplomatic ties alto-gether.

The Boldness of an Unintimidated Seo HuiThe number of Kitan soldiers who invaded Goguryeo amounted to 800,000 and their commander-in-chief was Sosonnyeong, the Kitan king’s daughter-in-law. Seo Hui’s ability was first evident in his confrontation with Sosonny-eong. When Seo Hui reached the Kitan side, Sosonnyeong made an unreasonable demand, saying “I am a nobleman from a big country, so you should bow in the yard.” How-ever, Seo Hui was not intimidated. Instead, he replied, “A subject should rightly bow in the yard to a king. This was a meeting between representatives of the two countries. Then, how can I do so?” and then he left to his lodge right away and did return. Sosonnyeong was baffled yet impressed by Seo Hui’s boldness. Finally, he sent him a letter requesting a meeting with equal status.

Take Practical Interest and Give Cause to itWhen the negotiation finally began, it was Sosonnyeong who first broke the ice. “Your country was established on the old land of the Silla Dynasty, so Goryeo’s land natural-ly belongs to us. Then, why does your country invade the land over and over again? Also, why does your country sharing a border with us have such close ties with only one country across the sea named Song that is an enemy of my country?”Seo Hui was not hesitant to start a dispute. “What are you talking about? My country was named Goryeo because it intended to succeed Goguryeo and chose Pyongyang as its capital. In addition, Amnokgang and its surroundings are territories that belong to my country but were taken away by the Jurchen tribe. So, it was hard for us to travel by land compared to the sea. It is the Jurchen tribe that hin-ders our diplomatic ties. If we were to remove the Jurchen tribe and build a fortress, paving a road, how can we not have diplomatic ties?”

As can be seen, Seo Hui knew the Kitan invaded not to conquer Goryeo, but to make Goryeo cut its ties with Song. In order to emphasize the fact that Goryeo succeed-ed Goguryeo, he intentionally said that its capital was Goguryeo’s capital, Pyongyang, not Ginseng.Seo Hui added, “When the Kitan invade Song, Goryeo’s intention is to remain neutral.” He even suggested that if the Kitan were to hand over the six Ju units of the Gang-dong region that it has no interest in, he would have cause to persuade pro-Song politicians in his country.” His sug-gestion was perfect for the Kitan, too. If the Kitan waged war against Goryeo, it would cost a great deal of energy and time, which would have been unfavorable in its quest to conquer Song. Furthermore, as Goryeo said it would maintain neutral, Kitan practically already achieved its goal.As a result, Sosonnyeong reported back to his country regarding the negotiations with Seo Hui. The Kitan king said his country had gotten what it wanted. That is why he had no choice but to offer reconciliation. Also, the Kitan, as promised, made way and paved the road for Goryeo to invade the Jurchen tribe. Seo Hui led his military to drive the Jurchen tribe out from east Amnokgang and went on to build the six Ju units of the Gangdong region, expanding its territory.

When people form relations with customers, partner com-panies or team members, conflicts are unavoidable. The next time that this happens, why don’t you consider Seo Hui, who dramatically harmonized the balance between demand and desire? Then, you might find discover some new wisdom.

3534

A Man Living As He WishesMr. 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 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 ChildThey 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 family on this blessed news.

KCC LIFE Now Our Family Has Four Members

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!

Bravo My Family

There seems to be only three, but there are actually four members in the Kim family.

A lovely kiss shared by mother and son.

Won Kim and his wife Jin-ah has been happily married for four years.

3736

Happiness is Always with UsThe book comprises many touching, funny as well as sad stories. They are ordinary stories and hence everyone can relate to them since it could be their own. Allow me to introduce one of these stories.One day, and elder man over the age of 80 had passed away. He was healthy and had a good standing reputation with society thanks to his active volunteer work. He left behind three children. Strangely, he bequeathed his entire estate to his second wife. She is a young woman in her 30s whom he remarried when he was 70 or so after his first wife passed away. People gossiped and told stories behind his back saying that remarrying at such an age was senseless. He also passed a considerable amount of money onto his dog. His own children obviously complained since he left them nothing. He was criticized for these decisions that seems to make no sense.People were curious as to why he would leave such a large amount of money to his dog and

KCC LIFE Find Happiness with Ease in a Nearby Place

Si-Ho Park wrote a book called Happy Letter-the Fourth Story. Mr. Park is the head of the

Korea Postal Service Deposit and Insurance Support Group and he sends letters to

roughly 600 people at 7 o’clock every morning. He collected these happy letters into a

book and decided to share the good ones with more people.

KCC Library

By Seo-Yeoung GwakKumgang Leisure not his children. Some people were sarcastic, equating his

children to something less than a dog. Here’s the catch, he left a detailed explanation in his final testament as to why he did this.“When I suffered in agony, who of you were there to com-fort me? When I was sick, who looked after me and shed tears with me? Who encouraged me when I was depressed and spent time with me when I became bored? Take a guess. A beautiful flower can make us happy and a warm melody can make a heartbeat. When we are lonely, we yearn for affection and when in difficulty, we feel grati-tude towards others. This is why neighbors who stick with us during difficult times are more appreciative than friends who are with us when we are happy.An old man sick in bed feels more grateful to his neigh-bors who were always there for him compared to friends who only visit from time to time. If friends when we pros-per are likened to our adorable children, neighbors when we are all are similar to our parents during our childhoods. I consider you as my friends, whereas my wife and dog, Geom-dong, are like my parents. Perhaps now you might understand my reasons for leaving them why fortune.”

Not Far Away, Not NearAt some point in life, everyone experiences that moment when they are the only one that is unhappy. When it was my turn, my friend told me to be bold and strong. He is a devout Christian and often quotes phrases from the Bible. There is nothing better to encourage a man than telling him to be bold and strong. Sadness comes from weakness. If you ever feel unhappy and sad, might I suggest you stand boldly and strongly and face the problem? I am cer-tain that you’ll soon be able to look back at yourself again.The thought of finding happiness is similar to learning multiplication tables. When I was young, I learned multi-plication tables with the help of my father who was smart-er and had more knowledge. I memorized everything not considering the principles but following the rhythm. I had no doubts regarding my father’s intellectual acumen who

told me 2×2=4 and just memorized what he told me. I suppose the same goes for happiness. Those few who are smarter and have more knowledge claim that happiness is very near to where we are. I want to give them the benefit of the doubt and try to find happiness in a place nearby. As we started learning math with multiplication tables, look-ing around, I believed we can find true happiness around us.Helen Keller once said, “When one door of happiness closes, another opens, but often we look so long at the closed door that we do not see the one that has been opened for us.” Applying this to the aforementioned, we tend to try and find happiness in the wrong places, those hard and distance places.This book is a great source of information on how to live life. When I get the chance I would love to read the other series and share more stories with even more people.With a peaceful mind, I wish to search for happiness in a swaying flower or the warm melody of the song like that old guy who passed away in his 80s and Helen Keller that instilled the mindset that if we cannot find happiness today, there’s always tomorrow.

Happy Letter By Si-Ho Park

3938

mate silicone products.

As a leader in this market KCC plans to continue to launch

new products and sell high quality sealants.

Ji-Hyun Seong / PR & AD Team

An Indirect Advertisement of KCC’s Eco-friendly Building Materials on SBS “Jeulgeounga” Prompts Viewer’s CuriosityKCC has entered into cross brand marketing by teaming

up with Jeulgeounga*, an SBS broadcast show highlight-

ing the construction of new houses. KCC lends its name

to many new construction materials and cutting edge

technology on the show, thereby leading the trend of con-

struction culture.

On the program, KCC’s concept of an “energy zero house”

and vacuum insulating materials have appeared, sparking

viewers’ interest. The insulating material in particular is

only one fourth the thickness of competing products but is

10 times more efficient.

These indirect advertisements have allowed KCC to

showcase the quality and innovation of its products as

demonstrated by experts on the show.

KCC also promoted environment-friendly paint as a new

trend in a country where wall paper has so far dominated.

Odorless and environment-friendly, KCC’s waterborne

paints were shown to have other advantages as well, such

as allowing the consumer to mix the colors himself and

making it easy to apply at a low cost.

The program features 7 comedians including Byeong-

Man Kim, Jae-Ryong Lee, Dong-Min Jang and Chang-Eui

Song, with a fund of 100 million Won invested into build-

ing houses. The program has been on the air for over 5

months, during which KCC’s environment-friendly building

materials and related technologies have been showcased.

The program goes beyond just introducing housing cul-

ture and entertainment, by highlighting new trends in con-

struction and has been a breath of fresh air in the world of

home building television and marketing.

Ji-Hyun Seong / PR & AD Team

NEWSKCC PVC Flooring material and Interior film, Proven for their Safety KCC’s PVC flooring material and interior film have once

again been proven that they are environment-friendly and

safe.

According to a study on the phthalates and surface coat-

ing of 12 PVC flooring materials sold by 6 companies, two

types of PVC flooring materials produced by KCC were

confirmed to meet the “voluntary safety standards for

manufactured products” that has been in implementation

since July, 2013. The study was conducted last October

by the Green Consumer Network of Korea and national

assembly member Jae-Il Byeon (New Political Vision

Party).

According to the study of the 8 interior film products made

by 8 different companies, KCC’s interior film was deter-

mined to meet the terms of their content of phthalates and

physical traits, proving its environment-friendliness and

safety.

“KCC Vicenti”, an interior film product that was included in

this study, did not show any of the three types of phthal-

ates (DEHP, DBP or BBP), known to be toxic to the human

body. The product was also recognized as safe in terms

of its physical characteristics.

Interior films are commonly purchased firsthand by

consumers. This raises the need controls and handling

standards due to the toxic chemicals involved. KCC has

pledged to continue is development of environmentally

safe products that promote consumer safety.

Ji-Hyun Seong / PR & AD Team

KCC Sealant Passes the Quality test by National Technology Standard Institute In a study conducted on the volume loss of silicone seal-

ants after construction by the National Technology Stan-

dard Institute, KCC’s sealant product, SL907 proved to be

the only product to meet all standards.

The study was conducted on products by 12 manufactur-

ers that are currently on the market. Products that failed to

meet the standards set by the National Technology Stan-

dard Institute are prohibited from using the KS certification

mark or sales of the products for three months under the

KSF4910 standard.

The study was conducted for the standard KSF4910 on

volume loss in particular when the sealant is hardened

after construction. The reference point is a volume loss of

10% or less.

Volume loss is directly linked to the quality of the product

and therefore cited as one of the most important factors

when determining a products quality.

Since last year, KCC has been promoting the use of legiti-

2015. March vol.265

*A reality TV entertainment program “Jeulgeounga” has the meaning of joy that comes from building an eco-village happy house.

4140

BASILDON Holds “Burns Supper” Event

On January 24th, BASILDON members organized a din-

ner event to celebrate Scottish poet Robert Burns’ birth-

day (January 25th). The event is called the Burns Supper

and is held annually in the UK. It starts off with bagpipe

players performing traditional music in kilts (traditional

Scottish outfits). Following that, the Master of Ceremonies

mimes stabbing haggis, traditional Scottish food, while

reciting Robert Burns’ poetry in Gaelic.

The haggis is then sliced up for all guests.

Haggis contains lamb heart, liver and lungs and is similar

to Korean food Soondae. Members at this event reaf-

firmed their resolutions for 2015.

Hyung-Uk Kim / BASILDON Administration Department

Central Research Institute Implements Fire DrillThe Central Research Institute carried out the fire drill

on February 12th where the head of Yongin fire station,

Seung-Tae Park, was present to observe the entire train-

ing session. The aim was to establish a voluntary fire

safety control system and cultivate enhanced abilities to

respond faster in case of emergencies. It involves spread-

ing use of the situation, fire suppression with fire extin-

guishers and outdoor fire hydrants, life-saving and evacu-

ation, finalized with other important tasks.

Hoo-Jung Lee / CRI Administration Section

KCC E&C Wins Construction Bid for KCC Welltz Tower near Wirye Unam StationOn January 21st, KCC E&C won the bid to construct

Unam Station KCC Welltz Tower. The total construction

cost is estimated at 51.3 billion won and construction will

last 36 months. The site area includes 10,477 peyong that

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

NEWS 2015. March vol.265

Silica which is the major ingredient of glassmaking is

mainly spread along the seaside.

For this reason, general glass manufacturers collect

silica sand from the seaside.

KCC however, use crushed quartz sand at a mine in the

mountains due to its established glass business.

At the beginning of making this bold decision, many ex-

pressed concerns. Now however, KCC is leading the glass

business successfully since crushed sand (silica) from

mines has certain advantages over ocean collected silica.

Pulverized silica has a larger specific surface area,

which refers to the particle weight or the surface area

per volume. With a larger specific surface area, chemi-

cal reactions are more successful with other raw materi-

als leading to faster melting rates and lower melting heat

consumption thereby saving production costs. KCC’s

challenging spirit is what made KCC Mineral Resources

silica to have the best quality.

The Correlation between Silica’s Specific Surface Area and Melting Rate

Did you know?

Mail Box

◎ Dasom Lee, PR&AD Team

Mach 4th is a special day for KCC’s house journal reporter Zzong-A Choi’s. It will be her birthday. She works very hard in publishing the House Journal considered by many to be helpful and beneficial by KCC colleagues. Please send her many congratulatory messages!

◎ Sang-Won Kim,

KAC Qaulity Assuarance Department

I will get married on March 8th. I have been dating my fiancé for two years and three months. I was originally hoping 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!

◎ Sung-Joo Lee,

CRI-Automotive Coatings Certification Team

After 5 years of dating, I am finally getting married to my fiancé So-Hee Ahn on March 14th. I wanted to share this wonderful news with my colleagues. Please congratulate us and don’t hesitate to offer any advice!

◎ Soo-Jin Park, Daejuk-Silicone Technology Team

Allow me to introduce Daejuk Plant’s Badminton Club, KCC EGIS. We have a man and women ratio of 6:4. Many beautiful women employees are playing for the club and we enjoy mixed-doubles. Take your chance to get rid of stress, stay healthy and promote good relationships!

Letters from Readers

Please send Congratulation messages or any kind of News that you would like to share. Send us your message to sabo@kccworld.co.kr We also welcome photos of your memory! * Gift Vouchers will be sent to you :)

◎ Yu-Jin Lee, HR Planning Section

The cover of the February House Journal looks like an oriental painting. It expressed KCC’s powder coating magnificently. The column named Our Outstanding Technology was very impressive to say the least and I felt proud when I heard that KCC’s Seocho Annex have been selected for the Zero Energy Building Demonstration Project. I eagerly anticipate seeing the eco-friendly green building becoming a reality.

Bulletin Board

In KCC House Organ Newsroom we are always waiting for your valuable opinions. Feel free to send us emails to sabo@kccworld.co.kr!

◎ Sung-Min Kang, Anseong-General Affairs Section

Some leisure time and enjoying hobbies after working hard can give us extra energy and keep us going. I was thinking that it would be nice to have a column that introduces new and exciting places from different regions where KCC branches are located.

MarchEmily Dickinson

Dear March come in.

How glad I am,

I looked for you before.

Put down your hat,

you must have walked.

How out of breath you are.

Dear March, how are you? And the rest?

Did you leave nature well?

Oh, March come right upstairs with me

I have so much to tell.

I got your letter, and the birds.

The maples never knew that you were coming,

I declare how red their faces grew,

But March forgive me.

And all those hills you left for me to hue,

There was no purple suitable,

you took it all with you.

Who knocks? That April?

Lock the door,

I will not be pursued,

He stayed away a year, to call when I am occupied.

But trifles look so trivial

as soon as you have come,

And blame in just as dear as praise,

and praise as mere as blame.

Poem of the Month