KCC Eco-friendly energy savers
The View of Sejong Plant where it produces glass fiber and curtain wall.
2014. August vol.258www.kccworld.co.kr
08KCC INSIDE KCC Focus | Towards a 100-year History of KCC, Walking the Path of Righteousness, “Jeong-do”
KCC LIFE The World of Architecture | Yangdong Village, The Best Model Heritage Selected by UNESCO
CONTENTS 2014 August Vol. 258
Cover StoryThe view of Sejong Plant where it produces glass fiber and curtain wall.
The Sejong Plant developed glass fiber with its unique and independent technology. Not only this, the Sejong Plant operates the curtain wall assembly line by getting full mileage out of its geographical advantage.
KCC Inside04 ProductⅠ Solder Resist, the Core Material Protecting Semiconductor Substrate
ProductⅡ Glass Fiber, the Best Additive to Enhance Plastic Strength
08 Customer Interview Glass Fiber, the Secret Key Element in Engineering Plastic!
10 KCC Field Report Sejong Plant’s Independent Technology and Geographical Advantage
14 Our Outstanding Technology Development of “KCC GBEE” Program Analyzing a Building
Energy Saving Effect
18 Knowledge Sharing Human Resource Development Builds the Future of Corporations!
20 KCC Today KCC’s Foreign Employees
Look, Feel and Learn about KCC
22 A World We Live Together KCC, Offering Help in the Best Possible Way!
24 KCC Focus Towards a 100-year History of KCC
Walking the Path of Righteousness, “Jeong-do”
26 Welcome to our department! Jeju Branch, Growing Annually by Setting New Goals and
Breaking Records!
KCC Life28 Bravo My Family A Son-in-law who Deserves all the Love of his In-laws
30 Books & Life Be Empathic! Then, You Will Find a Way
Recommended Books for August
34 Culture & Life Worthy of the Highest Acclaim
The Musical Cats Makes its Return
38 The World of Architecture Yangdong Village
The Best Model Heritage Selected by UNESCO
KCC News42 KCC News
46 Mail Box
47 Poem of the Month
KCC Monthly House Organ No. 258 Date of issue August 1, 2014 Registration Number Seoul La -468 Date Published November 5, 1993 Publisher Mong-Ik Chung
Editor Mong-Ik Chung Publicated General Affairs Department (SAPYUNG-DAERO 344 SEOUCHO-GU, SEOUL, KOREA)
Edited and Produced by KCC General Affairs Department (02-3480-5880, 5235), Dream Friend (02-2273-4253) Printed by Clover
KCC ReportersDaejuk Plant Arum Song | Daegu Branch Giheon Jang | Daejeon Branch Juhyun Lim | Moonmak Plant Hankuk Keum | Busan Branch Hyojin Kwon | SeJong
Plant Youngsin Park | Yeoju Plant Sungsoo Lim | Ulsan Plant Jaehyun Park | Asan Plant Hanghyun Cho | Yeocheon Plant Byungju Bong | Incheon Branch
Chanhyeok Park | Eonyang Plant Kwanghyun Na | Jeonju Plant Minsu Kim, Hoseung Lee | Jeonju Branch Jeongkyu Kang | CRI (Central Research Institute)
Hoojung Lee | KCC E&C Yunjo Kim | KAC Youngju Kim | KCC Mineral Resources Donghoon Lee | KUMGANG LEISURE Sanghak Lee
Solder Resist
Glass fiber
05KCC INSIDE 042014 AUGUST
Solder Resist, the Insulative Coating Ink
Solder Resist (SR) is used inside devices such as
personal computers and mobile phones among
other things. Electronic goods are made up of numerous
smaller parts such as diode, transistors, central
processing unit and resistance.
SR refers to an insulation coating that protects circuits
formed on boards that connect these different parts. If
the circuit boards are damaged or stuck together or
seperated, these parts can’t operate properly.
For this reason, the SR is added on the boards to prevent
circuits from being eroded and to protect them from
harmful elements to ensure these parts operate properly.
In a sense, SR is like a sheath that protects electrical
wires from external elements. SR is a kind of electron
material that needs to be applied with precision technical
chemistry based on cutting edge product trends where
current products are becoming thinner and ever more
complex.
KCC Domestically Produced Solder Resist (SR) for the First Time in Korea! SR can be classified into several categories according
to different digital products that it is being applied to. Out
of those, PKG, a type of SR for semiconductor components
requiring sophisticated technology was monopolized and
supplied by a Japanese company. It goes without saying
that PKG was a very difficult product to develop. However,
KCC succeeded in domestically producing SR products for
PKG in 2012 and is currently supplying them under the
names of HDK-SR-1 and KSR-1000S3.
SR for semiconductors developed by KCC is similar in
“glass transition temperature” but has lower “Coefficient
of Thermal Temperature” compared to competitor’s
products. Thus, it can prevent PCB board warpage. Plus,
this product’s pattern is very simple with comparatively
small filler. Not only this, when packaging semiconductors,
it has excellent adhesive strength with Epoxy Molding
Compounds, low humidity absorptive levels and has
excellent long term reliability due to low impurity content
levels.
Developing Excellent Products by Cooperating with Semiconductor Manufacturers As semiconductor technology develops further and
faster day-by-day, the sales volume of SR for PKG is
experiencing a 3% average annual growth rate. In
particular due to the recent rising demand for mobile
electronic devices, SR sales volumes are expected to
increase in all relevant markets continuously. In keeping
up with this trend, KCC is planning to develop even
better SR products by cooperating with semiconductor
development and manufacturing companies.
KCC INSIDE
Solder Resist, the Core Material Protecting Semiconductor Substrate
By Jong-Hwa KimSpecial Material Team
Solder Resist (SR) refers to insulative ink applied to semiconductor substrates for use in various electronic products such as personal computers and mobile phones to name but a few. SR is a core and important material with regards to semiconductor technology due to the protection from harmful foreign substances.
ProductⅠ Solder Resist
The semiconductor substrate includes Solder Resist (Green parts)
The Solder Resist, the Insulative Coating Ink that KCC developed. Next to it are semiconductor substrates with SR coating.
07KCC INSIDE 062014 AUGUST
“Glass fiber”, Redefining Plastic
Glass fiber refers to 10~23㎛ thick filaments
made by mixing a number of materials
such as limestone with glass and then melting
them at a very high temperature of over 1,500 ℃.
General plastic breaks quite easily and is weak
when exposed to even modest heat. However,
adding glass fiber to general plastic results in
increased physical strength, excellent electrical
insulation performance, dimensional stability
and chemical resistance, transforming it into
reinforced plastic.
In other words, glass fiber is a composite material
that reinforces the functionality of plastic. Glass fiber
is used widely in electrical and electronic devices,
automobiles, engineering and construction, ships
and the wind power generation industry.
“Engineering Plastic”, a Major Market in KoreaThe size of the world’s glass fiber market is
about five million tons (2012).
The United States used to be the largest
market for glass fiber until mid-2000 but
following the global economic crisis in 2008,
Nor th America and European output reduced
dramatically. As a result, the center of the market moved
to the Asian region including China. In particular, China is
largely considered to be the Big Market accounting for
over 40% of world demand.
In the case of Korea, market demand is focused on
engineering plastics that are mainly applied to electricity,
electronics and automobiles.
KCC’s Glass fiber products◎ Direct Roving(DR)
About 800~4,000 filaments make up a single strand. DR
is applied in the manufacturing of propellers for wind
power generators, yachts, fishing poles, automobile
components and many others.
◎ Conventional Roving(CR)
CR is the combination of about 200 filaments. It is then
recombined into another bundle. This is used by scattering
after the cutting process. CR is used to make bathtubs,
pipes, ceiling materials and many other components and
products.
◎ Chopped Strand Mat(CSM)
CSM is produced by arranging glass fibers randomly and
then combining them with a binder to make it look like
paper. This is then used in ship, septic tank and corrosion-
resistant tank manufacturing.
◎ Woven Roving(WR)
WR is produced by weaving glass fibers into a form of
fabric. It is mainly used as the thickening material for
yachts and water tanks.
◎ Tissue
Tissue is made with a similar process to that of Korea’s
traditional paper known as Hanji. It improves dimensional
stability, leveling performance, surface gloss, water
resistance and weatherability. It is utilized as the core
material in flooring materials, roofing materials, glass
tissue in gypsum boards and fire retardant panels.
◎ Chopped Strand
CS is made by cutting single strands and binding them
(composed of hundreds of filaments) into different lengths
ranging from 3~24mm. It is used for improving the solidity of
engineering plastic that is lighted as the substitute material
for certain metals. It is widely used and applied to electricity
and electronics, automobiles and machinery components.
Although glass fiber is not directly visible to the naked
eye, it is an essential material used in various industries
for numerous purposes. KCC will not only continue to
develop various high functional products but also plans
to enlarge its business and expand to the global market
by providing customized services.
KCC INSIDE
Glass Fiber, the Best Additive to Enhance Plastic Strength
By Jun-Young HeoEngineering Plastic Sales Team
Glass fiber magically turns ordinary plastic into reinforced plastic with tremendously high physical strength. Glass fiber that strengthens plastic functionality is widely used in electrical and electronic devices and gadgets, automobiles, as well as the engineering and construction industries. Although glass fiber is not directly visible to the naked eye, it is neatly hidden inside so many commonly used products around us.
ProductⅡ Glass fiber
KCC currently produces various forms of glass fiber.
① Direct Roving (DR) ② Conventional Roving (CR) ③ Chopped Strand Mat (CSM) ④ Woven Roving (WR) ⑤ Tissue ⑥ Chopped Strand (CS)
①
②
③
④
⑤
⑥
The bushing process of glass fiber.
09KCC INSIDE 082014 AUGUST
strengthen the solidity of the plastic. Concerning this,
KCC’s glass fiber has strong material property due to
excellent coherence with resin.”
Engineering Plastic to Lead the Environment-Friendly Generation Engineering plastic with glass fibers is widely used as
the some of the main components of electrical and
electron equipment. In particular, light but strong
engineering plastic is used often for automobile parts in
order to lower fuel costs. To this end, Mr. Ko said this
trend is likely to accelerate in the near future.
“Our engineering plastic made with KCC’s glass fibers is
environment-friendly in a manner of speaking since the
glass fiber applied to it reduces fuel consumption rates.
Recently, what is known as Super Engineering Plastic
with better performance than engineering plastic was
released and it is expected to receive even more
attention in the future.”
He expressed his eager anticipation and high
expectations for KCC saying that glass fiber applied to
Super Engineering Plastic also needs to have excellent
binding power with plastic (resin) for good performance.
“I hope KCC continuously endeavor to develop and
manufacture glass fiber for application and use in high
value added products like Super Engineering Plastic. I
look forward to witnessing a win-win situation for both of
us as KCC’s glass fibers and our KEP products create
the best performance engineering plastic.
Making Plastic that’s Stronger than Steel!
Korea Engineering Plastics Co., Ltd., a joint venture
firm of Celanese, a multinational chemical
company, MGC and Mitsubishi Corporation Ltd. currently
enjoys a high market share in the engineering plastic field
based on excellent technology. Mr. Kwang-Kum Ko from
the Production Management Team said KCC’s glass fiber
called Chopped Strand is being applied to polyamide and
polyester compounds that KEP Pyeongtaek plant
produce. He also explained to us the difference between
general plastics and engineering plastics.
Mr. Ko said, “General plastic bends or breaks quite easily.
However, once glass fibers are added to the plastic
during processing, the physical solidity intensifies and
hence makes general plastic stronger than steel.
In addition, the engineering plastic exhibits excellent
dimensional stability and electric insulation compared to
general plastic.” Mr. Ko further told us that KEPAMID and
KEPEX - made with KCC’s glass fibers - is gaining a lot of
popularity in markets and added that, “our products with
KCC applied glass fibers has shown a steady increase in
sales volume since its release. The coherence of glass
fiber and plastic (resin) is important in order to
KCC INSIDE
Glass Fiber, the Secret Key Element in Engineering Plastic!Korea Engineering Plastics Co., Ltd. (KEP), one of KCC’s glass fiber clients manufactures engineering plastics particularly excellent in solidity and material properties. Mr. Kwang-Kum Ko, the team manager of the Production Management Team was kind enough to point out to us that KEPAMID and KEPEX products that contain KCC’s glass fiber have received high praise in markets.
Customer Interview
Mr. Kwang-Kum Ko from the Production Management Team at KEP
Korea Engineering Plastics Co., Ltd.
1 Mr. Sang-Woo Yim (Right) from KCC EP Sales Team and Mr. Kwang-Kum Ko
2 Mr. Ko is quoted as saying that, “KCC’s glass fiber plays a key role in making plastic stronger than steel.”
1 2
KEP’s engineering plastic with KCC’s “chopped strands” applied to it.
11102014 AUGUSTKCC INSIDE 10
KCC Glass Fiber, Spreading throughout the World
It was in the early 1980’s when KCC considered
entering the glass fiber business. At that time, KCC
predicted that the glass fiber industry would also develop
and expand to the domestic market and finally decided
to start the business in 1996.
During the early stages, KCC considered a joint venture
(JV) with a foreign company but ultimately decided to go
at it on its own, based on top management’s strong will
for technological independence.
In the year thereafter, amidst Korea experiencing an
economic slump due to the IMF crisis, KCC stuck to its
plan and went ahead with the opening ceremony on the
17th of February 1998. KCC currently produces 100
tons a day and 36,000 tons a year. In addition to being highly praised by the global market, KCC is
exporting glass fiber to over 30 countries including regions in Asia, Europe, Central and South America.
Boosting Productivity and Quality through a Non-stop Production SystemOne of the glass fibers that the Sejong Plant produces includes chopped strands, which are used in for
various types of electrics, electronics and automobile materials and parts. Engineering plastic is light but a
very strong material. It being as strong as steel, it
enhances fuel efficiency performance. So it takes
center stage at many automobile companies and
KCC has focused on increasing chopped strand’s
productivity due to its many uses and demand. As
a result, KCC succeed in operating a non-stop
chopped strand production system. The size of
chopped strands became more and more regular
and KCC succeeded in improving glass fiber’s
dynamic integrity.
Glass Changes into Fiber like Pure Magic!The first manufacturing process entails making
the glass water by melting all sorts of materials at
a very high temperature of over 1,500℃. This
process seems dangerous due to the high
temperature but is nonetheless very safe as
KCC Field Report
Direct Roving ready for release.
Chopped Strand looks like polished rice.
Sejong Plant’s Independent Technology and Geographical Advantage The Sejong Plant, which started operations in February 1998, developed glass fiber with its unique and independent technology and is currently competing proudly with some of the world’s best companies. Not only this, the Sejong Plant operates the curtain wall assembly line by getting full mileage out of its geographical advantage.
Woven Roving is being produced from a loom.
13122014 AUGUST
The curtain wall refers to a system that is applied to the
exterior of building walls. This structure consists of glass
and steel. This is a system applied to buildings that are
made up of glass like the 63 Building in Yeouido.
It was in 2009 that the Sejong Plant started its curtain
wall business. The Sejong Plant has a distinct
geographical advantage in that it is located right in the
middle of Korea.
Therefore, it is perfect in terms of distributing heavy
curtain walls throughout the country.
Currently, the Sejong Plant processes in batches the
cutting of aluminum bars, manufacturing, assembling
and glass insertion.
Preparing for Tomorrow through Process Improvement and High Functional Product Development The Sejong Plant is preparing to reach out to a wider
market.
Firstly, the Sejong Plant is reinforcing the productivity of
glass fiber for use in engineering plastic.
The glass fiber demand for engineering plastic used to
use to be 35% of the Sejong Plant’s output but now it
has dramatically increased to 65%. Therefore, KCC is
planning to lead the market through customized product
development.
Secondly, the Sejong Plant is continually emphasizing
process improvement. The Sejong Plant is currently
monitoring the whole production process in real-time.
This will assist in advancing development and profit at
the same time by increasing productivity.
To this day, the Sejong Plant has been producing the
world’s best quality products with its dominant
technology in spite of numerous difficult situations. Now
that it is facing a new era with curtain wall production, I
have no doubt that the Sejong Plant will develop further
into the best production base through cost savings and
superior customer satisfaction.
furnaces are controlled both professionally and thoroughly
from a control room. “Keeping the temperature and
pressure steady is more important than anything. If this
fails, it affects the thickness of the glass fiber.”
Mr. Jeong-Kyu Na and Hyun-Woong Yoon working in the
control room pointed certain things out that require
special care. The most important process is the fiberizing
process. Fiberizing refers to the process in which fiber
glass water is transformed into thin threads ranging from
10~23㎛ in diameter by passing through a bushing
process which is maintained at a temperature of 1,200℃.
After this process, the glass fibers are cut, combined and
twisted for various types of products and uses.
Direct Roving (DR) and Conventional Roving (CR) require
the combination of thousands of strands by winding
them on a spool. Chopped Strand (CS) is made by cutting
a strand into different 3~24mm lengths. It is an essential
material for use in producing engineering plastics. The
Chopped Strand Matt (CSM) is a form of non-woven
fabric. It is made through dispersal of 50mm glass fibers
and then spraying it with a binder and finally bonding with
heat. Tissue requires dissolving glass fiber into water. It is
also known as Glass Paper. The Woven Roving’s
production process is a sight to behold i.e. it is amazing to
see. Once the shiny glass threads pass through a loom,
Woven Roving is formed like a mat and it looks similar to
the process of weaving a silk fabric. However, to produce
such magnificent woven roving, thorough management is
necessary.
The Chopped Strand Mat’s (CSM) production process is
also tightly managed and undergoes heavy oversight. The
Chopped Strand Mat undergoes numerous additional
production processes in addition to winding and cutting. It
includes dispersion, binder spraying, drying, compression
and a winding process to produce a more uniform non-
woven fabric form of glass fiber.
Mr. Yong-Sup Meng, the person in charge of production,
stressed that they take extra special care with the mat
product’s stable drying temperature, foreign particles
removal, and maintaining the glass fiber’s regular
dispersion condition in order to secure quick resin
impregration, beautiful appearance and excellent
productivity.
The Curtain Wall Business, Getting Full Mileage Out of Geographical AdvantageGlass fiber is the Sejong Plant’s main production item.
Yet, there is another important item called curtain wall.
Chopped Strand Mat undergoing a thorough inspection process
Completed Assembled Curtain Wall products
℃
15KCC INSIDE 142014 AUGUSTKCC INSIDE
KCC GBEE (Green Building Energy Evaluation)
It takes a tremendous amount of time and money to
analyze the energy saving effects that building
materials have on cooling and heating. This is due to
the complexity of energy simulation programs.
However, KCC GBEE makes it possible for sales and
promotion employees to easily analyze the effects that
building materials e.g. KCC windows, glass and thermal
insulation have on energy saving levels.
Easy to Use KCC GBEENational policies for efficient evaluation and management
are being drafted in an attempt to counteract ever-
increasing energy usage and to adhere to the Climate
Change Convention.
One of the several ways includes the Building Energy
Efficiency Rating System aiming to predict the energy
saving effect of buildings from the planning stage and
ultimately save energy. Therefore, the utilization of a
precise energy analysis program is rapidly being
generalized for the evaluation of building energy efficiency
rating. But the number of users is limited because it
requires expert knowledge and requires various input
variables. As a result, KCC developed the most user-
friendly program in order to respond effectively to various
customer requirements.
Convenient Usability and High Reliability One of the main features of KCC GBEE is that it is very
easy to use. In the case of existing programs (ECO2,
Building Energy Simulation for Seoul), users are only
able to input wall and window areas as numerical
values. Also, it was difficult to check the shape of
buildings for modeling. In order to ameliorate such
problems, KCC GBEE linked itself with 3D modeling tools
allowing users to check buildings in 3D.
Plus, it has simplified data input e.g. with building, space,
structural, cooling and heating system information. Moreover,
by realizing a 1)Standard Sample Building, which allows
users to analyze energy by simply changing building
materials used, it allows users to use the program with
much ease.
Moreover, KCC GBEE improved user’s convenience by
not being a required installation program but making it a
web based program instead, allowing users simply to
use it anywhere with internet access.
The KCC GBEE program allows users to check buildings in 3D and easily analyze energy saving effects.
Development of “KCC GBEE” Program Analyzing a Building Energy Saving Effect The Precise Energy Evaluation Program is used in order to analyze to what extent building materials affect on building’s energy saving. In case of existing programs, it usually took a lot of time because it required expertise to operate. In response, KCC developed KCC GBEE, allowing users to analyze a building’s energy saving levels much more easily as well as saving time in the analysis process.
Our Outstanding Technology
By Eun-Ji NamCRI – Architecture Environment & Energy Research Center Energy_Exterior SYSTEM
<KCC GBEE program’s main screen>
1) Standard Sample Building : It refers to a model building with existing building information, space information and etc in order to analyze energy
saving levels.
17162014 AUGUST
Users can personally register the windows and thermal
insulations that they wish to analyze or use the available data
base already registered. There are 543 types of KCC and
competing brand windows that obtained the Certification of
Window Energy Efficiency Rating from the Korea Energy
Management Corporation while 83 thermal insulation
materials are registered in this program.
3. Conducting SimulationThe energy analysis report is created after applying the
building material that the user wishes to analyze and then
inputting other relevant information. The user can check a
building’s energy demand, energy consumption, primary
energy consumption, the Building Energy Efficiency Rating
System and the amount of greenhouse gas emissions for
each individual building or per individual floor in vast
detail. The user can also print out a data summary report.
Quick Response to Customer’s NeedsThe user can print reports after analyzing the energy
performance of buildings with GBEE.
Therefore, customers can expect effective building energy
saving analysis based on the use of different building
materials. Plus, this program’s availability will increase thanks
to reliability verification with precise simulations. KCC will
keep on endeavoring to improve the competitive edge to
cope with the rapidly changing market with timely
improvements of the program’s performance.
Another great feature of this program is its high reliability. In order to increase reliability, KCC
constructed it on the 2)ISO 13790 based algorithm and applied the appropriate data to this
program by analyzing the applicable existing program data.
Meanwhile, KCC’s web based data base management system—that allows users to continuously
register material properties—is certainly one of the most positive outcomes of this program
development overall.
KCC GBEE’s Use Sequence There are three processes in KCC GBEE’s use sequence.
1. Program Log-in & Registration of buildings for analysisThe GBEE program starts with logging in at http://kcc-gbee.kccworld.co.kr: 4000/kcc
After you sign up to become a member and successfully log in, the program is ready for use.
The user can then register buildings that he or she wishes to analyze. In case they want to
analyze a number of buildings with other team members, they can create a shared project and
register buildings as well as participants or collaborators with privileges.
2. Building Envelope / System ModelingThe user can first move the registered building to the energy analyzing screen.
Then he or she can apply window and thermal insulation materials that they wish to analyze
with regards to the building envelope.
1. Registeration of Analysis Building 2. Building Energy Modeling 3. Conducting a Simulation
• Join by signing up as a member• Program log-in
• Register Analysis Building• Register participants• Input project information
• Input space information• Input wall/window information • Input cooling and heating system
information
Sign up as a member and log-in Building Envelope/System Modeling
Conducting a Simulation
Registration of Analysis Building
• 3D Space Information Modeling• Building, space and structural
information, Eco-friendly element information input interface
•Constructing ISO 13790 based algorithm
• Reliable results derivation e.g. a building’s energy consumption and building energy efficiency rating system
• Management of basic project information and performance analysis evaluation
• Visualization of projects through 3D Viewer
Easy Building Modeling
Data Base Management of
KCC products
Reliable Building Energy Performance
Evaluation
Web based Project Management
KCC GBEEGreen Building
Energy Evaluation
2) ISO 13790 : Energy Performance of Buildings - Calculation of Energy Use for Space Heating and Cooling
• Constructing the DB and KCC product list
• Web based DB management system that allows users to continuously register products
• Calculating the Primary Energy Consumption
• Calculating the Building Energy Efficiency Rating System
• Calculating the amount of greenhouse gas emissions
• Calculating energy saving costs • Calculating the payback period
19KCC INSIDE 182014 AUGUST
sense of ownership like the company motto “Let’s be the owner of our position.” To this end, KCC is
running various off-line education programs in conjunction with on-line education programs. In addition,
this year has seen KCC upgrading its systematizing job education as per job groups and led employees
to voluntarily participate in such education programs. The dominant feature is initiation of the “Selective
job education system” allowing employees to receive job education of their own choice in groups of 20 to
30 people.
Employees are now able to enhance their professional capacities so as to provide practical support to
reaching the corporation’s visible goals. Plus, KCC is focusing on the company’s globalization and
localization of foreign branches by increasing global education. This is part of expanding global
business activities that local employees and visiting employees mostly partake in for education.
Global education helps foreign employees working in Korea develop a sense of community spirit by
providing them with information and insight into KCC’s management ideology and additional
knowledge on Korean culture while helping visiting employees become local experts.
Recently, KCC increased the numbers of employees to be trained three-fold compared to the first
education session of local employees from foreign branches held in 2013. Also, special lectures
specialized for different departments and sections (Sales, Production technology, and Management)
are adding even more depth and credence to educational contents.
Human Centered CorporationThe purpose of human resource development does not
only lie in simply upgrading personal knowledge or
technological levels of expertise but also lies in the
maximization of personal and organizational job
performance and providing them the opportunity to
individuals to personally develop.
In summary, the main purpose of human resource
development lies in ultimately leading it to enhance the
organization’s competitive power. For KCC’s
management ideology “Value creation for a better life”,
humans must be placed at the center of it all. As such,
the importance of human resource development is
growing and will continue to do so in the foreseeable
future. We should all carefully contemplate the meaning
of human resource development and build a culture of
spontaneous self-development care.
Human Resource Development Builds the Future of Corporations!
By Seok-Jin HwangHRD Department
The enhancement of corporate competitive power depends on the members of a company because every duty and performance originates and starts with from them. Conversely, every member’s strengthening of his or her own ability leads to the enhancement of corporate competitive power. As such, KCC has continuously put great efforts into human resource development by setting the keywords of HRD.
Knowledge Sharing
Education and Training, the Fundamental Basis of Human Resource Development
Human Resources Management (HRM) refers to a
series of processes and activities that allow
company members to effectively perform their roles to the
best of their abilities by developing their potential and
talents for the company’s continuous development.
Manpower or the workforce is the most important asset
for corporations as highly talented people not only deliver
high performance but also assist in enhancing corporate
value.
The level and effective utilization of human resources can
even significantly affect or determine the success and
failure of corporations in the long run. With this in mind,
selecting, fostering and utilizing talent is essential to HRM.
In particular, the strengthening and fostering of a
workforce’s ability is better known as Human Resources
Development. In order for corporations to attain and hold
onto a dominant position in respect to their competition
with other companies, systematic education and training
that develops employee’s knowledge and skills are
required.
The Core Keywords of KCC’s Human Resource DevelopmentKCC has always been aware of the importance of human
resource development during the early stages and has
put much effort into employee education and training.
Currently, KCC has identified and set its focus on “Six key
words of KCC human resource development 2014”.
Out of these, the basic business attitude established
through character and consciousness reformation
education is considered to be the most important key word.
KCC is constantly encouraging its members to foster a
Six Key Words of KCC Human Resource Development
1. Establishment of basic attitudes and reinforcement of healthy organizational culture
2. Systemization of job education and increase of education failure case education
3. Expansion of global education
4. Optimization of processes and management through understanding of value chain
5. Intensifying managers and heads of department education
6. Enhancement of company instructors’ competencies
Personality Education •Basic attitudes •Communication / Empathy •Immersion / Concentration
•Abiding by the Laws
Experiential
Activities
Special Lectures (Off-line)
On-line
Reform of Consciousness•Reinforcing Organizational Culture (Loyalty to the company and Pride)•Transformation / Innovative Minds•Challenging Spirit / Ownership Spirit
21KCC INSIDE 202014 AUGUST
saving technologies with a thorough review on the kind
of products that KCC develop to reduce and minimize
energy loss in buildings.
Some of our esteemed KCC staff gave lectures in
English in order to help them better understand and they
were rather surprised to learn about KCC’s window and
thermal insulation material system that captures leaking
energy from buildings.
After that, the staff was transported to the Research and
Analysis Center to observe the testing process of paints,
glass, silicon and many other KCC developed products.
At the automotive paint pilot and refinish center, they
had a chance to firsthand experience KCC’s automotive
paint technology by having a look at the actual process
of KCC paint being applied to a car body.
Ms. Tran Thanh Hue from KCV and Mr. Wang Cheng from
KCK expressed their utmost satisfaction with this
education program saying, “It was very interesting and
helpful to see and learn about the research and the
development processes related to KCC’s numerous
products.”
For the Success of Foreign Branch Localization In addition to this excursion, there were many more
educational opportunities regarding KCC’s products
including paints, building materials and other materials
as well as education and background information on
KCC’s history and vision.
Foreign local employees also learned about the
production process at KAC, Yeoju, Ulsan and the Jeonju
plants. Plus, they visited some of KCC’s clients like the
Hyundai Motor Company and Hyundai Heavy Industries
to see and learn how these companies successfully
apply KCC’s products.
Although their nationalities differed and so too their
general perspectives, they did however share KCC’s
vision and further developed their knowledge about KCC
products and business dealings during the ten-day-stay
in Korea collectively. KCC plans to reinforce education
about KCC’s local staff working in foreign branches for
the success of foreign branch localization.
KCC Today
KCC’s Foreign EmployeesLook, Feel and Learn about KCC
From June 16th, 36 excellent local employees originating from China, Singapore, India, Vietnam, Turkey and England visited the KCC HRD Institute in Korea to receive special education for ten days. On the 17th, we visited the Central Research Institute (CRI) to meet up with them as they took part in the CRI excursion.
Lectures were given in the Architectural Environment Research Center on KCC’s energy saving technology.
Central Research Institute, the Perfect Place for Vivid Knowledge Learning
On June 17th, 36 local employees from six international
countries visited CRI to take part in an excursion.
These local employees—chosen as the cream of the crop
i.e. the most excellent employees from their respective
countries, China (KCK, KCB, and KCG), Singapore (KCS),
India (KCI), Vietnam (KCV), Turkey (KCT) and England
(Basildon)—visited Korea to receive special education.
The education was designed with the aim to improve our
local staff’s sense of belonging, pride and executive
ability, the education program was organized in an
extremely productive manner aiming to share the KCC
vision and broaden the knowledge of each and every
company product.
The excursion on this day was also prepared as a part of
learning real, in the field knowledge by visiting CRI, the
cradle of research and development. First, the foreign
local employees visited the Architectural Environment
Research Center and learned more about KCC’s energy
1 Employees are observing the KCC window energy saving system.2 Foreign local employees showed much interest regarding KCC’s various
technologies that they learned about at CRI.
1 2
23KCC INSIDE 222014 AUGUST
color design provider for the Apartment Outer Wall Color
Design Project conducted by Yeongdeungpo-gu Office,
and concluded the agreement on June 27. Under the
agreement, KCC will offer color designs for some
apartments unable to afford professional help with
regards to designs due to financial burdens. Hyundai
Apartments in Dangsan-dong 2-ga, Yeongdeungpo-gu was
selected as the project’s first recipient, so KCC is planning
to provide differentiated color designs for its outer walls to
create a city view in harmony with its surroundings.
Promoting Coexistence through Active Support for Local EventsKCC offices across the country are actively contributing to
society by partnering with local areas such as Jeonju,
Daejuk and Ulsan in order to make the places more
livable in collaboration with local residents. Among
others, KCC Daejuk Plant is supporting the Palbong
Mountain Potato Festival annually, an event organized by
the local residents living in Eosong3-ri, Palbong-myeon,
Seosan-si, and South Chungcheong Province.
From June 21st to 22nd this year, KCC Daejuk Plant
managers and employees offered a helping hand to the
festival organizers and local residents. They not only
redirected traffic to ensure the smooth operation of the
festival, but also ran a concurrent event of digging up
potatoes and handed out freshly steamed potatoes to
visitors, receiving a great response and gratitude from
them. The Daejuk Plant employees said, “It was an
exciting event where we were working hard and smiling in
unison with local residents.” They also promised to
contribute to the development of local areas by
continuing to engage in exchanges with local residents.
As is evident, KCC is participating in diverse programs to
contribute positively to society, and actively seeking ways
to promote the coexistence between companies and
local communities for mutually beneficial growth. In
addition, it is striving to design various and meaningful
events for facilitating active and substantial exchanges
between the two sides, refraining from holding a one-off
event designed to only offer material support..
KCC continuously engages in diverse social work in order to carry out its corporate social responsibility. In the first half of this year, the company put in great deal of effort to coexist harmoniously with local communities by providing its products for free, donating talent or actively supporting events in local partner areas.
A World We Live Together
KCC, Offering Help in the Best Possible Way!
KCC is helping to improve the urban environment by supporting color design for apartment building outer walls.
Daejuk Plant employees are washing potatoes to make sample food.
Free “KCC SUP Green” Flooring Materials for Those in Need
In 2013, KCC signed an agreement with the Seoul City to
create Happy Rooms. Under the campaign, it has been
offering flooring materials for free to those who have fallen
through the cracks of welfare benefits and have become
needy. KCC provided 35 million won worth of flooring
materials to Seoul this year alone. They were delivered to
families in need throughout 14 autonomous districts
including Eunpyeong-gu, Guro-gu and Gwangjin-gu, and
construction was also carried out free of charge.
KCC Asan Plant, a flooring material manufacturer, is also
engaged in this program. The Plant signed an agreement
on April 23 to take part in the Eco-Friendly Health Support
Project conducted by the South Chungcheong Province and
is now offering free flooring materials to low-income
categorized families.
“KCC SUP Green” has been chosen as the product for this
flooring material, which offers great anti-microbial functions
with a special anti-microbial coating and an additional
underlying anti-microbial layer. Therefore, there are high
expectations that the material will benefit those who are
exposed to an unpleasant environment due to humidity and
mold in summer that usually coincides with the rainy season.
Creating a Beautiful City View with Talent DonationsKCC continues to be involved in social work by donating
their talents and skills. KCC was selected this year as a
1,2 flooring materials that KCC offered for free were used for renovation for families in need.
2
1
25KCC INSIDE 242014 AUGUST
Enormous Losses from the Violation of Laws
Lately, many companies are experiencing
astronomical losses from their violation of laws. For
example, in the USA, the once mighty enterprise Enron
collapsed due to its accounting fraud. In addition, E1, a
Korean LPG corporation, paid more than 180 billion
Korean Won (KRW) as penalties and fines for its price-
fixing charges. In total, Korean companies have paid
about 2.4 trillion KRW in penalties and fines to foreign
governments for their price-fixing charges.
After these events, Samsung Group held a law-abiding
management proclamation ceremony in April 2011 to
reduce management risks on legal issues. Other
outstanding Korean groups as well. Currently law-abiding
management is fast becoming one of the hottest topics
in the business field.
Righteous Management - Going beyond Law-abiding Management Law is a codified moral minimum in the human society.
Law-abiding management means to abide by such law,
which is a moral minimum,when operating a corporation.
Accordingly, the law-abiding management is a sub-
category of the righteous management which is based on
morals while adding honesty and common sense as the
means. KCC’s founder, Honorary Chairman Mr. Sang-
Young Chung has been emphasizing and practicing the
righteous management and all our employees have
done the same. Thus, unlike most other companies,
law-abiding management is nothing new to KCC.
Chairman Chung’s righteous management philosophy
is well shown in the company motto, “be the owner of
your position.”
This means that all employees should make decisions
based on common sense and principles and employ their
authorities and responsibilities rightly in their own
positions. This will enhance the employee’s creativity and
subsequently the company’s competitiveness.
Looking back at the historical 56 years of KCC’s business,
there is no doubt that KCC has been implementing the
righteous management ever since its early years.
In the 1960s when most companies secretly managed the
double bookkeeping system, KCC implemented a budget
system and shared its production cost information. In
1973, when the Public Offering Promotion Law came into
effect, KCC bravely took the lead in supporting the
transparent management by going for a public offering. This
was an extremely exceptional case among private
enterprises at the time.
Moreover, KCC has always placed a great emphasis
KCC Focus
Towards a 100-year History of KCC
Walking the Path of Righteousness, “Jeong-do”“Jeong-do Management” or the “Righteous Management” philosophy has been the basis for continuous and stable growth of KCC for over 56 years since its founding. The righteous management is essential for the survival and continuous growth of any corporation, and it will be the foundation to realize a centennial history of KCC. Let us ruminate on what righteous management exactly means and its code of practices.
By Kang-Ho Ko The Head of Corporate Planning Legal Team
KCC Company Motto Essay Contest: “Own Your Position”
on the promise to its customers and it has also
constantly practiced the righteous management by
honestly and diligently paying its taxes.
The Righteous Management, the Answer to Continuous GrowthRecently, our society have been emphasizing companies
to fulfill corporate social responsibilities (CSR). In 2010, the
International Standard Organization (ISO) announced ISO
26000 which included guidelines and recommendations
on social responsibilities of companies. Now, righteous
management is not used just for risk management, but it
is essential to the survival and continuous growth of
companies as well.
Thus, KCC employees should not settle for current
achievements alone. We must try our utmost to focus on
further developing our creativity and ways of enhancing
the company’s competitiveness. Also, we should take
caution against inappropriate acts caused by the
misunderstanding of the noble meaning of the righteous
management. To do so, let’s take a closer look at the
code of practice.
The righteous management has been at the heart of
KCC for the past 56 years, and it’s also the founder’s
management philosophy in hope of achieving a
centennial business history of KCC. As it has always
been, all employees should actively carry out the codes
above as “owners of your positions.”
1. Perform all tasks fairly with common sense and principles based on honesty and in good faiths.
2. Abide by domestic and international laws and avoid the violation of laws in the course of the business.
3. Respect the other’s intellectual property rights and also, strictly secure and protect our company’s intellectual property rights.
4. Always pay attention to the customers’ opinions with a humble and open mind, and keep the promises you made with the customers.
1. Objective KCC is holding an essay contest under the company’s
motto, “Own Your Position,” which upholds Honorary Chairman’s management philosophy.
The contest is intended to internalize, inherit and foster his management philosophy.
Essay Topics: - What you should do in order to “truly own your
position at KCC” - Shortcomings of your duty and areas of improvement
2. Details Participants : KCC employees of assistant managerial level and above Length : One A4 page Submission Deadline : ~ Friday, October 31st, 2014
Screening & Award : ①Essays will be screened through two different job
grades : General Manager/Deputy General Manager & Manager/Assistant Manager
②Two winners will be selected : One from General
Manager/Deputy General Manager and the other from Manager/Assistant Manager level. Two winners will receive three million won in prize money each.
③ Two prize-winning essays will appear in KCC house
journal④Acts of plagiarism will be penalized accordingly. All
essays must be written through deep personal reflection.
How to submit : KCC House Journal E-mail ([email protected])
27KCC INSIDE 262014 AUGUST
A Strong Team Bond Exhibiting Magnificent Efficiency
The Jeju branch, affiliated with Busan branch sales team 2, has
four employees who are responsible for managing 60 agents,
attracting or finding new customers, field promotions and providing
technological support.
Normally, other branches do time management per individual
department but here, Mr. Young-Eon Yang manages windows and
glass, Mr. Hong-Sik Boo manages paint for building materials and
refinishing paint and Mr. Jung-Kyu Park is responsible for building
material and HOMECC items.
“We should continuously study up on our products because there
are numerous items that each of us need to take care of. We need to
deeply and broadly understand KCC’s items and products. This way,
when we meet our customers we can provide them with more
concrete and various suggestions based on complete knowledge.”
Sometimes when there is the need for more professional knowledge,
they request the KCC head office’s Technical Service Department or Technical Fabricating Support
Department for co-operation. Last April, the Jeju branch held automotive refinishing paint technical sessions
with the help of the Technical Sales Department by visiting each motor service center on Jeju Island. Motor
service centers showed a positive response to KCC’s automobile paints after learning more about them.
KCC, Showing Steady Growth in the Jeju MarketKCC has been experiencing steady growth in the Jeju market. One employee said, “KCC’s brand image
improved a lot over the last few years. I guess parceling out in 2010 played a big part in this.
The fact that KCC is a comprehensive building material company that also deals with apartment
construction influences customer’s trust in a very
positive manner thanks to KCC’s excellent quality
and brand image. This makes me want to work
harder. As members of the KCC Jeju branch, we
represent the whole of KCC on Jeju. So we think
every instance of meeting customers is very
important. I am sure that KCC will thrust itself into
the future with confidence and Jeju branch
employees continuously studying professional
knowledge of items.
KCC INSIDE
Jeju Branch, Growing Annually by Setting New Goals and Breaking Records! Jeju is one of the most romantic islands to visit and what’s best is that it is pleasant all year round. Among crowded tourists, there are employees who are struggling to promote KCC. Four employees working at the KCC Jeju branch office moves from Jeju-si to Seogwipo-Si several times a day to promote KCC’s outstanding products.
Welcome to our department!
Mr. Young-Eon Yang (in the back row), Mrs. Jae-In Kim (in front of Mr. Yang), Mr. Hong-Sik Boo (front row) and Mr. Jung Kyu Park
Mr. Hong-Sik Boo emphasizes the importance of having knowledge on products.
Mr. Young-Eon Yang set on capturing more of the Jeju market with unwavering passion.
Jeju Branch Office
292014 AUGUST
A Special Event for Father-in-law's 70th Birthday
Mr. Jeong has been very busy since he was
transferred to the GwangJu office in February this
year. However, he never once neglected his task of taking
care of his in-laws. One week prior to the photo-shoot, he
went on a personal trip with his in-laws as well as his
brother-in-law’s family that accompanied them. Besides,
he registered for the photo-shoot to celebrate his father-
in-law’s birthday. We could vividly imagine why and how
much love he receives from his in-laws.
He said, “The four of us (Mr. Jeong, his wife, and two
children) once took pictures at a studio when we went on
a trip. However, we’ve never taken photos with my
parents-in-law. So I thought taking pictures together
would be an excellent way to celebrate my father-in-law’s
70th birthday. It would feel so special and forever remain
in our memories. I signed up for the photo-shoot through
the KCC company magazine and luckily, I was chosen!”
Hwan-Hee Jeon, Mr. Jeong’s wife, prepared T-shirts with
messages of love for the day of the photo-shoot, but until
D-Day she was totally in the dark about the photo-shoot
being specially organized to actually celebrate her
father’s birthday. When she heard all about Mr. Jeong’s
efforts she showed us a big smile. She affectionately told
us that Mr. Jeong is utterly committed to his family and
that he is a very friendly husband.
Diligent and Warmhearted, the Best Son-in-law!We asked Mr. Jun-Ho Jeon, Mr. Jeong’s father-in-law, and
Mrs. Sang-Nim Gam, his mother-in-law about their first
impression of Mr. Jeong. Mrs.Gam said, “My daughter
told me that she was seeing someone, and I wasn’t very
pleased about the fact that she was dating someone
regardless of who he was at the time. I mean, she just
graduated from university and started working at that
time. She told me that she would bring him home, and I
wasn’t happy about that it either. However, when I saw
the guy my daughter brought home, I felt a huge relief.”
“He got a favorable impression from me, and besides,
when he told us that he had served in the Marine Corps,
that was the end of story for us in terms of approval!”
said Jun-Ho Jeon.
They added that they are always very happy to see him
lead his family so responsibly and diligently. It seems
that Mr. Jeong’s commitment towards his in-laws is
derived from his love for his wife. He kept boasting that
his wife is like a vitamin and family doctor because she
always takes care of her family first above all else.
In Korea, there’s an old adage, it is the mother who loves
the son-in-law the most. By looking at Mr. Jeong, we
thought who wouldn’t love a son-in-law like him and
what kind of wife wouldn’t love a husband who is so
good to her own family. We hope that All KCC members
will happily get along with their in-laws.
KCC LIFE 28
A Son-in-law who Deserves all the Love of his In-laws
Chang-Ok Jeong, a KCC manager, sent us a letter requesting the opportunity and dearly that he wanted to take family photos for his father-in-law’s 70th birthday. Touched by his heartfelt story, we decided to help him carry out his wish for the momentous and special occasion for his father-in-law and helped capture the valuable moments and memories of him and his family at a studio in GwangJu.
Bravo My Family
A picture taken to celebrate the 70th birthday of Mr. Chang-Ok Jeong's father-in-law
A friendly picture of Mr. Jeong with his mutually beloved father-in-law Mr.Junho-Jeon
KCC LIFE 31302014 AUGUST
Be Empathic! Then, You Will Find a Way
By Yong-Hak ShinSuwon Branch Sales Team 2
The writer of this book suggests a new paradigm for people in an era of crisis. In the 20th century, wealth was concentrated in the hands of a select few based on fossil-fuel energy. Nonetheless, we are now living in a new era of empathy and coordination, the writer claims. In short, he argues that empathy is the true answer to surmount an era of crises.
time has come when we are required to create
synergetic effects through cooperation and collaboration
from deep down with the use of empathy.
Empathy Can Help Resolve Global Warming and Other Issues He says that apart from global warming, sustainable
management, one of the objectives pursued by many
businesses, can also successfully be achieved through
empathy.
Technical advances have made it possible for us to
travel to every corner of the world. Also, life expectancy
is ever-increasing thanks to advanced medical sciences,
and the world population is booming. However, such
drastic development always incurs a massive and often
hidden opportunity cost. This cost is the depletion of
energy and resources, and the risk of extinction that
mankind faces due to global warming.
Fortunately, the gravity of global warming has been
brought to the fore by Al Gore, former vice president of
the United States, and after many twists and turns,
world leaders came together to adopt the Kyoto
Protocol. This is an achievement made possible through
empathy between people across the globe.
Empathy has a Key to Sustainable Management Achieving sustainable business management is not an
easy task in this rapidly changing business environment.
Nobody could have predicted the dramatic collapse of
Sony even in a million years, a colossal dragon in the
electronic device market in days gone by. Then, what is
the relationship between sustainable management and
empathy?
The writer’s whopping devotion of 800 pages to prove
that humans are empathic beings is remarkable. He
says only those companies that make the most of
human empathy can survive in this fierce environment.
One example he cited is a Free Trade Agreement (FTA).
Korea has signed FTAs with many countries across the
world, beginning with the Chilean FTA. Korea progressively
eliminated tariffs to promote mutual benefits and
facilitated trade through FTAs. We are forming new
relations with other countries based on empathy and
collaboration, a world apart from the situation we faced
only a few decades ago, when we depended solely on self-
sufficiency and competition.
For an Era of Collective Intelligence and Collaboration I want to emphasize that true competitiveness in this
society comes from collaboration through empathy. As
our industrial structure underwent change to become
highly segmented, it is rare for a whole product to be
made entirely by a single company. Accordingly,
employees of a company take charge of only one part
of the production process, which reduces their sense of
achievement and unfortunately increases work-related
stress. In order to deal with this problem, it is crucial to
share mutual understanding among organizations
through close communication. That is to say, people
should complement each other through empathy-
based communications and solve problems in unison,
which could realize an era of collective intelligence and
collaboration.
Nowadays, empathy has become common sense. The
issue hence is how to solve problems by using it fittingly.
If we figure out how members of an organization
empathize with each other, how companies encourage
empathy among their employees and how they
empathize with their customers, our goals to build
sustainable businesses and competitive nations can
naturally be achieved.
What is Empathy?
Humanity went through the phases of development
and the all to well-known hunting and gathering
society, the agricultural society, the industrial society and
the knowledge and information society, and now has
finally reached the empathic civilization.
The writer says that the law of survival of the fittest and
the law of the jungle, where people mercilessly trample
one another to reach higher and higher, have seemingly
come to an end. Now, an era of collective intelligence
and collaboration is upon us, where people complement
one another and wade through hardship together. The
most fitting sentiment equated with this era is empathy.
Therefore, he says that our future will be an era
characterized by empathy.
Then begs the question, what is empathy? A classical
dictionary definition defines empathy as, “the feeling
allowing you to understand and share another person’s
experiences and emotions”. The writer argues that the
Books & Life
The Empathic Civilization By Jeremy Rifkin
332014 AUGUST 32KCC LIFE 32
Small City, Big CompanyBy Jong-Rin Mo
All of the ten global companies introduced in this book including industry giants such as Starbucks, Nike and IKEA are all headquartered in small cities. These companies have enjoyed great success with their products reflecting local lifestyles. Even after they had grown into huge multinational companies and corporations, they still remain in local areas, promoting sustainable growth. The writer of this book sums up the four success factors of small towns and labels them as E-LOG. E-LOG refers to a city wherein entrepreneurship serves as the base for creating attractive lifestyles based on the active pursuit of openness and globalization. Professor Mo suggests a new direction for city policies, saying that small cities in Korea are also able to create unique lifestyles with their distinctive local values and culture.
I have too many thoughts (Original title: je pense trop) By Christel Petitcollin / Translated by Se-Jin Lee
This is a book about psychotherapy for those who might be experiencing hard lives due to a flood of thoughts. According to Christel Petitcollin, the writer of this book and a famous French psychotherapist, these people merely have keen senses and smart brains and not much wrong other than that. They also tend to have a brain wherein the right hemisphere is dominant. As such, the writer advises them to simply accept the way they are instead of fighting it. Based on neurological research and objective evidence, she further explains why they might have too many thoughts, in what way they differ from others and offers advice and useful tips on how they can live better lives with their smarter brains.
Auction + Remodeling By Jong-Min Lee
This book introduces the art of home staging, the act of buying a house at a low price through auction, then remodeling it to make it a more comfortable place and selling it at a higher price. Home staging is rather an unfamiliar concept in Korea but has been an established remodeling method in real-estate markets across the world. This book effectively demonstrates how a house can be sold faster and at a significantly better price compared to average houses, if it has a great design combined with the practicality of remodeling at a reasonable price.
Recommended Books for August
Books & Life
The Classic: From Bach to Beethoven By Hak-Su Mun
The Classic is a guidebook to numerous masterpieces of classical music and combines the practicality and ideas of writers who love music as humanists. This book introduces 34 classical masterpieces from late Baroque to early Romanticism including Bach’s Suites for unaccompanied Cello and Beethoven’s String Quartet No. 16 in F Major.This book delivers the pleasure and impression of music using the author’s broad knowledge of music as a music devotee and great in-depth knowledge of humanities, and he alleviates the worries of classical music novices by using easily understood terms and comprehensive explanations. At the end of each piece’s explanation, he adds the main points that you ought to pay special attention to while listening so as not to miss it, and delivers the basic sentiments of each piece, increasing the pleasure of listening to music.
Physics of LightBy EBS Docuprime’s physics of light team / Supervised by Seong-Uk Hong
Physics of Light, a book inspired by the EBS documentary named Physics of Light, explains the theory of relativity and quantum mechanics, two pillars of modern physics, based on the keyword of light. This book aims to help readers better understand the theory of relativity, which explores a massive world, and quantum mechanics, which explores a tiny world, without relying on formulas and mind boggling mathematics. It also introduces some of the more long-term experiments of scientists who have been exploring the hidden side of light to seek universal principles, their insightful intuitions and their fierce arguments along with colorful images to keep the reader’s interest and eyes glued to the page. Physics of Light, explores the modern history of physics with a simple keyword, “light”, and in my opinion would be difficult to disappoint readers interested in quantum mechanics.
Youth Marketing By Seo-Yeong Eom
They say that there are few other business terms that are as misused as “youth marketing.” Since youth marketing is a relatively new concept, the term is used indiscriminately in random places. While kids marketing refer to the sales activities of children’s clothing and character products, youth marketing specifically refers to branding activities. Therefore, youth marketing is all about promoting the positive recognition of a brand as opposed to selling a specific product. Also, while general branding does not target a specific customer group, youth marketing has a clear and distinctive target group namely the youth, obviously, and their parents. The writer cites the marketing efforts of KCC’s HomeCC interior as one of the best practices of youth marketing. KCC’s marketing properly demonstrates its brand identity by using SNS and characters to overcome the constraints of TV and paper advertising.
KCC LIFE 35342014 AUGUST
Born Out of the Hands of Virtuosos
The musical Cats was composed based on the 14 poems of the fables in Old
Possum’s Book of Practical Cats written by T. S. Eliot, a Literature Nobel Prize
winner. When The Phantom of the Opera’s composer Andrew Lloyd Webber
decided to compose music based on Eliot’s fables, it was not well-received at first.
However, since Cameron Mackintosh produced Cats using Webber’s music, the
musical has attracted 73 million people in over 300 cities in 30 countries across
the world and counting, setting numerous records in musical history.
Now, thirty years have passed since its premiere, but it is still captivating
audiences with its spectacular as well as mellow music, never going out of
fashion.
Meeting Cats, But Not Just Any CatsThe musical Cats has held onto two interesting traditions. One is to allow actors to
personally decorate their tails according to their characters during rehearsals.
After long practice sessions, the tails become part of the actors, and thus enables
them to act more naturally. The other is to disallowing actors from talking as
humans do after their make-up is on because the make-up is regarded as a holy
rite to turn humans into cats. That is how actors in Cats can perfectly become cats
and not just play a role. They crawl around with their hands half-clenched like cats,
sniff, scratch their bodies, wag their tails and kick up their hind legs. When the
audience face this magical moment, at the point in time when they start to regard
actors as real cats, they can finally feel the true Cats aura.
Still garnering the highest praise although it is been 33 years since its premiere in London in 1981, the musical Cats is back in Korea. The return of Cats, widely considered as one of the world’s four greatest musicals along with The Phantom of the Opera, Miss Saigon and Les Misérables, is once again thrilling Korean musical fans. The musical mesmerizes the audience as well, seeming like it is trying to reward the fans’ enthusiastic cheers.
Culture & Life
Worthy of the Highest Acclaim
The Musical Makes its Return
Singing Memory, Grizabella reminisces about the past.
Cats singing the Jellicle Song at the Jellicle Ball
Thirty years have passed since its premiere, but
it is still captivating audiences with its
spectacular as well as mellow music, never
going out of fashion.
372014 AUGUST 36
My three-year stay in Beijing as a resident staff
member offered me valuable time to realize the
importance of my family. Missing our life in Korea, my
wife and I talked a lot about what we were going to do
upon our return to Korea. Finally, we touched down in
Korea a couple of days ago, and I soon applied for
tickets offered by my company for musical events for
my wife and I who yearned to attend concerts,
musicals and movies when we get back to Korea.
Fortunately, I was selected and won the prestigious
musical tickets. I couldn’t even describe how happy I
was even if I tried. I was looking forward to watching
Cats with much excitement. Cats is so famous that
even non-musical fans are well aware of its existence,
so I felt like it took ages before I finally went to see the show.
At last, D-Day came along. Our eyes were glued to the show from its very beginning where cats were
enjoying a festival with cheerful music and dancing. Their acting was so great that we felt as if we were
watching real cats, which made us hold our breath and concentrate wholly on their performances.
Imagine, later on these great actors jumped into the audience, walked around and played pranks on the
members by messing up people’s hair and pretending to snatch their bags and acted like kittens by
rubbing their heads against the audience and purring. The actors’ interaction with the audience, which is
rarely seen in other musicals, made me feel like I was also part of the show. It was a brand new and
exciting experience.
I didn’t know even know how famous the song Memory was until I watched the show. It turns out that the
familiar song is in fact the iconic song from Cats. The song along with the actors’ facial expressions and
gestures touched me deeply and I had goose bumps. Even though the show is 160 minutes, it passed by
in the blink of an eye, and the audience gave a standing ovation to the actors for their devout and truly
magnificent acting and singing.
On our way back home, we agreed that we had a great time together and never stopped talking about
our feelings and excitement about the musical. This show has gone above and even beyond our greatest
expectations. It has been a long time since our family talked about the same topic this enthusiastically.
I’d like to thank my company sincerely for giving my family this opportunity to create yet another
invaluable memory.
Beginning My Long-awaited Life in Korea with Cats
Who is the Cat that will go to Heaven? All of the thirty cats that gather at the annual event Jellicle
Ball have unique life experiences. During this festival, the
wise Old Deuteronomy selects a Jellicle cat who will be
granted a new life to live in heaven. In order to be selected
as the special cat of the year, each cat starts to tell his or
her own story in a more flamboyant and dramatic way.
This musical presents the character of each cat and his or
her individual episode one after the other. That is why the
plot is of less significance in this musical. Diverse
characters appear on the stage, including amongst
others, a very responsible cat, a popular and defiant cat, a
wizard cat, a mischievous and cunning wild cat as well as
a rich cat, a bad cat and a cat that mimics others. All the
cats seem to metaphorically portray a variety of human
characters. Showing the cats’ desire, pleasure and
sadness, envy and jealousy and reconciliation and
forgiveness somehow seemingly satirizes the world of
human beings. In the process, each audience should be
able to find a cat that resembles him or her in many ways,
and becomes deeply moved by watching the musical that
is no different from our world.
Top Notch Music and Perfect Stage Design One of the strongest selling points in Cats is its beautiful
music composed by Andrew Lloyd Webber. From the
harmonious Jellicle Song at the beginning of the musical
to the humorous and witty The Rum Tum Tugger to
Macavity, which increases tension, hence the diverse
genres of songs in this musical are like an assorted feel-
good gift set. Particularly, the masterpiece and ever so
famous song called Memory is used three times during
the musical. Erin Cornell, who acts Grizabella, sings the
song with her sorrowful but beautiful high notes,
emotionally touching the audience and drawing acclaim.
Another tool to portray cats more realistically can be
attributed to the stage props that are 3-10 times their
actual life-size. Thanks to the enlarged props, people feel
as if they were seeing real cats, not human beings acting
as cats.
The musical Cats is not just a musical with a high reputation.
It has all the important elements required for great musicals
such as distinctive characters, fantastic acting, great music,
singing and stage props that all combine perfectly to create
such a dramatic show.
The musical is even more attractive as it interacts with its
audience. During its intermission as well as performance,
cats walk around throughout the audience seats and play
with people. The cats usually draw cheers and loud
applause from people. The performance is so fantastic
that even those who don’t like cats end up falling in love
with their charm. So if you have even the slightest bit of
interest in Cats, do not hesitate, go right ahead and book
those tickets.
Period : ~ August 24th
Location : Blue Square Samsung Electronics Hall in Yongsan-gu, Seoul
Performance Information
Popular Rum Tum Tugger is showing himself off.
Hyun-Soo Kim / Global R&D Support Team
KCC Colleague Appreciation Review
392014 AUGUST
The Traditional Village of Noble Clan has 3 Treasures
Yangdong is located roughly halfway down the
Hyeongsan River and is governed by Gyeongju City,
but this village is closer to Pohang though in reality. The
Hahoe village and Yangdong are known to be representative
of the nobility clans of the Joseon dynasty and, by through
this historic value, has selected as the 189th Important Folk
Data, Wolseong Yangdong Village. Subsequently, as
Wolseong became Gyeongju, this village’s official name
changed to Gyeongju Yangdong village.
It was in 2010 that Yangdong was registered and
inscribed into the World Heritage List of UNESCO, and
thus shows its significant historical importance. Three
Treasures including those labelled as Treasure no. 411 MooCheomDam, Treasure no. 442
GwanGaJeong, and Treasure no. 412 HyangDan and twelve other Important Folk Data, four Tangible
Cultural Properties, one Folk Data, and one monument were selected.
The Flourish by Wolsung Son clan and Yeogang Yi clanAround 520 years ago, So Son started settling in this village while he founded the Wolsung’s Son
clan. Soon afterwards, his daughter married into the Yeogang’s Yi clan. Their child, Eon-Jeok Yi,
became a well-known scholar in the area of Neo-Confucianism and brought great glory and honor to
the Yangdong village. Ever since then, both the Yi and Son clan assisted each other, and 70 families
from the Yi and 40 families from the Son clans still live in Yangdong to this day. For this reason, when
you are planning to visit, you should be cautious and try your best not to distrupt them during your
visit to the village. Also, when the owner of each individual house is out for business or has personal
matters to take care of, the house will be closed to visitors and no entry would be allowed.
Mountaintop Looking HousesThe basic structure of houses located in Yangdong seems square shaped (ㅁ). Pavilions are ㄱshaped
and study halls are shaped in a straight line (ㅡ). House sizes average 50 pyeong while the number of
rooms averages 10. However, it is interesting that Yangdong houses face in different directions.
Korean ancestors first decided the direction of a house based on Andae before even starting
construction of it. Andae is the most beautiful mountaintop that is visible from Sarangchae, a guest
unit of a nobility house. Yangdong has several mountaintops including the Seongju mountaintop,
Mooreung Mountain, Jaok Mountain, and many more, and they all were considered like Andae. That
is why Yangdong’s houses face in different directions.
KCC LIFE 38
Yangdong Village
The Best Model Heritage
Selected by UNESCO
Yangdong is a historic village of Yangban or nobility clans located in Gyeongju, in the Gyeongsangbukdo Province. This village and Hahoe have been protected under the National Heritage Protection Act since 1984, and have been inscribed into the World Heritage List of UNESCO. Yangdong is considered as an architecturally meaningful place thanks to the existence of 160 traditional houses called Yangban and commoner houses and mud-walled, thatched-roofed houses.
The World of Architecture
Gwangajeong was built 500 years ago (Treasure no. 442)
Moocheomdang – filled with blue sky
412014 AUGUST 40Once Andae has been decided on, the main units are
arranged. However, this arrangement depends totally on to
the size and the shape of the plot or land available for the
house. Next, all the other units are arranged using specific
sequences. Therefore, to truly understand Korean houses,
finding Andae is the most important and ought to be the first
thing you do.
Korean House Structure in Harmony with Natural EnvironmentSimsoojeong is one of the most beautiful houses in Yangdong.
This is where the great Neo-Confucian Eon-Jeok Yi’s younger
brother took care of his mother. The most scenic place in
Simsoojeong is Hamheoroo, which is a noomaroo. Noomaroo is
a loft like floor structure which ordinarily located at Sarangchae
(the guest unit of a nobility house). Noomaroo is, in some sense,
an extension of Sarangchae and a pillar directly supports this
structure. Usually while Daecheongmaroo has one or two open
sides, noomaroo has three open sides. This design provides a
wider and extra number of angled views of Yangdong. Also,
since this structure is designed to reduce humidity, this kind of
place was used by nobles to rest and enjoy the view.
Moreover, Moocheomdang delivers the beauty of
Daecheongmaroo. Moocheomdang is an “ㄱ” shaped
structure, and has circular and square columns to
arrange rooms and maroo. Moocheomdang consists of 5
kans in the front and 2 kans at the sides. And three kans
are Daecheong, and two side kans are Ondol. “Kan” is an
area unit of the Joseon dynasty, and is around 1.74
pyeong.
Since three out of seven kans are maroo, almost 40% of
the entire structure is an open space. Factually, South
Korea’s climate is significantly different from season to
season, Korean ancestors had to build houses to cover
and protect against all seasonal elements. That’s why
Moocheamdang has units designed to accommodate
both cold and hot weather. Hanok, a traditional Korean
house, exhibits both characteristics of coolness and
warmth.
Registered as the Best Model Heritage by UNESCOYangdong’s traditionalist and distinctiveness is known
in both South Korea and importantly the world over.
Ever since UNESCO registered Hahoe and Yangdong as
Best Model Cases during the 40 year anniversary of
the Convention concerning the Protection of the World
Cultural and Natural Heritage, these two villages
attracts more and more attention worldwide.
In November 2011, UNESCO announced and stated
that, “The UNESCO headquarters based in Paris
selected 26 cases that best embody ‘sustainable
development,’ which is a key spirit for world heritages,
among which were the two historical villages of Korea,
Hahoe and Yangdong.” Among 981 world heritage
sites, UNESCO highly praised these two villages and
went on to say that they are,“model examples to show
how human beings and heritage can be harmonized
with each other in meeting the needs for both the
preservation of world heritage and development at the
same time.”
Every country has the greatest and inspiring artisanal
architects. Especially, Rome attracts millions of visitors
with its historic places. Yet, it is unnecessary to look
that far. We also have great houses and traditions in
Yangdong, acknowledged worldwide.
House to the left is Hyangdan, the Treasure no. 412. The harmony with thatched houses looked great.
Simsoojeong where Eon-Jeok Yi’s younger brother took care of his mother.Left of Simsoojeong is Hamheoroo, a famous noomaroo in Yangdong
432014 AUGUST 42
an international competition that shows university
basketball of nations from the Pacific Rim. It was
originally established by the Korea Basketball
Association with the aim of strengthening the
international competitive power of men’s basketball.
At first, the establishment of this competition was
uncertain as it struggled to find a corporate sponsor.
All is well that ends well and KCC offered to sponsor
two hundred million won, and this international
competition was successfully held in Korea.
The top four Korean university league teams, Korea,
Yonsei, Kyunghee and Dongguk University teams took
part while the other ten teams hailed from the US,
China, Japan, Taiwan and the Philippines to participate
making it ten teams in total. Yonsei and Korea
University competed in the finals and Korea University
took first place. KCC will continuously endeavor to
support the improvement of all Korean basketball just
like it dedicated itself to supporting this event.
Genuine and Fixed Quantity Compliance Campaign for Silicon Sealant KCC initiated the genuine and fixed quantity compliance
campaign for silicon sealant starting July 2014.
This campaign was carried out in distribution agents
and construction agents across the country that
deals with KCC’s silicon sealant (hereafter sealant).
KCC salesmen will visit each agent and explain in
more detail about the object and meaning as well as
distributing and putting up in-house designed posters.
This campaign includes KCC’s will to protect
customer’s rights while leading the market as
transparently as possible as Korea’s top sealant
producer.
This project’s main product used as example includes
KCC sealant SL907, which is the most widely used
product in construction fields and is literally applied to
each and every part of buildings. KCC will continuously
carry on with this campaign in terms of customer
satisfaction and moral and honest management.
Ji-Hyun Seong / PR & AD Team
NEWS 2014. 08
KCC Develops Sponge with Extreme Fire Retardant Characteristics
KCC developed and released the Eco-friendly Silicon
Sponge (with extraordinary fire retardant capacity) for
the first time in Korea. This product differs from other
sponges in that it is not made with existing rubber or
organic foaming agent.
Sponge is a widely used industrial material in many
products such as bed mattresses, footwear insoles,
children’s toys, wiping materials, paper weather strips
and even automobile vibration and noise dampening
and prevention pads. The silicon sponge developed
by KCC has no stimulating odor and also doesn’t emit
any toxic byproducts because water was used instead
of an organic foaming agent. In addition, it is safe in
the case of fires due to its superb fire resistance and
flame retardant performance.
Plus it has excellent hygiene performance as it can be
sterilized in boiling water and sunlight.
In particular, this product can reduce the loss of
human life and prevent property damage as it doesn’t
burn easily and doesn’t emit toxic gases thanks to the
eco-friendly technology used.Ji-Hyun Seong / PR & AD Team
KCC, Title Sponsor of “Asia Pacific University Basketball Challenge with KCC”
The “Asia Pacific University Basketball Challenge with
KCC” was contested at the Seoul Jamsil Student
Gymnasium located in Seoul from July 3rd to the 10th.
The Asia Pacific University Basketball Challenge is
452014 AUGUST 44
Northern Gyeonggi Branch Goes Mountain Climbing
On June 14th, Mr. Chan-Sik Kim and 21 employees
went to Dobongsan for a glorious mountain climbing
excursion.
The mountain climbing excursion was arranged as
part of management efforts to strengthen employee
solidarity and to mediate branch goals set earlier this
year. The Northern Gyeonggi Branch members got
energy from “Jaunbong” and committed to resolutions
to achieve the best results during the remainder of
this year. Employees who participated in the mountain
climbing excursion expressed satisfaction and said,
“We got new energy and fresh air through this event.”
Gye-Han Park / Northern Gyeonggi Branch
KCC E&C Wins Contract to Construct Protec Pyeongchon Smart Square Head Office
On June 13th, KCC E&C won a subcontract to
construct the Protec Pyeongchon Smart Square head
offices. Protec ordered the construction services and
the building will be built consisting of a 7-floor building
containing a plant facility (including cleaning room),
head offices and various employee welfare facilities.
Starting with Viewworks, 30 companies including LG
U+, Hanil E-Hwa and Huvitz are looking forward to
moving in the Pyeongchon Smart Square.
Protec is a company with a strong financial structure,
which specializes in IT. It manufactures LED package
equipment, semiconductor dispensing gear and
more. KCC E&C won’t miss a single part and do its
best to satisfy ordering organizations.
Moses Kim / KCC E&C Architecture Business Team
KCC Holds the 2014 E-Max Club – Glass Seminar
On July 17th, the 2014 E-Max Club – Glass Plant
Managerial Seminar was held at KCC’s human resource
development center. The seminar was held in order
to strengthen brand identity as well as to expand its
network by sharing information and to stabilize glass
processing quality.
During the “Glass related laws and market prospect”
session, the lecturer introduced “Legal trends and
terminology interpretation” to deepen understanding
of new products. Plus, KCC invited a professional six-
sigma lecturer who gave a very informative lecture
on the “Understanding of Customer Satisfaction and
Quality Management to achieve the world’s best
quality” KCC will continuously communicate with
E-Max Club – Glass members and attempt to build
networks and stabilize quality management systems
and quality thus standing firm as the market leader.
Ki-Uk Kim / Technical Fabricating Support Department
Mr. Won-Bok Ku Selected as the “2014 Ulsan Metropolitan City’s Man of Merit Quality”
Mr. Won-Bok Ku from the Eonyang Plant MW Production
Team was selected as the “2014 Ulsan Metropolitan
City’s Man of Merit Quality” and was honored with an
official commendation for his outstanding efforts.
Mr. Ku has spent 32 years working for KCC at the
Eonyang Plant since 1981.
He participated in various innovative activities and
contributed greatly to standardization of sites and
productivity improvements based on ownership spirit,
leadership and creativity.
As such, he received credit for his contributions in
various fields. Mr. Ku said that he would do his best
with owner spirit.
NEWS 2014. 08
Poem of the Month
Leisure By William Henry Davies
What is this life if, full of care,We have no time to stand and stare.
No time to stand beneath the boughs And stare as long as sheep or cows.
No time to see, when woods we pass,Where squirrels hide their nuts in grass.
No time to see, in broad daylight, Streams full of stars, like skies at night.
No time to turn at Beauty’s glance,And watch her feet, how they can dance.
No time to wait till her mouth canEnrich that smile her eyes began.
A poor life this if, full of care,We have no time to stand and stare.
Mail Box
Please send Congratulation messages or any kind of News that you would like to share. Send us your message to [email protected] We also welcome photos of your memory! * Gift Vouchers will be sent to you :)
Bulletin Board
In KCC House Organ Newsroom we are always waiting for your valuable opinions. Feel free to send us letters or E-mails to [email protected]!
● Hyun-Chul Kim / Cost Management Team
I particularly enjoyed and took interest in the Knowledge Sharing column that dealt with patent management. It taught me the importance of not only focusing on developing technology but also to proactively protect it.In addition, I was pleased to hear that both interns and more experienced workers joined KCC recently. I also hope to see columns regarding health care in the future.
● Soo-Rok Yoon / General Affairs Department
The introduction of Jongmyo in July’s House Organ captured my attention almost instantaneously.I like reading such cultural columns that suggest great places for people to visit.Since our journal is written in English, I think it will be useful when introducing Jongmyo to foreign friends. Please continue to suggest and recommend even more special venues for us to visit in the future.
Letters from Readers
● Jee-Hee Hwang / Production Management Team
August 9th is Ms. Gi-Jeong Kim’s birthday. If you happen to run into her or know how to contact her, kindly congratulate her and send her many happy wishes!Plus, the 14th is my very own birthday. Although it seems that this letter focuses more on my own birthday, perhaps I too could get a bit of extra love and attention from everyone.
● Du-In Park
/ Ulsan-Logistics Management Department
The Ulsan-Logistics Management Department received some good news in July. Mr. Eun-Woo Kim’s daughter was born on July 12th and Mr. Myeong-Ju Kim’s daughter was born on the 14th.“Girls, grow up beautifully and make many boys cry.”
● Hyun-Chul Kim / Cost Management Team
Although it’s only been about a month since the new interns joined KCC, please give them much love, attention and wisdom. They have shown their willingness and commitment and are hard working interns!
● Seung-Yeon Hwang
/ Ulsan Branch-Paint Sales Department
A very special baby who means the world to me was born once upon a time. She resembles me and we amazingly share the same birthday. It has been 50 days since my daughter Seo-Yeon Hwang’s birth. Please congratulate her and send all the best wishes in the world because she deserves it!
Editor’s Note
ZZongA
SUNNY
Giraffe
When I just follow my heart, I sometimes get uncomfortable. This is perhaps why we shouldn’t always blindly follow our minds.
I published this journal wishing that it could catch many people’s attention.
Some of those things considered once surprising in the past have become normal and usual as time went by. Sadly, I guess that’s part of growing up and older.
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