As numerous brands across various industries, one-sided traditional communication methods have become increasingly difficult to leave a lasting impression on consumers. Staying memorable to consumers requires a two-way communication approach that fosters a sense of connection. The use of character marketing has become increasingly popular among companies as a means of achieving this goal.

*Character Marketing

Character marketing refers to using existing or newly created characters to establish a company's brand image or promote its trademarks and products. While character marketing was previously limited to specific industries targeting children, it is now utilized in various sectors such as beauty, fashion, and food. Character marketing is implemented in diverse ways, including incorporating characters into existing product packaging, developing new products based on characters, or creating webtoons (online comics) featuring characters.

Character marketing is utilized by many companies since it can cultivate a sense of familiarity with consumers. The stories and designs possessed by characters can create a shared understanding with consumers, making it useful for friendly communication. Moreover, active communication through character marketing can even increasing brand loyalty from consumers.

Character marketing with a solid story is becoming increasingly popular, with companies creating a well-developed universe with cute and humorous characters. It is because the MZ generation, which has become a key consumer group for companies, values detailed brand stories. It can deliver the brand image without resisting the MZ generation if the company's values are incorporated into the story instead of the company name. In other words, the company's story can be told through interesting stories featuring cute characters to successfully raise awareness and favorability.

Hyosung also started character marketing to communicate with consumers. We have built new characters and a worldview to deliver Hyosung's ESG brand RE:GEN's vision, mission, and value to consumers in an easier and more friendly way.

HYOsung Researcher, Where Are You From?

In 3033, the Earth looks drastically different from what it does today. Because of indiscriminate waste disposal, environmental pollution, and resource depletion, many species once inhabiting the planet have gone extinct. As the ice has melted, the lush and verdant nature once taken for granted has also disappeared. The only thing left on Earth in 3033 is gray buildings and factories.

In our universe, there is a star called HYOsung (‘sung’: 星, which means star) that resembles Earth before it became desolate. HYOsung is a planet that is rich in resources, similar to the lush Earth of the past. HYOsung's R&D center in ANYANG has researchers named HYOGEN, HYOZERO, HYONERGY, and HYOMA. They are studying the RE:GEN project to restore the ruined Earth to its original state, ensuring that all generations living on Earth can thrive. To directly implement their research findings, they were dispatched to Earth in 2023, transcending space and time. A team of HYOsung researchers is determined to keep 2023's green Earth from becoming a wasteland, so that the devastating event of 3033 won't happen again.

The researchers from the planet HYOsung who arrived on Earth disguised themselves as employees of the company 'Hyosung’, which shares the same name as their planet. While working at the company, they carry out a project called 'RE:GEN (Reply to Every Generation's Future)' for the future of Earth. The 'RE:GEN' project is based on research papers conducted on the HYOsung planet, focusing on topics such as 'circular economy', 'carbon neutrality', 'hydrogen and renewable energy', and 'smart reduction'. It aims to integrate these concepts into real business practices and promote ESG activities. This project has a specific mission to 'respond to the demands of every generation on Earth' and 'spread actions for the future of all generations'.

Four researchers work together on the 'RE:GEN' project and collaborate on various ESG campaigns within the sustainable business's brand marketing team. During the day, they work in Hyosung's brand marketing team, raising awareness about Hyosung's ESG technologies and values to a wide audience. At night, they continue their research under the name HYOsung, contemplating the planet’s future and humanity.

Study Field of HYOsung researchers

HYOGEN, the character that studies the "circular economy," has the ability to detect plastic when wearing goggles and turn plastic into a regen product by pressing the recycling button on the bag that collects and carries the found plastic. HYOGEN investigates how products from the Hyosung Group, which aims for ZERO-Waste and builds an ecosystem, impact people's daily lives. In the process, they discover various eco-friendly fiber products such as "regen Polyester," "regen Spandex," and "regen Nylon" from Hyosung TNC. They also learn about the upcycling of airbags and eco-friendly tire codes from Hyosung Advanced Materials, as well as eco-friendly polyketone POKETONE, a plastic alternative from Hyosung Chemical.

HYOZERO, the character who studies 'carbon neutrality,' has a radar that can detect carbon levels above one's head. It detects severe carbon emissions and alerts individuals who contribute to pollution. HYOZERO researches the technology and implementation capabilities of the Hyosung Group, aiming for Net-Zero by minimizing carbon emissions in production processes and all products. Additionally, it examines how effectively each Hyosung Group business unit implements carbon neutrality.

HYOZERO has discovered that Hyosung TNC is making numerous efforts to achieve carbon neutrality, including measuring the carbon footprint of products, transitioning to low-carbon energy, replacing high-efficiency facilities, and supplying high-efficiency energy products and solutions. HYOZERO also learned about Hyosung Heavy Industries’ activities, including establishing climate change response organizations and strategies and winning contracts for the first domestic renewable energy transmission and distribution system. Additionally, it checked that Hyosung Advanced Materials has also established climate change response organizations and has made efforts to reduce greenhouse gas emissions, conserve energy, and obtain carbon labeling certification, resulting in achieving an A grade in CDP and achieving the Carbon Management Honors Club. Lastly, HYOZERO witnessed the efforts of Hyosung Chemical in building climate change response systems, as well as energy saving, greenhouse gas reduction, and expanding the use of renewable energy.

HYONERGY, a character that researching "hydrogen and renewable energy," illuminates its tail when it detects energy-wasting behavior. Through its lightning bolt symbol, it has the power to stop unnecessary energy consumption and convert it into usable hydrogen or renewable energy sources. HYONERGY studies Hyosung Group, which is dedicated to exploring renewable energy for the future of our planet. HYONERGY examines the entire value chain, including materials, components, operation techniques, and distribution systems, to commercialize and improve the efficiency of hydrogen and renewable energy. Hyosung Heavy Industries has led the domestic hydrogen economy expansion, while Hyosung TNC was the first Korean company to utilize nylon as a hydrogen fuel tank liner material. Additionally, Hyosung Advanced Materials developed hydrogen fuel tanks using their proprietary carbon fiber technology. Through these endeavors, HYONERGY acknowledges that Hyosung Group's accumulated expertise and technological capabilities in the hydrogen and energy sectors form the foundation for building a value chain centered around liquid hydrogen.

By holding its star in hand, HYOMA, the character who studies "Smart Reduction," can absorb energy. HYOMA absorbs the wasted electricity by its hand as soon as it witnesses the wasted energy. By utilizing an encyclopedia containing the environmental protection data from the future, HYOMA offers people the most valuable resources. HYOMA investigates whether design technology that minimizes energy consumption and resource consumption is incorporated into every step of production and operation within the Hyosung Group. Additionally, it witnessed that the Hyosung Group is developing solutions to minimize energy and resource usage. Hyosung TNC, Hyosung Advanced Materials, Hyosung Heavy Industries, Hyosung Chemical, and Hyosung ITX have implemented solutions such as transitioning to smart factories, the "C-Cube Project" for digitizing and managing information collected on-site, and adopting a paperless culture.

By using adorable designs and a robust worldview, Hyosung effectively conveys the mission and values of the ESG brand RE:GEN. Using the RE:GEN characters to conduct various environmental research activities, Hyosung introduces the company's diverse ESG initiatives in the context of the future state of the planet Earth. It aims to make its efforts for environmental protection easily accessible and relatable to consumers through RE:GEN character marketing. HYOGEN, HYOZERO, HYONERGY, and HYOMA will continue their research until the Earth is free of environmental pollution and becomes brighter for future generations. Keep an eye on our four researchers' activities from HYOsung.