2014. February vol.252 www.kccworld.co.kr

02KCCKCC INSIDE Product | KCC Mitone’s excellent sound absorption and luxurious exterior!

KCC LIFE Scope | What’s New in 2014?

Eco-friendly energy savers

KCC. Eco-friendly energy saversA view of Daejuk 2 plant which produces various types of silicones

2014 February Vol. 252

KCC Inside04 Product Ceiling Materials KCC Mitone’s excellent sound absorption and

luxurious exterior!

08 Customer Interview KCC Mitone, the leader of ceiling materials

KCC leads the nationalization of high quality ceiling materials!

10 KCC Field Report HOMECC Interior, Knocking on Youngnam Interior Market

14 Our Outstanding Technology Development of cosmetic silicone, enhancing function and

application

18 Knowledge Sharing Gazing into the corporate future through Environmental

Management

20 KCC Advertisement Story Small stones and grains of sand become energy with KCC

Technology!

22 Welcome to KCC We are the future of KCC! 2014 New Employees

KCC Life28 All About Basketball Spectacular Foul Strategy begins 2 minutes before the game ends

30 Bravo My Family Loving Home of 10-year-old Couple

32 Books & Life Tongue Fu, the secret to becoming a master of communication!

February recommended books

36 Culture & Life ‘MAMMA MIA!’ ABBA’s power transcends generation and borders

40 Scope What’s New in 2014?

KCC News42 KCC News

46 Mail Box

47 Poem of the Month

CONTENTS

KCC Monthly House Organ No. 252 Date of issue February 3, 2014 Registration Number Seoul La -468 Date Published November 5, 1993 Publisher Mong-Ik Chung

Editor Mong-Ik Chung Publicated by KCC PR&AD Team (SAPYUNG-DAERO 344 SEOUCHO-GU, SEOUL, KOREA)

Edited and Produced by KCC PR&AD Team (02-3480-5880, 5235), Dream Friend (02-2273-4253) Printed by Clover

KCC ReportersDaejuk Plant Ikdoo Jang | Daegu Branch Giheon Jang | Daejeon Branch Juhyun Lim | Moonmak Plant Hankuk Keum | Busan Branch Kyungwon Kim | SeJong

Plant Youngsin Park | Yeoju Plant Sungsoo Lim | Ulsan Plant Jaehyun Park | Asan Plant Hanghyun Cho | Yeocheon Plant Byungju Bong | Incheon Branch

Chanheok Park | Eonyang Plant Yoonsung Jung | 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

Cover StoryThe view of Daejuk 2 Plant where they produce cosmetic silicones.

Daejuk 2 Plant produces not only cosmetic silicones but also other types of silicones including LSR, HTV and RTV. Silicones produced at Daejuk 2 Plant are manufactured processing companies

and are made into finished products such as rubber packing, glue, Automotive wiring covering material close to our lives.

05KCC INSIDE 042014 FEBRUARY

KCC Mitone and eco-friendly ceiling material

Environment-friendliness is a hot topic in the construction market at present. As the quality of

life improves, customers are recognizing and perceiving residential places as living spaces and not just a place to stay. According to a recent survey, the environment-friendly construction market expects a steady growth rate of 10%. In preparation for this change, KCC Mitone acquired certifications for having the highest level of eco-friendly building materials and environmental product certification for its excellent sound absorption and incombustibility.

Mineral wool sound absorbing ceiling materialsCeiling materials are sub-divided into different kinds of mineral wool, gypsum cement, gypsum, synthetic resins and metals according to its constituent parts. Of these, mineral wool a sound-absorbing ceiling materials produced from the pure state of natural ore are light, great for heat insulation and has superior sound absorption power. KCC Mitone is the one and only mineral wool-based ceiling material with sound absorption performance in Korea that has various patterns and is applied to luxurious office buildings, hospitals and hotels.

KCC has been producing Mitone products at the Eonyang plant since 1985. Mitone comprise three product lines including M-Bar, T-Bar and T&H Bar.By developing various construction systems, KCC can create unique spaces and satisfy customer needs and wants with customized production and expedited work processes. Here are three ceiling construction methods.

KCC Mitone’s excellent sound absorption and luxurious exterior!

By Young-Min You Building Materials Sales Management Team

With a focus on environmental friendliness and design, newer buildings are becoming more luxurious. Ceiling materials are one obvious interior material that helps enhance building performance and endurance. KCC Mitone, in particular, has been recognized as the one and only sound absorbing ceiling material in Korea that’s been expanding its role and availability in different locations as the frontrunner in luxurious ceiling materials.

Product Ceiling Materials

High quality ceiling material KCC Claudia applied to offices Luxurious buildings with high quality ceiling materials

<Official recognition that KCC ceiling materials acquired>

HB Certification refers to the group quality certification system in which environment friendly certification levels are applied to according to strict and thorough quality certification and HCHO, TVOC release power test from an official test institution.

An environment friendly building material score or ranking is only given to products with high environment friendly performance throughout the entire process of construction and recycling.

FILK Certification refers to the private voluntary certification system that certifies the quality of fireproof products by FILK. FILK-certified products are evaluated by high FILK Standards through the comparative analysis of national and overseas safety standards.

07062014 FEBRUARY

Various patterns of KCC ceiling materials

Application to various land marks around the world In the past, mineral wool sound absorbing ceiling boards were produced by only a few companies in Japan, America and Europe. However, KCC has slowly, yet surely succeeded in technological innovation and as a result, developed KCC Mitone as alternative to product imports. KCC has recently been chosen as an exclusive supplier of KCC Mitone products for the building and construction relocation project of the Yongsan USFK base facility –worth an estimated 4 trillion won.With such outstanding product quality and design, KCC is increasing the amount of product supplies throughout many beautiful landmarks around the world.

M-Bar Method The M-Bar Method refers to a construction method in which Mitone is applied to M-Bar using glue after fixing a light weight steel frame (M-Bar) to the ceiling. It is the sturdiest ceiling structure system, enabling a unique display of ceiling space since it can be constructed in narrow and in complicated parts of the ceiling. (Products: MT440, MT441, MC4412, MS4412 etc.)

T-Bar MethodThe T-Bar Method is the most general construction method in foreign countries to apply ceiling materials on T-Bar (A light weight T-shaped steel frame). It is a fast and easy type of construction and also easy in terms of inspecting the inner facilities following installation. The T-Bar Method is appropriate for hospitals, building lobbies and other complex structures. It has the widest range of product lines of all Mitone products and is able to form many types of ceilings through different choices of light weight steel frames and specifications. (Products: MT400, MT200, MTA00, MCD900 etc.)

T&H-Bar MethodThe T&H-Bar Method refers to a construction method of inserting an H-shaped light weight steel frame between ceiling materials and so forming a type of link construction connecting several ceiling plates.It offers unity through forming a unified ceiling structure in a large section.Plus, it has proven strong performance in maintenance, concentration and simplification of light and installation equipment. With such strengths the T&H-Bar Method is mostly used in offices that require a quiet atmosphere and unity. (Products: MT420, MT421)

Sahara

Sahara Neo Cloudia Logo

Fissured Pin Point Rococo

Cube Stripe

Mitone

Mitone

MitoneLights

Mitone

Main T-Bar

Cross T-Bar

Mitone

Lights

Lights

Speaker

Gypsum boards

M-Bar

T-Bar

T-Bar

H-Bar

H-Bar

Sprinkler

(M-Bar construction method plan)

(T-Bar construction method plan)

(TH-Bar construction method plan)

(Cross-sectional diagram)

(Cross-sectional diagram)

(B-B' Cross-sectional diagram)

(A-A' Cross-sectional diagram)

09KCC INSIDE 082014 FEBRUARY

Q Please introduce YOOCHANG and tell us about its relationship with KCC

YOOCHANG produces framework materials that are applied to walls and ceilings also constructed by

the company. When constructing ceilings, we apply YOOCHANG made framework materials to KCC ceiling materials. In a sense, a combination of KCC ceiling materials and our products lead to per fectly constructed ceilings. Thus, for the perfect combination, we have been co-operating with KCC since the establishment of YOOCHANG. It has now been 40 years since we started our relationship back in 1974.

Q What is the reason for your preference towards KCC ceiling materials?First of all, KCC ceiling materials have various designs and types offering a wide range of choices to our customers. Also, KCC ceiling materials are light weight thus reduces building loads one third lighter than when using outdated gypsum cements. With excellent insulation performance and easy to construct features, construction traders show a high preference for KCC ceiling materials.

Q What do the customers think of KCC ceiling materials?KCC Mitone, creates a luxurious interior atmosphere and is absolutely loved by the majority of customers. In fact, you can see many offices, hospitals and hotels with Mitone applied on ceilings in various areas at present. Plus, KCC ceiling materials attained environment friendly building material scores and

accreditation hence customers can feel relieved when using them.

Q Do you have any final comments?When comparing KCC ceiling materials with foreign products, KCC products clearly have better design and quality thereby helping us to keep producing high quality ceiling materials domestically. My one hope to see KCC keep its lead in the ceiling material industry with customized product development.

KCC Mitone, the leader of ceiling materials

KCC leads the nationalization of high quality ceiling materials!

By PR & AD Team By PR & AD Team

Jin-Dong Kim, a Hyosanmnca representative from a KCC ceiling material agency directly communicates with customers by voice. He told us that KCC’s ceiling product Mitone known for its luxurious exterior and outstanding sound absorbing performance is one of their top ceiling materials. Let’s find out more about KCC ceiling materials.

YOOCHANG specializes in building materials producing and constructing framework materials applied to building walls and ceilings. Mr. Oh-Jae Joh from YOOCHANG told us that KCC and YOOCHANG are like a thread and needle since they construct ceilings using KCC made ceiling materials.

Ceiling material, an imperative interior component

Mr. Jin-Dong Kim, a Hyosanmnc representative was once an employee of KCC.

During his 10 year tenure, he specialized in building material sales including ceiling materials.Having ample sales experience, Mr. Kim became an expert in ceiling materials and in 2004 he founded Hyosanmnc and is currently selling and constructing building materials including ceiling materials. He said, “We construct and sell KCC ceiling materials to construction companies, subcontractors and interior agencies. We feel proud when customers order KCC ceiling products.” Mr. Kim said that the customers look for KCC ceiling products beforehand thanks to its beautiful design patterns and excellent sound absorbing quality.He added that, “Ceiling materials take up a big part of interior spaces and so it is one of the most import elements. It is never wrong to say that design patterns of cei l ing materials determine the interior’s atmosphere. Plus, the high sound absorbing quality gives customers much satisfaction.”

KCC, the leader of the ceiling material industry According to Mr. Kim, KCC is the only company that sells its own produced product of this type. As a result, KCC has a very high market share and awareness.He said that, “Since 1980, ceiling materials have been

produced directly and KCC leads the market exclusively both in quality and design.”Adding to this, he expressed his hope that KCC continues to lead the trend in the ceiling material market. “As the importance for interiors grows, customers’ desire to display interiors with various patterned ceilings is growing. I am certain that adding more designs to the original KCC ceiling materials will help KCC keep its leading position.”

Customer Interview

Hyosanmnc CEO Mr. Jin-Dong Kim Mr. Oh-Jae Joh from YOOCHANG

11102014 FEBRUARY KCC INSIDE KCC Field Report

HOMECC Interior, Knocking on Youngnam Interior Market

By DreamFriend

HOMECC Interior Exhibition Center opened at KCC Ulsan branch located in Northern Ulsan on January 3rd. Customers can use HOMECC Interior’s one-stop service, which provides quotations and consultation all at once.

Package exhibition reflecting the latest trend

HOMECC Interior Exhibition center is located on the first floor of Ulsan Branch. When you walk in through the main entrance, you’ll first see an

information desk where you can receive consultation on interior design, followed by Showroom along the corridor, which contains the living room, bathroom (in master bedroom), family bathroom, kitchen and bedroom.You can also see many types of blinds and doors, tiles, flooring materials and the latest interior items. After this they can also receive interior consultations in the consulting area. Moving forward, HOMECC Interior Exhibition Center will vitalize the distribution industry and accelerate HOMECC Interior business in Youngnam area.Visitors can get free quotation services on the spot with a transparent quotation system, which consists of standard model, customized and interior package quotation which customers can make a size selection. Customers can relax with a cup of tea and read interior magazines in Exhibition Café.KCC proposes three design trends for 2014. First is ‘Soft Balance’ type, which delivers warmth by using soft colors in general. This trend reflects the needs of consumers in their 20s to 40s who prefer simple designs with point items and furniture.

HOMECC Interior Exhibition Center opened at KCC Ulsan branch on January 3rd

‘Q Bath’ offers Partial bathroom remodeling service

Different types of showrooms. 1 Kitchen 2 Living room 3 Bedroom

1 2

3

13122014 FEBRUARY

Second is ‘Organic Nature’ which is the combination of teak and brown tone colors giving a relaxing, warm atmosphere targeting consumers in their 40s and 50s.Third is ‘Trendy Modern’ with trendy colors and patterns targeting the 20s and 30s. The exhibition was promoted through media including newspapers, leaflets and even television. Especially, a TV program called ‘Good Morning Ulsan’ introduced HOMECC Interior exhibition, attracting many customers and even having them sign contracts on the spot.

Simple and reliable Interior serviceThe visual image of HOMECC Interior consultation process stood out in the exhibition center. Covering the entire wall, it was easy enough for children to understand.

Here is the process.① Learn about HOMECC Interior at the exhibition center

or on website ② Select a design package of bathroom, kitchen and etc.③ Make a reservation for consultation by phone or

website registration.④KCC then arrange a meeting with the customer and an

optimum HOMECC Interior partner⑤HOMECC Interior then visits the site and makes

measurement, selects finishing materials, construction range and budget.

⑥Provide transparent quotation service.⑦Sign a HOMECC standard contract.⑧Construction⑨CompletionKCC is responsible for managing the construction site, guaranteeing the quality of completed interior construction and operating Happy Call service to ensure customers’ satisfaction. HOMECC Interior Exhibition Opening Ceremony, a great success!

Several KCC guests and HOMECC Interior partners graced the opening ceremony held on the 3rd of January. Mr. Hee-Kook Lee, the head of Ulsan branch made an opening speech saying “I hope Ulsan HOMECC Interior Exhibition center offers a meaningful meeting place for customers and HOMECC partners. Also, this opening ceremony will hopefully bring a new wave to the interior market and success to HOMECC Interior business”. In response to this, Mr. Chang-Soon Choi expressed great expectations and said, “Connecting excellent KCC brand image with the best HOMECC partners will create Ulsan’s most luxurious interior brand.”

HOMECC Interior to change distribution business directionWith no decent HOMECC Interior exhibition centers and stores in Youngnam area, customers’ needs were not met. But now customers can benefit from HOMECC Interior exhibition center opened in Ulsan branch.“Ulsan branch will focus on vitalizing the distribution business. We will avoid passive sales activities but find our customers actively.” Mr. Lees’ speech was enough to show his strong will. “We think that the opening of HOMECC Interior exhibition center will become a great turning point to us, which is why we know that this business isn’t just for one department but for all.”According to Mr. Jung-Tae Nam, HOMECC Interior business is a common interest of all of us. Lets’ wait and see how HOMECC Interior will echo throughout the Youngnam area.

Employees of KCC Ulsan branch are having a Distribution Business Strategy meeting

1 A customer is looking at the sample board with the latest trend

2 Transparent quotations through PCs installed in the exhibition center

1

2

15KCC INSIDE 142014 FEBRUARY Our Outstanding Technology

Development of cosmetic silicone, enhancing function and applicationThe need to give a silky, smooth touch is the biggest reason for using silicon as a raw material for cosmetics. It allows excellent moisturization, reduction of stickiness, persistency, and waterproof function. KCC have already launched ‘KCC Beauty’ and developed various cosmetic silicon products and is steadily upgrading products.

By Yu-Suk JungCRI Silicone Technology Department

1) Cross-linking : Cross-linking is produced by chemical reactions between polymer chains. As the amount of Cross-linking

between polymers increases, flexibility decreases and longitude increases. Cosmetic crosspolymers are in a soft elastic body

state since the amount of cross-linking is controlled to an appropriate level.

Types of Cosmetics KCC Brand products and silicone products

Hair Care(Shampoo, conditioner, wax, jell, mousse, spray, oil, essence, cream, lotion etc.)

SeraSense® SF series :Volatile oil, Dimethyl oil

SeraSense® GB series :Gum blend

SeraShine® EM series :Emulsion

SeraSense® AS series :Amino Silicone oil

Basic cosmetics(Lotion, cream, essence, face lotion, cleansing cream, body care, pack, mask, massage cream etc.)

SeraSense® SF series :Volatile oil, Dimethyl oil, Phenyl silicone oil

SeraSol® SC series :Silicone Surfactant

SeraSoft® SW series :Silicone Wax, Alkyl silicone oil

SeraSilk® EL series :Crosspolymer blend

SeraSnow® SP series :Crosspolymer Powder

SeraSense® RB series :Silicone Resin Blend

SeraSense® AC series :Acrylate Silicone

Coloring cosmetics(Face powder, cake foundation, liquid cream, make-up base, lipstick, lip gloss, eye shadow, mascara etc.)

Functional cosmetics(Sun care products, wrinkle care products, whitening products etc.)

For body wash, for shaving, for dyeing

Types of Cosmetics and KCC Beauty Products

Silicone, adding function to cosmetics

Silicone, which is used in shampoos, conditioners and hair products, make peoples’ hair shiny and

easy to comb.Skin care products allow excellent moisturization and soft touch while color make-ups show excellent spread ability, soft touch and durability, while covering pores and wrinkles. Sunscreen products not only upgrade the level of UV blocking, but also have waterproof function and durability. Silicone is recognized as an essential material, which is safe to apply to skin having no color, no odor and no taste preventing skin irritation. KCC added both function and beauty into personal care products and is selling about 110 kinds of products worldwide by launching an integrated brand named ‘KCC Beauty’ with Basildon, an England company, that KCC had made acquisitions to in 2011.

Development Background of New Cosmetic Silicone Crosspolymer Silicone crosspolymer is a solid cosmetic silicone product with elastomer (made by 1)cross-linking silicon oils) features. They are mostly dispersed in low viscosity oil and are used as fluidal crosspolymer blend products. Silicone crosspolymers are recognized as an essential raw material that gives a soft touch as base cosmetics and color cosmetics. Plus, they reduce stickiness, cover wrinkles and pores, absorb sebum, have water proof functions and durability, and lubricate the skin well. Crosspolymer refers to the abbreviation of Crosslinked polymer and is a term used in cosmetic

market according to the international nomenclature. In the early stage of R&D, KCC started developing with amorphous crosspolymer blend product and steadily spread out its’ field into Crosspolymer Powder products so as to enhance rolling effect, covering wrinkle and pores and absorbing sebum performance. Plus, general crosspolymers which were consisted of pure silicones of an early stage didn’t blend well with water or organic materials are now developed into PEG modified Crosspolymer products with better mixing power.

Development Process of Silicone Crosspolymer Powders The recently developed crosspolymer powder is made by emulsifying silicone oil into a circular particle form in water and cross-linking them to make a circular elastomer particle and finally by drying them into a powdery form.KCC also developed fluidal paste type crosspolymer blend products (Paste type). This product was made by dispersing

KCC cosmetic silicone applied KCC Beauty brand cosmetics

Production process of Crosspolymer Emulsion

17162014 FEBRUARY

organic ingredients of cosmetics. However, by adding PEG to silicone, it blends with water well and becomes available to use it with other organic raw materials.Optimizing the content of PEG and crosslink density enhances not only sensory feel but also secures long-term storage power. Adding to this, KCC has minimized bad smells and developed excellent quality products. Developed products are used as base and coloring cosmetics such as water-drop cream, Sun block cream, foundation and etc.

Future Direction of ‘KCC Beauty’ TechnologyThe cosmetic industry is extremely competitive in terms of brand marketing. In response to this, cosmetic companies are putting much effort to differentiate their products with other companies. Currently, there is a big marketing trend of focusing on functional cosmetic products (for anti-ageing) and environment-friendly cosmetics. However, premium silicone is required to improve cosmetic functions. In line with the major cosmetic companies’ needs and projects, prompt customer response is essential.Especially in 2014, KCC is planning to mass produce cosmetic fixatives Acrylate silicone copolymer, Resin Blend, Alkyl-modified silione volatile oil Carprylylmethicone and Carbinol silicone. KCC Beauty, a professional cosmetic material brand, will serve customers and cosmetic production companies with high- value products by developing the best quality products, utilizing global sales network and by increasing market share.

1 Mr. Seung-Hwan Lee is checking on the process of mixing oil and powder 2 Ms. Hyo-Jin Song is producing liquid foundation using KCC cosmetic silicone

1 2

CRI Silicone Technology Team who developed cosmetic silicones

Types Prior Products Development of new products

Product NameSilicone Crosspolymer Blend

Silicone Crosspolymer PowderPEG modified Silicone Crosspolymer blend

Product Name SeraSilk® EL series SeraSnow®SP series SeraSol®EL series

Exterior Semitransparent paste White powder or opaque paste Semitransparent paste

Particle forms Non particle (amorphous) Spherical particle (Average 5㎛) Non-particle (An amorphous)

Ingredients 100% pure sillicone 100% pure silicone Partial denaturalization of PEG

Development and Complexation of

Cosmetic FunctionsSkin conditioning products

Skin conditioning product & Pore, wrinkle cover

Skin conditioning agent & multifunction of emulsion stabilizer

<Features of newly developed products>

•Use: Basic cosmetics, Color cosmetics, Functional cosmetics

powders into low viscosity silicone oils for better usage. Sebum absorbing power improved with better oil absorption thanks to our colleagues’ endeavor to upgrade softness when applying on the skin. Overall, KCC products possess greater strengths in scent, color and dispersion easiness compared to other competitors.

Development process of crosspolymer Blend, a denaturalized polyethylene glycol silicone General crosspolymers which are consisted of Pure silicone formula don’t blend with water which is the raw material for cosmetics. Also, there are cases in which they are not compatible with other

19KCC INSIDE 182014 FEBRUARY

Gazing into the corporate future through Environmental Management

By Jung-Hyun Han Environment Management Department

The importance of environmental management is rapidly increasing thanks to continued consolidation of environmental regulations by the government and consumers who continuously pursue environment friendliness. Let’s have a look at the importance of environmental management and examples to help discover ways for KCC to become recognized as a top environment friendly corporation.

Environmental Management is an imperative element of corporate management

In March 1991, a Phenol leakage incident occurred in the Nakdong River originating from the Gumi factory by a major Korean company. This incident helped Korean people realize

the importance of the environment. The corporate image of the company responsible for the leak took a beating and people boycotted their products.In response to such environmental pollution incidents, the Korean government tightened environmental regulations through various legislation such as the Toxic Chemicals Control Act, Clean Air Conservation Act and Water Quality Conservation Act. Korean companies developed methods and practices to implement advanced environmental management systems in stark contrast to the past when the main focus was on sales volume and profit.Around the turn of the twentieth century, many Korean citizens were longing for a better quality of life and this brought about new social issues surrounding welfare and wealth distribution. Customers who once focused on price and quantity started seeking out better quality and environmentally friendly products instead. As such, with the government consolidating environmental regulations and consumers longing for environment friendliness, environmental management has now become an imperative element of corporate management.

Environment as top priority for management helps create leading companiesThe concept of Environmental Management developed by adding environmental elements to the existing corporate management system. It was introduced in order to reduce environmental destruction and promote environment friendly and sustainable development. Environmental problems are now a global issue and a focal point for corporate management all over. By adopting ‘POSCO Family Environmental Management’ in December 2010, POSCO has become a leading representative environmental management corporation. The company undertakes various endeavors to develop energy saving technologies. KCC notably is also at the forefront of environment friendly trends and

practices. The company has built an environmental management system across 13 business units and also managed to achieve environmental management system certification. An exemplary example of this is the Jeonju 2 factory having been honored in December 2011 with selection as a green company. What makes this so remarkable is the fact that it’s the first time ever in the paint industry based on support for ENVIRONMENTAL TECHNOLOGY AND ENVIRONMENTAL INDUSTRY ACT. KCC also won awards from the minister of environment for four consecutive years and was credited for leading the dissemination and adoption of environmental management by fulfilling social responsibilities. As such, KCC is most certainly leading environment friendly trends in the Korean building material industry.

Establishing an environmental management vision & talent cultivationIn order to reduce the unacceptable number of environmental accidents, diverse legislation is under discussion in the National Assembly. Some have already been passed into law and will take effect soon. For example, since the Chemicals Control Act that can

impose a fine of up to 5% against companies who violate the law and those responsible for chemical pollution or spills was passed in the National Assembly, many corporations have been forced to tighten control for prevention. 10 years have passed since KCC implemented its environmental management system in 2003. It is now time to revise the environment management system including the organization, human recourse, deduce existing problems and prepare for the second phase.For successful implementation, it is necessary to establish a clear vision for environmental management. At the same time, it is also important that each and every group member adjust their perception and recognition of environmental management.As such, it is essential to reorganize the environmental management system and construct infrastructure. It must be said that even with state of the art processes and computer systems, success or failure ultimately depends on the operator. Thus, we should all keep in mind that cultivating talented people capable of leading environmental management is quintessential in drawing satisfying outcomes.

Knowledge Sharing

21KCC INSIDE 202014 FEBRUARY

By PR&AD Team

In other words, the main message of this ad is that small stones and sand that might seem not so important to some people become great resources for KCC, and this leads to energy saving and even creates energy. This ad, which started with an idea of digging oil out of sand, especially has a powerful echo for it carries KCCs’ unique energy philosophy.

KCCs’ unique energy philosophy echoing through the new advertisement KCC is the only company that produces its own glass, sealant and window frames which are the three main elements of windows.

Mr. Byung-Chae Lee, CEO of Haksansystem –a company that produces and constructs glass windows, sealant and window frames, assessed that the new advertisement expresses KCC’s unique energy philosophy.“The new advertisement conveys a message that KCC technology is an excellent energy creator with natural resources that are commonly found for small stones and grains of sand are produced into outstanding KCC products such as insulation materials including glass-wool, mineral-wool, glasses and sealants.”Mr. Lee added that walls and windows are the main cause of heat loss in buildings.“KCC thermal insulation materials are applied to walls and KCC glass and sealants are applied to windows to capture heat loss. It is for sure that KCC products are the best contributors to energy saving.”

Small stones and grains of sand become energy with KCC Technology!

Many nations around the world seem to be moving fast to implement their Green

Growth Policy, which aims to balance economic growth and environmental protection. To walk in pace with such nations, KCC –well known for pract ic ing green management through development of various energy-saving products –has unveiled a new corporate advertisement for 2014. The head copy, “KCC digs oil out of sand?” draws curiosity. To the question ‘How can KCC dig oil when it doesn’t deal with oil as a product group?’ one of the advertisement copies provides an answer. ‘Small stones and grains of sand become oil with KCC Technology!’ The small stones and a jar of sand –as shown in the ad –are both commonly seen on the streets, so they may not seem so special. However, when these natural resources meet KCC’s technology, they turn into various KCC products including thermal insulation materials, glass and silicones, dramatically reducing the loss of energy. The key point of this new ad is that saving energy this way is the same principle of producing oil and how KCC has its unique method of oil production.

KCC Advertisement Story

Small stones and grains of sand become energy with KCC Technology! A new series of KCC corporation advertisements were featured in major Newspapers such as Munhwa Daily on the 3rd of January 2014. The new ads, which promote KCC’s technology in digging and producing oil from small stones and grains of sand, are receiving positive response from not only KCC colleagues but also subcontractors and customers. Let’s learn more about this new advertisement and hear some stories from the Site Operations Departments and our customers.

KCCs’ new corporate advertisement was published on January 3rd as a full-page ad on Munhwa Daily

The new advertisement conveys a message that KCC technology is an excellent energy creator with natural resources that are commonly found.

Mr. Byung-Chae Lee, CEO of Haksansystem

Mr. Dae-woo Kwon from 3-TOP1 Department, Seoul Branch

에너지를 아끼는 친환경기업

KCC INSIDE 232014 FEBRUARY Welcome to KCC

We are the future of KCC!2014 New Employees

By PR&AD Team

Meet KCC’s 123 new employees who have just taken their first step into society. They entered the Human Resource Development Center on January 2nd and received education for a month, during which they shared the company’s management ideology and vision, while promoting community spirit. Here are the 123 new members, ready to lead KCC!

(From the back left) Jiwoong-Kim, Seungkyun-Park, Bonggi-Kim, Kyungyoon-Seo, Dongyeol-Kim, Donggun-Park, (From the front left) Kwanbon-Ku, Jinpyung-Park, Donghyun-Ko, Beomrae-Kim, Ilsung-Park

(From the back left) Hyosun-Ko, Minchul-Kang, Yonghoon Oh, Danbi Kwack, Hyungjin Park, Minju Leem, Younghwan Lee, Seoyoung Jeong, Jongsu Kim, Seungryong Ji, Baro Kim, Jinhyung Moon ,Raeung Jung

(From the back left) Dongmin-Ku, Ikjun-Lee, Hunjik-Chu, Dosung-Lee, Sunae-Kim, Juyoung-Jung, Sunkwang-Kim, Yongkyun- Leem, Jeeseung-Kim, Minsik-Park, Byungsoo-Seo, Teamin-Kim, Minhyuk Cha

Jiwoong-Kim Smile Kimchi~ㅣIt may be tough right nowㅣBut stay positive and keep smiling

Seungkyun-Park KCC E&C with Seungkyun-ParkㅣTo move up the ladderㅣI will always ask and learn

Bonggi-Kim This is Bonggi-KimㅣMake a tool of meㅣI will still remain self-initiative

Kyungyoon-Seo Kyungyoon-Seo is a new employeeㅣDespite my lack of experience and knowledgeㅣ

I will work and live like a lubricant

Dongyeol-Kim Dongyeol-KimㅣI will workㅣlike the rising sun

Donggun-Park I have returned to my hometownㅣwith pride and honorㅣbecause I got into KCC E&C, one of the

best construction companies in Korea

Kwanbon-Ku I instinctively cling onto KCCㅣwho came to me like a small beacon of hope

Jinpyung-Park Jinpyung-ParkㅣI’m veryㅣEXTRAordinary

Donghyun-Ko To create high profitsㅣI will fly across all the fields and departmentsㅣlike a busy bumble bee

Beomrae-Kim Beomrae-KimㅣI will display my inner capacityㅣfor global construction network

Ilsung-Park I am armed withㅣknowledge and diligence

Question•Names•�Make a three-line poem

with my name

•Names• What do you wish to

achieve in KCC?

Question

Dongmin-Ku Become the best salesman

Ikjun-Lee Become a professional sales & marketing expert with

diverse field experiences

Hunjik-Chu Become a production process specialist

Dosung-Lee Upgrade the quality of every KCC product

Sunae-Kim Become a researcher who can lead the development

of new paints

Juyoung-Jung Become the Head of Changwon branch

Sunkwang-Kim Become a Sales Generalist who communicates with

colleagues, customers and potential customers

Yongkyun- Leem Enhance my values

Jeeseung-Kim Be acknowledged by the others

Minsik-Park Show my own produced products in exhibitions

Byungsoo-Seo Become a brother-like member

Teamin-Kim Take part in leading KCC to be the best company in

the world

Minhyuk Cha Be a researcher who makes the world a better place

Hyosun-Ko Be an essential member.

Minchul-Kang Retire amidst my colleagues’ praise

Yonghoon-Oh Become a legend in KCC

Danbi-Kwack Become CFO of KCC

Hyungjin-Park Protect the happiness of my family from a broader

perspective

Minju-Leem Speak in front of buyers as Representative of KCC

Younghwan-Lee Be more active in pioneering the global market

Seoyoung-Jeong Purchase my own house

Jongsu-Kim Achieve the highest sales

Seungryong-Ji Be a helping hand to colleagues and customers

Baro-Kim Find something that can be done only by me

Jinhyung-Moon Become a generalist across all fields in KCC

Raeung-Jung Become the youngest Director of Sales

신

인 사 드 려요

입 사 원

22

252014 FEBRUARY 24

(From the back left) Sunsoo-Kim, Jeaguen Lee, Jiuen-Kim, Jihyun-Leem, Eunkyung-Min, Donguen -Lee, Kyusang-Cho (From the front left) Sangmin-Park, Junghui-Seo, Teahyung-Kim, Kwanghee-Han, Dongjin-Choi, Gihwan-Kwon

(From the left) Hyungwook-Seo, Jeonghwan-Lee, Seungjae-Lee, Jungil-Yoo, Sunggi-Hong, Seoyoung-Jung, Jeongho-Lee, Youngjoo-Son, Myungju-Jung, Duchul-Cha

(From the left) Sungyeol-Park, Soonyoung-Choi, Jungwoo-Lee, Chanmook-Leem, Beomhoi -Cho, Arum-Song, Yoonhae-Seo, Miji-Cha, Seonggu-Kim, Byunghee-Lee, Nampyo-Kwon, Junhyun-Sung, Hyunmin-Kim

(From the back left) Chulwon-Huh, Kyungsoo-Kim, Sungmin-Shin, Jeayeol-Cho, Youngsung Park, Wonbeom-Choi, Hyojong-Kim(From the front left) Sunghoon-Kim, Seungu-Lee, Hyunjeong-Yeon, Juhyung-Lee, Jina-Shim, Siwon-Jang

Sunsoo-Kim Scary but exciting at the same time

Jeaguen Lee Sweet spring rain in the midst of a severe drought

Jiuen-Kim A surprise present

Jihyun-Leem A place where I will build my life

Eunkyung-Min An existence which I always want to keep by my side

like my mobile phone

Donguen-Lee My lifesaver

Kyusang-Cho A place which gave me the chance to realize my dreams

Sangmin-Park A place that helped me step off on the right foot

Junghui-Seo A place where I can realize my dreams

Teahyung-Kim The first step to becoming a mature grown-up

Kwanghee-Han A place where I can achieve my dreams that are as big

as a boundless ocean

Dongjin-Choi The light of my life

Gihwan-Kwon My lifelong companion to develop together

Hyungwook-Seo My first and hopefully last workplace

Jeonghwan-Lee The breakthrough in job-seeking and my

lifelong companion

Seungjae-Lee My first stage

Jungil-Yoo A school that pays me to learn

Sunggi-Hong A place where happiness can be discovered

Sungyeol-Park Plan ahead of the future

Soonyoung-Choi A rolling stone gathers no moss

Jungwoo-Lee Let’s live without regrets

Chanmook-Leem As he sows so shall he reap

Beomhoi-Cho Have ownership and be responsible

Arum-Song Growth comes when we aim for our ideal

Yoonhae-Seo Give your best shot

Seoyoung-Jung A place where I take my first step towards social life

Jeongho-Lee A place which I need and where I am needed

Youngjoo-Son A company that recognizes and advances my potential

Myungju-Jung A once-in-a-lifetime opportunity

Duchul-Cha A starting point and a place to achieve my vision

Miji-Cha Enjoy every moment

Seonggu-Kim Seize every moment

Byunghee-Lee We must run tomorrow if we don’t walk today

Nampyo-Kwon Straighten your mind when the body is in trouble and

your body when the mind is in

Junhyun-Sung A person who insists that winning and losing not

important is a person who has never won

Hyunmin-Kim The way of looking at life decides is destiny

Chulwon-Huh Where there is a will, there is a way

Kyungsoo-Kim Only action remarks my name

Sungmin-Shin Live each day to the fullest

Jeayeol-Cho A smile brings the greatest happiness

Youngsung-Park Life is meant to be enjoyed

Wonbeom-Choi Don’t cling onto your past. Strive for the future

Hyojong-Kim Every person you meet in life has a lesson to teach

Sunghoon-Kim Be ready

Seungu-Lee Live a goal-oriented life

Hyunjeong-Yeon Experience is priceless

Juhyung-Lee Always focus on the

Jina-Shim Bring out the best in you

Siwon-Jang Don’t be smart; be wise.

•Names• What does KCC

mean to me?

Question •Names• My motto

Question

27262014 FEBRUARY

(From the back left) Hyunk-Choi, Hunhee-Lee, Jiyoung-Jang, Sangjun-Oh, Juhun-Jeon, Sujeong-Lee, Junhwan-Park, Jungbin-Ju(From the Front left) Kyuhun-Noh, Daeyong-Kim, Kyungtae-Hwang

Hyunk-Choi Punctuality

Hunhee-Lee Stamina

Jiyoung-Jang To be always full of energy

Sangjun-Oh Team support

Juhun-Jeon Put on a happy face when meeting people

Sujeong-Lee Organized

Junhwan-Park Singing, Playing the piano

Jungbin-Ju India-related work

Kyuhun-Noh Sell KCC products at an incomparable level

Daeyong-Kim Judgment power

Kyungtae-Hwang Persevere. Hard working

(From the back left) Junghyuk-Shin, Jongwook-Choi, Seunghwan-Hong (From the second left) Kunhyuk-Jeon, Insung-Park, Saemi-Lee, Nami-Lee, Seunghoon-Lee, Heejun-Kim, Taejoon-Cho (Front row) Jaeseung-Kim, Gilwoong-Kim, Chungmoo-Lee

(From the left) Suwon-Jung, Kyunggu-Park, Sangjin-Leem, Jongtak-Kim, Seohee-Kim, Sol-Jin, Woortaek-Lee, Jungi-Yoon, Mihae-Kim, Hyunggu-Choi, Doojin-Go, Sangha-Kim, Junam-Bae

Junghyuk-Shin Infinite stamina built by steady exercise

Jongwook-Choi Attractive laughter that spreads positive energy

Seunghwan-Hong Diligence

Kunhyuk-Jeon Sociability

Insung-Park Strong responsibility and diligence as a father of

a five-year-old girl

Saemi-Lee Be the best player in your position

Nami-Lee Presentation

Seunghoon-Lee Owner’s mind and attitude

Heejun-Kim Analysis skills on the domestic and international

economic flow

Taejoon-Cho The best double partner of KCC

Jaeseung-Kim Willingness to admit and strengthen my

weaknesses

Gilwoong-Kim Active debate on science; experiments based on

my own ideas

Chungmoo-Lee Honesty and sincerity

Suwon-Jung Learn step by step and become an essential

member of the organization

Kyunggu-Park Expand the Turkey market

Sangjin-Leem Produce products after my name

Jongtak-Kim Become a master in all fields

Seohee-Kim Make a better tomorrow

Sol-Jin Create a branch with record-high sales

Woortaek-Lee Write a report which is competitive in the global

market

Jungi-Yoon Leave behind my legend as a paint expert

Mihae-Kim Upgrade KCCs’ credit rating by one level

Hyunggu-Choi Become the head of Singapore branch

Doojin-Go Be the first person to pop in mind when

thinking of a mentor

Sangha-Kim Achieve over level B in personnel evaluation for

4 consecutive years upon entering KCC

Junam-Bae To become a reliable senior and a protégé

whom colleagues wish to work with

성 실 협 동창 의

•Names• My biggest strengths

Question

•Names• What I aspire to

achieve at KCC

Question

KCC LIFE 29282014 FEBRUARY

By Yu-Seop Song Sports Support Team

As we have dealt basic rules of Basketball in January we will now find out more about interesting Foul rules. Players carry out strategy by using fouls but the problem is that strategies change 2minutes before the game ends since the last 2 minutes in the play have the power to change the result of the game.

The reason being that there is a rule in which a player gets 2 free-throws from the second foul regardless of unused permissible fouls during the last 2 minutes. This rule prevents the game from getting loose with unnecessary fouls.

Away-from-the-play foul that prevents deliberate offensive interruptionsAn away-from-the-play foul is applied when a foul was called away from the player carrying the ball. In early 2000, Shaquille O’ Neal, one of the most famous NBA players of all time, was famous for his weak free-throw attempts. The opposition team saw this as a chance and the game got too loose and much less interesting. Seungjin Ha, a KCC EGIS player had also experienced such difficulties.So the KBL and NBA came up with what is known as away-from-the-play foul policy to prevent boring games due to deliberate foul strategy. Away-from-the-play foul refers to every foul that’s called against the defensive team before the offensive team passes the ball into the court from the sideline during the last two minutes of the game. The specific rules are as follows:

Video reviews can play a decisive role in deciding victory or defeat During the final two minutes of the fourth period or overtime period(s), the chief referee can request a video review when they need more information to aid their decisions even if 3 referees cannot concur. The officials are asked to be more accurate especially during this time because one bad judgment call can have an enormous effect on the end result. The video review can be brought into play under the following situations:

Transition offense foul makes it possible to earn 5 points with a single attack The transition offense foul is called when the defensive team is trying to hamper transition offense regardless of player ball possession. Transition offense fouls are only valid in KBL and was introduced in order to prevent unnecessary fouls and to help speed-up the game. When a transition offense foul is called, players are allowed two free-throws and have the right of ball retention following. So once the player succeeds in two free-throws and possibly gain 3 points, the player can gain 5 points maximum. However, this foul has been labelled a controversial issue because it depends greatly on referees’ subjective judgment calls.

All About Basketball

(1) A personal foul and team foul shall be counted and one free-throw attempt shall be given(2) If the foul occurs when the ball is within the bounds of play, the team that has been fouled shall be

allowed a free-throw at the nearest point from where play was interrupted but no nearer to the baseline than the free-throw line extended.

(3) Under any circumstance in which the foul occurred prior to the release on a throw-in, any players actively engaged in the game at that moment are allowed to attempt the free-throw.

(1) To check whether the ball left the shooter’s hands before every quarter’s end (2) If the shot was timely, to check whether the shot was a 2-pointer or 3-pointer (3) To check whether the shooter committed a boundary line violation (4) To check whether the 24-second clock expired before the ball left the shooter’s hands(5) To check whether the 8-second clock backcourt violation occurred before the ball left the shooter’s hands(6) To check whether any defensive player committed a goaltending foul (a violation of interfering with the ball

when it is already on its way to the basket, different to a normal block)

The real fun begins 2 minutes before the game ends

2minutes before the culmination of a game tend to be the most crucial moment that can change the

end result. One little mistake can lead to a loss and one brilliant play can lead the team to victory. Since this moment is very important, a new set of rules are applied in the last 2 minutes of the game.

Where is the correct restart point after a timeout?Imagine if only 2 minutes before the end of the game, the opposition’s ball goes out of bounds while KCC EGIS is defending. Alternatively consider when the opponent team attempted a shot but missed and a KCC EGIS player got a rebound ball. At this point the KCC EGIS player calls a timeout. In such a situation, from where can the KCC EGIS player start to attack? KCC EGIS would have two options in this case. They can start from either the 8.325 m mark line at the opposite side of the recording table, or outside of the designated boundary. A player can pass backward which is not permitted ordinarily in the time prior to the last 2 minutes. This rule was made to let players have a better offensive chance and create more dramatic end results.

Is a team foul strategy always effective?4 permissible fouls are allowed per quarter per team. I.e. in each quarter, each team is allowed to commit up to 4 fouls. Any additional fouls over and above the 4 permitted result in 2 free-throws. Now let’s assume that a KCC EGIS player has not committed any fouls at all throughout the 4th quarter. Does this mean that the player can use the 4 unused fouls to interrupt an opponent’s offensive game during the last two minutes? The answer is an emphatic no.

Spectacular Foul Strategy begins 2 minutes before the game ends

All About Basketball Series ① Knowledge and understanding of Foul rules doubles the enjoyment of basketball games

② Spectacular Foul Strategy begins 2 minutes before the game ends

③ Draft and FA , an invisible hand of team power

KCC LIFE 31302014 FEBRUARY

Delicious smell of bread fills Mr.Choi’s house

Mr. Ul-Sung Choi decided to take a family photo shoot to celebrate his 10th wedding anniversary with his wife

Mrs. Jin-Ok Lee. He wanted to thank his wife for dedicating herself to raising their three beautiful children.Mr. Choi and his wife first met in university. They got married after 10 years of dating, and another decade has passed to mark their 10th wedding anniversary. Mr. Choi has a family of five including their first son Eun-Chan, second daughter Si-Eun and a three-year-old son Eun-Hoo.Nowadays, their house is full of sweet and delicious smell of bread. Mrs. Lee has recently fallen in love with baking, so the children can enjoy mom’s homemade cookies as much as they want. Mr. Choi said, “Our children are homeschooled, so we get to spend a lot more time together than average families do. Plus, it seems that her cookies bring the children closer together because love is the main recipe. I always thank my wife for giving so much comfort and love.”

Deeply Bonded SiblingsMr. Choi’s three little angels, Eun-Chan, Si-Eun and Eun-Hu are deeply bonded together. “Eun-Chan, who just turned 10 this year, is mature enough to look after his little brother and sister. Mr. Choi’s only daughter Si-Eun is shy, but she energizes her mom and dad. Eun-Hu, the youngest, provides much laughter and joy to our family. Thanks to our kids our home is always full of energy and warmth,” Mrs. Lee

said. Like she said, Eun-Chan acted very maturely throughout the entire photo shoot, Si-Eun remained calm and Eun-Hu was very mischievous. When Eun-Hu got bored, Eun-Chan and Si-Eun cheered him up with candy and promised to take him for ice cream after the photo shoot. Thanks to their encouragement Eun-Hu came back and focused on the shoot very well. I could clearly see how happy Mr. Choi and Mrs. Lee must be with these angels. “With all this energy, I feel like I can work much harder,” he added. He couldn’t agree more on the fact that having a family forms an important foundation of life. “Honey, I’m so grateful to have you as my lifelong companion! I love you! Eun-Chan, Si-Eun and Eun-Hu, I hope you guys grow up to light up the world with hope.” We wish you tremendous joy and love in 2014!

KCC LIFE

Loving Home of 10-year-old CoupleBy Dream Friend

One snowy evening in December, Mr. Ul-Sung Choi from the Sales Promotion Team visited a studio. The cute studio went well with his family and the photo shoot went on very smoothly thanks to their co-operation. Let’s meet Mr. Choi’s family, who are filled with smiles and laughter!

Bravo My Family

Happy and loving family of Mr. Choi

Mr. Choi and his wife Mrs. Lee who have spent half of their life together

(From the left) Shy Si-Eun, mature Eu-Chan and energetic Eun-Hu

KCC LIFE 33322014 FEBRUARY

Tongue Fu, the secret to becoming a master of communication!

By Heung-Gyu Jeong Resin Technical Department - Ulsan

One day, an acquaintance of mine gave me a book entitled “Tongue Fu! How to deflect, disarm and defuse verbal conflicts,” proclaiming that this book is useful in leading social activities and interpersonal relationships. It wasn’t until I opened the book that I realized how my careless words could hurt other people’s feelings. Upon finishing the book, I’ve felt as if I’ve already become a Tongue Fu master.

Of course, it’s not so easy to respond wisely to situations of anger, conflicts and controversies. We struggle because we simply don’t have the technique to effectively respond to the other person without being swayed by their upsetting words, without our opinion being rejected, and without being emotionally hurt.

How to master Tongue FuSam Horn offers practical answers which readers have been searching for all along. Many books deal with conversation skills, but Horn’s book is special in a sense that it provides concrete methods to use when trying to deal with conflicts in everyday life, as well as case-by-case techniques with which we can counterattack instantly and wisely. While Kung Fu fends off physical attacks, Horn’s Tongue Fu is spiritual martial arts that fend off psychological attacks. In other words, Tongue Fu allows us to guard ourselves against verbal insults and act confidently by controlling our emotions and by being mindful of our responses when attacked by others.At some point in our lives, we all encounter conflicts and people who are particularly difficult to communicate with. Thus, we need to be able to understand their mentality to develop better ways to respond to them.The techniques suggested by the North American communication expert are so vivid and familiar that readers recall the conversations of movie characters, which can be very practical and effective.

Practice makes perfect!This book is worth reading over and over again and putting the ideas into action until you grow confidence in yourself. This book is particularly helpful for those who have shed tears of frustration and anger, those who have spent sleepless nights regretting and blaming themselves for not saying anything, those who instantly burst into rage, those whose are sick and tired of repeating such behaviors under similar circumstances, and the list goes on.I want to become a Tongue Fu missionary for KCC and spread word of mouth by putting Horn’s 56 magical communication skills into practice. I highly recommend this book to my KCC colleagues who wish to become a good parent, a kind friend or a greater speaker at work.

Effective communication, always a big challenge

The book begins with “High-quality Communication without Getting Hurt”. Imagine that a quarrel

breaks out in the middle of a business meeting. People would react to this in different ways. There’s the one who starts shouting, one who loses their temper and storms out of the room, one who starts crying, one who adds oil to the fire, one who stammers or one who gets deeply hurt without even

saying a word. These are not suppositions, but rather a real reflection of us. Meetings and discussions often fail to become a medium of meaningful and productive conversations, where we end up ignoring each other or make irrelevant comments that hinder us from reaching an agreement or a practical solution. Likewise, a sound culture of debating has yet to take its root for us to be free from all the commotion and emotional stress.

Books & Life

Tongue Fu! How to Deflect, Disarm, and

Defuse Any Verbal Conflict

Author : John Gray Published by : Galmaenamu

KCC LIFE 35342014 FEBRUARY

Hong-June Yu’s Treasures of Korean Art & having a look at Traditional Pictures and WritingsBy Hong-June Yu

Professor Hong-June Yu, famous for his Exploring Cultural Heritage series turned up this time

with national treasures and masterpieces that must be remembered. Last November, Mr. Yu published two books entitled Treasures of Korean Art and Having a Look at Traditional Pictures and Writings. Treasures of Korean Art was a series of writings published weekly between April 2009 and July 2011. The writer does not limit national treasures to

the ones designated by the country but includes relics that professor Yu also consider as masterpieces. Readers can easily understand his explanations on one side along with the relic pictures on the other side.Having a look at Traditional Pictures and Writings shows off 100 art pieces that go with 49 Joseon dynasty representative paintings and writings so as to explain the history of the masterpieces and the great artistic value within such artworks and helps readers better appreciate them. Professor Yu stresses that people can become artistically impressed in various ways according to each of their subjective thoughts. Thus, he suggests people to be more open to a broader perspective of artwork observation.

Risk on, Risk off, Save the Economic Traffic Light! By Gwangduk Han

The more unstable the economy gets, the more important it is for us to be able to read the economic trends. Being closely related to the domestic market, the global

economic flow acts as the most fundamental estimation standard.By examining this flow, we should be able to spot signals of potential economic crossroads ahead. As the market risk level rises, a red light (Risk Off) referring to “Stop at the risk-free asset” turns on. On the contrary, a green light would mean “It’s OK to move with the risk asset” and turns on as the market stabilizers. The author offers advice to prepare for risks by distinguishing economic signals with the standard of global economy index and credit index that warns of dangers in economic markets.

Making Habits, Breaking Habits By Dean JeremyTranslated by Hyunjung SeoMost of us are consciously trying not to fail any given plan for at least three days. This book is useful for such people because it helps them to achieve their goals and plans by sticking to their decisions and staying determined. Making Habits, Breaking Habits introduces the readers to methods of cultivating good habits by providing some interesting examples from scientific experiments.

The Power of DebateBy Chiwon Kang Professor Chiwon Kang, who has been praised by many parents across the nation with his lecture “A 15-minute debate per day can change your children’s future”, published a book entitled The Power of Debate. In his book, Mr. Kang offers useful debating know-how and mentions that debating skills are the core capacity of talented individuals. Plus, he introduces professional debating methods that help develop children’s thinking skills and persuasive power.

The history of coffee and how it transformed our world By Mark Pendergrast Translated by Mina Jeong It would be a big mistake to consider that this book is merely about the history of coffee. This book narrates much knowledge about coffee including politics, economy, culture and war in an interesting way. It begins by stimulating curiosity by showing the parallel of coffee and shows how coffee became well-known around the world and how people ultimately fell in love with it.

Happiness 4.0 By Moonsik Woo A psychology professor, Jonathan Heit, who has been in the spotlight for receiving much attention as the next big positive psychology professor, has apparently proven the Happiness hypothesis by proposing version 1.0 to 3.0. Adding to this, Heit proposed Happiness 4.0 by framing a hypothesis which states that “happiness can be created” based on other positive psychology professors’ and his own study results.

Throwing away what we used to know – Korean Culture By Gyungwon ChoiThrowing Away What We Used to Know - Korean Culture reinterprets Korean culture of many years ago. Thus, it’s better to exclude ancient art or archaeological theories but to reflect universal studies’ views and extract the modern value of Korean traditional culture in a new manner. Plus, the book not only contains analyses with theories but it also introduces various visualizations in an interesting way.

What I learned in Harvard & Google By Isizmi Tomoe Translated by By Hyung LeeThe writer –having graduated from Harvard business School and worked at Google Headquarters –suggests 35 rules to follow in order to live a successful life. He attempts to remove the common misconception by people that there exists only intense competition and heavy education in Harvard Business School and Google. Plus, he tells the readers of what they ought to pursue in life.

February recommended books

Books & Life

The Yellow House By Wanseo Park

The Yellow House by Wanseo Park, published in August 2013, happens to be the nickname for her house. The book contains her unpublished novels and fictional

pieces. The first chapter in particular has stories that show the freeness, generosity and warmth of her old age. These stories were first introduced in the quarterly journal Deesejip in 2001 and 2002.The readers especially love this chapter because it describes her daily life of expectations and hopes even in her old age. Plus, illustrations between stories double the composure and warmth of Wanseo Parks’ writing. It’s a good idea to ease the minds of those who have missed her since she passed away in 2011.

KCC LIFE 37362014 FEBRUARY

‘ ’ABBA’s power transcends generation and borders

By Dream Friend

Last November, the globally popular hit musical Mamma Mia! returned to Seoul, this time starring a British cast from the original London production. Mama Mia! Seoul, which made its debut on January 25th, 2004, was staged 1,200 times over the last 10 years, attracting over 1.5million avid fans worldwide. Now musical fans are more interested in original productions staged in Korea than ever before because Mama Mia! Seoul is their sunset tour.

Culture & Life

MAMMA MIA!, the most adored musical hit in the world

The Musical Mamma Mia ! comprises an ABBA masterpiece of music adored by the

world. This drew a lot of attention from the producing stage and gained a huge success in its first performance in England in 1994.Being praised as the best hit following ‘The Phantom of the Opera ’ and ‘Les Misĕrables’ the success continued in American Broadway and become one of the most famous musicals and is performed every single night in 300 major cities worldwide. In 2008, this piece was released in movie theaters and attracted public attention starring big movie stars including Meryl Streep, Pierce Brosnan and Colin Firth.The movie Mamma Mia! earned US $601.2 million and became one of the global musical hits .

Reproducing well-formed story and the original song it selfThe Musical Mamma Mia! starts with the scene of Sophie - who doesn’t know who her father is – sneaking a peek at her mother Donna’s diary of her youthful years. Having the resolute goal of finding out who her father is, she succeeds in finding her mother’s former boyfriends and even invites them to her wedding. This blew a fresh breeze into Donna’s life and the musical is suddenly filled with conflicts, reconciliations, humor capturing the imagination of the audience.The overall plot is great but the real factor for the success lies in ABBA’s great music. In fact, when ABBA’s music was first planned for production into a musical, ABBA’s fans paid close attention to whether the musical could actually inspire the original song. Considering this, ABBA members Bennie

and Bjorn asked the producer not to revise the original version and so it brought about huge success.After all, a touching story full of family love, friendship, and romance decorated with a popular group’s music created the spectacular musical Mamma Mia!

1 The poster of Mamma Mia! Seoul original productions 2 A scene of Sophie and Sky going on a trip for the last time

Donna and her friends singing ‘Super Trooper’Donna meeting her three ex-boyfriends

1 2

KCC LIFE 39382014 FEBRUARY

One day, I got an email from the KCC PR & AD

Team, offering free tickets to the musical

Mamma Mia! in Korea by the original cast, and

in turn, having the attendees submit a short

review on the performance.

I had been dying to see the famous musical, and

luckily, I was so lucky to get the chance to see

Mamma Mia!.

In this musical, mother and daughter named

Sophie and Donna play the main roles.

Although Sophie is the lead character, Donna –in

my memory –seems to have a stronger impact.

In this musical, Donna succeeds in rekindling

her love, which failed 20 years ago.

Her love is not pictured as youngsters’

passionate love but is shown as a calm love.

However, this doesn’t mean that the play is calm.

The whole time I was watching the play, my

shoulders heaved with excitement.

Plus, the music in the play was very familiar to

me for I had been listening to ABBA’s music

since I was a young child.

Out of the 19 songs played in this musical, 9 songs

including, ‘I have a dream’, ‘Honey honey’, ‘Money

money money’ and ‘Mamma Mia’ were among the

most unforgettable.

I have heard before that Mamma Mia! is a

musical that entertains audiences of all

generations but seeing it for real made me

much more delighted than I had expected.

Having better auditory effects than visual

effects, the sense ‘hearing’ seemed more

suitable than ‘seeing’ for this musical. In

fact, I was already familiar with the plot since

I had already watched Mamma Mia! the

movie. However, there was a clear difference

between the musical and the movie.

Especially in terms of communication, the

musical version was more competitive

than the movie.

In the movie, the landscape of Greek

Santorini Island was very impressive.

On the other hand, as I was enjoying the

musical I felt as if the story on the stage

was what was actually happening around

me. I think this was possible thanks to the

performers’ endeavors to communicate

and immerse the audience in the play. After the play, I wondered whether ABBA’s

music might be the only reason for its high polarity.

Although music may be an influential factor, I personally think that the story of a

strong mother who dedicated her love, youth and future to her daughter must have

driven the musical’s success since the entire world praises the value of maternal

love.

After all, great music, cheerful dance steps and love for our parents are the

foundation of Mamma Mia!’s incomparable popularity.

By Ah-Yeong Lee Administration Department – Yeoju Plant By Jin-Park Quality Management Department - Yeoju Plant

Wondering about my parents’ love story More familiar than the movie!

KCC Colleague Appreciation Review

Ms. Ah-Yeong Lee from the Yeoju Plant Administration Department (left) and Ms. Jin-Park from the Yeoju Plant Quality Management Department

1 ‘Money money money’ with dynamic dance and music2 ‘Dancing Queen’ Curtain call

1

2

Culture & Life

KCC LIFE 41402014 FEBRUARY

▶ Fines and penalty points for drivers watching DMB or using smart phonesStarting February 14, 2014, the use of smart devices at the wheel will be prohibited. When caught, fines of 70,000 won will be imposed on vans, 60,000 won on passenger cars, 40,000 won on two-wheeled vehicles and 30,000 won on other types.

▶ Fixed Rate on Maternity Leave WageFrom this year, mothers will be able to receive 40% of their wage during their maternity leave –ranging from 500,000 won to maximum 1million won. Yet, 15% of the fixed amount will be given after the employee returns to work. Plus, the government will expand its support for substitute worker wages by up to 50%, and the support fund will be given in the period before and after childbirth, which was provided only during the maternity leave period.

▶ Implementation of Substitute HolidaysStarting from Thanks Giving holiday in 2014, if holidays overlap with other national holidays or weekends, the first following working day will count as a holiday, but when Children’s Day falls on Saturday or other holidays, the next working day becomes a holiday. Other Saturdays are not included as substitute holidays.

▶ Year-end Income Tax Deduction A year-end tax adjustment on 2013 income must be completed before receiving the upcoming monthly pay in February. The Ministry of Strategy and Finance reported that from 2014, the maximum income tax tariff (38%) income tax basis section will be lowered from over 300 million Won to 150 million Won. In addition, the deduction rate per item will change altogether with the income tax basis section. Deduction rates for cash receipts will rise from 20% to 30% while the deduction rate for credit cards reduces from 20% to 15% but instead the deductible public transportation fees will increase up to a million won.

What’s New in 2014?

New Year brings changes in the economic, social and cultural systems. It helps to learn about these systems because most of them are directly linked to our everyday lives. Let’s take a look at the revised year-end tax adjustment system and avoid financial losses.

Scope

▶ Expanded Protection on Lease Deposits

SStarting January 1st, the amount of lease deposits that can be subject to preferential payment has been expanded from 75 million won to 95 million won. The new law has

increased the standard amount for protection from 65 million won to 80 million won in the capital area, and from 55 million won to 60 million won in metropolitan cities. The current tax rate of 300 million won will be expanded to 400 million Won for commercial areas or the city of Seoul, the capital area from 250 million won to 300 million won. Finally, in metropolitan cities, the amount of lease deposit subject to protection will increase from 180 million won to 240 million won.

▶ Road Name Address Act takes full effectRoad Name Address refers to a new system of naming and numbering streets, houses and buildings. The Road Name Address Act came into effect on January 1st 2014. However, there is an exception. In a real estate contract, lot numbers should be used when writing down the location of the property, but road names are required when buying and selling real estate properties. ※ For more information on Road Name Address Act : www.juso.go.kr

▶ Free or discounted usage of cultural facilities on last Wednesday of every month Last Wednesday of every month is now designated as Culture Day. National museums and art galleries, cultural assets, including ancient palaces, royal ancestral shrines, royal tombs of the Joseon Dynasty and other major cultural facilities can be visited either for free or at a discounted price. Not only this, a 50% off discount on the starting price will be offered to the elderly, and university tuition fee of up to 4.5 million won per year will be offered to the third child in a family.

By Dream Friend

Real Estate

Society & Culture

Life & Economy

A standard of assessment Basic tax rate

Under 12 million Won 6% out of 100 on standard of assessment

Over 12 million Won ~ under 46 million Won 720 thousand Won + 15% of over 12 million Won

Over 46 million Won ~ under 88 million Won 5.82 million Won + 24% of over 46 million Won

Over 88 million Won ~ under 150 million Won 1,590 million Won + 35% of over 88 million Won

Over 150 million Won ~ 3760 million Won + 38% of over 150 million Won

<Changed income tax basis section>

432014 FEBRUARY 42

Seacare A/F795, an anti-fouling paint for ships, protects ships from sea animals sticking on to them and allows smooth sailing.KCC will continue to invest in R&D and develop technology so as to produce more KCC products with globally top-level quality.

Mr. Soon-Yong Park from Jeonju PlantAwarded Commendation from Minister of Environment

On December 31st 2013, Mr. Soon-Yong Park from the General Affairs Department of Jeonju plant received a commendation under Minister of Environment for contributing to the environmental development of North Jeolla region.Jeonju Plant won three environment awards in 2013 alone, including ‘Minister of Environment Award for Excellent Eco-friendly Corporation’ and ‘Government Reward and Prime Minister Award on Environment-friendly Consumption and Production’. Jeonju Plant won awards under Minister of environment for four consecutive years since 2010. Jeonju Plant will continue to recognize the social responsibility as a company that represents North Jeolla province and do its best to keep up with environment-friendly management. Jae-Hyun Cho / General Affairs Department, Jeonju Plant

Welcoming ceremony for 2014 New Employees 2014 New Employees Welcome Ceremony was held in KCC Human Resource Development Center on January 15th. Mr. Mong-Ik Chung (CEO of KCC), Mr. Mong-Nyul Chung (CEO of KCC E&C) and other executives attended the event and congratulated them for starting another chapter of their lives. President Chung made said in his welcome address, “I sincerely congratulate all of you for becoming KCC member and I hope you grow as owners of your assigned duties.”On this day films produced by the new employees, and video clips of their parents sending congratulatory messages were played. The new employees also put on a performance with passionate dance and choir.The ceremony closed with their resolution to become true KCC members as they received badges from KCC executives.

Promoted excellence in KCC electronic materials at ‘NEPCON 2014’From January 15th to 17th, KCC promoted excellence in its electronic materials by participating in ‘NEPCON (National Electronic Packaging and Production Conference) 2014’ the largest electronic materials exhibition in Tokyo.01.15 – 01.17. KCC carried sales promotion on not only ceramic products such as Solder Resist (SR), Epoxy Molding Compound (EMC), Direct Copper Bonding (DCB) and vacuum Interruptor (VI) but also silicone products. In this event, KCC formed business partnerships with foreign customers and carried out promotion and sales activities on KCC products. Tae-Gyu Kim / Semiconductor Material Team

2014 kick-off meeting at HQ and business site

A 2014 kick-off meeting was held in KCC headquarter and each of its business site.Mr. Mong-Ik Chung, CEO of KCC announced ‘Securing technological competitiveness’ and ‘Strengthening our sales constitution through vitalization of market information and efficient organizational management’ as the management goal for 2014.In his New Year’s speech, he mentioned that we should secure technological capabilities and competitiveness by accelerating technological convergence with the new standard of fair trade.” “In the current PM-centered organization, PM must be able to strategically visualize and control products in each stage regardless of Research, Production, Sales and Management units,” he added. President Chung also emphasized his expectations on upgraded concentration and efficiency through the recently-rebuilt SCM (Supply Chain Management).

Quality management, KCCs’ outstanding innovation activity KCC Outstanding Innovation Assignment Contest was held in CRI-Human Resource Development Center on December 26th, 2013. The contest allows participants to communicate and share excellent assignment results

and performance with each other.Mr. Dong-Heon Shin, Director of Management Technology, made the opening speech. Presenters and judges had a valuable time communicating and sharing information on the performance of each business unit. Yeoju plant, which carried out the project “Enhancing the quality of cutting through the improvement of annealing process”, received the first prize. The members of Yeoju plant received recognition for their excellence in solving the chronicle problem of improving the quality of glass-cutting.

Eun-Sung Choi / Quality Management Department

Rust-preventive, Anti-fouling Ship Paint and Vacuum Interrupter, World’s Best ProductsKCC Korepox EH2350 and Vacuum Interrupter were chosen as the worlds’ best-quality products for five consecutive years on December 24th, and Seacare A/F795, which is an anti-fouling paint for ships, was awarded Best Product for three consecutive years.Korepox EH2350, rust preventive paint for ships, has excellent resistance against salt water and wear and tear, protecting steel structures such as seawater tanks and pipes against rusting.KCC Vacuum Interrupter currently has the largest market share due to the material used in VI that separates circuits in case of electrical accidents.

NEWS 2014. 02

452014 FEBRUARY 44

Yeoju Plant & Kumkang Leisure Ltd. donate 50 million WonOn December 24th, 2013, Yeoju Plant donated 30 million won and Kumkang Leisure Ltd. donated 20 million Won to Yeoju City Hall. The donation will be given to low-income and disadvantaged families to keep their winter warm. Mr. Sung-Yong Kwak (Plant Manager of Yeoju Plant) and Mr. Jong-Ho Jo (Director of Kumkang Leisure Ltd.) expressed their hopes and said, “I hope this donation could help the struggling families in Yeoju areas even just a little bit.”

Moonmak Plant, conveys ‘Donation of Love’Moonmak Plant and subcontractor employees voluntarily collected the ‘Donation of Love’ and gave 1.95 million won to ‘Childfund Korea’- Gangwon branch.Moonmak Plant has been steadily making donations for four years since 2010 and is contributing to building up KCCs’ positive image to local society.

Hankook-Keum / Moonmak Plant

‘Love House Repair Service’ MOU contract signed by KCC Incheon branch & KOSCAMOU contract on the Love House Repair Service’ was signed by KCC Incheon branch and KOSCA in KOSCA Incheon metropolitan city office on January 3rd.Every year, KOSCA-Incheon participates in ‘Love House Repair Service’ and repairs houses for neighbors in need. With the establishment of MOU, KCC Incheon

branch will be supporting them by providing KCC products. Chan-Hyuk Park / Incheon Branch

Ulsan plant holds safety prayer ritual On January 5th, Ulsan plant held a safety prayer ritual to instill consciousness on safety and prevention of workplace accidents. The event took place at Muryong Mountain where 90 employees including Mr. Han-Tae Lee (Head of Ulsan plant) attended and prayed for the safety in Ulsan plant by selecting departments with the best safety and health activities, and reading optative sentences aloud.Mr. Lee asked the employees to co-operate for safety culture to take its root and emphasized that “We should upgrade our consciousness and co-operate with the best efforts to allow an initiative safety culture to settle in our workplace.” Jae-Hyun Park / Ulsan Plant

KCC E&C holds year-end ceremony and 2014 kick-off ceremonyHeld community chest drive and was awarded for

zero workplace accidents

On December 31st, 2013, KCC E&C held a year-end ceremony with executives and staff present on the 9th

floor of their building. A community chest drive brightened up the atmosphere and made the event more meaningful.On January 2nd, 2014, KCC E&C held a Kick-off ceremony. Mr. Mong-Nyul Chung, CEO of KCC E&C gave a New Years’ address and stressed that in difficult construction business times we should work in harmony and overcome this challenge to maintain our growth. On

this day, The emergency spillway site of Seomjin River dam was awarded for one-fold achievement of non-disaster. Dong-Hyun Lee / KCC E&C General Affairs Department

KCC E&C wins ‘Kyungbok University Jisung-Kwan construction’ contractDevelopment of fostering global professionals

KCC E&C won a contract for ‘Kyungbok University Namyangju Campus Jisung-Kwan construction’ on 26th of December. Jisung-Kwan will become a core educational venue fostering global official experts as a complex training lecturing building with main training rooms. The construction will begin on 1st of January 2014 and is planned to be completed in the 30th of June 2015. Mosae-Kim / KCC E&C Construction Technology Department

NEWS 2014. 02

Meet HOMECC Interior in 2014 KYUNGHYANG HOUSING FAIR!

KCC will participate in

‘2014 KYUNGHYANG

H O U S I N G F A I R ’

starting from Ilsan,

Gyeonggi-do on 19th

of February and move

on to Gwangju, Busan

and Daegu.

‘2014 KYUNGHYANG

HOUSING FAIR’ held in Ilsan KINTEX on 02.19-02.23

will be HOMECC Interiors’ first step to customers this

year. HOMEC Interior will promote different types of

interior design concepts through HOMECC package

show room consisted of KCC bathroom materials,

kitchen furniture, wall papers, light applied bedrooms,

kitchens and children’s rooms installed in HOMECC

booth. Customers can receive free interior

consultations from HOMECC partners and have a look

at various interior materials in HOMECC Interior booth.

Notice

2014 KYUNGHYANG HOUSING FAIR

Date: February 19th ~ 23rd

Place: Ilsan KINTEX, Gyeonggi-do

Poem of the Month

Full Moon Tu Fu

Above the tower - a lone, twice-sized moon.

On the cold river passing night-filled homes,

It scatters restless gold across the waves.

On mats, it shines richer than silken gauze.

Empty peaks, silence: among sparse stars,

Not yet flawed, it drifts. Pine and cinnamon

Spreading in my old garden… All light,

All ten thousand miles at once in its light!

Mail Box

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

ZZongA

For some time, snow didn't seem so pretty.I hope to find a romance to see beutiful snow as it is before this winter goes.

SUNNY

Soothing, breaking one by one, Peaceful brushing on the shoreIn crescendo and then back downMy soul is asking for much more.

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 sabo@kccworld.co.kr!

● Dae-Hyun Kim / Pyungtek, gyunggido The cold weather is keeping everyone in their warm, cozy house. I watch a lot of Basketball games on TV these days. In the past, I felt uncomfortable watching them since I didn’t know the rules very well. But just in time, I got to learn the basic rules of basketball in the January issue of KCC House Organ and that helped me a lot. Plus, I was surprised to read the ‘Product’ column and learn that thermal insulations have various applications besides construction. Although I don’t belong to the KCC family, I felt proud as a customer about the fact that KCC products are being exported worldwide with its’ outstanding technology.

● Sung-Hun Jeong / Environment Management Department

Last January, Ulsan plant’s Quality Innovation Team and Eonyang plant’s Quality Assurance Team had a private meeting. Although Ulsan’s Team is part of Quality Assurance Division, I’ve always felt that the two teams are somewhat distant from each other. But the meeting served as an opportunity for everyone to get a sense of kinship through productive discussions on paint and building material information. I hope to have these kinds of meetings more often and sustain our deep companionship.

Letters from Readers

Editor’s Note

● Seulgi Hong / Sejong Plant

On January 1st, the employees of Sejong plant and their families climbed up Huksung Mountain to make New Year’s resolutions through a sunrise event. It was a meaningful time to see the sunrise up close and throw away wasted resolutions to freshening up our minds. I hope we try to stick to our resolutions throughout 2014 and make it a fruitful year to leave no regrets.

● Seo –Jin Park / Ulsan plant quality Innovation Team

I hope KCC house organ introduces not only KCC paints, flooring materials and windows, but also various ways to display interior materials such as wall papers, lights and other products. I think this would be great for employees to gain knowledge on the products and promote them to customers.

●PR & Advertisement Team

February 5th and 16th mark Ms. Yu-Jin Lee and Mr. Hyun-Sang Park’s birthday. The two members of KCC’s PR&AD Team are chic and cool but very warmhearted. Please congratulate them! We wish you lots of joy in life. Happy birthday!