HS Hyosung Advanced Materials announced on the 15th that it received the Grand Prize in the Corporate Marketing PR (B2B) category at the “2026 PR Professionals’ Day and Korea PR Awards Ceremony.”
The event, held on the 13th at the Grand Ballroom of the Sofitel Ambassador Seoul Jamsil and organized by the Korea Public Relations Association, is the most authoritative PR evaluation ceremony in the country. It identifies and honors outstanding PR cases promoted throughout the year, selecting award recipients based on a comprehensive assessment of the value and performance of public relations efforts.
This result reflects the high evaluation given to the ambassador program “Beyond Limits, Value Together” launched by HS Hyosung Advanced Materials. The judging panel assessed that “the process of an ordinary office worker who lost one leg in a traffic accident rising again through challenge and passion, along with the sincerity of HS Hyosung Advanced Materials in continuously supporting him, resonated deeply with the public.”
HS Hyosung Advanced Materials decided to provide company-level support for athlete Park Chan-jong, who became a national cycling team member after overcoming a traffic accident, and formed a project team. The project team collaborated with the rehabilitation medical staff at the Carbon Material Medical Device Development Support Center of Jeonbuk National University Hospital to create an advanced prosthetic leg made of carbon fiber material for Park. Park competed wearing the carbon fiber prosthesis, which was significantly lighter than conventional metal materials.
Wearing this prosthesis, Park participated in training and international competitions, achieving a five-time title at the Asian Track Championships and setting a national record. He also won a silver medal in the 3rd,000m individual pursuit (sport class C3) event at the “2026 Aichi-Nagoya Paragames.”
HS Hyosung Advanced Materials recorded on video Park’s completion of the “Three Peaks Challenge,” in which he climbed to the summits of Hallasan, Cheongsungsan, and Jirisan in a single day while wearing the carbon fiber prosthesis he received support for. The public poured out encouragement and applause for the video, and Park’s passionate spirit of challenge conveyed a strong resonance.
As a result, the cumulative views of nine campaign videos exceeded approximately 2 million, and media coverage reached 210 items. A communication program in which more than 200 employees participated also drew deep empathy from both the public and employees. In addition, HS Hyosung Advanced Materials actively communicated the value conveyed by Park’s challenges beyond limits and the company’s technology to both internal and external audiences through various channels and programs, including a book concert with employee participation, social networking services (SNS), and YouTube.
Park Chan-yong, team leader of the Brand Team at HS Hyosung Advanced Materials, said, “Since the launch of the HS Hyosung Group, we have systematically established the group’s unique brand identity, starting with CI development.” He added, “This award is the fruit of sincerely sharing with the public the spirit of ‘Value Together’ that HS Hyosung aspires to, by adding warm emotion to cold B2B material technology.”
in INDUSTRY
