Started as the first ‘Ink manufacturer’ in Korea in 1945. 

Following ‘eco-friendly philosophy’ from the beginning of the establishment.

Company-wide response to the goal of “de-petroleumization”.

Digital communication with customers on ‘YouTube’ channel.

Focus on realization of corporate social value.

Leading the industry with differentiated ESG strategy.

“ESG (Environmental, Social, Governance) management and digital acceleration that NOROO Paint focuses on are part of the challenges that NOROO has continued for 77 years.” 

Noroo Paint co. ltd, CEO Cho Sung-guk (picture) said in an interview with the Korea Economic Daily on the 30th Jan 2022, “Noro Paint, the company, which started in a small wooden building in Hoehyeon-dong, Seoul in 1945, has been thinking about eco-friendliness since boiling varnish (glossy) in a pot.” .

He continued, "We will maintain the identity of Korea's leading paint company while exhibiting unique flexibility to meet the needs of the times and customers."

The company is concentrating on management efficiency in response to the recent high oil price, said that it would ultimately achieve de-petrolization.

Although it is not easy to solve in the short term; however, it is a goal that must be achieved in the med-long term through technological innovation and system improvement.

Accordingly, tasks such as the development of new products that establish ESG management policies and directions are ed and carried out.

‘The COVID-19 pandemic’ has accelerated the digital transformation of the company.

“The digital familiarity of customers, including dealership owners, is a problem directly related to sales competitiveness,” said CEO Cho, explaining the background for rushing digital transformation. As an example of digital transformation, the companies’ YouTube channel, 'Paint It Suda’ (Meaning in English ‘Here’s the Paint)' was mentioned. In the second year of its establishment, it achieved 10,000 subscribers and about 1.4 million cumulative views, emphasizing that it is evaluated as a successful example of a company's YouTube channel operation.

CEO Cho joined the company in 1988 and was appointed as CEO in 2019.

He cited the help of employees as the ‘biggest driving force’ for Noroo Paint to grow and develop as it is now.

CEO Cho said “as a CEO, I made the most effort to come up with a solution to the difficulties of the executives and employees”.

 The following is a Q&A session with CEO Cho.

▷ What is your strategy to cope with the recent high oil price era?

“Rising oil prices are creating a difficult business environment for all domestic companies. In particular, NOROO Paint's main customers such as architecture and automobiles are being directly affected by the sharp rise in raw material prices.

NOROO Paint is trying to overcome this through efficient management.

We thoroughly reviewed the feasibility of internal cost execution and managed inefficient customers through ion and concentration.

In addition, by converting catalogs and booklets, which were previously made as papers, into digital contents, new production and reissue costs were reduced.

Various seminars were digitalized and non-face-to-face meeting, while communication was strengthened, and efficiency increased.”

 ▷ Curious as to ‘why a paint companies are putting so much effort into ESG management’?

 “The management philosophy that has been handed down since the beginning of the establishment is melted.

At that time, there was no technology and equipment for ink in Korea, and production equipment was also insufficient. For this reason, it was produced while cutting varnish with a pot. 

During the boiling process, there was a bad smell, which caused a backlash from the residents. Since then, the company has always been thinking about eco-friendliness as important factor.

As time passed and technology developed, it was reflected in the value of social contribution. NOROO group management is also taking the lead, judging that the direction of 'ESG management', which has been established as a new global standard, is consistent with the group's founding spirit.

The core of ESG so called the ultimate goal, is ‘reducing carbon emissions’. 

The company is responding in the mid- to long-term by operating a research center and task force team at the entire group level to ultimately achieve de-petroleumization.”

 ▷ What is NOROO Paint's digital transformation strategy?

“The digital transformation triggered by COVID-19 is now one of the global trends. It is bringing about major changes in society and culture and also economy as well.

NOROO Paint has been well received by presenting customized content such as self-painting and color trends through the YouTube channel, named ‘Paint It Suda’(in English meaning “Here’s the paint”)

Within two years of opening the channel, it has achieved 1.4 million cumulative views and 10,000 subscribers. Also ‘NOROO Power Up’, the first communication app.(application) between dealers and the company was introduced as the first in the industry, is becoming a new communication channel too.

It is a service that provides digital product information and new policies.

Unlike in the past, which required several types of catalogs and booklets, all you need is a tablet PC or a smart phone. Sales have become more convenient as we can suggest products, color trends, and construction examples which customers want anytime, anywhere.”

 ▷ How NOROO Paint has been leading the Korean paint industry for 

nearly 77 years?

“There are many titles of “first” in Noroo Paint. This is outcome from so many 'repeat challenges'.

Immediately after national liberation in 1945, the technology was recognized enough to transfer ink manufacturing technology from Japan to the Korea for the first time.

After the armistice agreement was signed in 1953, NOROO paint company benchmarked the paint industry in developed countries and actually produced korea’s first paint.

In 1976, we established the industry's first technology research center.

In 1993, NOROO Paint was used for Korea's first observational rocket “science Number 1”

The following year, the Forbidden City renovation project in Beijing, China, which is said to be the pride of China, defeated advanced paint countries such as the United States, Germany, and Japan to win a contract.

In 2020, we entered into a strategic alliance with Akzo Nobel, the world's No. 1 paint company, for the first time, and the world's best paint technology was recognized.

NOROO Paint will strive to develop new challenges and technologies to lead the Korean paint industry. Our current focus on ESG management and digital acceleration is part of new challenges.”

 ▷ What are your business goals for the future?

“We plan to grow into an ESG company through technological development to create a sustainable global environment, social contribution which cares the weak around us, and activities that employees can relate to.

With the ESG Management Promotion Office and the Sustainability Report, NOROO Paint has already systematized ESG management.

In the ESG evaluation of listed companies last year, it received an overall grade of A and was recognized for its ESG management performance so far.

The company will move forward as a leading company in the paint industry through more differentiated ESG activities. Increasing the proportion of eco-friendly paints for construction and social contribution activities are ways to realize social values of the company for the global environment and the socially underprivileged.”

Jin-won Kim, Journalist & Reporter

jin1@hankyung.com