HS Hyosung's Choh Hyunsang Pursues 'Sales Diplomacy' in Germany: "Beyond Technology, Emotional Connection"

Cho Hyun-sang, Vice Chairman of HS Hyosung, visited the world's largest industrial materials exhibition to engage in "sales diplomacy" aimed at strengthening cooperation with global partner companies.

HS Hyosung Advanced Materials announced on April 24 that it participated in "Techtextil 2026," which was held in Frankfurt, Germany for four days starting from April 21.

HS Hyosung Vice Chairman Hyun Sang Cho is taking a commemorative photo with attendees and employees at the 'HS Hyosung Night' held during the Techtextil exhibition in Germany on the 22nd (local time). HS Hyosung

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Techtextil is an exhibition that showcases advanced industrial materials applied across various sectors, including automotive, defense, aerospace, and shipbuilding. Since its inception in Frankfurt, Germany in 1986, it has been held biennially. This year, more than 1,500 companies from 49 countries around the world participated.

On the second day of the event, April 22, HS Hyosung hosted the "HS Hyosung Night," inviting over 130 guests, including executives from global companies such as Autoliv, ZF, and Continental, as well as South Korean Ambassador to Germany Im Sang-beom, to discuss practical cooperation measures and to strengthen its global network.

The HS Hyosung Night was organized to solidify ties with key global partners and to share the future vision of HS Hyosung Advanced Materials. Among the 1,500 participating companies at the exhibition, HS Hyosung was the only one to hold a separate dinner event.

The venue was transformed into a showcase of K-culture, featuring fusion Korean traditional music performances, hanbok experiences, and a variety of K-food such as bulgogi and gimbap. Vice Chairman Cho personally introduced the unique style and flavors of Korea to partner company representatives, providing a differentiated brand experience.

Vice Chairman Cho stated, "This special experience of sharing Korea's unique culture through K-culture will serve as an opportunity to elevate HS Hyosung Advanced Materials’ global partnerships to the next level." He added, "Beyond technological prowess, we will lead the creation of differentiated value in the global materials market as a genuine partner who fosters emotional connection. Especially in times of heightened geopolitical uncertainty, we will continue to uphold the HS Hyosung spirit of ‘value and togetherness’ by standing alongside our global partners."

At this exhibition, HS Hyosung Advanced Materials presented its entire lineup of advanced fiber materials, ranging from super fibers such as carbon fiber and aramid to tire cords, airbags, seat belts, and car mats.

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