Daesang Group unveiled its new corporate image (CI) on Nov. 1 to mark the 65th anniversary of its foundation. This is the first replacement in 24 years since 1997 when the group changed its name from Miwon to Daesang.
Choi Sung-soo, CEO of Daesang Holdings, said, "We will pave the way for a leap forward to become a 100-year company with the introduction of a new CI." The new CI embodies a tree rooted on the ground and stretched branches toward the sky.
This means that products and services created based on "nature," which is the basis of the Daesang business, are a virtuous cycle structure that enriches humans and nature.
The group started with Dong-A Hwaseong Industrial Co., Ltd., founded in 1956 by the late Chairman Lim Dae-hong.
In the first year of its foundation, it developed Korea's first seasoning, Miwon, and introduced it to the market, gaining huge popularity. In 1962, it changed its company name to Miwon.