SOUTH KOREA - The steel industry usually stays out of public interest as it is typically traded in the B2B or business-to-business sector. This, however, is soon to change, according to Union Steel, a runner-up steelmaker specialising in treating high-quality special purpose steel sheets.
"We may be a steel company but our key rivals in the future will be luxury interior material makers such as Italian wallpaper or marble manufacturers," said Chang Sae-wook, CEO of Union Steel.
The medium-sized company, since 1985, has been affiliated with Dongkuk Steel, the nation's third-largest steelmaker.
Union Steel, which has long specialised in high-quality surface-treated steel sheets, presented last week its new home appliance steel brand, Appsteel.
The brand name, which is a compound of "Appliance" and "Steel," was chosen through a social network service contest.
"Usually traded from business to business, steel has always been excluded from consumer marketing," Chang said.
"It was our intention to change this trend and to add a consumer-friendly colour to our products."
In addition to the already-existing colour-printed steel sheet lines, Appsteel also includes two new products: Uniglass and Unitex.