Hyundai Steel has unveiled a mascot to promote the value of steel and strengthen its connection with the public through social media and other communication channels.
Yonggangi, a character born from the heart of a steel mill
The new mascot, named “Yonggangi,” derives its name from the Korean word yonggang, meaning “purified molten iron.” Yonggangi was born from a blast furnace—the heart of a steel mill—and symbolizes Hyundai Steel’s journey of growth and innovation. As a guardian of the company’s facilities and processes, Yonggangi is a sociable character who loves people and never misses an opportunity to join a gathering.
A mascot created by employees, for employees
The creation of Yonggangi began in June during a town hall meeting chaired by the CEO, where employees expressed their wish for an official mascot. From brainstorming ideas to voting on designs, Hyundai Steel staff played a pivotal role in the mascot’s development. Among several candidate designs, Yonggangi was selected by 3,386 employees, winning 59.2% of the votes. Staff members also contributed to crafting the mascot’s backstory, further embedding it into the company’s culture.
Yonggangi will serve as a central figure in Hyundai Steel’s marketing and promotional campaigns, as well as in fostering internal communication. The mascot is intended to enhance employees’ sense of belonging and contribute to building a dynamic corporate culture. A variety of Yonggangi-themed merchandise has already been introduced, including stickers, key rings, mouse pads, fridge magnets, and blankets, all designed to connect employees and customers with the mascot’s story.
“As Hyundai Steel’s official mascot, Yonggangi will represent the collective identity of our employees and, over time, embody the company’s distinctive culture and values,” said a Hyundai Steel spokesperson.