Kixx Marketing Manager Changbeom Lee, on stage, receives the First Brand Awards 2025 on behalf of the company.

Kixx has been recognized as the winner of the prestigious Korea First Brand Awards in the lubricant category for the ninth consecutive year. Hosted annually by the Customers Council, this achievement emphasizes Kixx’s commitment to product quality, innovation within the lubricant industry and customer satisfaction. What sets this award apart is its consumer-driven selection process. Through extensive surveys in Korea, consumers choose the brands they believe will lead the year, making the Korea First Brand Awards the largest and most influential brand recognition in the country.

From GS Caltex’s Expertise to Kixx’s Global Success

Four of Kixx’s key products: Kixx BIO 1, Kixx Chain BIO, Kixx PAO 1 and Kixx G1.

GS Caltex, Korea’s first private oil company, has been producing and selling lubricants for over 50 years since its establishment in 1969. Launched in 2005, Kixx was developed based on GS Caltex’s advanced technology. The brand’s lubricants are manufactured using GS Caltex’s high-quality base oil, ensuring superior product quality. Kixx has become a leading global brand, recognized for its performance, offering 180 types of automotive and industrial use, including premium engine oils Kixx PAO 1 and Kixx G1, as well as Kixx HDX for commercial vehicles.

As automotive regulations tighten and demand rises for high-quality lubricants, Kixx continues to meet the evolving needs of manufacturers and consumers through innovative technology and rigorous production management.

Leading the Lubricant Industry with Advanced Product Development and Strategic Communication

The First Brand Awards trophy and certificate symbolize Kixx’s dedicated efforts to become Korea’s most trusted lubricant brand.

Kixx has been proactive in launching new products according to consumer demand and market changes. In response to the global climate crisis, Kixx led the lubricant industry towards eco-conscious solutions with its bio-based engine oil, Kixx BIO 1, in 2022 and the biodegradable chainsaw oil, Kixx Chain BIO and the biodegradable hydraulic fluid, Kixx RD BIO, in 2023.

In addition to the products, Kixx has introduced cutting-edge solutions like Kixx RF P 85 in 2022, a refrigeration oil that provides excellent miscibility for low-GWP refrigerants and also meets the market criteria for refrigeration oil. The following year, Kixx pioneered the next generation of cooling solutions with the Kixx Immersion Fluid S, which helps data centers improve performance while reducing energy costs, and in 2024, Kixx continued to focus on its product portfolio expansion.  These developments highlight Kixx’s commitment to adapting to market changes and enhancing its reputation as an innovative brand to consumers, contributing to its consistent recognition at the Korea First Brand Awards.

In 2024, Kixx enhanced its brand image through more diverse global communications and expanded consumer engagement. The AI film “The World Without Lubricants” marked the first AI marketing campaign in the lubricant industry and showcased the importance of lubricants through a dystopian narrative, unlike anything seen before in the industry. Other notable campaigns were the “Kixx Starts Your Own Way” campaign in Vietnam and the “Better Resale Value” campaign by GS Caltex India Private Ltd.(GSIPL).

Throughout 2025, Kixx aims to solidify its reputation as Korea’s leading lubricant brand while continuing to grow internationally. Looking ahead, the brand will continue to innovate and expand its product range base, reinforcing its position as a reliable name in the lubricant industry.