Kixx has been named the winner of the prestigious Korea First Brand Awards in the lubricant category for the 10th consecutive year, marking a decade of excellence in consumer trust after the brand celebrated its 20th anniversary last year.

The Korea First Brand Awards are one of the country’s largest brand awards programs, recognizing and honoring brands expected to lead the year based on consumer satisfaction surveys. Celebrating their 24th anniversary this year, the awards draw strong public attention through real-time social media trends, television broadcasts, and extensive digital coverage.

A Brand Built on Over 50 Years of Trust and Technical Credibility

Kixx was named Korea First Brand Awards winner for the 10th straight year.

Kixx’s continued recognition reflects the long-standing expertise and leadership of GS Caltex, Korea’s first privately owned oil company, which has produced and sold lubricant products since 1969. Launched in 2005, Kixx was built on this foundation and has grown into a comprehensive lubricant brand serving both automotive and industrial markets, gaining further momentum through a large-scale brand renewal in 2025.

Kixx lubricants are manufactured using GS Caltex’s high-quality Group II and III base oils, produced through cutting-edge hydrocracking technology, to deliver proven performance and reliability. The renewed portfolio spans the GX, DX, and MX lines for passenger vehicles, commercial vehicles, and motorcycles, respectively — including key products such as the Kixx PAO 100 and Kixx GX7 passenger vehicle engine oils, Kixx DX9 commercial vehicle engine oil, and Kixx MX9 motorcycle engine oil.

In response to evolving business environments, Kixx continues to strengthen its product competitiveness by aligning performance standards with market needs, delivering reliable lubrication solutions across diverse operating conditions around the world.

‘Lubricating the Future’ While Driving Continued Progress in Consumer Trust

This latest recognition comes amid Kixx’s continued, wide-ranging efforts strengthen its brand and build long-term consumer trust. To celebrate its 20th anniversary last year, Kixx unveiled a comprehensive brand renewal designed to respond proactively to evolving industrial environments and reinforce its future-oriented vision. This introduced a refreshed brand identity that includes updates to the logo, packaging, slogan, and automotive engine oil product system, as well as a sound logo— all designed to deliver a more unified and intuitive brand experience for customers around the globe.

At the core of the renewal is Kixx’s new brand slogan, “Lubricating the Future,” which reflects its ambition to move beyond powering machines, enabling smoother industries and contributing to a better, more sustainable future.

To amplify its renewed brand, Kixx launched a series of key marketing initiatives. “Kixx Brand Film: Lubricating the Future” was released globally and surpassed 10 million views on YouTube, generating strong engagement, particularly from overseas audiences. Additionally, Kixx launched its official Instagram account, establishing a new platform for direct customer communication. The brand also published “The New Kixx” storybook, which chronicled its 20-year history and highlighted its evolution, achievements, and vision for the future.

Continuing the Development of Groundbreaking New Products

As Korea’s leading lubricant brand, Kixx advances sustainable innovation and expands into next-generation lubricant solutions.

As awareness of the climate crisis grows, Kixx continues to advance sustainable innovation, guided by the responsibility of being Korea’s leading lubricant brand. The company has developed bio-based products that reduce environmental impact, including the Kixx BIO plant-based engine oil, Kixx Chain BIO biodegradable chainsaw oil, and Kixx RD BIO biodegradable hydraulic oil. Responding to evolving technological demands, Kixx has also expanded into next-generation lubricant solutions, including thermal management fluids for advanced infrastructure. In 2023, Kixx launched Kixx Immersion Fluid S, followed by Kixx DLC Fluid PG25 in 2025, building a robust portfolio for next-generation data center cooling solutions.

Advancing Lubrication for a Sustainable Future

Going forward, Kixx will continue its efforts to advance as a leading lubricant brand in the global market while driving innovative product development to create a better future. By leveraging its technical expertise and responding proactively to dynamic industry environments, the brand is set to deliver even more long-term value to customers worldwide.