Kixx Connect is a series featuring the people who connect Kixx with markets around the world. The first story, “Kixx Connect Vietnam – Beyond the Campaign,” follows Changhee Han of GS Caltex’s lubricants overseas sales team, who starred in the Kixx Vietnam campaign film “Kixx-start to New Heights.” It shows how an employee who has long represented Kixx to overseas customers became the face of the brand and connected with consumers around the world.

 

Key Takeaways

• The first Kixx Connect story: an interview with Changhee Han, star of the Kixx Vietnam campaign film “Kixx-start to New Heights”
• A Kixx employee shares why he took on the role, what it means to be an employee model, and stories from behind the scenes
• From building trust with overseas customers to fronting a campaign in Vietnam, a look at how he connects Kixx with consumers worldwide

 

Kixx Connect is a series featuring the people who connect Kixx with markets around the world. Beyond the Kixx brand itself, it introduces the people who make Kixx, experience it, and bring it to their markets.

The first story features Changhee Han, who works in overseas sales for GS Caltex’s lubricants business. Having built trust through years of working face to face with overseas partners and customers, he recently stepped in front of the camera as the star of “Kixx-start to New Heights,” a Kixx campaign film released in Vietnam, and became the face of the brand for a much wider audience.

From meeting customers to standing in front of the camera, we asked him about his Kixx journey beyond the campaign.

 

Could you introduce yourself?

‘The person who connects markets with Kixx’

Hello, I’m Changhee Han, an Associate Manager on GS Caltex’s Finished Lubricants Global Sales Team. I currently manage the Japanese and Indonesian markets and also support our business in Vietnam. My job is to grow Kixx sales and find new customers and business opportunities.

In overseas sales, understanding each market’s characteristics, consumers and competitive landscape matters just as much as selling the product. I see my role as thinking and acting as close to the market as possible so that more customers choose Kixx.

 

You went from handling overseas sales at headquarters in Korea to starring in a campaign in Vietnam. What went through your mind when you were first approached, and what did you want to convey as the face of the brand?

‘From customers to the camera: the young energy of Kixx’

My first thought was, “Me?” I’m used to introducing Kixx to customers, but expressing the brand in front of a camera is a completely different world. Still, it’s not an opportunity everyone gets, so I decided to treat it as a fun challenge and give it a try.

Through this campaign, I wanted to show that Kixx is a brand with not only reliable quality but also young, dynamic energy. Working in overseas sales, I’ve learned that what consumers expect from engine oil goes beyond simple vehicle maintenance. From the daily commute to a trip somewhere new, they want a product that helps them carry on with their everyday lives with peace of mind.

 

Why do you think you were chosen to star in the Vietnam campaign?

‘The best way to show a Korean brand: a real Kixx person’

Kixx is a brand that started in Korea, and Vietnam is a market with a strong affinity for Korea and Korean brands. So I think having someone who actually helps build Kixx in Korea appear in person could feel more familiar and approachable to local consumers.

Professional models can present a brand beautifully, but I believe real employees can share the Kixx they experience in their daily work in their own way. Having the people who plan, produce and sell Kixx appear on screen themselves is perhaps what made this campaign special.

 

What was it like on set, and how did people react after the campaign was released?

‘Not just anyone can be a model’

I thought I’d just need to memorize the storyboard, but once I got on set, there were so many details to get right, from where to look and my facial expressions to the way I walked and where I put my hands. We shot even short scenes over and over, and I thought, “Not just anyone can be a model.”

After the ad came out, I got a lot of congratulations, but I think I got teased even more. People kept joking, “So are you focusing on modeling instead of your day job now?” What I remember most is the period when the ad was playing in the elevators at GS Tower, our headquarters. Whenever my face came up on the screen while I was riding with colleagues, the playful comments poured in. I’d pretend not to see it and look down at the floor, which only made it more fun for them.

Still, what meant the most was hearing that the Kixx content we worked so hard on was reaching consumers in Vietnam and getting a response. As someone in overseas sales, it was really welcome and rewarding news.

*The main film of the 2026 “Kixx-start to New Heights” Vietnam campaign drew more than 52.4 million total views, five times the previous year (combined YouTube, Facebook and TikTok)

 

What does “New Heights” mean to you?

‘Stepping one foot outside my comfort zone’

For me, “New Heights” is less about a grand goal and more about stepping outside familiar territory and willingly taking on new roles and experiences. As someone in overseas sales, I never imagined I’d be the star of a Kixx ad. It felt unfamiliar and awkward at first, but once I tried it, I found a new kind of fun, and my perspective on the brand broadened a little.

If I had to sum up the experience, I’d call it “a new challenge that turned out to be a lot more fun than I expected.” I think the process of piling up small challenges like this is what “New Heights” means to me.

 

What does Kixx mean to you?

‘Kixx is another name I carry’

Overseas customers don’t make decisions based only on price or quality. What ultimately matters is how much they can trust the company supplying the product and the person in charge. So when we discuss sensitive issues like pricing or supply schedules, I feel a responsibility knowing that my explanations and commitments may be taken as Kixx’s position.

Becoming the face of Kixx in this campaign made that meaning even more special. Today, Kixx is more than just a brand to me. It’s another name I carry with pride and grow with.

 

As an overseas sales professional, and now as the face of a campaign, what does it mean to you to “connect” Kixx with global markets?

‘“I’m going with Changhee”: turning trust into a face’

Sometimes, even in difficult situations, overseas customers tell me, “I’m going with you, Changhee. I trust you.” I’m grateful and proud when I hear that, but it’s also a moment when I feel the weight on my shoulders. That’s why, when I introduce Kixx, I try not to focus only on product strengths but to give the impression of a brand customers can trust and grow with.

In a way, I’d already been the face of Kixx in overseas sales, connecting Kixx with markets. This campaign simply made that role a little more direct and visible. It was an experience of taking the trust I had built with individual customers and sharing it on screen with many more consumers in Vietnam.

“Kixx-start to New Heights” has wrapped up, but Changhee Han continues to meet partners and customers in the field as a representative of Kixx. The smile he showed on camera and the trust he has built in the field are part of the same story of connecting Kixx with global markets.

The next Kixx Connect story takes us to Uzbekistan. It will feature partners and creators from Uzbekistan who visited Korea to meet the people behind Kixx and experience the brand firsthand.