Three decades of experience in GS Caltex’s Finished Lubricants division. Hyun Wook Kim, a manager in GS Caltex’s Lubricants Global OEM Team, may speak modestly of his thirty years at the company, but within those years lies a rich accumulation of insights and affection for the brand.  

From its start in the domestic market to its rapid overseas growth, Kixx’s journey has been supported throughout by the quiet steps of many like Hyun Wook. 

The second episode of My Kixx Story chronicles the journey of Hyun Wook Kim, who led operations on the ground and played a key role in Kixx’s rise as a global brand. 

 

Could you please tell us about yourself? 

“I’ve dedicated the past 30 years to the Finished Lubricants business since joining GS Caltex in 1995.” 

After working in domestic retail sales, marketing planning, and Enterprise Resource Planning (ERP) projects, Hyun Wook took on the new challenge of entering the Vietnam market as part of the Overseas Sales Team in 2014. When Kixx established its representative office in Vietnam in 2017, he moved there as the regional head of the office and led the market until last year. 

Currently, he works in the Lubricants Global OEM Team, where he oversees the automotive OEM business in Korea. With years of experience in both domestic and international sales, Hyun Wook holds wide-ranging expertise in distribution channel expansion and localization strategies. 

 

When did Kixx begin to expand into overseas markets? 

Although GS Caltex began exporting lubricants in the mid-1990s, Hyun Wook explains that the launch of the Kixx brand in 2005 marked a major turning point. 

“We started ramping up exports in the mid-2000s. We chose our target countries strategically, focusing on places where Korean car exports were already strong,” Hyun Wook said. “Russia, Vietnam, Mongolia, and Pakistan were some of the main markets we entered.”  

However, breaking into the overseas market was no easy task for a relatively unknown brand at the time. 

 

What did Kixx prioritize when first stepping into the global market? 

Lubricants have long replacement cycles and low consumer involvement. Rather than choosing an engine oil brand themselves, most consumers rely on recommendations from automakers or mechanics. In other words, distribution channels play a critical role. 

“One of the first things to consider when introducing a lubricants brand overseas is the distribution strategy,” Hyun Wook noted. “Consumers will only end up using our brand if local dealers or mechanics recommend it.” 

 

What challenges did you face along the way? 

When Kixx first established its office in Vietnam, the brand had already secured a fair share of distribution channels in the local market, but sales had begun to stagnate. 

“In Korea, GS Caltex’s Kixx is a trusted name, but overseas, we were starting from scratch. There was no brand or corporate recognition,” Hyun Wook explained. “We were competing with established global brands, while new ones kept entering the market. So beyond the distribution strategy, we needed something to set us apart. After all, from a distributor’s perspective, it’s much easier to recommend a brand they can confidently stand behind — one that has both recognition and credibility with consumers.” Hyun Wook emphasizes that a company’s branding strategy is key, along with distribution tactics. 

“Distribution is, of course, the most important thing, but the significance of brand awareness can’t be overlooked. Success depends on how well you balance the two strategies based on the market environment,” Hyun Wook summarized. “That was exactly the task set out for Kixx’s Vietnam office.” 

 

How did you approach marketing to local consumers to raise brand awareness? 

After the establishment of the Vietnam office, Hyun Wook focused not on short-term results, but on long-term localization and partner collaboration. This was a key moment to actively raise the visibility of the Kixx brand to make it a preferred choice among local consumers, and Hyun Wook got to work.  

The team implemented a wide range of marketing strategies, including supporting signage for repair shops, offering automotive maintenance training to young people, running dealer-exclusive programs, and even leveraging product placement in TV dramas. Ultimately, Hyun Wook’s efforts weren’t just about selling products — they were about planting the seeds of the brand. 

“Advertising tends to be more forward in Vietnam, which allowed us to design product placement scenes that might be considered quite direct — like a motorcycle breaking down in a drama, followed by a character pouring in Kixx engine oil,” Hyun Wook reminisced. 

To further boost brand awareness, Kixx appointed as its ambassador Nguyen Quang Hai, Vietnam’s most popular football star. Kixx also launched several online and offline campaigns, including for Vietnam’s leading ride-sharing app and large-scale outdoor advertising in major cities. Additionally, Kixx drew considerable attention through social contribution programs that provided room and board to youth for two months while training them in the automotive repair trade, helping them transition into society. 

 

What are some unique aspects of the Vietnamese market? 

“Since motorcycles are the main mode of transportation, demand for motorcycle engine oil (MCO) accounts for about 30% of the total lubricants market in Vietnam — much higher than in most other countries. The consumer base is also relatively younger.” 

He notes that building public brand awareness was both necessary and an effective strategy considering the short oil change intervals for motorcycles and consumers’ sensitivity to brands. 

As a result of these strategic efforts, Kixx saw a significant increase in aided brand awareness, meaning more people recognized the brand when its name was mentioned. In addition, more mechanics and distributors began asking for Kixx by name within the distribution network. 

 

When did you feel that Kixx had truly established itself in the local market? 

“There was a time when I came across a brand awareness survey in a competitor’s YouTube ad, and I saw that Kixx was included as one of the examples,” Hyun Wook recalled with pride. “Just seeing our name mentioned like that was a deeply moving moment.” 

Then, once again, he witnessed Kixx’s presence in an unexpected place. 

“While on a family trip to Da Lat, a provincial city, I saw a Kixx sign hanging outside a repair shop at the entrance of a narrow alley. Seeing that Kixx had reached even this part of the country gave me a quiet sense of pride.” 

 

How would you assess Kixx’s current standing in the global market? 

“Kixx is growing into a global brand, and that growth is clearly reflected in the numbers.” 

Before 2010, overseas sales accounted for less than 30% of Kixx’s total sales, Hyun Wook explained, but now that figure is approaching 60%. “When you see Kixx products displayed on a repair shop shelf, it’s not just because of the product’s performance. It’s the result of the trust that the brand has earned over time.” 

 

How can Kixx continue its expansion into other regional markets? 

Hyun Wook stresses that in order for Kixx to become a top brand overseas, it is essential to continue advancing tightly focused localization strategies. 

“We need to work closely with our partners in each market, thinking and acting together so that Kixx can establish itself as a leading local brand,” Hyun Wook stated, emphasizing the importance of strong, collaborative relationships. “Drawing on past market expansion experience, Kixx will continue to focus on its key target countries moving forward.” 

 

Lastly, how would you describe Kixx as a brand in your own words? 

“After 30 years with the brand, Kixx feels as familiar as my own name. I’ve come to identify with it so much that I jokingly think of myself as ‘Kixx Kim.’” 

With a modest smile, Hyun Wook goes on to mention the valuable connections he has made through Kixx’s entry into the Vietnamese market. 

“I’d like to take this opportunity to express my sincere thanks to Mr. Dennis Yang and Mr. Vũ Thanh Giang, who played key roles in localizing Kixx alongside the company.” 

 

Kixx’s global growth has been made possible by people around the world who treated the brand’s success as their own. Behind every Kixx product running on roads across the globe are the efforts and dedication of those who helped make it happen. And of course, the man who proudly calls himself ‘Kixx Kim’ is no exception. 

The next episode of Kixx will feature the Finished Lubricants R&D Team, who are working to develop new, advanced lubricants technology.  

Catch up on the previous episode with the link below.  

My Kixx Story #1: Ji Seon Park