For Ji Seon Park, leader of Public Relations Team 1 at GS Caltex, Kixx is far more than just a brand. Rather, it’s a thread woven through her two-decade-long career, and an emblem of the connection between cars and people, and even among people themselves. From joining the company in 2002 to witnessing Kixx’s origin and global expansion, Ji Seon has had a front-row seat to every chapter of its journey.

The My Kixx Story series chronicles the brand’s growth through the voices of its employees. In this first installment, Ji Seon shares her extensive experience and unique viewpoint, as someone who has been there from the very start.

 

It’s been 20 years since Kixx was first introduced to the market.

“Wow, it’s been 20 years already? Time really does fly.”

With a modest smile, Ji Seon begins her story, taking us back to early 2000s. From those early days to her current role, her responsibilities have constantly evolved alongside the Kixx brand. Having started her career in the Lubricants Planning Team handling brand promotions and advertising, she now leads corporate PR at GS Caltex.

“I joined GS Caltex in the second half of 2002, initially working on lubricant promotions and advertising. Later, I moved to profit and loss management, then to roles in new media, brand communication, and PR. Over the years, I’ve had the privilege of witnessing Kixx’s growth up close and working alongside many talented, passionate colleagues who helped make that growth possible.”

 

How was the Kixx brand created?

“We underwent a major overhaul of our corporate identity in 2005, rebranding from LG-Caltex Oil Corp. to GS Caltex, as GS Group was established following its separation from LG Group. During this period, we introduced the gasoline brand Kixx, inspired by the word “kick” from soccer, to symbolize speed, strength, and dynamism. A few months later, the lubricant brand was introduced under the same name.

“We carefully considered how to visually distinguish the logos of Kixx lubricant and Kixx gasoline. Unlike the gasoline brand, the lubricant logo was specifically designed to intuitively reflect the product’s engine-oil characteristics, highlighting a sense of dynamic energy and speed.”

 

What did the early advertising look like?

At the time, the company’s advertising team conducted various campaigns to raise awareness of the Kixx engine oil brand. These included a creative commercial depicting engine oil as a circus performer, centered around the playful idea that “even engine oil needs proper conditioning.” Another notable advertisement parodied an iconic Marilyn Monroe movie scene, cleverly emphasizing that just as certain clothing highlights Marilyn Monroe’s charm, specific lubricants are better suited for Korea’s road conditions.

“In 2016, we launched our first international TV commercial in Russia, and I even traveled there on a business trip for the shoot. It was a significant milestone—not only for me personally but also for Kixx as a brand. Seeing how widely recognized Kixx has become in the Russian market today fills me with a sense of pride and accomplishment.”

Ji Seon also reflects on the shifting landscape of marketing and communication strategy.

“Today, brands don’t necessarily have to rely solely on advertising. They can directly engage with consumers in ways they prefer, utilizing various owned channels.

“From my perspective, Kixx has embraced this shift, leveraging diverse platforms and messaging approaches rarely seen in the traditionally conservative lubricants market. From breaking the mold of generic engine oil commercials with speeding cars and gushing oil, Kixx ventured into fresh, emotional territory.

“Campaigns like ‘You Are My Lubricant’, which personified engine oil to explore themes of friendship and connection, or our latest global campaign ‘The World Without Lubricants’, which uses AI to visualize a lubricant-less world, go beyond just cars. They stir emotion and engage audiences in new ways, which makes them great examples of how we’ve evolved our storytelling to match the times without changing our core values.”

 

You mentioned the shifting communication trends. What about things that haven’t changed?

20 years is a long time for any brand or person. Yet Ji Seon believes that amid all the changes in media, consumer behavior, and branding strategies, the brand’s core must remain firm.

“There are values that don’t change, even as the world does. Knowing what should evolve and what must remain is one of the most important decisions in our work. We must adapt to the times but also protect the essential values that define us.”

To her, the essence of Kixx has stayed true over two decades.

“Kixx has always been about creating a bond between cars and drivers. By staying true to that core philosophy, we aim to be the kind of brand that stands by our customers for over a century—not just 10 or 20 years.”

 

How do you define Kixx?

After a thoughtful pause, Ji Seon smiles before answering.

“As mentioned earlier, Kixx truly embodies the concept of connection. Reflecting the slogan ‘All ways with you,’ the brand goes beyond connecting cars and their drivers. Just as lubricants are essential for everything in motion, Kixx aims to be a brand that fosters genuine connections between people, working toward a frictionless world that runs smoothly. Like a trusted companion that has quietly supported us over the years, I hope Kixx continues to grow globally and actively shape a sustainable future, in our daily lives and across diverse industries. Ultimately, the core values our brand pursues are rooted in connection and expansion.”

Kixx first made its mark in the Korean lubricant market 20 years ago. Now it is a proud global brand exported around the world. For Ji Seon, who has watched this journey unfold, it’s been nothing short of moving. Kixx exists today because of the many people who have walked this sometimes-tough road together.

Kixx dreams of a frictionless world between machines and between people. At the heart of a smoother, more efficient future are the people building Kixx every day.

Stay tuned for the second installment of My Kixx Story, which will feature an interview with a member of Kixx’s Overseas Sales Team, who helped bring Kixx onto the global stage.