Organizational Innovation, Core Values, and Brand Identity System Redefined
Lee Woobong, CEO: "Aiming to Become a Global Sustainable Company"
Pulmuone marked its 41st anniversary by declaring a 'New Management Declaration,' expressing its commitment to a second leap forward as a global food company.
At Pulmuone's 41st anniversary ceremony, CEO Woo Bong Lee declared the 'New Management Declaration.' [Photo by Pulmuone]
On May 12, at Pulmuone's headquarters in Gangnam-gu, CEO Woo Bong Lee stated during the 41st anniversary ceremony, "We will advance as a global sustainable food company."
At the event, he announced the 'New Management Declaration,' which is based on three pillars: organizational innovation, redefining core values, and reestablishing the Brand Identity System (BIS). CEO Lee emphasized, "The New Management Declaration is a management strategy that embodies our heritage and identity. I am confident that Pulmuone will lead the K-food industry in both domestic and international markets and that this will become the driving force for our second leap forward as the 'global number one sustainable food company' and a 'sustainable food lifestyle company.'"
Pulmuone first plans to transform its organizational management system based on the 'entrepreneurial code of conduct.' The company intends to create a culture where all employees are given opportunities to propose business ideas and independently discover and pursue new businesses so that these can grow into separate, independent entities.
Additionally, Pulmuone is considering granting shares of these entities to ensure that new businesses are established as purpose-driven enterprises. The company has also newly defined its core values as 'Right Mindset,' 'Driving Change,' and 'Growing Together' to present employees with clear and specific behavioral principles.
Furthermore, Pulmuone has defined its external brand identity in terms of 'consumer benefit,' 'brand personality,' and 'brand assets.' Among these, the brand personality has been designated as 'authentic,' 'timely,' 'natural vitality,' and 'togetherness.'
Founded in 1984 as an organic company, Pulmuone has now grown into a food company with annual sales exceeding 3 trillion won. Looking ahead, Pulmuone plans to expand its sustainable food offerings and broaden its presence in global markets. The company also aims to strengthen ESG (environmental, social, and governance) management and respond to the future through food tech initiatives.
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