President Hong Bum-Shik of LG Uplus marked 2026 by urging employees to pursue challenges grounded in trust and presented the keyword "TRUST." It is a word that sums up five mindsets: a vow to keep promises to customers (T), the courage to reveal problems (R), solidarity based on trust (U), deep understanding through customer segmentation (S), and change created by praise and gratitude (T). The strategy is to achieve sustainable growth through trust between employees and management, and between the company and customers.
In a New Year's message sent to all employees on the 2nd, Hong said, "In 2026, we will broaden our successful experiences with the future competitiveness we have designed and accumulate actual successes," defining "trust" as the powerful driving force that makes this possible. He defined 2025 as "the year we designed the big picture for the direction and strategy we must take." He said, "Last year was when we clarified the areas and priorities of the differentiated competitiveness we must build," adding, "This strategic direction will remain our principle this year, and it will be advanced, made concrete, and become the basis for all execution."
Hong defined "trust" as the belief in keeping promises to customers, confidence in direction, and belief in one another, and said, "As trust accumulates, it creates competitiveness others cannot follow, and the speed of success will build toward outstanding results." He continued, "If we practice TRUST, we can go beyond promises to customers and leap higher and farther toward a brighter world," encouraging employees by saying, "Practicing TRUST with each and every one of you and realizing the brand philosophy 'Simply U+' is the most reassuring and grateful thing." Simply U+ is a philosophy of providing telecommunications services that are convenient yet simple and helpful to customers in the AI era.
First, T (Thrive on Trust) is the vow to keep promises to customers and the belief in one another. Hong emphasized mutual trust, saying, "The journey of keeping promises to customers can be difficult, but it can also help us grow," and "To do this, trust between employees and management is crucial."
R (Red Reveals·We Rise) is the courage to reveal problems transparently and solve them together. He said, "The courage to be honest rather than hide, and to solve together rather than blame, stems from trust," adding that this courage is needed across the company, including networks, the fundamentals of security, quality and safety, and service development systems.
U (Unite Around the Hardest Challenges) is solidarity that brings everyone together the harder the task is. Hong said, "Trust built through sincere communication gives us confidence in our colleagues and leaders," and pledged to take the heaviest load on himself through communication venues such as collaboration among departments and organizations and town hall meetings.
S (Segment Deep·Act Smart) is to segment customers for deep understanding and to stack successes through focus and selection. He said, "When we do segmentation, we gain a deep understanding of customers, and when we truly understand customers, our way of working becomes wiser," explaining that the success formula for the telecommunications and AX business portfolios also lies in genuine care for customers.
Lastly, T (Thank·Think·and Transform) is the power of gratitude and praise, and the change created by reflection. Hong said, "Gratitude and praise bring us closer, and time spent thinking makes us stronger," and said executives and leaders will lead by example so that the warmth shared on Trigo, the in-house communication platform, spreads throughout the company.