In 1905, inspired by his father’s teachings to become a contributor to the nation, a nine-year-old boy embarked on a journey to the world, starting with a one-month voyage to San Francisco.
Leaving Korea, where survival was everything under Japanese colonial rule, Dr. New cultivated a wealth of knowledge and honed his leadership skills, refusing to acquiesce to the banality of poverty and the ubiquity of hardship, all while reinforcing his commitment as an independence activist.
14 Years of Study for Pioneering the Future
and helped him grow into a competent and capable leader
with strong leadership qualities.
the smaller physique of Asians was a significant handicap.
However, Dr. New believed that with repeated training and mental strength,
it would be possible to fully compensate for the physical disadvantage,
and he actually trained himself to do so.
He served as the captain of his team, playing in the positions of center-forward and quarterback, and earned a sports scholarship that facilitated his academic pursuits. Also, Dr. New was a student who had a keen interest in debate and eloquence. He believed that expanding his horizons through conversation and debates and having the ability to appeal and persuade the public, would be a great asset in life.
In retrospect, Dr. New recalls, “The tenacity and temperament I developed as an athlete became the driving force that allowed me to overcome any obstacle and move forward. It also endowed me with the ability to collaborate with others. These two qualities laid the foundation for the success in my life.”
(third row, first on the left)
which began in his 20s, established a conviction of patriotic devotion
to his country and people, and he aspired to live a life practicing
that belief throughout his lifetime.
From a young age, he was keenly aware of the realities of his country, and at the age of 14, his patriotism was so profound that he volunteered to join the Young Korean Military School for the independence of Korea. His life’s values were prioritized as ‘nation’ first, followed by ‘education’, ‘business’, and ‘family’, reflecting his belief that he should dedicate himself to the nation that he must serve. As an independence activist, he practiced his beliefs on the ground, and in the business realm, he acted as a patriotic entrepreneur for the independence and benefit of his nation and people.
Patriotism Exemplified Through Action
who knew how to utilize everyday events for marketing.
His diverse ideas and communication strategies
that transcended the times still serve as our guidelines today.
in a traffic accident in the bustling downtown area of Detroit, USA.
The accident resulted in hundreds of glass jars spilling onto the road and broken glass fragments immediately paralyzed the road. The event was covered by the media the next day with the headline “Traffic accident of the mung bean sprouts delivery truck. Hundreds of glass jars scattered and caused temporary traffic paralysis. Mung bean sprouts is an indispensable ingredient of Chinese dumplings”. The article included photos of the road covered in broken glass jars and mung bean sprouts.
This newspaper article became a turning point that turned a crisis into an opportunity, making people who had never heard of Dr. New’s store aware of it through the news coverage. As a result, orders for mung bean sprouts increased two or three times, and the scale of the business grew. The accident also suggested new directions for the business, such as developing glass jars for mung bean sprouts into cans as canned food. The viral marketing of Dr. New who turned the truck accident into a news story was an important strategy for expanding the business.
It’s the ideas that bring growth to a company.
Over Corporate Promotion
The first advertisement by Yuhan Corporation, which dealt with pharmaceuticals, was also aimed at improving the lives of the citizens. Despite the fact that farmers would easily soil their clothes while working, ordinary Koreans always wore white clothes, causing women to suffer while doing laundry.
This is a milestone that reflects Dr. New’s sincere and youthful heart, which goes beyond the product to help improve the lives of citizens, and is also a piece of history that showcases Dr. New’s marketing strategy of putting his heart into advertising to create consumer-centric communication. He was a marketer of his time and a true storyteller.
people’s lives was the belief of Dr. New and his company.
The management philosophy, that is founded on Dr. New’s social responsibility, which is intertwined with the sustainability of the business, brings an inspiring message to us who live today.
Domestic Business for Devotion
by carrying a business card that read “Educator”,
was a true educator who prioritized the nation
and education over the individual.
Dr. New believed that corporate activities were themselves a form of education and public service. His personal philanthropy and public service began after his return and became more organized in 1953 when the company became stable. In 1952, he founded the Korea Technology Academy and established Yuhan Middle School and Yuhan Technical High School in the 1960s.
To support educational scholarships and social welfare initiatives, he donated his own assets, including stock in Yuhan Corporation and founded the ‘Educational Endowment Trust Fund’ (now the Yuhan Foundation and Yuhan Academy) in 1970. Through his will, he donated his entire estate.
at the age of 76 on March 11, 1971.
His will was featured
as a special editorial in the newspaper,
and everyone showed respect for his beliefs.
First, granddaughter is given 10,000 dollars in tuition until she graduates from college.
Second, the daughter is given a burial area in Yuhan High School and land nearby.
(Daughter, Mrs. Yoo Jae-ra also returned all her assets to society, including the limited property)
Third, my (Dr. New’s) 149,941 shares of company are to be given back to the society and
are to be donated to the foundation (now Yuhan Foundation and Yuhan Academy).
Fourth, my son, you have graduated from college, so live on your own from now on.
- From Dr. New’s will -
wealth and fame at the end of their lives,
but the most valuable thing
they can leave is something for society.
the legacy of the great entrepreneur, educator, and philanthropist,
Dr. New, by upholding his noble spirit and determination.
