The demand for eco-friendly materials is growing across all industries—including furniture and architecture. Moving beyond recycled materials, companies are now introducing solutions made from plant-based bio-renewable resources. In line with this shift, LG Chem, in partnership with Hanssem and Jinyeong, has developed the world’s first eco-friendly molded material for furniture using bio-based feedstock.

The material in focus is BCB ASA (Bio-Circular Balanced Acrylonitrile Styrene Acrylate), which reduces carbon emissions through the use of plant-based bio-renewable feedstock. With the application of BCB ASA in Hanssem’s construction material brand, e’clat, a paradigm shift is anticipated in the market for eco-friendly molded materials used in furniture.

So, what exactly is BCB ASA—the material at the heart of this transformation? And what efforts and processes made its application to furniture and construction materials possible? We spoke with representatives from LG Chem, Hanssem, and Jinyeong to learn more about the journey behind this innovation.

(From left, clockwise) Hokun Jeong and Youngsik Seo, Professionals at LG Chem, Sanghun Hong, Department Head at Hanssem, Seunghyeon Sim, Manager at Jinyeong

Q. Hello! Please introduce yourselves.

Hokun Jeong/LG Chem: Hello, I’m Hokun Jeong from the ABS Sales 2 Team at LG Chem. Our team primarily handles clients in the automotive and industrial plastics sectors.

Youngsik Seo/LG Chem: Hello, I’m Youngsik Seo from the ABS Global Product Planning Team at LG Chem. Our team is responsible for planning and developing products and services based on market analysis and customer needs.

Sanghun Hong/Hanssem: Hello, I’m Sanghun Hong from the Distribution Sales Department under the SCM* Department at Hanssem. Our team is responsible for distributing molded materials used in Hanssem’s furniture. For this project, we applied deco-sheets made with BCB ASA to e’clat, Hanssem’s molded material line for furniture.
*SCM: Supply Chain Management

Seunghyun Sim/Jinyeong: Hello, I’m Seunghyeon Sim from the Sales Department at Jinyeong. We produce furniture deco-sheets, flame-retardant films, and insulation films using LG Chem’s ASA raw materials. In this project, we collaborated with LG Chem to develop an eco-friendly molded material for furniture.

Q. What role does a deco-sheet play in molded materials used for furniture?

Seunghyun Sim/Jinyeong: As the name suggests, a deco-sheet is a surface material applied to furniture and construction components, typically made from MDF* or PB**. If you look closely at kitchen cabinet or built-in wardrobe doors, you’ll notice a layer covering the wood to conceal imperfections. Deco-sheets not only complete the design with various finishes—such as high-gloss, matte, or semi-gloss—but also enhance durability by protecting against scratches and stains. That’s why using high-quality raw materials is essential in producing premium deco-sheets.
*MDF (Medium-Density Fiberboard): Wood fibers bonded with adhesive under pressure
**PB (Particle Board): Engineered board made from leftover wood chips and particles

Q. What differentiates BCB ASA from traditional deco-sheets used in molded materials for furniture?

Hokun Jeong/LG Chem: In the Korean market for molded materials used in furniture, PVC is still the most commonly used option. However, PVC has its limitations, and alternatives are gaining attention—one of which is ASA. ASA offers excellent weather resistance*—strong enough for use in automotive interiors and exteriors—and it doesn’t discolor over time. Despite these strengths, ASA has yet to gain proper recognition in the furniture molding market. To enhance its value, we needed a unique differentiator, and we found the answer in sustainability. While maintaining the same physical properties and color as conventional ASA, we developed BCB ASA by partially replacing its raw materials with eco-friendly bio-based feedstock.
*Weather resistance: The ability to withstand exposure to sunlight, heat, humidity, and air.

Seunghyun Sim/Jinyeong: ASA has excellent weather resistance and color stability—good enough to be used in automotive interiors and exteriors—but its value has not been fully recognized in the market of molded materials for furniture. However, with the recent launch of molded furniture components made with BCB ASA in collaboration with Hanssem, there is now an opportunity for ASA’s strengths to gain wider recognition. What sets BCB ASA apart is that it offers greater durability than commonly used materials like PVC or PET, while also adding the value of eco-friendliness.

In particular, BCB ASA is more resistant to contamination than conventional deco-sheets and allows for easier cleaning. This is made possible by Excimer coating technology. Unlike traditional UV coatings, this method uses intense light to instantly cure* the surface. The result is a finely irregular surface texture that repels stains and allows any that do occur to be wiped off more easily. This feature is especially relevant now, as handle-free designs are becoming a trend in kitchen furniture—leading to more frequent contact and potential smudging. At the same time, matte finishes are growing in popularity. By applying Excimer coating, BCB ASA offers enhanced stain resistance and cleanability even on matte surfaces, giving it a clear advantage over existing products.
*Curing: A process of hardening materials—often through light or heat treatment—to increase durability.

Hokun Jeong/LG Chem: While traditional ASA used 100% fossil-based raw materials, BCB ASA has partly replaced them with bio-feedstock, bringing a carbon reduction effect. And yet, it has quality equivalent to the traditional ASA.

Sanghun Hong/Hanssem: This aspect was very important for Hanssem as well. When choosing furniture, consumers don’t just consider the design—they prefer products that maintain their appearance over time and are easy to maintain and manage. Kitchen furniture, in particular, is constantly exposed to oil, water, and detergents, so materials with strong chemical resistance* are essential. Given BCB ASA’s excellent resistance to staining and discoloration, we found it to be a highly suitable choice for e’clat, our molded furniture material.
*Chemical resistance: The ability to withstand exposure to detergents and contaminants.

Q. I heard that e’clat products also carry the LETZero mark, LG Chem’s eco-friendly materials brand.

Sanghun Hong/Hanssem: It was also important for us that the material be certified as eco-friendly under LG Chem’s LETZero brand. Today’s consumers are increasingly seeking sustainable products, and the LETZero mark makes it easier for them to instantly recognize which products are environmentally conscious.

Hokun Jeong/LG Chem: With the LETZero brand mark now displayed, a foundation has been laid to emphasize the importance of sustainable, eco-friendly materials within the furniture industry. This is not simply the addition of a new material—it is significant as the first case demonstrating that eco-certification can be a key differentiator in the furniture sector. As this marks the first time LG Chem’s eco-friendly BCB ASA with LETZero certification is being applied to furniture, we at LG Chem hold great expectations for this initiative.

Q. You must have faced some difficulties while carrying out this project.

Youngsik Seo/LG Chem: Our difficulties began with questions like, “What do our customers want?” and “What kind of strategy would help expand marketability?” After much deliberation, we concluded that strengthening eco-friendly elements could be the key—leading us to the decision to commercialize BCB ASA.

Hokun Jeong/LG Chem: There were indeed challenges in developing BCB ASA (laughs). We had to use bio-based feedstock while still meeting the quality standards required by the actual market. This meant close collaboration across multiple departments: R&D, production, sales, and product planning. BCB ASA was first launched last winter, and since then, it has gone through several stages, including internal reviews to obtain the LETZero certification. One of the key challenges was proving that BCB ASA maintains the same physical properties as conventional ASA, while clearly delivering carbon reduction benefits.

Seunghyun Sim/Jinyoung: Even a great product only holds meaning if it’s recognized by the market and leads to actual sales. As Professional Youngsik Seo mentioned, this project began with deep reflection. That reflection has brought us this far. While commercialization was a challenge, figuring out how to promote the product is another hurdle. I believe the road ahead may be even tougher. Still, with LG Chem and Hanssem working with us to raise awareness of BCB ASA, we remain optimistic about the future.

Sanghun Hong/Hanssem: We’ve come to realize that promoting a good product and helping consumers understand its value is no easy task. It’s important to communicate that plant-based bio products are more environmentally friendly and that this product actually performs better than conventional materials. That’s why we’re actively working on promotional efforts and exploring various ways to clearly explain the product at the point of sale.
At Hanssem, we place great importance on consistently adopting eco-friendly materials and offering sustainable furniture to our customers. We believe this project will further enhance the value of the Hanssem brand.

Q. What were the drives that helped overcome such challenges?

Hokun Jeong/LG Chem: First of all, the representatives from Jinyoung and Hanssem who worked with us on this project were a tremendous support. We learned and grew a great deal throughout the process. As we developed a new product of a grade that hadn’t existed before, I experienced many things for the first time: internal discussions within the business division, signing an MOU, and reviewing contracts. Each of these steps became a valuable learning experience and a driving force that kept me going.

Youngsik Seo/LG Chem: When this idea was first brought up, the market and consumers were not as conscious of eco-friendliness as they are now. So at the time, it was mentioned merely as a concept. But as the trend toward sustainability grew stronger and consumer awareness began to shift, the idea started gaining renewed attention, eventually leading to its application and commercialization. Through this journey, I truly felt the changes happening in the world. Being able to bring BCB ASA to market and lead the eco-friendly movement together with the LETZero brand has become a powerful source of motivation for me.

Through this project, I hoped to show consumers that Hanssem uses premium furniture materials. I take pride in the fact that we were able to highlight our use of LG Chem’s eco-friendly raw materials, offering better quality than our domestic competitors. I carry a strong sense of mission in leading the eco-friendly furniture market through Hanssem, and that sense of purpose became a great driving force in pushing this project forward.

Seunghyun Sim/Jinyoung: I believe that developing BCB ASA in collaboration with LG Chem and leveraging the LETZero brand will provide Jinyoung with an opportunity to lead the market. That belief became my driving force. I hope that, through this project, we can successfully establish this new material in the market and set new trends alongside Hanssem.

Furthermore, this project went far beyond simply supplying or processing raw materials. From the early stages of development, we exchanged ideas with LG Chem and created the product together. That experience was truly empowering. Questions like, “How can we solve this challenge in the market?” led to discussions, which turned into ideas, and those ideas were realized as actual products. Every step of that journey was new and deeply appreciated. I was especially moved by the fact that LG Chem didn’t just act as a raw material supplier; they were fully engaged in product planning and market application. Without that level of collaboration, BCB ASA could not have come to life. I am also grateful to Hanssem for embracing this new product with such a positive and open attitude.

Q. Do you have any future goals or plans for expansion?

Hokun Jeong/LG Chem: We hope that BCB ASA will firmly establish itself and experience significant growth in the domestic market. Looking ahead, a key goal is to expand into global markets, particularly Europe. As the European market places strong emphasis on eco-friendly materials and enforces strict environmental regulations, we believe BCB ASA has the potential to attract even greater attention than conventional ASA. We also plan to expand its application beyond furniture to areas such as automotive and construction materials. The possibilities in this market are truly limitless.

Youngsik Seo/LG Chem: We hope that the LETZero brand will become more widely recognized and, together with BCB ASA, establish itself as a strong presence in the eco-friendly market. As consumers begin to notice the LETZero mark on furniture, we believe it will naturally lead to the perception, “Ah, this product is certified as environmentally friendly.” In turn, this growing awareness will elevate the value of the LETZero brand itself.

Sanghun Hong/Hanseem: At Hanssem, we plan to continuously promote the excellence of BCB ASA to our consumers. We aim to raise awareness of eco-friendly furniture and reinforce the message that Hanssem is leading the sustainable furniture market

Seunghyun Sim/Jinyoung: Our goal is to export BCB ASA to the global market. Currently, R-PET (recycled PET) is widely used in Europe, but BCB ASA offers a superior alternative in terms of both carbon reduction and overall quality. We are preparing to present this material to leading global furniture companies in Europe. However, having a good raw material alone doesn’t guarantee success in the market. That’s why we are working closely with LG Chem to develop strategies that ensure our product meets the strict quality standards required in the European market and can be successfully commercialized.

LG Chem, Jinyoung, and Hanssem came together to develop a new material, BCB ASA, which was applied to eco-friendly molded components for furniture. Without the close collaboration of all three companies and their willingness to truly listen to one another, this project would not have been possible. Through this endeavor, we witnessed the value of genuine collaboration, the expansion of a new market, and the birth of a meaningful eco-friendly brand.

We hope that BCB ASA will set a new standard in the furniture materials market and serve as a prime example of the application of LETZero certification. Going forward, LG Chem will continue its efforts to expand BCB ASA beyond the furniture industry into various fields, including automotive and construction.