Diapers are not just for babies. In fact, they are used in various settings such as aged care and healthcare. Their performance is determined by SAP (Superabsorbent Polymer). Though it appears as tiny particles, SAP plays a key role in a diaper’s absorbency.

LG Chem held the SAP Tech Day to give customers a hands-on experience of SAP’s performance and technology. This first-ever event at the European CS Center brought together global customers to showcase LG Chem’s technological capabilities and discuss opportunities for collaboration. Europe is both a strategic market for the SAP business and a key region where many of our major customers are concentrated.

Today, we spoke with Yesol Yang, Senior Researcher at LG Chem’s European CS Center in Frankfurt, who is responsible for SAP customer technical support, to hear firsthand stories from the field.

SAP: The Core Material Defining Hygiene Product Quality

SAP is a superabsorbent polymer used in products such as baby diapers, adult incontinence products, and feminine hygiene items. Over 90% of its demand comes from hygiene products that come into direct contact with the skin, making safety and performance paramount. For this reason, SAP is regarded as a key material that determines a product’s quality. Its quality directly affects a product’s absorbency and user comfort, which is why customers are highly sensitive not only to the material itself but also to the level of technical support and responsiveness from suppliers.

LG Chem goes beyond simply developing SAP products. They propose solutions tailored to each customer’s needs and work together to analyze and resolve any issues that arise during use. They review overall product performance, including absorbency and absorption rate, and carry out a range of activities to identify the optimal technical solutions.

The entire process is built on close collaboration with customers. LG Chem strives to go beyond simply supplying products, aiming to establish partnerships founded on technical trust. In the SAP business, technical communication is a core source of competitiveness, and LG Chem regards it as one of their highest values.

Europe is a strategically important market for the SAP business, accounting for around 20% of global demand. Many leading hygiene product manufacturers are headquartered in the region, and major global chemical companies also operate production and technology hubs here, driving intense competition.

Although LG Chem does not yet have an SAP production facility in Europe, they maintain a stable supply chain through local sales offices and warehouses. In September 2023, the company established their European CS Center in Frankfurt, Germany, and in December of the same year, SAP technical experts joined the team, further strengthening its technical engagement with customers. This has expanded both the scope of technical support and the robustness of the local support system.

SAP Tech Day: Bringing Customers to the Heart of Technology

Technology inspires trust when it is seen with one’s own eyes and experienced firsthand. This year, LG Chem hosted SAP Tech Day at their European CS Center, inviting European partners engaged in the SAP business. The event went beyond a simple product presentation. Guests toured LG Chem’s laboratories, observed equipment in operation, and experienced the technology up close. Only one partner was invited per day, with LG Chem representatives accompanying them throughout the program. Each visit was tailored to the partner’s specific technological interests and current challenges, enabling deeper discussions and meaningful technical exchanges. Rather than simply ‘seeing’ LG Chem’s technology, participants experienced it as a direct, practical solution to their own needs. On site, they asked questions freely, shared improvement ideas, and gained firsthand insight into LG Chem’s technical support approach and expertise.

In the seminar sessions that followed, LG Chem shared insights on sustainability issues and global diaper market trends, while also introducing their materials portfolio, including eco-friendly SAP as well as related products such as PO and POE. The sessions provided an opportunity to broaden collaboration with partners and explore how LG Chem’s material development direction could align with their sustainability strategies.

This year’s event was the result of close collaboration across multiple LG Chem teams. Led by the Technology Development Team at the European CS Center, it brought together analysts from the Osan CS Center, the Product Planning Team and a Sustainability (SUS) expert from headquarters, as well as the European CS PO/POE Solutions and Marketing Teams, and the local Sales Team.

The topics were selected to reflect each partner’s interests, and the program covered not only SAP but also the full range of hygiene materials, using actual samples. The sessions also introduced diaper trends in the Asian market, sharing insights into global market dynamics. To add a warm touch to the brand experience, the Brand Team prepared RE:SOBAN gifts for attendees.

The event received highly positive feedback from customers, with many expressing their appreciation, saying, “Thank you for giving us such an opportunity.” In the post-event satisfaction survey, the analysis infrastructure and presentation content were rated highly. Attendees also shared comments such as, “The event organizers did an excellent job, and the atmosphere was warm,” “I was satisfied with both the venue and the content,” and “It was valuable to learn about LG Chem’s analytical capabilities alongside trends in the diaper market.” Many noted that what impressed them most was the opportunity to gain market insights and direction, going beyond a simple introduction to LG Chem’s technology.

SAP Tech Day was a clear example of LG Chem’s commitment to customer-oriented technical engagement. Meeting customers face-to-face, making eye contact, engaging in conversations, and working together on solutions beyond the product itself—this process embodies the very identity of LG Chem’s SAP business.

SAP is not just about supplying materials. It is a business that requires the accumulation of both technological expertise and trust. Going forward, LG Chem will continue to listen closely to their customers and take consistent action to remain a partner that grows together.

* This post was contributed by Yesol Yang, Senior Manager at LG Chem’s European CS Center.

Beyond Technology: A Journey Built on Trust

LG Chem places the highest value on communicating with customers and building trust through technology. Knowing that their SAP is applied to customers’ products, the company approaches every consultation and test with genuine dedication. Strengthening technological touchpoints through the European CS Center, along with direct engagement activities such as SAP Tech Day, are all part of these ongoing efforts.

As a trusted technology partner, LG Chem will continue working with their customers to shape higher quality and a sustainable future.