On April 2, 2026, the Lotte Hotel in Seoul played host to a momentous event for South Korea’s logistics industry—Hanjin was awarded the logistics industry grand prize at the 2026 New York Festival Korea-National Brand Awards. This recognition, organized by the prestigious New York Festival (one of the world’s top three advertising festivals, as noted by SeoulWire), is no small feat. The awards are determined through a rigorous evaluation based on the National Competitiveness Index (NCI), which assesses both tangible and intangible brand values to identify the most valuable and competitive brands in Korea.
Hanjin’s performance at the awards was nothing short of stellar. According to ETNews, the company scored 77.02 points in image power and 75.77 points in overall favorability—ranking first among all logistics companies surveyed. This achievement wasn’t just a flash in the pan; it’s the result of decades of hard work, innovation, and a reputation for trustworthiness that has been carefully built up over 80 years.
Founded in 1945, Hanjin has long been a backbone of Korea’s national economy. The company’s guiding philosophy, often described as ‘transportation for national service,’ has driven its growth and commitment to public service. President Cho Hyun-min emphasized this legacy at the awards ceremony, stating, “It is very meaningful that the sincerity of ‘transportation for national service’ that has continued for 80 years has been recognized as Korea’s representative logistics brand.” He added, “We will continue to firmly uphold the core role of the logistics industry, as well as raise the status of K-logistics in the global market as a comprehensive logistics company.” (News1, SeoulWire, KLNews)
Hanjin’s journey to the top has been marked by a series of industry firsts and bold moves. In 1992, the company introduced Korea’s first courier brand, ‘Pabalma,’ a move that helped usher in the era of everyday logistics for Korean consumers. Today, Hanjin operates a dominant logistics network that processes an astonishing 2.88 million boxes daily. This vast operation is supported by more than 120 terminals nationwide, anchored by the Daejeon Mega Hub—a testament to the company’s scale and efficiency (ETNews, KLNews).
But Hanjin isn’t content to rest on its laurels. In recent years, the company has doubled down on digital transformation, accelerating its transition into the era of smart logistics. As reported by ETNews and KLNews, Hanjin was the first in the industry to introduce generative AI-based chatbots, a move that has revolutionized customer service and internal operations. In partnership with Kakao Mobility, Hanjin has also established AI-based automated logistics operation systems—known as AX—further cementing its reputation as a pioneer in logistics innovation.
These technological advancements aren’t just for show. They have real, measurable impacts on the business. By leveraging AI and automation, Hanjin has significantly improved inventory management and operational efficiency, creating a robust smart fulfillment system. This means faster delivery times, fewer errors, and a more seamless experience for customers and partners alike. As SeoulWire put it, Hanjin is “building a smart logistics system integrating AI and automation technologies,” a move that is accelerating the realization of an intelligent, cutting-edge logistics era in Korea.
The company’s digital platform, ‘Hanjin One-Click,’ is another standout innovation. Designed to help small and medium-sized e-commerce sellers expand overseas, this one-stop service removes the logistical headaches that often come with international shipping. Sellers can focus on what they do best—growing their business—while Hanjin handles the complexities of cross-border logistics. According to ETNews and KLNews, this platform has become a strategic partner for countless online retailers seeking to enter global markets.
Speaking of global markets, Hanjin’s ambitions don’t stop at Korea’s borders. The company has expanded its global fulfillment centers to key locations such as Los Angeles in the United States and Amsterdam in the Netherlands. These hubs are crucial for supporting the overseas expansion of popular Korean brands, including the much-celebrated K-beauty sector. By providing comprehensive logistics support, Hanjin is helping to propel Korean products onto the world stage, strengthening the country’s reputation as an exporter of quality and innovation (ETNews, KLNews, SeoulWire).
What’s behind Hanjin’s enduring success? Industry analysts point to a blend of tradition and forward-thinking innovation. The company’s 80-year history has created a reservoir of public trust, while its willingness to embrace new technologies has kept it ahead of the curve. The recent accolades, as judged by the NCI, reflect this dual strength—solid roots in the past and a clear vision for the future. The award jury noted that Hanjin’s impressive scores in both image power and overall favorability were a direct result of its “innovative brand image incorporating AI and automation technologies” layered atop decades of reliability (ETNews, SeoulWire).
President Cho Hyun-min’s remarks at the ceremony captured the mood of both pride and responsibility. “It is very meaningful that the sincerity of ‘transportation for national service’ that has continued for 80 years has been recognized as Korea’s representative logistics brand,” he said. “Going forward, we will not only firmly uphold the logistics industry as the foundation of the national economy, but also fulfill our responsibility as a global comprehensive logistics company that raises the status of K-logistics in the world market.”
For Hanjin, the 2026 New York Festival Korea-National Brand Award is more than a trophy—it’s a validation of decades of hard work and a challenge to keep pushing the envelope. With AI, automation, and a relentless commitment to service, Hanjin is setting the pace for what logistics can be in Korea and beyond.
As the world of logistics faces new challenges and opportunities in the digital age, Hanjin’s blend of tradition and innovation offers a compelling blueprint for the future. The company’s journey from a postwar startup to a global leader in smart logistics shows just how far vision and perseverance can take you. And with its eyes set firmly on global markets, it’s clear that Hanjin’s story is far from over.