[DigitalToday reporter Jin-ho Lee] Hong Beom-sik, chief executive of LG Uplus, presented TRUST as the key word for 2026. It is a strategy to achieve sustainable growth through trust between employees and management and between the company and customers.

In a New Year message sent to employees on Thursday, Hong defined 2025 as “a year when we designed the big picture of the direction and strategy we must pursue.”

“Last year was a time when we clarified areas and priorities of differentiated competitiveness,” he said. “This strategic direction will remain our principle this year as well, and will be advanced and made more concrete, forming the basis for all execution.”

He also said 2026 would be a year to broaden success experiences in the future competitiveness the company has designed and to build up tangible successes. He defined trust as the powerful driving force that makes this possible.

Hong proposed TRUST as the mindset employees need to realise “Simply. U+,” a pledge to provide customers with a simpler and warmer experience.

TRUST comprises five mindsets: a commitment to keep promises to customers (T), the courage to reveal problems (R), solidarity based on trust (U), deeper understanding through customer segmentation (S) and change built through praise and gratitude (T).

T (Thrive on Trust) is a commitment to keep promises to customers and mutual belief. “The journey of keeping promises to customers can be difficult, but it can also help us grow,” Hong said, stressing mutual trust. “For that, belief between employees and management is important.”

R (Red Reveals, We Rise) is the courage to reveal problems transparently and solve them together. “The courage to be honest rather than hide and to solve issues together rather than blame each other comes from trust,” he said. He said the courage is needed across the company, including networks, core capabilities in security, quality and safety, and service development systems.

U (Unite Around the Hardest Challenges) means solidarity in coming together more strongly when tasks are difficult. “Trust built through sincere communication gives us reassurance about colleagues and leaders,” Hong said. He promised to share the heaviest burdens himself through communication and take responsibility.

S (Segment Deep, Act Smart) means deeply understanding customers through segmentation and building success through selection and concentration. “Segmentation helps us understand customers deeply, and when we sincerely understand customers, our way of working also becomes wiser,” Hong said. “The solution to success in the telecommunications and AX business portfolio also lies in sincerity toward customers.”

T (Thank, Think, and Transform) is the power of gratitude and praise, and the change created by thinking. “Gratitude and praise bring us closer to each other, and time to think makes us stronger,” Hong said. He said management and leaders would lead by example so the warmth shared on Trigo, the company’s internal communication platform, spreads throughout the company.

“If we practise TRUST, we can leap higher and farther into a brighter world beyond promises to customers,” he said. “Practising TRUST with you and realising Simply. U+ is the most reassuring and grateful thing.”