KCC's 'Supeurro' water-based paint brand tops eco-friendly category for 8th consecutive year

KCC's architectural water-based paint brand "Supeurro" has topped the eco-friendly paint category in a major brand assessment for the eighth year in a row. The brand, which started as an eco-friendly architectural paint, has recently expanded into functional agricultural products designed to protect fruit trees from cold damage.

KCC announced Wednesday that "Supeurro" ranked first in the eco-friendly paint category of the 2026 Korea Industrial Brand Power (K-BPI) survey, organized by Korea Management Association Consulting (KMAC). The recognition extends the brand's streak to eight consecutive years, following its seventh straight top ranking last year.

"Supeurro" — whose name evokes the idea of transforming urban building clusters into spaces that breathe as naturally as a forest — is KCC's flagship paint brand. It has built its competitive standing around a lineup of water-based paint products used across a wide range of construction sites, including schools, hospitals, factories and residential spaces.

This year, attention has turned to "Supeurro TreeGuard," a product that extends the brand's reach into agricultural settings. Developed jointly by KCC and the National Institute of Horticultural and Herbal Science under the Rural Development Administration, it is a water-based paint formulated specifically for fruit trees. The product is designed to shield fruit trees from cold damage and reduce environmental stress caused by climate change. KCC and the Rural Development Administration announced in January that they had developed the product and filed a patent application for the related technology.

The product uses high-reflectance coating technology to limit heat buildup on tree surfaces. It lowers the risk of bark damage and cold injury caused by large day-to-night temperature swings, and also offers crack resistance, waterproofing and anti-fungal performance. It can be applied with a brush or roller without special equipment, making it practical for use on farms.

The agricultural sector had long called for a paint product tailored to fruit trees. According to the Rural Development Administration, orchards had previously resorted to general architectural or exterior wall paints in the absence of a dedicated product, and standard paints tended to crack as trees grew. "Supeurro TreeGuard" addresses this by incorporating higher elasticity, allowing the paint film to stretch along with the tree as it grows.

Beyond "Supeurro TreeGuard," KCC operates a broader product lineup under the brand — including "Supeurro Flex" and "Supeurro Metallic" — that emphasizes functional performance and color expression. Amid growing demand for eco-friendly building materials, competition within the paint industry over indoor air quality, durability and specialized functions continues to intensify.

"This recognition again affirms the eco-friendliness and product competitiveness of the 'Supeurro' brand," a KCC official said. "We will continue to put customers first and work to develop eco-friendly products and strengthen our brand competitiveness."

Meanwhile, K-BPI is a brand assessment system developed by KMAC in 1999. It selects the top brand in each industry through a comprehensive consumer survey that evaluates brand awareness and loyalty, among other factors.