[Editor's Note] Asung Korea, a specialized electronic components distribution company, not only supplies products from various manufacturers, but also provides cutting-edge technology solutions, and helps developers and customers develop products in a timely manner and launch them. In particular, it has its own research personnel and technical expertise, and is leading cutting-edge technology by proposing integrated solutions that go beyond simple technical support. In the meantime, Asung Korea showcased various products such as Murata's touch sensor PicoLeaf, Omron Electronics' high-capacity power relay, and Richtec's PD+ buck-boost PWM combo controller at the KES2024 exhibition, and showed off its electronic components supply capabilities. Accordingly, our magazine met with Mr. Kim Gwan-seok, Senior Manager of Asung Korea, at the KES2024 exhibition and heard about the main products and solutions supplied by Asung Korea.


■ Please introduce yourself

Asung was founded in 1992 and is an electronic components distribution company with 32 years of experience as of 2024.

Starting out as a distributor for Japan's Murata Electronics, we are currently building a system that can provide total solutions.

In addition to simply supplying parts, we operate a technology research center to propose solutions using the parts we handle, and we also have a support system for hardware and software.

In addition, we have sales offices in China, Vietnam, and India, so we have established a system to develop overseas markets and respond to our customers' overseas bases.

■ Participated in KES2024. What is the promotional concept and products to be introduced at this exhibition?

Last year, at KES2023, we introduced products focused on mobility.

This year's KES2024 focuses on introducing the latest flagship products of each brand while retaining the mobility element.

For mobility, Star Power's IGBT SiC module capable of responding to high power including electric vehicles and Rohm's gate driver IC used in the accompanying gate board will be introduced again this year, following last year.

Murata's touch sensor PicoLeaf, Omron's high-capacity power relay, Richtec's PD+ buck-boost PWM combo controller, Socionext's radar sensor, Kinetic's PoE802.3bt & Active Bridge Rectifier, and Awinic's 7W class-D audio amplifier are some of the brands' new or flagship products.

■ It is known that Asung has recently been actively supplying mobility-related products such as electric vehicles and UAM. I would like to hear about what products are available and the related support services.

We have a diverse product lineup, so it is difficult to mention them all, but we have IGBT SiC modules related to motor drive and gate boards required for operation.

IGBT and SiC modules are products of Star Power, and for the gate board, the company proposes its own gate board designed in-house by its own technology research center.

The UAM demo currently being demonstrated at the booth is a combination of Star Power's module and the control board of its gateboard partner, Polfair.

In addition, we are expanding our supply area through collaboration with brands for full-length standard products of all brands we handle, including Murata, Rohm, and Omron.

■ Asung is active as a Japanese Murata vendor, and I understand that they are introducing a new Picoleaf product this time. I would like to know about the introduction and special features of this Picoleaf product.

PicoLeaf is a new product from Murata that is a sensing solution that uses a thin organic film with piezoelectric properties.

The film used in PicoLeaf is structured to sense external pressure by detecting changes in voltage based on the principle that voltage is generated when the shape of the film changes in any way due to pressure applied from the outside.

This product is convenient to design because it is small, light, and thin, and has high detection characteristics that can detect even a shape change of 1㎚.

Due to this operating principle, it can be used underwater, and can be implemented in basically all materials such as plastic, silicone rubber, and even metal materials.

Additionally, it is being considered for wearable devices because it can measure the pulse of the human body due to its high sensing characteristics that detect even the slightest changes.

■ Asung's strengths include not only its diverse product offering but also its professional technical support. I wonder what efforts Asung is making for this.

In line with the diversification of the products handled, Asung is operating a hardware and software FAE AE within the company-affiliated research institute to provide technical support for the products.

In addition, we do not stop at technical support for a single brand, but also propose solutions that integrate multiple brands.

In some cases, we are also working to discover new solutions through technological exchanges between brands by connecting the technology and planning departments of the respective brands.

■ The future plans of the fortress

If A-Sung has been a parts supplier until now, A-Sung aims to be a technology dealer that supplies parts and solution services to meet the diverse needs of customers in the future.

We are currently expanding the review and verification of new products to offer more diverse solutions.

In addition, in terms of supply, considering the overseas expansion situation of our trading partners, we started to expand overseas in the early 2000s with the goal of responding locally, and expanded our network to all of China and Vietnam. Recently, we have expanded our local support for our clients entering India by establishing a base in Chennai, India.

■ Please say a word to your readers.

Asung is attempting bold changes and transformations for the next 30 years based on the past 30 years.

We will provide the best support to meet our customers' needs by responding quickly to rapidly changing and developing market trends.

We would like to express our deepest gratitude to our clients and brands who have worked with us, and we will strive to maintain close cooperative relationships in the future.

We will spare no effort to become a trustworthy and accommodating partner to our customers in the new market that will come.

thank you