Heat-shielding paint road projects break ground on Seoul city roads (Seongdong-gu, Songpa-gu)
Recent heat waves and growing interest in ESG converge to drive up installation inquiries
Noroo Paint has broken ground on heat-shielding road paving projects in Seoul's Seongdong-gu (completion expected within August) and Songpa-gu (completion expected within September) with its 'Energy Saver Cool Road' product, which the company was the first in the industry to develop and which holds the No. 1 spot in domestic heat-shielding paint installation records.
As heat-shielding road paint is recognized as one of the solutions for lowering road surface temperatures in summer, demand has been growing steadily, with local governments expanding their efforts to reduce the urban heat island effect—such as incorporating a 'heat-shielding function' into their construction specifications.
Unlike ordinary asphalt, which fully absorbs solar heat, 'Energy Saver Cool Road' is a special paint with a heat-shielding function and comes in two types: one for 'vehicle roads' and one for 'bicycle and light pedestrian paths.' Unlike conventional asphalt paving, it increases solar reflectance, reflecting the radiant heat absorbed during the day and releasing less surface heat. Compared to a newly paved asphalt road, it can lower the surface temperature by more than 10℃.
Cool Road is composed of MMA resin, infrared-reflecting materials, and special pigments, and holds related patents. As a solvent-free type that requires no solvent, its drying time after application is within one hour, minimizing traffic control. It also offers strong durability and adhesion on road surfaces and high slip resistance, delivering a range of benefits. Having earned Environmental Labeling Certification, it also keeps installation and maintenance costs reasonable.
Noroo Paint independently developed heat-shielding and thermal-insulation technologies back in 2010, when market demand was still minimal, and holds core technologies such as binder synthesis, insulation-filler dispersion, durability enhancement, and appearance control. Since 2016, the product has been applied in earnest to Seoul's Daehak-ro pilot project, Hongje Station, Dobong-gu, and Seosomun roads, as well as major roads and city halls in Busan, Gwangju, Gimhae, Chungju, Geoje, and Ansan, accumulating an overwhelming installation track record across major local governments nationwide—befitting its No. 1 ranking in domestic heat-shielding paint installations.