'Belgian-born' OB Beer New President "My Name Is Bae Hajun"

Belgian CEO Launches 'Communication Management' in Domestic Market Using Korean Name

[Asia Economy Reporter Lee Seon-ae] OB Beer announced on the 5th that its new president, Ben Verhaert, originally from Belgium, has adopted the Korean name "Bae Hajun" and will actively engage in on-site communication.

The name uses the characters Bae (裵) for the surname, Ha (河) meaning water, and Jun (峻) meaning high, symbolizing "leadership that guides with infinite potential like water flowing from a high place to the sea." It is also a name that preserves the pronunciation of his original name, "Verhaert," as much as possible.

An OB Beer official stated, "President Bae Hajun's Korean name expresses his intention to communicate in a way that is more friendly to Korean culture and to employees and partners working together." They added, "Through sincere 'communication management,' we expect him to lead the company's sustainable growth, just as the meaning of his name suggests."

President Bae is a beer expert with 20 years of experience in the global beer business. Since joining AB InBev in 2001, he has demonstrated his capabilities in various fields including sales and logistics, serving as a sales executive in Belgium, president in Luxembourg, and regional president for Southern Europe. He served as president of the South Asia region from 2017 and was appointed as the new head of OB Beer effective January 1, 2020.

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