BBQ Appoints Jeong Seung-wook, Formerly of Fila Korea, as CEO... Transition to Professional Management System

Jung Seung-wook, the new CEO of Genesis BBQ. Photo by Genesis BBQ

[Asia Economy Reporter Moon Hyewon] Genesis BBQ announced on the 29th that it has appointed Jeong Seung-wook, former Chief Operating Officer (COO) of Fila Korea, as its new CEO.

Genesis BBQ stated, "In the uncertain business environment following COVID-19, we have appointed a marketing expert who can creatively integrate all business areas and drive growth," adding, "This reflects Chairman Yoon Hong-geun's determination to become the world's largest and best franchise group."

CEO Jeong previously worked at Kolon Group's Management Strategy Headquarters and Cheil Worldwide's global division before joining Fila Korea in 2012, where he led the brand's revitalization. Notably, he actively communicated with the MZ generation (born from the 1980s to early 2000s) to create a 'young Fila' image, earning recognition with the Prime Minister's Commendation at the 2019 Korea Fashion Awards.

Starting his term on the 1st of next month, CEO Jeong said, "I will strive to enhance BBQ's brand value and competitiveness to become a company more loved by customers."

Along with appointing the new CEO Jeong, Genesis BBQ has reorganized into a professional management system. Yoon Kyung-joo, brother of Genesis BBQ Group Chairman Yoon Hong-geun, was appointed as CEO of the holding company Genesis. Chairman Yoon will serve as chairman of the boards of Genesis and Genesis BBQ, focusing on global market expansion.

This content was produced with the assistance of AI translation services.