'Seonggwa' Appears Six Times... Shinsegae Draws Sword for Personnel Reshuffle

40% of CEOs Replaced at Shinsegae and Emart
Introduction of Dual CEO and Integrated Headquarters System
Abandoning Existing Operations to Build a Performance-Driven Organization

Shinsegae Group's regular executive reshuffle on the 20th is evaluated as a commitment to choosing change and renewal while establishing a performance-focused system. As the decline in performance continued, it is interpreted that the owner family took the initiative to implement personnel renewal. Shinsegae Group also outlined in its personnel materials a blueprint to form an organization capable of delivering results, as evidenced by the word 'performance' being used six times.

According to Incheon International Airport Corporation, multiple candidates have been selected for the business rights available to large corporations: Shilla and Shinsegae Duty Free for DF1-2, which sell perfumes, cosmetics, liquor, and tobacco; Shilla and Shinsegae Duty Free for DF3-4, which handle fashion, accessories, and boutiques; and Shilla, Shinsegae, and Hyundai Department Store Duty Free for DF5, which deals exclusively with boutiques. The photo shows the duty-free shops located in the boarding terminal of Incheon International Airport on the 20th. Photo by Kang Jin-hyung aymsdream@

On the same day, Shinsegae Group conducted its regular executive reshuffle and simultaneously replaced the CEOs of Shinsegae and E-Mart. Both new CEOs are seasoned professionals in finance, planning, and strategy, and are widely regarded as the rescuers of the department store and E-Mart, which have been struggling with poor performance.

Park Ju-hyung, CEO of Shinsegae Central City, was appointed as the new CEO of Shinsegae. Park Ju-hyung will also concurrently serve as CEO of Shinsegae Central City. Han Chae-yang, CEO of Chosun Hotel & Resort, was appointed as the CEO of E-Mart. Previously, CEO Kang Hee-seok was expected to lead E-Mart and SSG.com until 2026, but it appears he could not avoid this personnel overhaul. SSG.com will be led by Lee In-young, who previously served as co-CEO.

Juhyung Park, CEO of Shinsegae (left), Chaeyang Han, CEO of E-Mart (right).
[Photo by Shinsegae Group]

CEO Han will also concurrently serve as CEO of E-Mart's offline retail business units: E-Mart Everyday and E-Mart 24. This is the first time a single leader has headed E-Mart, E-Mart Everyday, and E-Mart 24. Under the integrated headquarters system, Hwang Woon-ki, Executive Director and Head of E-Mart's Merchandising Division, was appointed as the head of the integrated headquarters for E-Mart, E-Mart Everyday, and E-Mart 24. This reflects Shinsegae Group's determination to break away from the existing operational system and build an organization capable of generating integrated synergy to boost performance.

Additionally, Song Hyun-seok, CEO of Shinsegae Food, will concurrently serve as CEO of Shinsegae L&B, and Lim Young-rok, CEO of Shinsegae Property, will also take on the role of CEO of Chosun Hotel & Resort. A Shinsegae Group official explained, "Considering that 40% of the CEOs were replaced, it shows how deep this personnel reshuffle is," adding, "The core of this reshuffle is the organizational structure aimed at delivering results."

Lee Seok-gu, the longest-serving CEO of Shinsegae Group known for the 'Starbucks legend,' has moved to become CEO of Shinsegae Live Shopping, a T-commerce company. This marks another position change just over four months after he was appointed head of the New Growth Promotion Committee in May. As the T-commerce market has fallen into a slump and Shinsegae Live Shopping recorded losses, it is analyzed that a figure capable of creating synergy with Shinsegae was selected. Shinsegae Live Shopping was incorporated into Shinsegae from E-Mart in August last year.

Starting with this reshuffle, Shinsegae has also created a retail integrated cluster. The aim is to generate integrated synergy by grouping six affiliates?E-Mart, E-Mart Everyday, E-Mart 24, Shinsegae Property, SSG.com, and Gmarket?across online and offline channels. Although nothing has been concretely decided yet, the company explained that CEO Han Chae-yang of E-Mart, E-Mart Everyday, and E-Mart 24 will play a central role in driving collaboration.

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