Philip Morris Korea Appoints Hongseok Lee, Director of Smoke-Free Products, as New CEO

Philip Morris Korea announced on April 29 that, effective May 1, it has appointed Hongseok Lee, Director of Smoke-Free Products, who possesses extensive experience across the Philip Morris International Group and global markets, as its new CEO.

Since joining Philip Morris Korea in 1999, the new CEO has achieved outstanding results in key areas such as commercial operations and strategy. Lee has held numerous major positions in commercial operations and marketing at Philip Morris Korea, accumulating a deep understanding of the Korean market and consumer needs.

Hongseok Lee, new CEO of Philip Morris Korea. Courtesy of Philip Morris Korea.

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After gaining leadership experience in Singapore and Hong Kong, Lee was appointed Managing Director of Philip Morris Taiwan in 2018, where he successfully led business growth, organizational innovation, and the pursuit of new business opportunities amid a rapidly changing market environment.

Upon returning to Korea in 2021, Lee served as Head of Commercial Operations and Head of Smoke-Free Products. During this period, he spearheaded the innovation agenda by expanding the smoke-free product portfolio and enhancing consumer experience, contributing significantly to achievements in the domestic market.

Vassilis Gkatzelis, President, East Asia, Australia & Global Duty Free at Philip Morris International, stated, "Strong and experienced leadership is essential for establishing ourselves as a trusted company among stakeholders and society in core markets like Korea. The new CEO is a leader with a proven track record in commercial performance and possesses a deep understanding of the Korean market. His appointment will play a pivotal role in accelerating the development of our smoke-free product portfolio and solidifying our commitment to the 'Smoke-free Future' vision for adult smokers."

Lee commented, "Philip Morris Korea has consistently driven the transition toward smoke-free products based on science-based innovation. Moving forward, we will continue to provide better choices for adult smokers while further strengthening our position in the Korean market."

He added, "In Korea, where there are high expectations for innovation and the pace of change is rapid, I will faithfully fulfill our role as a responsible corporate citizen contributing positively to society. We will further strengthen collaboration with the government, public health experts, and various stakeholders to ensure that our efforts to transition to smoke-free products contribute to Korea's broader public health goals."

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