Shabu All Day, Now Part of Jollibee, Appoints Former Samsung Executive Myungjoo Song as CEO

Marketing Expert Who Led Samsung’s "BESPOKE" and "Grande" Brand Strategies

First Executive Appointment After Jollibee Acquisition... Poised for Global Food Service Expansion

All Day Fresh, which operates the premium shabu-shabu buffet brand "Shabu All Day," announced on May 13 that it has appointed Myungjoo Song (pictured), former Executive Vice President at Samsung Electronics, as its new CEO. This is the first CEO appointment since the company was acquired by global food service company Jollibee Food Group.

CEO Myungjoo Song joined Samsung Electronics as the first female university graduate recruit and worked at the company for over 30 years, leading premium home appliance brand strategies and global business operations. She oversaw the brand strategies for Samsung Electronics’ bespoke appliance brand "BESPOKE" and the washing machine brand "Grande," and served as head of the Sales Innovation Group and Global Product Management Group before becoming Executive Vice President.

Jollibee Food Group operates around 10,000 food service outlets in 34 countries worldwide. In February, through its Korean subsidiary "Jollibee-K," it acquired a 100% stake in All Day Fresh, an affiliate of Myungnyundang, for approximately 130 billion won. The company plans to develop Shabu All Day into a representative K-food brand and expand into overseas markets.

CEO Song stated, "We will integrate the F&B operational expertise accumulated by our parent company in the global market into Shabu All Day to deliver greater value to consumers and build a sustainable growth model that thrives together with our franchisees. We are committed to strengthening field-oriented management, always bearing in mind that customer trust is the essence of this business."

Shabu All Day has grown by offering unlimited premium beef and fresh vegetables for shabu-shabu at affordable prices, establishing itself as the No. 1 company by market share in the domestic shabu-shabu category. Since opening its first location in July 2023, the brand has expanded to 172 stores nationwide in just about three years.