SPC Group, a leading South Korean food company, has announced executive appointments aimed at strengthening its overseas operations and stabilizing its organizational structure.
Group’s third-generation heirs Hur Jin-soo and Hur Hee-soo are expanding their managerial roles within the family-owned conglomerate. Heo Jin-soo, president of Paris Croissant, is focused on global market development, while his younger brother, Heo Hee-soo, vice president of SPC Samlip and chief strategy officer of BR Korea, leads new domestic business ventures.
Paris Croissant, SPC’s holding company, promoted CEO Kim Seong-han to vice president, signaling a strengthened commitment to its global expansion. Kim, born in 1974, joined Paris Croissant as head of its support division in Aug. 2022 and became CEO in Apr. 2023.
Before joining SPC, Kim held various international roles at Samsung Electronics, including head of the Austria-Switzerland subsidiary and Southeast Asia sales group. His experience in sales and marketing strategies across Europe and Southeast Asia positions him as a key ally in advancing Hur Jin-soo’s vision.
Paris Croissant operates 14 brands, including Pascucci, a South Korean café chain, and the local operations of Shake Shack, but has been increasingly focused on Paris Baguette for its global ventures.
Since joining Paris Croissant as an executive director in 2005, Hur Jin-soo has played a central role in its international growth. He was promoted to president in Jan. 2022. Paris Baguette, which began its overseas operations in 2004, now has over 590 stores in 11 countries, including the United States, France, the United Kingdom, Canada, China, Singapore, and several in Southeast Asia.
In August, Hur Jin-soo traveled to Las Vegas to host Paris Baguette’s first global franchisee meeting in the U.S. The brand opened its first U.S. location in 2005 and surpassed 100 outlets in 2022. It aims to reach 1,000 U.S. stores by 2030. “We will continue to create opportunities to collaborate closely with global partners and share the success factors we’ve identified in North America across all our global operations,” Hur said at the event.
Industry observers noted that success in Paris Baguette’s global operations could further solidify Hur Jin-soo’s standing in SPC’s succession race. Promoting Kim Seong-han to vice president aligns with SPC’s strategy to accelerate its overseas growth, they added.
While Hur Jin-soo concentrates on international markets, his younger brother, Hur Hee-soo, is spearheading SPC Group’s domestic innovation and new business development.
Since joining Paris Croissant as an executive director in 2007, Hur Hee-soo has served in key roles, including serving as the head of SPC Group’s marketing division and leading the company’s future business strategy department, before being appointed as the chief strategy officer of BR Korea. BR Korea, SPC’s subsidiary, manages the S. Korean operations of Baskin-Robbins and Dunkin’.
Recently, Kim Jin-ho, who previously served as the head of Dunkin’s business division in South Korea, was promoted to the position of vice president. Dunkin’ has been repositioning itself for further growth, including launching premium concept stores such as the “Wonders” outlet located in the Apgujeong Rodeo area of Seoul.
Hur Hee-soo is credited with successfully introducing premium U.S. burger chain Shake Shack to S. Korea and launching new brands such as Eggslut and Pig in the Garden. He has also played a pivotal role in securing partnerships with global firms, including deals with U.S. food tech company Eat Just in 2020 and Chobani, a U.S.-based yogurt brand, in 2021 for exclusive distribution in S. Korea.
With both brothers taking distinctive yet complementary approaches, SPC appears poised for growth in both domestic and international markets.
