The Transformation of Chairmen and CEOs Who Were Hard to See Face-to-Face

Corporate Owners Embrace 'De-Authoritarianism' in SNS Communication
Public Favorability Up, Positive Corporate Image Evaluation

[Asia Economy Reporter Seungjin Lee] Vice chairmen proudly taste their company’s ready-to-eat meals cooked in frying pans, and third-generation owners pour boiling water into cup noodles made by their fathers, as business owners appear on social networking services (SNS). Comments like "I want to take care of everything because you are a chaebol" are posted, and countless 'likes' pour in. Favorability toward these individuals leads to favorability toward their companies and brands.

On the 30th, owners and CEOs of distribution and food companies sharing their daily lives and promoting their products through broadcasts and SNS have become a new trend in the industry. The transformation of owners who realize that "my name is the brand" is drawing favorability to an extent that even famous influencers pale in comparison.

Kim Ki-hwan, CEO of Jipyeong Brewery (Jipyeong Saengssal Makgeolli), inherited the company at age 28 over ten years ago and grew sales by 100 times in ten years. Now in his 30s, CEO Kim has consistently appeared on SNS and mass media, sometimes sharing scenes of making makgeolli and sometimes enjoying a glass. Thanks to this, Jipyeong Saengssal Makgeolli is popular among the 20s and 30s age group. This is a case where the owner’s name met the brand and led to increased sales.

Jung Yong-jin, vice chairman of Shinsegae Group, shares his daily life through Instagram and other platforms. Many of his posts feature Emart’s private label (PL) 'No Brand' products. With 470,000 followers, Vice Chairman Jung’s wearing and using of products influences Emart’s sales so much that he has played a significant role in promoting No Brand.

Ham Young-jun, chairman of Ottogi, and his musical actress daughter Yeon-ji appear together on the YouTube show 'Ham Yeon-ji' to introduce Ottogi’s ready meals. The candid father-daughter interactions and Ham’s comment "the ramen my dad made" while cooking ramen have raised favorability toward Ottogi higher than ever. Yoon Hong-geun, chairman of BBQ, appeared on the YouTube show 'Nego King' hosted by singer Kwanghee and conducted a 10 billion won chicken discount promotion that transformed the company’s image. Lee Geon-jun, CEO of BGF Retail, appeared on SBS variety show 'Delicious Rendezvous' to communicate with the public.

Professor Lee Eun-hee of Inha University’s Department of Consumer Studies analyzed, "Exposing the private lives of those leading companies can be a double-edged sword, but in an era where communication is valued, the benefits outweigh the drawbacks." She added, "Especially, the diverse activities of owners of food companies can give consumers a sense of trust that 'the chairman and his family also eat this food,' which is very positive."