Corporate World Ditches Formal Titles
Choi Tae-won Becomes 'Tony', Numbers Define BumLG Family
[Asia Economy Reporter Han Ye-ju] Samsung Electronics recently announced internally that it will "expand horizontal titles to executives and directors for a flexible and open communication culture." They also provided guidelines. Instead of using titles like 'President Hong Gil-dong' or 'Team Leader Im Kkeok-jeong,' employees are encouraged to use English names (including initials and nicknames) or '(Korean name)-nim.' Accordingly, Samsung Electronics employees will now refer to Chairman Lee Jae-yong as 'Jay' (English name), 'JY' (initials), or 'Jaeyong-nim.' Measures have also been taken to allow individuals to notify their preferred initials or nicknames internally. It is known that Vice Chairman Han Jong-hee registered as 'JH,' and Vice Chairman Jung Hyun-ho (Head of Business Support TF) as 'HH.'
The trend of companies avoiding rigid titles is increasing. Among the four major conglomerates, SK Group Chairman Chey Tae-won was the first to take this step. In March last year, Chairman Chey met with SK Telecom AI business team members and asked them to call him 'Tony' instead of 'Chairman.' 'Tony' is Chairman Chey's English name. The Instagram ID 'papatonybear,' meaning 'Daddy Bear Tony,' also originated from this.
This move is interpreted as a judgment that a comfortable and familiar name is more suitable for a free and innovative atmosphere than the authoritative traditional titles. However, there is also a view that this stems from the long-standing custom of avoiding calling out the real names of those of higher status. This is known as pihwi (避諱) or gihwi (忌諱), meaning not pronouncing the names of superiors. For example, if someone’s father is named 'Hong Gil-dong,' it is considered polite to respond with "'Gil' and 'Dong' characters are used" when asked about the father's name.
Some companies even use numbers instead of names. In the recently popular drama "The Youngest Son of a Chaebol Family," the protagonist Song Joong-ki refers to himself as '4-2,' indicating he is the second son of the fourth son in a chaebol family. Employees of conglomerates in the LG family group such as LX, LS, LF, and LIG sometimes refer to members of the owner family by numbers.
This also reflects the characteristics of the LG family group, which is known for its large number of relatives. When holding ancestral rites, they assign order numbers. When family members gather, it can be difficult for employees present to distinguish who the senior relatives are. Using numbers makes it easier to consider the generational order. Numbers are also frequently used when explaining to reporters or outsiders. For example, LS Group Chairman Koo Ja-eun reportedly said, after watching "The Youngest Son of a Chaebol Family," “Then I’m 6-1.” He is the sixth child and eldest son of the late Koo Doo-hoe, the youngest brother of founder Koo In-hoe and former honorary chairman of Yesco.
Samsung Electronics stated in its internal notice, "The path toward change is always unfamiliar and awkward, but if we continue steadily with the belief that the direction is right, the scenery we will eventually see will be different." This can be interpreted as an intention to break away from the past and change the future. However, just as ancestors avoided using real names but instead used ja (字) and ho (號), this can also be seen as revisiting the past. Ja is a title used by superiors or friends instead of a real name, and ho is a title used comfortably regardless of rank. Many IT companies and startups already comfortably call their CEOs by English names or nicknames. For example, Kakao founder Kim Beom-su, head of the Future Initiative Center, is called 'Brian,' and CEO Hong Eun-taek is called 'Simon.' In other words, large conglomerate chairmen nowadays are creating and using their own ho. The difference from the past is that the ho are in English, Korean, or numbers rather than Chinese characters.
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