SK Family 3rd Generation Lee Seunghwan "Did Not Tell Family About Survival Variety Show Appearance for Fear of Getting Scolded"

Lee Seunghwan, the third-generation SK Group heir and CEO of Dolgo Donation, is making headlines by appearing on the survival entertainment program 'Geumsujeo Jeonjaeng' (Silver Spoon War). The show is a survival program where contestants born with so-called 'silver spoons' compete to grow their wealth through their own efforts rather than relying on their family or background, ultimately determining the final winner.

CEO Lee Seunghwan's appearance on 'Geumsujeo War.' U+ Mobile TV original series 'Geumsujeo War' broadcast screen.

On the 13th, CEO Lee Seunghwan stated in an interview for the U+ Mobile TV original series 'Geumsujeo Jeonjaeng' held at a location in Samcheong-dong, Jongno-gu, Seoul, "I thought it was an opportunity to share my values and communicate with the public," explaining his reason for participating.

Lee is the grandson of the late Choi Jong-gun, the founder of SK Group, and the fifth cousin of the current SK Group Chairman Chey Tae-won. When asked about his family's reaction, he said, "I didn't tell my family before appearing on the program because I thought they would oppose it," adding, "I thought I would get scolded." He continued, "Even after the broadcast aired, I have been avoiding my family," and said, "There is a family gathering tomorrow, and I am debating whether to go or not. I want to avoid it because I wonder how much my uncle will scold me."

Lee worked at SK Group for about five years in the past before founding Dolgo Donation, an IT-based donation platform, in 2021. 'Dolgo' operates on the principle that 100% of the donations go directly to beneficiaries, purchasing and providing necessary items to related organizations for children and youth, women, the elderly, animals, and people with disabilities using the collected funds. Recently, it attracted attention by announcing a collaboration with Kwon Seong-jun of 'Napoli Mafia,' the winner of the Netflix original 'Black & White Chef: Cooking Class War.'

Lee said he decided to appear on the show to promote charitable work and spread the culture of giving. Referring to Baek Jong-won, CEO of The Born Korea, who also appeared on the show, he said, "(Baek Jong-won) dedicates his time to efforts for his company and the dining culture. The more exposure one gets, the more one should be evaluated, but enduring that is what I think constitutes challenge and entrepreneurial spirit."

Regarding his future broadcasting plans, he said, "It will be difficult to appear unless it aligns with the motto of my business and values," but added, "If there is a program that delivers socially meaningful messages like MBC's 'Neukkimpyo' in the past, I might consider it."

Previously, in December last year, Lee appeared on the YouTube channel 'Human Story' and revealed his daily life. In that broadcast, he said, "There is no particular reason for me to expose myself to the public," but added, "I am engaged in charitable donation work and trying to change the culture of giving, but I cannot change the culture alone. I appeared because I thought communication with the public is necessary."