Hoka Distributor CEO Apologizes Amid Growing Controversy Over Assault of Subcontractor Employee

"We Deeply Apologize for Causing Public Concern"

Joyworks&Co, the exclusive distributor of the running shoe brand Hoka in Korea, has issued an apology regarding the controversy over CEO Cho Sunghwan's alleged assault of a subcontractor employee.

Photo of Hoka store. Hoka

On January 5, Joyworks&Co released a statement saying, "Physical altercations cannot be justified under any circumstances," and added, "CEO Cho Sunghwan, Joyworks (the major shareholder of Joyworks&Co), as well as Joyworks&Co itself, all recognize the seriousness of this matter."

The company continued, "CEO Cho Sunghwan is sincerely cooperating with the ongoing legal procedures," and stated, "He has expressed his apologies to the parties involved and will responsibly carry out all necessary procedures, including discussions for an amicable resolution."

They also conveyed, "We deeply reflect on the fact that this incident has caused public concern."

Additionally, the company stated, "We will continue to take necessary management and response measures to ensure business stability and maintain the trust of stakeholders," and bowed in apology, saying, "We once again deeply apologize to everyone who has been concerned by this incident."

CEO Cho was recently reported to have summoned subcontractor representatives to an abandoned church building in Seongsu-dong, Seoul, where he allegedly assaulted and verbally abused them. In an audio recording released by JTBC on January 3, CEO Cho can be heard raising his voice at the victims inside the abandoned building, saying, "Do you know who I am?" and "What do you know about me?" He then physically struck the victims, including slapping them. The victims claim they suffered injuries such as fractured ribs and concussion symptoms.

CEO Cho's side stated, "The subcontractor representatives spread false information about CEO Cho, and a mutual physical altercation occurred during a meeting to warn them." They also claimed that CEO Cho sustained injuries requiring four weeks of medical treatment.

Hoka is a brand that has experienced rapid growth in Korea amid the recent running boom. Joyworks&Co's cumulative sales from January to October 2025 increased by 34% compared to the same period the previous year.