Hoka Distributor CEO Resigns Over Assault Controversy: "Unjustifiable Misconduct, Sincere Apology"

Admits Assault of Subcontractor's Employee, Issues Formal Apology
Steps Down from Management Amid Growing Boycott Movement

The CEO of Joyworks & Co, the official distributor of the running shoe brand Hoka in Korea, has issued a formal apology regarding the controversy over the assault of a subcontractor's employee and has decided to resign from his position.

Hoka store exterior. Hoka

On January 7, Joyworks & Co released a statement saying, "Cho Seonghwan, CEO of Joyworks & Co, has acknowledged full responsibility for this incident and announced his resignation as CEO, stepping down from the front lines of management."

In his personal letter of apology, CEO Cho stated, "I sincerely bow my head and apologize to everyone who was disappointed by my inappropriate actions," adding, "This incident is entirely my personal fault and cannot be justified under any circumstances."

He went on to say, "Although I am fully aware that the use of physical force can never be justified, I failed to control my emotions in the moment and committed an irreversible mistake. I sincerely apologize to those who were hurt by my thoughtless actions." He further added, "I earnestly ask that no further harm comes to our partner companies and employees as a result of my wrongdoing."

Apology from the CEO of Joyworks & Co. Joyworks & Co. Official Website

Previously, multiple media outlets reported that CEO Cho had summoned the head and employees of a subcontractor to an abandoned church building in Seongsu-dong, Seongdong-gu, Seoul, where he assaulted and verbally abused them, fueling widespread public controversy. Following this, a boycott movement against Hoka products distributed by Joyworks & Co emerged among consumers.

Meanwhile, Hoka is a brand that has rapidly grown in Korea, fueled by the recent 'running boom.' The cumulative sales of Joyworks & Co, the official distributor of Hoka in Korea, from January to October 2025 increased by 34% compared to the same period last year.