| South Korea

SPC Group appoints Lee Joo-yun as CEO of BR Korea Co.

Lee’s appointment to lead SPC Group’s Baskin Robbins and Dunkin’ businesses across South Korea, coincides with new leadership for the South Korean food and beverage giant’s Paris Croissant China and SPL Co. manufacturing subsidiaries

Lee Joo-yun, CEO, BR Korea Co.


South Korea’s SPC Group has appointed Lee Joo-yun to lead its BR Korea Co. subsidiary.

Lee, who previously served as Chief Strategy Officer for Starbucks Korea, is the first female CEO within the SPC Group and reportedly one of the first female CEOs in the Korean food industry.  

She is expected to accelerate BR Korea’s digital transformation strategy across the 1,800 Baskin Robbins and Dunkin’ stores in South Korea. 

As part of a wider leadership reshuffle, SPC Group has also promoted Lee Myung-wook from Vice President of Paris Croissant to CEO of its Chinese operations.  

He has been tasked with strengthening the group’s bakery businesses following the lifting of zero-Covid policies across China, where it operates 300 Paris Baguette stores. 

Alongside the Paris Baguette bakery café chain, Paris Croissant also operates Italian coffee chain Caffe Pascucci across South Korea. 

Additionally, South Korean food and beverage giant SPC Group has also appointed Park Won-ho as CEO of SPL Co, its manufacturing subsidiary. 

Park, previously SPC Group’s Head of Safety Regulations and Related Management, is tasked with rebuilding the company’s image following the death of a 23-year-old employee at one of its bakery factories in Pyeongtaek in October 2022.  

SPC Group created a safety management committee in November 2022 and said in January 2023 that it planned to create three new departments to improve industrial safety, working conditions and corporate social responsibility. 

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