SPC Group makes strategic appointments to boost external communications

Lyuh Sun-woong

South Korean bakery giant SPC Group has appointed Lyuh Sun-woong, former senior administrative officer at the Blue House, as its new head of strategic support (senior managing director), a move that is seen as an effort to enhance external communication channels amid legal challenges.

According to the SPC Group on Tuesday, Lyuh will be responsible for parliamentary affairs. Lyuh has previously served as a member of the Gangnam District Council, a youth communication policy officer under the previous Moon Jae-in administration, and vice president for government relations at startups like Socar and Zigbang.

Earlier this month, SPC also recruited Lee Sang-eon, a former editorial writer at JoongAng Ilbo, as vice president.

Lee, who is set to start his new role later this month, has an extensive background, having served as a legal team leader, Paris and London correspondent, and head of the social affairs department at the newspaper.

In August last year, Cheon Hyo-jeong, former deputy spokesperson at the Presidential Office, joined SPC as head of the new media division (executive director).

Cheon, who previously worked as a journalist for Channel A and KBS, entered SPC after serving as a deputy spokesperson.

Cheon had applied for a proportional representative seat with the People Power Party ahead of the upcoming general election.

These appointments reflect SPC’s strategy to strengthen its capabilities in government and public relations.

The company aims to effectively communicate its positions on issues such as owner-related legal risks and labor disputes to the government and the National Assembly, utilizing the expertise of individuals with political and media backgrounds.

Currently, SPC Chairman Hur Yong-in and CEO Hwang Jae-bok are under indictment for allegedly pressuring employees to leave the union.

At the third trial session held at the Seoul Central District Court, CEO Hwang was questioned as a witness regarding these charges.