Conglomerate chiefs spend more time on social media

By Kim Bo-eun

SK Group Chairman Chey Tae-won's Instagram account / Screenshot from Instagram

The heads of the major conglomerates here are increasingly spending more time on social media in what appears to be a way to build a more personal, familiar image and also to better understand the thoughts of millennials and Generation Z.

The latest tycoon to join Instagram is SK Group Chairman Chey Tae-won, who has an account under "papatonybear." His first post appeared June 24, and multiple photos have been posted since. Chey, 60, had over 9,000 followers as of Wednesday.

He is the first of the chiefs of Korea's four major conglomerates ― Samsung, Hyundai, SK and LG ― to start a personal social media account.

Many of his posts are work-related, but some also show personal aspects, such as Chey's cat, a gift he received, and the chairman playing a game on his smartphone. Also on his account is an old photo of him and his siblings taken when they were young.

Shinsegae Group Vice Chairman Chung Yong-jin / Captured from Instagram

Shinsegae Group Vice Chairman Chung Yong-jin is known for his social media presence. Chung, 52, has more than 675,000 followers on Instagram under the ID, yj_loves, backed by his witty posts.

Chung's posts are often reported in the news, as the chairman shows a level of engagement with followers, at times responding to comments.

One of the most touted themes is a Gorilla mascot “Jrilla,” which appears to have been designed to resemble Chung. His posts also show parts of his personal life, such as his children and his passion for golf and baseball. Chung is a follower of Chey's account.