Paris Baguette global head promoted to SPC vice chairman

SPC's new Vice Chairman Hur Jin-soo, left, and new President Hur Hee-soo / Courtesy of SPC

Major food group SPC on Tuesday announced a leadership reshuffle across its headquarters and subsidiaries, promoting its President Hur Jin-soo to vice chairman.

The conglomerate, run by the owner family headed by Chairman Hur Young-in, also promoted Vice President Hur Hee-soo to president. Paris Croissant — a subsidiary operating the global bakery franchise brand Paris Baguette — and other bakery manufacturing affiliates have also appointed new CEOs.

Hur Jin‑soo, the eldest of the chairman’s two sons, is expected to further cement his pivotal role in SPC. He will serve as chief strategy officer of Paris Croissant and head of the company’s Global Business Unit. Paris Baguette is the group’s flagship business, having expanded its global presence to 15 countries with 670 stores — including 340 in China and 240 in the United States.

He also currently leads the group’s Transformation Office, an internal watchdog committee launched in July. The committee oversees workplace safety and ensures compliance with labor regulations.

“The new vice chairman will continue to strengthen the group’s global business competitiveness and focus on restoring consumer trust in SPC and its brands,” the conglomerate said in a statement.

Hur Hee-soo, the vice chairman’s younger brother, has served as chief vision officer at BR Korea, a subsidiary managing major ice cream and donut franchise brands Baskin Robbins and Dunkin’. In July, he signed a deal with Chipotle Mexican Grill Chief Restaurant Officer Scott Boatwright to open and operate the American casual dining chain in Seoul starting next year.

According to SPC, the new president will continue to oversee the imported brands while focusing on identifying new growth engines and developing the group’s future businesses.

The reshuffle also promoted Do Se-ho, CEO of BR Korea and SPC, to group president and appointed him CEO of Paris Croissant. Meanwhile, Paris Croissant CEO Kyung Jae-hyung was promoted to senior vice president and CEO of SPC Samlip.