Baskin-Robbins Korea names digital strategy veteran as new CEO

SEOUL -- BR Korea said Tuesday it appointed industry veteran Cho Yoon-sang as its new chief executive officer. The company offers such brands as Baskin-Robbins and Dunkin’ in Korea.

The Seoul-based company said the leadership change is geared toward accelerating digital innovation and sharpening the market positioning of its flagship brands.

Cho joins BR Korea with 27 years of experience spanning major domestic and multinational companies, including LG Electronics and Yum! Brands, according to the company.

He had led marketing communications at LG Electronics before moving to Yum! Brands to hold senior digital marketing roles at the operator of major restaurant chains like Pizza Hut, KFC and Taco Bell.

He later rose to chief marketing officer for the Asia-Pacific region, where he headed product innovation and growth initiatives. Most recently, Cho served as chief executive of Pizza Hut Korea.

BR Korea said that Cho’s appointment shows its intent to leverage his expertise in digital innovation and execution to elevate customer engagement in a rapidly changing food service market.

“New CEO Cho is a leader who combines broad market insight, hands-on experience and strong execution capabilities,” BR Korea said in a statement. “We expect him to enhance the value of our brands, lead digital innovation and further advance our business model.”

BR Korea was founded in 1985 as a joint venture with South Korea’s food giant SPC Group. Dunkin’ was added to its portfolio in 1993, helping the firm strengthen its presence in the country’s quick-service restaurant chain.

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This story was originally published April 28, 2026 at 7:14 AM.