- Kang Shin-ho, CEO of CJ Group, is noted as the top-ranked South Korean brand guardian at 38th globally.
- Han Jong-Hee, CEO of Samsung Group, holds the 51st global spot.
- Hyundai Group's Jae-Hoon Chang enters the list at 71st globally.
Seoul, South Korea – A recent analysis by Brand Finance, a leading name in brand valuation, highlights three South Korean executives from the food, tech, and automotive sectors as exemplary figures in leadership. The Brand Guardianship Index (BGI) 2025 emphasizes the growing significance of public opinion, considering factors like leadership, brand stewardship, and sustainable value creation while highlighting ethical conduct and global accountability. These leaders have been celebrated for adeptly steering their companies through a rapidly changing international landscape and adhering to high ethical standards, thereby enhancing South Korea's influential status in global business leadership.
Leading the South Korean cohort is Kang Shin-ho, CEO of CJ CheilJedang, positioned 38th in the global rankings with a BGI score of 79 out of 100. His outstanding contributions to both B2B and B2C domains, with a focus on 'strategy and vision,' 'long-term value,' and 'positive transformation,' have been essential to CJ CheilJedang's achievements. In a year, Kang Shin-ho has advanced into the top 50, marking a significant achievement in the global food sector as a leading brand guardian, illustrating his role in driving impactful change and ensuring sustained success.
Samsung Group's Han Jong-Hee ranks 51st globally, with a BGI score of 77.7. Although he experienced a slight decline from the 37th position last year, his leadership spurred an 11% surge in Samsung's brand value, reaching USD110.6 billion. This growth stems from critical areas like 'artificial intelligence,' 'strategic insight,' 'commercial acumen,' and a strong focus on 'customer needs' in the B2C segment. Despite a drop in personal ranking, his guidance has been vital in solidifying Samsung's status as South Korea's most valuable and robust brand, as seen in the 2025 Global 500 rankings, ensuring its continued market leadership and global impact.
Hyundai Group's CEO, Jae-Hoon Chang, ranks 71st with a BGI score of 76, derived from qualities like 'artificial intelligence,' 'strategic insight,' 'meeting customer needs,' and 'sustainability' in the B2C field. Chang's strategic focus on innovation and sustainability has been crucial to Hyundai's ongoing success and competitive edge in the international market.
Alex Haigh, Managing Director Asia Pacific at Brand Finance, remarked, "Kang Shin-ho, Han Jong-Hee, and Jae-Hoon Chang exemplify outstanding leadership, elevating their companies to unprecedented levels. Their impressive performance in the Brand Guardianship Index 2025 highlights their strategic foresight and dedication to innovation and growth. These leaders epitomize South Korea's prowess in the global business arena, setting benchmarks for excellence in today's fiercely competitive market. Their sustained success underscores their capability to foster sustainable growth and lead purposefully in a constantly evolving world."
The BGI 2025 illustrates that perceptions of sustainability are crucial to CEO reputations. There is a notable link between corporate sustainability efforts and public CEO perception, with nearly half of the CEO reputation variance tied to their perceived commitment to sustainability.
Nevertheless, this year's findings indicate a shift in focal points. The primary factor influencing CEO reputation now is 'caring about employees,' reflecting the rising demand for empathetic leadership amid economic challenges, mental health concerns, and rapid technological advancements. Additional vital factors include 'positive change,' 'trustworthiness,' 'customer needs,' and 'sustainability.'
