Hanwha’s Third Son Kim Dong-seon Shuts Down SNS, Launches New Businesses

[Korea Financial Times, Park seulgi] Kim Dong-seon, Vice President of Hanwha Galleria and Hanwha Hotels & Resorts (Head of Future Vision), and the third son of Hanwha Group Chairman Kim Seung-youn, is taking a fresh step forward with renewed determination. He has closed his SNS account, which had about 7,000 followers, and is now focusing on new businesses such as the recently acquired OURHOME and the newly launched premium ice cream brand “Benson”.

This move reflects Vice President Kim’s strong determination to deliver results, especially as he has begun to expand into food tech and launch new brands in earnest this year.

According to the business community on the 26th, Vice President Kim recently shut down his SNS, which had nearly 7,000 followers, where he had shared updates on preparations for the launch of Five Guys, one of America’s top three burger brands.
His direct operation of SNS was rare among business owners, drawing significant attention. The sudden suspension of his SNS activity has therefore attracted considerable industry interest.

A Hanwha Galleria official stated, “As this is a crucial period of business expansion, including new ventures, he decided not to operate a personal SNS channel to increase focus on work. Going forward, external communication will center on new businesses and their achievements.”

Kim’s recent actions are reminiscent of Shinsegae Group Chairman Jeong Yong-jin, who also suspended his SNS activities after becoming chairman last year. Chairman Jeong, who had 794,000 followers, had actively communicated with the public via SNS but stopped as the economic downturn intensified, focusing on management instead. As a result, E-Mart returned to profitability within a year and recorded its highest quarterly operating profit in eight years in the first quarter of this year.

Kim faces many challenges, including generating synergy between food tech and OURHOME, stabilizing the newly launched Benson, and expanding Five Guys to Japan. With his elder brothers—Vice Chairman Kim Dong-kwan and President Kim Dong-won—achieving visible results in defense and finance, respectively, Vice President Kim is under considerable pressure to deliver in his own domain.

The acquisition of OURHOME was completed smoothly on the 15th, about seven months after the initial due diligence in October last year, led by Vice President Kim. Hanwha, which has over 30 years of experience in the food service business, expects significant synergy with OURHOME, especially in developing food tech and kitchen automation.
Kim has also joined OURHOME as Head of Future Vision and has decided not to receive compensation until the organization stabilizes, demonstrating his commitment to responsible management.

At the OURHOME Vision Declaration Ceremony on the 20th, he said, “Entrepreneurs must benefit the world through business, not merely pursue profit. We will pursue businesses that offer meaning and value, aiming to bring health and joy to people through excellent meals. I will do my best so that OURHOME will be remembered as a company that positively transforms global food culture.”

After acquiring OURHOME, Kim launched “Benson,” a premium ice cream brand, building a production plant in Pocheon, Gyeonggi Province, despite the significant investment required. Ensuring Benson’s stable market entry is now a key task.

Kim is also targeting the MZ generation to expand brand influence, creating a “Hanwha Town” in Apgujeong by opening Five Guys and Benson near Hanwha Galleria Luxury Hall, and recently purchasing a large building in the Hongdae commercial district.

According to a Financial Supervisory Service disclosure, Hanwha Galleria signed a contract last month to purchase a large office building in Seogyo-dong for KRW 87.5 billion.

The Apgujeong Rodeo and Hongdae commercial districts, which attract a large number of foreign tourists, tend to draw customers more easily than other areas. Industry insiders expect Five Guys and Benson to open in the newly acquired building as well.

A Hanwha Galleria official said, “The area around Hapjeong Station has a balanced mix of commercial, office, and residential facilities, providing a geographical advantage. We plan to use it as a testbed for various new business models, including experiential content.”

As Hanwha Galleria’s F&B competitiveness grows, Kim is pursuing a win-win strategy to create synergy with the company. The share of F&B sales at Hanwha Galleria rose from 11% at the end of last year to 18% in the first quarter of this year, aiming to enhance overall competitiveness through synergy between distribution, service, and food tech.

In March, Five Guys opened a store at Galleria Gwanggyo, integrating an aquarium and attracting over 1,500 visitors per day, boosting department store sales.

Hanwha Galleria plans to continue providing new experiences and entertainment to customers through ongoing collaboration among affiliates. A company official said, “As synergy among affiliates has been confirmed, we will continue to collaborate with various group companies to offer more entertainment to customers.”

Park seulgi (seulgi@fntimes.com)