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Shin Ho-sang

CEO | KFC Korea

Shin Ho-sang is a problem-solving leader with both analytical depth and practical field experience, built on his background in accounting and strategic consulting. He began his career at global consulting firm A.T. Kearney, advising retail and consumer goods companies. He later transitioned into corporate marketing, making waves with projects like the viral “Rubber Duck at Seokchon Lake” campaign that redefined experiential branding.

As CMO of Burger King and Emart24, he led marketing innovations that reshaped consumer-brand engagement. At Burger King, he repositioned pricing strategy through the “4 Dollar Campaign,” attracting a broader customer base. At Emart24, he introduced a wine pickup service, transforming the way people used convenience stores and redefining everyday brand experiences.

Since 2023, Shin has served as CEO of KFC Korea, leading the redefinition of the brand’s identity and transforming its business model for greater agility. He focused on quality improvements to revive the nostalgic “original taste,” and initiated franchising for the first time in 40 years, paving the way for business expansion. Collaborating with celebrity chef Choi Hyun-seok, he brought gourmet flair and media buzz to the brand, creating fresh points of engagement with new audiences.

With his hands-on experience and strategic vision, Shin is driving innovation across the entire brand—from customer touchpoints to business models—and proving that legacy brands like KFC can rediscover new avenues for growth.

It All Starts with the Right Hypothesis: The Power Behind KFC’s Rebranding

“Marketing is ultimately about solving problems.”

Why are customers turning away from our brand? Why don’t they remember the product or come back again?

Marketing begins by digging deep into these questions—formulating powerful hypotheses that uncover hidden consumer needs. It’s this foundation of sharp strategy and precise execution, rooted in a good hypothesis, that ultimately breathes new life into a brand.

In this session, Ho-sang Shin, CEO of KFC Korea, shares real-world marketing insights based on years of frontline experience. If you’re looking for clues on how to reignite an aging brand, this session offers a compelling starting point. After all, a great brand always starts with a great question.