In particular, his aggressive moves and tangible achievements in the restaurant and digital sectors have captured the attention of both the industry and the public. I’ll frankly discuss what role President Huh is playing in SPC’s grand vision to transform the bakery-centric SPC Group into a comprehensive F&B company encompassing dining and platforms, and what the real reasons are behind his unprecedented achievements.

Leading SPC Group’s Restaurant Business, a Master of Global Brand Localization

President Huh Hee-soo took the helm of SPC Group’s restaurant business after being promoted to President in 2026. In fact, his management capabilities have been proven on several occasions. The most representative success story is the domestic introduction of the American premium burger brand Shake Shack. After numerous negotiations between Seoul and New York starting in 2011, a domestic exclusive license agreement was signed in late 2015, and the Gangnam No. 1 store in July 2016 achieved great success, recording the highest global sales.

Under his leadership, Shake Shack is currently operating 33 stores domestically and 15 overseas, and is considered to be on a stable growth trajectory. Based on this successful experience, President Huh is presenting a vision to expand SPC Group from merely a bread-making company to a comprehensive F&B company encompassing dining and platforms.

• Successful domestic launch of Shake Shack: Gangnam No. 1 store recorded highest global sales in 2016.
• Diversification of restaurant portfolio: Leading business expansion from bakery-centric to dining and platforms.
• Driving Digital Transformation (DT): Playing a key role in leading the group’s digital transformation.

From Chipotle’s Domestic Introduction to Baskin Robbins’ Performance Rebound, an Eye for Trends

President Huh’s keen eye for trends is shining again this year. The domestic introduction of Chipotle, a leading American Mexican food brand, which is scheduled to open its first domestic store in the first half of 2026, is proof of this. He personally met with Chipotle’s CEO to discuss the partnership, leading the overall negotiations. With a focus on health and premium consumption trends, Chipotle is expected to bring a new wave to the domestic restaurant market.

There’s more surprising news. Baskin Robbins’ operating profit for the first quarter of 2026 reportedly increased by a whopping 110% compared to the previous year. BR Korea explained that this was due to the trend-focused product strategy led by President Huh Hee-soo. New products like ‘Alien from Dubai’ and ‘Ddujjon-a Mochi Pistachio’ became huge hits, driving sales. He truly pinpointed trends with precision, like a ‘cutter knife cutting through work’.

• Leading Chipotle’s domestic launch: First domestic store scheduled to open in the first half of 2026, targeting the healthy pleasure trend.
• Significant improvement in Baskin Robbins’ performance: 110% increase in operating profit in Q1 2026, successful new products reflecting trends.
• Innovative product strategy: Targeting consumer tastes by combining bestsellers and trends.

Real Estate Transactions in the Midst of Expanding Management Scope, What’s Next?

As his management scope expands, it’s natural that President Huh’s every move garners public attention. Recently, news related to his real estate also became a hot topic. In April 2026, he sold his Hannam The Hill apartment in Yongsan-gu, Seoul, to musical actress Ock Joo-hyun for 19 billion won, setting a record for the highest price ever. In the same month, he reportedly purchased two luxury villas, ‘Upper House Namsan’, in Itaewon from his father, Chairman Hur Young-in, for approximately 20.5 billion won.

While these are personal asset transactions, they also illustrate how every action of a leader responsible for the group’s future attracts attention. These movements suggest how important a position President Huh holds within SPC Group, and what role he will play in securing the group’s growth engines and enhancing its global competitiveness in the future.

• Hannam The Hill sold at record price: Sold to Ock Joo-hyun for 19 billion won, setting a new record.
• Upper House Namsan acquisition: Purchased two luxury villas worth approximately 20.5 billion won from his father.
• Expanding influence within the group: Analysis suggests active asset movements are not unrelated to the expansion of his management scope.

As a key figure who will lead SPC Group’s future, President Huh Hee-soo is tirelessly working to achieve two goals: expanding the restaurant business and digital transformation. From Shake Shack’s success to Chipotle’s introduction, and Baskin Robbins’ remarkable performance improvement, his management capabilities have already been proven in various aspects. I’m truly curious to see what changes and innovations SPC Group will show under President Huh’s leadership in the future.

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