HOKA Korea Distributor CEO Cho Seong-hwan Resigns Over Subcontractor Assault Scandal

A brand's soaring reputation just hit a sudden wall. Cho Seong-hwan, the CEO of Joyworks & Co.—the official South Korean distributor for sportswear giant HOKA—has stepped down after admitting to assaulting and verbally abusing subcontractor employees. According to Yonhap News, the resignation was formalized on Wednesday, Jan. 7, 2026, following a wave of public outrage.

Details of the Joyworks CEO Cho Seong-hwan Assault Incident

The controversy erupted when local media reported that Cho summoned a subcontractor's representative and staff to an abandoned church building in Seoul. During this meeting, he allegedly subjected them to physical assault and verbal threats. Cho issued a public apology on the company’s website, stating he takes full responsibility for his "inappropriate behavior" that caused widespread disappointment.

The incident has struck a nerve in a country increasingly sensitive to Gapjil, a Korean term referring to the abuse of power by those in superior positions. The pre-planned nature of the meeting in a secluded location has intensified the backlash against Cho's leadership style.

Consumer Boycott and Brand Image Crisis

The fallout was immediate. Social media platforms are now flooded with calls for a consumer boycott of HOKA products in South Korea. While the brand has enjoyed massive growth due to the local running trend, this ethical crisis threatens to derail its momentum. Industry observers are watching closely to see how the global headquarters will respond to the misconduct of its regional partner.