Key Takeaways
- Philip Morris Korea appointed Lee Hong-seok as its new chief executive officer effective May 1.
- Yoon Hee-kyung will step down after about three years as CEO.
- Lee joined Philip Morris Korea in 1999 and has served the company for more than 20 years.
- He led Philip Morris Taiwan for about three years and later returned to Korea to oversee commercial operations and smoke-free products.
- The company said Lee will play a key role in accelerating the development of its smoke-free portfolio.
2Firsts, April 30, 2026
According to Philip Morris Korea, the company has appointed Lee Hong-seok, head of its smoke-free products division, as its new chief executive officer, with his term beginning on May 1.
Yoon Hee-kyung will step down after about three years in the role
The company said Yoon Hee-kyung, who took office in 2023, will leave the position after about three years as chief executive officer.
Lee is an internally promoted executive
The report said Lee Hong-seok is an internal executive who joined Philip Morris Korea in 1999 and has served the company for more than 20 years.
He has held roles in marketing, strategy and commercial functions
The company said Lee has held key positions across marketing, strategy and commercial functions and has gained international experience in Singapore and Hong Kong.
He previously led the Taiwan business
Lee led Philip Morris Taiwan for about three years starting in 2018. After returning to Korea in 2021, he served as head of commercial operations and head of smoke-free products.
The company said he expanded the smoke-free portfolio including IQOS
The report said Lee is credited with expanding the company’s smoke-free product portfolio, including IQOS, and enhancing consumer experiences. The industry views the appointment as a move to strengthen Philip Morris Korea’s strategy centered on smoke-free products.
PMI executive said core markets like Korea require strong leadership
Vassilis Gazelis, President of East Asia, Australia and PMI Duty Free at Philip Morris International, said strong and experienced leadership is essential in core markets like Korea.
He said Lee, as a leader with a proven track record, will play a pivotal role in accelerating the development of the smoke-free product portfolio and solidifying the company’s smoke-free future vision.
Lee said he will strengthen cooperation with government and public health experts
Lee said he will fulfill his role as a responsible corporate citizen in Korea’s fast-changing market. He added that by strengthening cooperation with stakeholders including the government and public health experts, he will ensure that the company’s efforts to transition to smoke-free products also contribute to public health goals.
Image source: PM
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