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'A center of food'


Since 1945, SPC Group in South Korea has been at the forefront of a evolution in the Asian hospitality, food and beverage industry. Being one largest lifestyle food companies with headquarters  in Seoul Korea, SPC operates in over 10 territories including China and the USA. With yearly sales in excess of 12 trillion won ($12 billion),  the chairman Mr Hur Young featured in Forbes magazine as the ‘leader of an Asian revolution’ in food culture.


In 2006, my first project for SPC was their signature brand, Paris Baguette (over 3000 bakery cafés internationally), where I integrated proven brand approach of commercial, brand strategy, vision, marketing, holistic design, interiors, digital, packaging and product strategy in a seamless, award-winning solution.


Shortly after the success of this project, and being head-hunted by Samsung, I was hired directly by SPC chairman (Mr Hur Young) to creatively lead SPC under a 5 year contract. The first stage was to integrate all creative and marketing departments under one umbrella, The ‘Design Center’. As Creative Director, this was a dynamic department I founded and lead with over 100 staff, covering marketing, graphics, interiors to digital. The ‘Design Center’ was situated on its own dedicated floor on the newly constructed SPC tower. 


Brands created and evolved within the ‘Design center’ included:

Paris Baguette

The Parlour

La Grillia

Paris Croissant

Passion 5



My role lead to the rebrand and new initiatives for Baskin Robbins and Dunkin Donuts resulted in a dramatic increase in Sales in Korea. These concepts were adopted to the international marketplace.