Moon Seong-wook, CEO of Signite and husband of Shinsegae Co. Chair Chung Yoo-kyung, will broaden his scope by concurrently serving as CEO of Shinsegae Live Shopping. The move is seen as aiming to link Signite, the forward base for new business investment, with the live commerce sales channel to pursue efficiency in new product sourcing and conversion. In the first personnel reshuffle since Chair Chung's promotion, CEO Moon's presence within the group also appears to be growing.
Shinsegae Group said on the 26th that in the 2026 regular executive reshuffle it promoted CEO Moon to president and also put him in charge of the live commerce business. The group explained that the decision is aimed at expanding synergy in the online domain and relaunching live shopping.
President Moon has concurrently served as CEO of Signite, CEO of Shinsegae Tomboy, and head of business planning at Shinsegae International. With this reshuffle, he will take the two-top helm of Signite and Shinsegae Live Shopping.
Signite is the group's corporate venture capital (CVC) and dedicated open innovation unit. It invests in startups in growth areas such as commerce, retail tech, logistics, content, and food tech, and brokers PoC (pilots), co-development, and adoption with group affiliates to serve as a forward base for testing and scaling new businesses.
Keeping the Signite CEO post while concurrently leading Shinsegae Live Shopping is a decision that binds investment and commerce execution into one axis. Brands and solutions sourced and invested in by Signite can be quickly transplanted into live shopping's content, programming, and technology operations, and a virtuous cycle can be created by proactively discovering promising categories and startups based on customer and conversion data accumulated on the live front.
Born in 1972, President Moon studied economics at the University of Chicago and earned an MBA from the Wharton School of the University of Pennsylvania. After a stint at SoftBank, he served as head of strategic business at Shinsegae I&C, executive vice president overseeing strategy management for Emart's China headquarters, overseas business, and new businesses. He became CEO of Shinsegae Tomboy in 2017, head of business planning at Shinsegae International in 2019, and has served as CEO of Signite Partners since 2020.
Some say the reshuffle has further clarified the division of roles between the owner couple, deepening the color of Shinsegae's "couple management."
Meanwhile, Chair Chung and President Moon have two daughters. The elder, Moon Seoyoon, debuted in June as "Annie" of "ALLDAY PROJECT" and is active as a singer.