The truth about the shooting incident involving CEO Kim Hyun-sook of Yaksonmyeongga and her son, CEO Pilkin Jo Geon-hong? We even have the real name of CEO Lee Byung-chul! Who is the real CEO? We will tell you the confusing news reports and the full story of the incident.

1. Songdo shooting incident, what happened?

On the night of July 20, 2025, something shocking happened in a luxury apartment in Songdo, Incheon.

This was an incident in which Mr. A, 63 years old, shot and killed his son, Mr. B, in his 30s, with a homemade gun during his birthday party.

 

At the time, my son’s wife, grandchildren, and even acquaintances were at the scene…
The perpetrator fled to Dobong-gu, Seoul after the shooting and was arrested at dawn.
What's more shocking is that the victim was left for an hour and a half after the shooting and died from excessive bleeding.

2. Is the victim really the son of Kim Hyun-sook, the CEO of Yaksonmyeongga?

Many media outlets reported on victim B. It was reported that Jo Geon-hong is the son of Kim Hyun-sook, the CEO of Yaksonmyeongga, and the CEO of clean beauty brand 'Pilkin'.
But this is a little bit different from the truth.

 

The victim's mother, Kim Hyun-sook, is actually a 'registered director' of Yakson Myungga, not a 'representative'.

Currently, the official representative of Yaksonmyeongga is CEO Lee Byeong-cheol, and Director Kim Hyeon-suk is in charge of the franchise business division. It was confirmed that it was being done.

 

In other words, the victim is not the son of the head of Yaksonmyeongga, but the son of an executive (director).

3. Yaksonmyeongga side: “The company has nothing to do with it… Please refrain from speculation.”

Yaksonmyeongga also released an official statement.

"This incident is related to individual employees of our company and has nothing to do with our company's business activities."
He also requested that people refrain from speculation, saying, “The suspect is not an employee or shareholder of Yakson Myungga, and there has been disruption to the company’s internal operations.”

 

Surviving family measure “I hope there will be no more social disturbances.” He also made his position clear.

4. Who was the CEO of Pilkin Jogeonhong?

The victim, Jo Geon-hong, was actually the CEO of the clean beauty brand 'Feelkeen'.
It was gaining attention as a brand that accepted the therapy philosophy of the famous Yakson family that my mother worked for and reinterpreted it with the sensibility of the MZ generation.

● V-line mask pack
● Eco-friendly mist ampoule
● Vinyl-free packaging pad

 

As these products became a hit, they became quite popular among female consumers in their 20s and 30s.

E We have also been active in SG practices and have signed an MOU for a recycling campaign with Yaksonmyeongga.

5. CEO Jo Geon-hong, why did we have to experience such a tragedy?

The perpetrator is the victim's father, i.e. He is CEO Jo Geon-hong's biological father.
They had been living separately since their divorce about 20 years ago, and it is known that this incident was also caused by discord within the family.

 

What's shocking is that the gun used in the crime was a homemade gun made with real ammunition purchased 20 years ago and a manufacturing method learned on YouTube...

 

Furthermore, it was a planned crime, to the extent that he installed 15 explosive devices made of flammable substances such as thinner in his Seoul home before the crime.

6. What did this incident leave behind?

The incident ended in tragedy, but the surviving families and businesses are still dealing with the aftermath for a long time.
More than anything, the misinformation and speculation surrounding the ‘representative’ status created even greater confusion and affected the company’s image.

 

I think this incident clearly shows how dangerous it is to spread information without verifying the facts.

 

Q&A

Q. Is CEO Kim Hyeon-suk of Yaksonmyeongga involved in this incident?
A. Ms. Kim Hyun-sook is not the ‘CEO’ of Yakson Myungga, but a ‘registered director.’ The company stated that the incident is related to her personal family history and is unrelated to the official business of Yakson Myungga.

 

Q. Who is the actual representative of Yaksonmyeongga?
A. The current representative of Yaksonmyeongga is CEO Lee Byung-chul. Director Kim Hyeon-suk is in charge of the franchise business division and is not the founder of the company.

 

Q. What kind of person is Pilkin CEO Jo Geon-hong?
A. Mr. Jo Geon-hong was a young CEO who ran the eco-friendly beauty brand ‘Pilkin’ and contributed to the K-beauty industry through ESG practices and collaboration with Yakson Myungga.

 

 

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