Called to an Abandoned Church: Hoka’s Korean Distributor CEO Faces Allegations of Unprovoked Assault

[Financial News] JOYWORKS&Co, the official Korean distributor of the popular running shoe brand Hoka, has issued a formal apology regarding allegations that CEO Jo Sung-hwan assaulted a subcontractor representative.

According to industry sources on the 6th, JOYWORKS&Co stated the previous day, "Physical altercations cannot be justified under any circumstances. Both CEO Jo Sung-hwan and JOYWORKS, the main shareholder of JOYWORKS&Co, as well as the company itself, recognize the gravity of the situation."

The company further noted, "CEO Jo Sung-hwan is cooperating fully with the ongoing legal proceedings and has expressed his apologies to the parties involved. He intends to responsibly follow all necessary procedures, including negotiations for an amicable resolution." They also emphasized, "We deeply regret the social controversy this incident has caused."

Hoka also stated, "We will continue to take necessary management and response measures to ensure business stability and maintain stakeholders’ trust." The company added, "We sincerely apologize once again to everyone concerned for the distress this incident has caused."

Previously, reports revealed that CEO Jo had summoned subcontractor representatives to an abandoned church building in Seongsu-dong, Seoul, where he allegedly assaulted and verbally abused them. According to these reports, Jo repeatedly asked, "Do you know who I am?" and "What do you know about me?" while raising his voice and slapping the victims. The entire incident was reportedly recorded.
The victims were reportedly diagnosed with injuries such as fractured ribs and concussions.
Jo’s side claimed that the subcontractor representatives had spread false information, and that the physical altercation occurred as both parties attempted to stop the situation. The company also stated that Jo received a medical diagnosis indicating a four-week recovery period.
However, as news of the incident spread rapidly online, a growing number of consumers have begun calling for a boycott of Hoka.
Hoka has experienced rapid growth in both domestic and international markets since the running boom began in Korea. JOYWORKS&Co’s cumulative sales from January to October 2025 increased by 34% compared to the same period last year.

y27k@fnnews.com Seo Yoon-kyung Reporter