HS Chung

CEO, North Asia-Pacific

As CEO, North Asia-Pacific, HS Chung brings her deep understanding of Asian conglomerates and their business needs to her role overseeing Burson’s business in greater China, Japan and South Korea.

More About HS Chung

As CEO, North Asia-Pacific, HS Chung leads Burson’s business across greater China, Japan and South Korea. She is a respected senior advisor, trusted by c-suites across Asia thanks to her deep and broad experience in corporate, integrated and digital communications. Her 30+ year career in marketing and communications spans integrated PR & marketing agencies, in-house roles, and a major broadcasting station.

With a deep understanding of Asian conglomerates and their business needs, HS has counseled C-suites from many blue-chip multinational clients across a range of sectors. She has advised on global PR strategy and framework set-up to numerous global companies, including Coca-Cola, LG, Nestle, P&G, Johnson & Johnson, Audi, Mercedes Benz, Novartis and GSK. HS also spearheads specialized service offerings for the Korean government and has been involved in a number of government projects, including the Olympics.

HS founded Synergy Communications in January 2000, which became part of Hill & Knowlton in 2002. Before Burson, she served as President, Asia, for Hill & Knowlton.

Earlier in her career, HS held senior roles at marketing agencies DMB&B and McCann-Erickson, and in-house for The Westin Chosun and The Ritz-Carlton Seoul hotels. She spent two years at major Korean broadcasting station, MBC-TV.

HS has been recognized as ICCO’s 2020 PR Leader of the Year; Campaign APAC’s Women to Watch 2020; PRovoke APAC’s 2020 Innovator 25 and PR Week Asia's PR Agency Head of the Year 2021.

A graduate of Yonsei University, majoring in mass communications, HS served as the deputy editor-in-chief of the campus newspaper, The Yonsei Annals, and won The Korea Herald’s “Best Article Award.” HS also participated in the “Young Korean Journalist Program” hosted by USIS and the Center for Foreign Journalist in Washington D.C.

HS is a member of the Korea Public Relations Corporate Association (KPRCA) and is also on the board of the PRCA SEA.