Woowa Youngs, Baedal Minjok's logistics-related unit, has recently nominated former Sejong City deputy mayor for political affairs Kwon Oh-joong (권오중) as its new chief executive. Woowa Youngs is a key unit responsible for Baedal Minjok's logistics and rider business. Attention is on how steadily it will manage legal and political risks surrounding industrial accidents and labour issues under Kwon's leadership.

According to the industry on March 13, Woowa Brothers nominated Kwon, the former deputy mayor for political affairs of Sejong Special Self-Governing City, as its new CEO. Kwon is an administrative expert who worked at the presidential office, the prime minister's office and local governments.

The industry views the appointment as Woowa Youngs placing more weight on managing touchpoints with the government, local authorities and the political world.

Woowa Youngs is the largest of Woowa Brothers' subsidiaries and is responsible for Baedal Minjok's delivery and logistics operations. In logistics, it operates central logistics bases and fee-packing centres related to Baedal Minjok's Bmart.

The rider-related business is a key segment for Woowa Youngs, and the selection of Kwon, an administrator, is seen as not unrelated to that background. As the importance of stakeholder cooperation over rider safety and labour issues has grown in the delivery industry, the move is analysed as an attempt to strengthen business stability and the foundation for external cooperation through a CEO with extensive administrative experience.

The shifts in the backgrounds of previous CEOs are also analysed as linked to the company's strategy for addressing tasks by period.

Kim Byung-woo (김병우), who led Woowa Youngs from its establishment in 2015 through last year, is a developer by background who served as chief operating officer at Woowa Brothers. Kim oversaw the buildout of logistics infrastructure and played a role in the growth of Woowa Brothers' service technology infrastructure, including Bmart and Baemin Connect.

After Kim stepped down in August last year for personal reasons, Kim Yong-seok (김용석), then an executive director at Woowa Brothers, succeeded him as CEO.

At the time, Woowa Youngs came to the centre of rider working-conditions issues, including ranking first in the number of industrial accident claims and approvals in 2024. Woowa Brothers has since focused on improving rider working conditions.

Last year, Woowa Youngs announced measures including launching the Safety Management Committee, a rider safety body, and starting the Baemin Rider School. The approach is also seen as aligned with the "Baemin 2.0" declared by Woowa Brothers CEO Kim Beom-seok (김범석).

At the time, Baemin presented a vision of building a platform that prioritises customer experience and enables partners and riders to grow together. In that flow, Kim Yong-seok was seen as a figure who placed weight on managing public opinion and external messaging.

Kwon's capabilities in responding to policy and managing external risks are expected to be his first test as CEO. The industry expects Woowa Youngs under Kwon to prioritise improving rider safety management systems, improving working conditions, and strengthening communication with policy authorities.

A Woowa Youngs official said it was difficult to comment because the board meeting had not been held.