Coffee chains reshuffle leadership as Starbucks Korea and Tims China pivot

Starbucks Korea and Tims China both changed CEOs as coffee chains used June’s appointment wave to reset troubled businesses and push growth plans. Shinsegae Group named a new CEO for Starbucks Korea, while TH International said Kwok Wah Cheung would take over as chief executive of Tims China effective June 15, 2026.

For Starbucks Korea, the leadership shift followed the fallout from a May 2026 “Tank Day” promotion that set off national anger in South Korea. The campaign was widely criticized for appearing to echo the May 18 Gwangju Democratic Uprising crackdown, and the backlash quickly became a reputational crisis rather than a simple marketing mistake. Earlier reporting said the head of Starbucks Korea was dismissed after the controversy, and the company later apologized as it tried to restore trust in its licensed business.

Tims China’s change was framed more as a balance-sheet and operating reset. TH International said Yongchen Lu would step down as chief executive and become chairman, while Peter Yu would step down as chairman but remain a director. The company said the move was part of an ongoing succession-planning process. Behind that handoff sits a tougher operating picture, with the brand pushing a low-capital, low-risk sub-franchise strategy while trying to turn around falling sales, store closures and widening losses. Separate reporting also said Tims China had agreed to issue up to US$55 million in additional senior secured convertible notes to support growth and working capital.

Insomnia Coffee’s transition looked different again, but it pointed in the same direction. Harry O’Kelly stepped down at the end of June 2026 after three decades with the Irish chain and more than 15 years as chief executive. Insomnia moved him into an advisory role, making the change a planned handover rather than an abrupt exit.

Other chains in the same roundup were reshaping their top tables for expansion and ownership changes. Coffee Fellows shifted to a co-CEO structure as the business came back under full ownership of the Tewes family, a setup tied to growth in Germany and abroad. Magnolia Bakery added an executive chairman and chief investment officer as it prepared for U.S. franchise expansion and aimed to double its international presence. Gail’s hired its first international managing director as it looked beyond southeast England, while Joe & The Juice filled a key executive role as it worked toward a plan to double in size. Reborn Coffee also reverted to its previous leadership model after its founder and chief executive stepped down.

The June appointment wave showed coffee chains using leadership changes as operating tools. At Starbucks Korea, the task was trust repair after a public backlash. At Tims China, it was profitability, financing and a tighter franchise model. Across the category, the next competitive fights are being set at the top of the org chart.