Burson has announced that HS Chung has been appointed CEO, Asia-Pacific. She had been leading the agency’s business in North Asia-Pacific across China, Hong Kong, Japan and Korea and will now oversee the entire region which also includes Burson’s business in Australia, New Zealand, India, Indonesia, Malaysia, Singapore and Thailand. She remains based in Seoul, Korea, and the appointment is effective 1 December 2025.

Prior to Burson, Chung helmed Strategies at Hill+Knowlton as president, Asia.

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

She also spearheads specialised service offerings for the Korean government and has been involved in a number of government projects, including the Olympics. 
 
Corey duBrowa, global CEO, Burson, said, “HS has a combination of superpowers that make her very well-suited to lead the entire region, She is a trusted and sought after CEO and C-suite advisor, a business builder, a talent advocate and an operational maven. These skills, together with her deep understanding of the cultural nuances across and between the markets, will enable Burson to continue delivering exceptional results for our clients and further build on our strong foundation across our Asia-Pacific footprint.”

 duBrowa added, “I’d like to extend my thanks to Adrian for his contributions to Burson during his time with us, for his leadership in driving our business in South Asia-Pacific and his partnership with HS and our leadership team.  I wish him the very best in his future endeavors.”

Chung said, “It’s an honour to lead the Asia-Pacific region as CEO. We have strong momentum across the business and will continue to turn it into results through disciplined focus and execution. As our clients navigate unprecedented complexity, we are using our comprehensive AI capabilities and our exceptional talent bench to help businesses make decisions with clarity so they can succeed today and in the future. With Asia-Pacific continuing to grow and shape the global economy, I’m excited to help our clients and teams seize the opportunities that lie ahead.”