C hung Yong-jin is a South Korean retail magnate and the vice chairman and de facto head of Shinsegae Group, one of the country's largest retail conglomerates. He is the son of Lee Myung-hee, the chairwoman of the group, and the grandson of Lee Byung-chull, the legendary founder of the Samsung Group. After Samsung was split among the founder's heirs, his mother's branch of the family inherited the department store business, which became Shinsegae.

As the heir apparent, Chung has been the driving force behind the group's modernization and expansion. Shinsegae operates a wide range of retail formats, including luxury department stores, the massive E-Mart hypermarket and warehouse club chain, and Starbucks Korea. Chung is known for his aggressive business style and his efforts to compete in the fast-growing e-commerce space. He is also a prominent social media personality in South Korea, known for his direct and sometimes outspoken communication style.