Hyundai Motor Group Executive Chair Euisun Chung has been re-elected as the 14th president of the Korea Archery Association (KAA). First assuming the role in 2005, Chung’s re-election extends his tenure for another four years, from January 2025 to January 2029. His leadership has been instrumental in transforming Korean archery into a global powerhouse and a model of excellence.
The election committee of the KAA praised Chung’s unwavering commitment to enhancing the sport, citing his long-term vision, efficient administrative reforms, and emphasis on financial independence. Under his leadership, the KAA has not only fostered the development of elite athletes but also worked to popularize archery among the general public. As a result, the association has emerged as one of Korea’s most stable and transparent sports organizations, earning respect both domestically and internationally.
Pioneering Leadership and Modernization
Euisun Chung’s tenure has been defined by his innovative approach to sports management, applying corporate principles to improve efficiency and foster growth. By integrating cutting-edge technologies and modern management practices into the KAA, he has revolutionized the way the sport is managed and played.
One of Chung’s key initiatives was overhauling the association’s administrative systems. By introducing a fair and transparent athlete selection process, he ensured that only the most talented and dedicated individuals represented Korea on the world stage. This approach has built trust within the archery community and reinforced Korea’s reputation for excellence in the sport.
Chung has also leveraged Hyundai Motor Group’s advanced research and development (R&D) capabilities to give Korean archers a competitive edge. Technologies such as personal training shooting robots and posture analysis systems have been deployed to enhance athlete performance. These innovations played a critical role in the Korean national archery team’s historic achievements at the 2024 Paris Olympics, where they secured five gold medals. Among these victories was a landmark tenth consecutive win in the women’s team event, a feat unparalleled in Olympic history.
A Legacy of Success
Under Chung’s stewardship, the Korean national archery team has dominated international competitions. Since 2008, they have secured an impressive total of 18 gold, three silver, and four bronze medals across five Summer Olympics. Additionally, Korean archers have consistently excelled in other major tournaments, including the Asian Games and the Archery World Cup, cementing Korea’s status as a global leader in the sport.
Chung’s influence extends beyond competitive achievements. He has overseen a significant expansion in participation at all levels of the sport. The number of registered competitive archers in Korea has grown from 1,633 in 2005 to 2,800 in 2024. Recreational archery, which had no official participants in 2016, now boasts 778 archers across 195 teams nationwide. This remarkable growth highlights Chung’s success in making archery more accessible and appealing to a broader audience.
Expanding Korea’s Global Archery Influence
In addition to his role at the KAA, Chung has been the president of the Asian Archery Federation (AAF) since 2005. In this capacity, he has worked tirelessly to elevate the sport across the continent. Through various developmental programs and initiatives, he has strengthened Asia’s presence in the global archery community, further solidifying Korea’s leadership in the sport.
Hyundai Motor Group, under Chung’s guidance, has also played a pivotal role in supporting archery on the international stage. The company has been a steadfast sponsor of the World Archery Federation, with a sponsorship agreement extending through 2025. This partnership has facilitated major events such as the Hyundai Archery World Cup and the Hyundai World Archery Championships, promoting the sport to a global audience.
Preparing for the Future
Looking ahead, Chung’s re-election signals a continued commitment to advancing Korean archery. As the sport becomes increasingly competitive, the KAA plans to invest further in athlete development, training facilities, and technological innovations. With Hyundai Motor Group’s backing, Korean archery is poised to maintain its dominance on the world stage while fostering a new generation of talent.
Hyundai’s involvement in Korean archery dates back nearly 40 years to Honorary Chairman Mong-Koo Chung, who served as KAA president from 1985. This enduring legacy underscores the company’s dedication to the sport, a commitment that continues to thrive under Euisun Chung’s leadership.
Euisun Chung’s re-election as president of the KAA not only reaffirms his impact on Korean archery but also sets the stage for another era of unprecedented success. With his visionary leadership and relentless drive, Korean archery is well-positioned to continue its remarkable legacy of excellence and innovation.
