"I will work responsibly without avoiding the field."
The Korea Football Association (KFA) held a press conference with Executive Director Kim Seung-hee on the 21st at 10 a.m. at the Football Center in Sinmunno, Jungnang-gu, Seoul.
Executive Director Kim said, "As someone who has made sound criticisms of the Korea Football Association from the outside, I never imagined I would stand before the media as the operational head of the Korea Football Association's administration." He also stated, "The fact that Chairman Jeong Mong-kyu has entrusted me with this heavy responsibility after I have quietly worked in professional football and the K3 League as a player, coach, and manager throughout my life is a symbolic request for fresh change and reform in the Korea Football Association and the domestic football scene."
He continued, "Many people speak of change and innovation. It is true that the Korea Football Association received much criticism from fans and the public last year. I believe this is perhaps the first time since the founding of the association that we have faced such strong demands for change. That is why I stand here with a very heavy sense of responsibility. I will first tell you what mindset I will carry forward in my work."
Executive Director Kim stated, "First, I will strengthen communication with the field. No matter how good the policy intentions are, it is difficult to implement them if the field does not cooperate. Even if it takes a bit longer, I will find ways for all of us to move together. In that process, I will gather as much feedback from the field as possible and continuously persuade the field regarding the areas where there are policy mandates. I will communicate in a two-way manner, not one-sided. I will create an internal atmosphere that recognizes the Korea Football Association as a service organization for field leaders, players, referees, sports industry workers, and fans."
Secondly, he talked about the transparency and fairness of administration. He said, "I will enhance the transparency and fairness of administration to restore trust in the Korea Football Association. The world has changed. While the association has worked diligently and legitimately in accordance with its internal standards and regulations, we may have overlooked the fact that the expectations of the public and fans have risen significantly. Now, our association should take the lead in conducting more transparent and fair procedures and creating appropriate outcomes through those processes. Through this, I will gradually restore the trust that has been lost among fans and the public. I know that I cannot recover trust all at once. I will carry it out patiently and without fatigue."
Finally, he touched on youth football and the expansion of the football base. Executive Director Kim stated, "I will establish and prepare long-term plans to cope with the uncertain future that the Korea Football Association and domestic football will encounter. We are entering an era of population decline and regional extinction. Despite the structural difficulties common in the domestic sports sector, football still occupies a relatively favorable position. I will seize this relative opportunity and will not shy away from our responsibility as a leading sports organization," and added, "Even in the decreasing school-age population, I will create a Korean-style system that nurtures promising talents and simultaneously expand the base of regular people enjoying football to create 'a happy Korea with football.' We will continuously grow the football market to ensure that good talents are introduced into the football industry, and I will ensure that the association plays a central role in creating a virtuous cycle where they expand the market with new ideas."
He said, "I know this is a difficult and challenging task. Nevertheless, I will try to devise specific implementation plans one by one. Although I may be lacking, I will seek wisdom from the wise people in the domestic sports and physical education sectors, and I will work to create an atmosphere where the association's staff can work diligently to ensure I can report visible results to fans and the public during my term."
Next is a Q&A session with Executive Director Kim Seung-hee.
Outside of Daejeon Korail, your career is not well-known. Can you explain in detail?
-As you mentioned, I have been a one-club man, working for 36 years at Korail as a player and coach. I do not have any special history; I have simply been someone who has played football from childhood to now. Initially, I lived with the mindset of 'winning is everything' as a competitor, but now I have a desire for the people I meet through football to be happy together. I came to this position with that mindset, and my consistency and love for football are my strengths.
You are not a well-known star player. What kind of leadership do you possess as Executive Director?
-Above all, I believe that honest communication is the most important. Even if problems arise, they can be resolved if there is trust. I will always communicate honestly and approach you sincerely. I will move forward with all parties in the football scene—fans, coaches, and association employees—based on trust.
The appointment of the U-23 national team coach is being delayed.
-It is true that the appointment process has been significantly delayed. The election was postponed by two months, and the formation of the executive body and restructuring has also been delayed. If we rush, it could lead to issues, so we are proceeding with enhanced review procedures added to the existing processes. We are currently in the final stages, and an official announcement is expected within this week.
Conflicts between the Ministry of Culture and the Korea Football Association could lead to public distrust. How do you plan to resolve them?
-I have only just taken office, but I have already communicated directly with officials from the Ministry of Culture several times. It is true that there were aspects that did not meet fans' expectations in the past. Moving forward, I will work on system improvements and cooperation aligned with the public's expectations to restore trust. You do not need to worry.
As someone from the field, what problems have you noticed after coming to the Korea Football Association?
-The issues seen from the outside and those seen from the inside are different. What I feel is the "gap in interpretation." Field leaders express themselves succinctly and straightforwardly. However, in administration, there can be different interpretations or misunderstandings of those expressions. Bridging that gap is my role. I will act as an intermediary to accurately convey the language of football people to administration.
What is the most significant example of this gap in interpretation?
-Rather than an example, it is a difference in style. Athletes often use direct expressions. The general public may not discern if that expression is anger or just a simple statement. These aspects can lead to communication breakdowns. I will become a communication channel that reduces that gap.
What is something specific you want to achieve or a goal during your term?
-It is to reorganize the youth football system. While infrastructure such as the Cheonan Football Center has been somewhat established, the composition of national teams by age groups still lacks consistency.
Youth is the 'root.' The roots must be strong for flowers to bloom and bear fruit. I will improve the unseen youth system in realistic and feasible ways. I am currently communicating with coaches to identify the most challenging points.
What is your stance on the unpaid contributions for Gwangju FC?
I was aware of the risk related to the issue. Although it was an administrative error, it was not the players' intent, so I prioritized the stability of the league and the efforts of the players. I sent a document to FIFA detailing the facts and am preparing a response while waiting for their reply. To prevent this from happening again, we are formulating a systematic and institutional plan. We are in discussions with the Korea Professional Football League.
Is there a roadmap to reorganize the communication system with the league and clubs?
-The FIFA 'clearinghouse' system has not been in place for long and is still in the process of settling. We will accurately assess the current situation and work with FIFA, AFC, and the Korea Professional Football League to devise measures to prevent recurrence.
There is an ongoing lawsuit related to the disciplinary action against Chairman Jeong Mong-kyu by the Ministry of Culture.
-As it is a legal issue, we must approach it carefully. I plan to meet with officials from the Ministry of Culture next week to verify details. I will consult with the legal team to find solutions that promote harmony and cooperation.
It seems that the full-time vice president will be responsible for the vision and strategy of the association. How will you clarify the relationship with the role of Executive Director?
-Vice President Lee Yong-soo was appointed before me and has significant experience, so he has helped me a lot in the initial stages. The Executive Director is responsible for overall administration, while the full-time vice president serves as an advisor. Internal organization is well established, and we communicate and collaborate based on mutual trust.
What specific measures will you take to ensure fairness expected by fans?
-Fans' expectations and standards have risen significantly since past times. For instance, fans are running at 100 km/h, while the governing body may not be able to keep up that pace. To bridge that difference, I will accurately grasp what fans want and improve the situation accordingly. Fairness is key.
If there is anything else you would like to say in conclusion.
-I know there are concerns because I am an unknown manager. However, I have come this far through consistency and honesty. As someone who loves football, I will show results through administration that meets fans' expectations and communication with the field. I will work responsibly without avoiding the field.
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