Shin Moon-sun, the former CEO of Seongnam FC, has announced his candidacy for the President of the Korea Football Association (KFA), entering the race alongside current president Chung Mong-gyu and former Korean national team manager Huh Jung-moo. At 66, Shin boasts nearly 50 years of experience in Korean football, ranging from his playing career in the 1980s to his various administrative and educational roles in the 2010s and 2020s.
He made his professional debut with Yukong Elephants — now Jeju United — in 1983 but retired in 1988 to pursue physical education studies at Yonsei University’s graduate school. He later earned a PhD in physical education from Sejong University.
Following his studies, Shin became a football commentator, covering the 1998, 2002, and 2006 World Cups, and was appointed professor of sports analytics at Myongji University in 2007, a position he held until 2023. He also served as CEO of Seongnam FC from 2013 to 2014.
Shin’s bid follows embattled president Chung’s announcement on Monday of his intention to seek a fourth term, despite growing public and governmental calls for his resignation over alleged irregularities in the appointment processes of national team managers Hong Myung-bo and his predecessor, Jurgen Klinsmann.
A Sports Ministry investigation into the KFA revealed that former National Team Committee Head Michael Muller created the list of manager candidates before the selection committee was formed. The probe also uncovered that Chung, who was supposed to have no formal role in the manager appointments, personally interviewed two candidates before the appointment of Klinsmann as the national team coach.
Regarding Hong’s appointment, the ministry reported that Chung instructed Technical Director Lee Lim-saeng to oversee the process, leading to Hong’s selection without the necessary procedural authority.
The KFA has disputed the ministry's findings, stating that Chung acted within his rights during the appointments. However, it has yet to respond to the ministry’s demands regarding the president's role.
In a statement, Shin criticized Chung’s handling of the appointment procedures.
“The KFA’s disorder in appointing Klinsmann and Hong Myung-bo stemmed from the president’s top-down approach”, Shin said. “He lacks a proper understanding of the technical aspects of football and the business nuances of managerial appointments.
“A significant administrative flaw caused by President Chung Mong-gyu’s arbitrariness has severely damaged the KFA’s brand value, potentially harming its future business endeavors”.
Shin outlined his plans to secure additional revenue for the KFA by partnering with global corporations and leading Korean brands.
He also emphasized the importance of increasing revenue for the K League to bolster the national team.
“A country’s [national] football team performance is tied to the economic stability and success of its league teams”, Shin said. “I will transform the K League into a sound and fair league, free from undue financial influence or backdoor dealings”.
Shin proposed restructuring the K League’s administration, calling for the inclusion of younger professionals with experience in top-tier global leagues.