[Seoul, South Korea] Yoon & Yang LLC (“Yoon & Yang”) has recruited Adrian Bae, former Vice President of North Asia at British American Tobacco (BAT), the world’s largest tobacco company, as a Senior Foreign Attorney.

 

Adrian Bae, a British Columbia-qualified attorney who worked at BAT Group for the past 18 years, joined Yoon & Yang in November 2024.

 

He received his J.D. from the University of British Columbia in Canada and his B.Sc. (in human biology) from the Trinity College, University of Toronto. Bae began practicing at Feller Drysdale, a Canadian litigation firm, in 2000 and later joined Kim, Shin & Yu (which merged with Yoon & Yang in 2006) in Korea in 2001, where he handled international arbitration, general corporate matters, and cross-border work. In 2005, Bae became the head of the legal team in Korea and Japan for Diageo, the world’s leading premium liquor company, and accumulated experience in domestic and international marketing strategies and compliance programs.

 

In 2007, shifting gears from liquor to the tobacco sector, both highly regulated industries, Bae joined BAT Group, where he held roles as a General Counsel of BAT North Asia and a Head of Legal for Global IDT, Operations and R&D at BAT Group’s headquarters in London. In his most recent position as Vice President of North Asia (Japan, Korea, and China), he oversaw regulatory reforms, developed market-specific brand marketing strategies, and managed legal affairs involving industry regulations.

 

As a member of firm’s Corporate Advisory Practice Group and Government Relations Consulting Center, Bae brings a wealth of experience in regulatory compliance and legal advisory for multinational companies and expected to strengthen Yoon & Yang’s capabilities in managing complex regulatory risks for multinational clients.

 

“I am pleased to contribute to the growth of both domestic and international clients,” said Bae. “With my broad experience in regulatory and legal matters, I look forward to helping clients better understand their business portfolios and make more informed decisions.”