My professional experience spans journalism, art, business research, and brand development—disciplines that may seem distinct but are unified by a consistent approach: careful observation, contextual understanding, and effective communication.
I pursued studies in Journalism and Media Studies, as well as Art History, at the University of Hong Kong. There, I developed a keen interest in how narratives are influenced by information, imagery, cultural references, and their broader environments. Living and studying in diverse cultural settings—including an exchange at Sciences Po in Paris—further embedded cross-cultural communication into my professional mindset.
Art & Cultural Research
Following graduation, I joined Leeahn Gallery in Seoul as a curator. My experience with contemporary art strengthened my ability to engage with complex, often abstract concepts. My responsibilities included conducting research on artists and exhibitions, preparing written materials, and articulating artistic contexts in both Korean and English.
This experience continues to inform my writing approach today. Regardless of whether I am addressing an artwork, a company, a market, or a product, I consistently begin by probing beneath the surface, identifying contextual gaps, and seeking ways to convey complexity in a manner that remains accessible and meaningful.
Research & Cross-border Business
Subsequently, I transitioned to B2B research and consulting at BCC Global, contributing to cross-border projects spanning Korean, Chinese, and international markets.
While the subject matter evolved substantially, the core work remained familiar. Rather than focusing on artists and exhibitions, I navigated various industries, organizations, expert domains, and client inquiries—translating complex business needs into structured research objectives, facilitating coordination across markets and teams, and transforming specialized knowledge into actionable insights.
In addition to research and client management, I developed editorial and corporate content, such as interviews, industry articles, bilingual communications, and thought-leadership materials. The intersection of research and storytelling has since become one of the central pillars of my professional practice.
Independent Practice
More recently, I have integrated these various disciplines through independent work encompassing editorial content, research-driven storytelling, localization, and brand development.
I also founded théden, an independent tea brand inspired by my interest in sensory culture, place, and the ways taste embodies memory and meaning. Establishing a brand from the ground up has provided me with new opportunities to examine questions that have long captured my attention: how an idea becomes an object, how a narrative becomes an experience, and how cultural references can be authentically translated without being reduced to superficial elements.
Across all of these disciplines, I remain committed to exploring the intersections between culture and commerce, research and storytelling, and local context and international audiences. This site serves as a platform to unify these threads.