Miyoung JEON is a CEO of Trend Korea Company. She holds B.A., M.A. and Ph.D. degrees in Consumer Science. Since 2009, she has co-authored numerous books including the annually published and top ranked book series Consumer Trend Insights, as well as Trend China, Korea Restaurant Industry Trend and Breakthrough Power. Miyoung worked as a research analyst at Samsung Economic Research Institute, served as a research professor at SNU, and currently acts as a columnist for Dong-A Ilbo’s ‘Trend Now’ section. Additionally, she holds positions as the chair for Lotte Shopping’s ESG Committee and serves as an advisor for multiple organizations including LG U+, Hana Bank and the Seoul Metropolitan Government. Currently, she collaborates with various companies, focusing on trend-based new product development and strategic planning.