Boba in hand, a few cultures in my head.

That’s how I became a brand strategist.

Hello there! 你好! I’m from the land of boba, Taiwan, and I’ve since lived and studied in a few more places: California, Tokyo, and Chicago. Throw in almost 20 years of Sanrio and a lot of K-pop and J-pop fandom, and I figured out early why people get so attached to things and why the same idea lands differently everywhere.

Now I ask two questions before starting every project: will people love this, and will it pay off? My bachelor’s in Economics and Arts at UC Irvine gave me one question each. My master's in Integrated Marketing Communications at Northwestern taught me how to answer both: start with real consumer insight, then build a strategy that carries it from research to creative to results. The best brands pass both, like a good boba order: you love it, and you'd pay for it again.

Outside work, I’m usually somewhere between finding new restaurants for my Beli list and growing my Cinnamoroll collection. I also draw, take photos, and keep up with K-pop comebacks like it’s my job. (It kind of is.)

Fun fact: I curate Spotify playlists in different languages, and I’m at 1,400+ songs across more than five playlists 🎧 🌸 🪩