Fiona Jiyoung Bae

Fiona Jiyoung Bae is the Founder and CEO of fionabae, an international public relations and corporate communications consultancy based in London. Born and raised in Korea, she is dedicated to promoting Korean culture globally, particularly in the fields of art, design, and architecture. Fiona graduated from Yonsei University in Seoul and has extensive international experience, having worked at the UN, Edelman in New York, and in Hong Kong before establishing her consultancy in 2012.123

Her work focuses on bridging Korean culture with the global community, promoting Korean artists and designers, and facilitating cultural immersion for international brands seeking to engage with the Korean market. She has been involved in significant projects such as managing communications for Frieze Seoul and representing the Korean Pavilion at the Venice Biennale.14

Fiona is also an author, having written "Make Break Remix: The Rise of K-style," which explores the emergence of Korean cultural trends on the global stage. The book has garnered attention for its in-depth interviews with various figures in the Korean creative industry, highlighting the subcultures that contribute to K-style.245