SeonJoo Yoon

SeonJoo Yoon is a business and technology executive with a background spanning consulting, media production, law, education, entrepreneurship, and brand strategy. She is currently Chief Brand & Impact Officer at Dunamu and previously founded JJAANN, led EF's business in Korea and Asia, and held early roles at Coupang and Linklaters. ^[1]

Education

Yoon graduated from Seoul National University with a BA in Communication in 2001. She went on to attend Harvard Law School and Harvard Kennedy School, where she earned her Doctor of Law and Master of Public Policy in 2010. ^[3]

Career

Yoon began her career as an Associate Consultant at The Boston Consulting Group from January to July 2001. She then worked as a Producer at SBS from October 2001 to 2006, overseeing creative direction and production operations, including budgets, logistics, and coordination among writers, art directors, and technical staff. From April to December 2010, Yoon was a Co-Founder of Coupang, where she worked on operational strategy, marketing campaigns, vendor partnerships, public relations, and early team development. She subsequently joined Linklaters as an Associate from January 2011 to May 2012, working on cross-border capital markets and M&A transactions and preparing transaction and governance documents across multiple jurisdictions.

Yoon joined EF Education First in May 2012 as Country Manager for Korea, a position she held until February 2018. She established EF's first Korean-language campus, developed partnerships with universities and other institutions, and managed the company's Korean operations, including its involvement in the PyeongChang 2018 Winter Olympics. From March 2018 to March 2021, she served as Vice President, Asia at EF Academy, overseeing sales and marketing across eight Asian markets and participating in the company's executive leadership during the COVID-19 pandemic.

From March 2021 to May 2025, Yoon was Founder and CEO of JJAANN Company in Seoul. She initially launched a social drinking metaverse platform before pivoting the company toward a fan-oriented social platform using group video chat technology. The company participated in the Google ChangGoo Program and was recognized by the National IT Industry Promotion Agency as a Korean metaverse startup. Since July 2025, Yoon has served as Chief Brand & Impact Officer at Dunamu. Her current role focuses on brand and impact-related functions at the Korean digital-asset company, following her experience in entrepreneurship, education, technology, and media. ^[2]

Interviews

Mainstream Digital Assets

At the Upbit D Conference (UDC) in November 2025, Yoon participated in a fireside chat about Korea’s position in the evolving global fintech and crypto landscape. The discussion began with observations about Korea’s technological development and its forward-looking fintech and blockchain environment, before turning to the evolution of crypto regulation in the United States. The speaker reflected on early efforts to build support for crypto legislation, emphasizing the importance of public education and patience in creating the conditions for bipartisan measures such as FIT 21, while also crediting the Trump administration’s prioritization of crypto with accelerating regulatory and market developments. The conversation compared regulatory approaches across countries, with Korea’s pragmatic, issue-driven framework discussed alongside Singapore and the UAE, and highlighted the importance of balancing innovation with consumer protection. The discussion also explored tokenization, the convergence of AI and digital assets, and the role of builders in continuing to develop a global crypto ecosystem. ^[4]

Presentations

Future Vision

At the Upbit D Conference (UDC) in November 2025, Yoon participated in a keynote alongside Eric Trump focused on the development and growing adoption of digital assets. Trump discussed his transition from real estate into crypto, describing digital assets as a rapidly developing part of global finance and emphasizing their potential to reshape banking, corporate finance, and individual financial autonomy. He reflected on the maturation of the crypto industry, including improvements in infrastructure, user experience, regulation, and institutional participation, and argued that digital assets could provide greater financial resilience and portability in unstable economic or political environments. The discussion also examined Bitcoin’s future role, the expansion of digital financial infrastructure, and Korea’s potential to become a major crypto hub in Asia through continued innovation and engagement with the industry. ^[5]