Hyunsun Yoon

Dr Hyunsun Yoon BA Hons, MA, PhD, PGCert, SFHEA

Senior Lecturer in Advertising and Marketing Communications

Key details

Dr Hyunsun Yoon

Senior Lecturer in Advertising and Marketing Communications

Hyunsun Yoon is a Senior Lecturer in Advertising and Marketing Communications. With a MA in Journalism and Ph.D. in Advertising from Cardiff University, she has written widely on the subjects of advertising, media and communications, older consumers and the Korean wave. As a Senior Fellow at Higher Education Academy, she has taught advertising, media and communications for over 17 years, while engaging with research activities internationally such as the United Nations Economic and Social Commission for Asia and the Pacific (ESCAP) on the digital divide among older adults. She has also written a book, Branded Entertainment in Korea, addressing critical issues around new marketing strategy; branded entertainment. Her recent research/consultancy projects include the impact analysis of the Korean Cultural Centre UK events (2018-19) and digital vulnerability and empowerment among older consumers, funded by the DM Trust (2019-21).

Hyunsun is passionate about enhancing student experience and employability; pedagogy and advertising education, teaching-led research and research-led teaching; and raising awareness about vulnerable consumers via academic research as well as consultancy. She supervises a PhD student on sensory marketing and is interested in working with PhD students on the topics of theory and practice of advertising, promotional culture (especially the Korean wave, K-pop related fandom and marketing) and consumer behaviour (especially older consumers).

Responsibilities within the university

  • Co-leading the Marketing Research Group
  • Mentoring colleagues for the Higher Education Academy Fellowship and Senior Fellowship
  • Examining Fellowship and Senior Fellowship application on GOLD Panel
  • Committee member on Teaching and Learning Festival
  • BAME Attainment Gap Champion, Department of Marketing, Events and Tourism, Business School


  • 2019: Research consultancy project - DM Trust Consumer Fund
  • 2018: Senior Fellow of the Higher Education Academy
  • 2018: Enterprise consultancy project - Korean Cultural Centre UK
  • 2013, 2015, 2016, 2018: Student-Led Teaching Awards Nominations (UEL, University of Greenwich)
  • 2010: Associate at the London East Research Institute, UEL
  • 2008: Fellow of the Higher Education Academy
  • 1999: School of Journalism, Media and Cultural Studies, Cardiff
  • University Scholarship
  • 1997: Overseas Research Students' Awards
  • 1995: Honorary Ambassador of Gwent, Wales, UK
  • 1995: British Council Fellowship Scholarship


  • Senior Fellow of the Higher Education Academy
  • Working Group Academic Network at UN ESCAP
  • Advisory Board at Branded Content Research Hub, University of Arts London, College of Communication

Research / Scholarly interests

  • Theory and practice of advertising; pedagogy research in advertising and marketing communications
  • Promotional culture, especially the Korean wave related phenomenon
  • Older consumers: representational and post-representational research, marketing to older consumers and consumer vulnerability and empowerment
  • Branded entertainment

Key funded projects

  • Exploring Digital Vulnerability and Empowerment among Senior Travellers' DM Trust Consumer Fund.
  • Honorary Ambassadorial role; PR consultancy for Welsh Development Agency, LG and Samsung
  • Coordinator at Thomson Foundation
  • Researcher for UNICEF's Women, Children and Media
  • Semiotic research on packaging and design for the branding agency 1HQ
  • Currently: Consultancy on social media and digital marketing communications for the Korean Cultural Centre around event management
  • Korean Cultural Centre UK: White Paper 2017-2018

Recent publications

  • 2020: Branded Entertainment in Korea, London: Routledge.
  • 2019: Marketing strategies of UK universities: An Insight from prospectuses. International Journal of Educational Development, 33(7): 1561-1581
  • 2017: Narratives of the Nation in the Opening Ceremonies: Comparative Analysis of Beijing 2008 and London 2012. Nations and Nationalism. 23(4).
  • 2017: Framing Gangnam Style. Journal of Arts and Humanities. 6(8).
  • 2017: Facilitating Public Access to the Arts: Applying the Motivation, Opportunity, and Ability Framework to the Case of the UK Royal Opera House. Journal of Arts and Humanities. 6(7).
  • 2014: Lessons from Digital Switchover in South Korea. Television and New Media. 15(6). 538-550.
  • 2013: Cultural Representation of Older Women in Television Commercials" in 지금, 여기, 여성적 삶과 문화Now, Here, Women's Lives and Culture. Seoul: Ewha Press [in Korean].
  • 2012: Older Consumers and Celebrity Advertising. Ageing and Society. 32(8). 1319-1336.
  • 2012: Olympics and the Sports Broadcasting Rights: BBC case study, Contents and Future. November. [in Korean]
  • 2012: 해외 언론의 한류보도 분석 연구The Korean Wave in Media. Seoul: Korea Press Foundation. [in Korean]
  • 2011: Accountability of Public Service Broadcasting: BBC Case Study. Digital Media Trend. November. [in Korean]
  • 2011: "BBC Future Strategy: 'Delivering Creative Future' and Its Interim Review", Broadcasting and Communication. 12(1).
  • 2011: Sports Programming in Public Service Broadcasting: Comparative Analysis of BBC <Match of the Day> and KBS <Viva K-League>, Media, Gender & Culture. 19. [in Korean]
  • 2010: "Third Time Lucky? Bid Legacy of Pyeong Chang for Winter Olympic Games", The International Journal of Sport and Society. 1(2).
  • 2009: Lynx: the challenges of lad culture in Advertising Handbook. Powell, H., MacRury, I., Hawkin, S. and Hardy, J. (eds) London: Routledge
  • 2009: The Legacy of the 1988 Seoul Olympic Games, Poynter, G. and MacRury. I. (eds) Olympic Cities – 2012 and the Remaking of London Farnham: Ashgate.


  • 2019: Digital Divide: A Case of South Korean Older Adults. United Nations, Economic and Social Commission of Asia and the Pacific. Asia-Pacific Information Superhighway Steering Committee and WSIS regional Review. Third Session.
  • 2019: Advertising Education in Multicultural UK Higher Education. University of Leicester. CreAD AHRC funded project: Advertising Salon: Opportunities and Challenges in UK-China Collaborations.
  • 2015: On Korean Wave Fandom: Past, Present and Future. Stockholm. December
  • 2013: Korean wave in the British context. Korean Culture Forum: A Bridge to the Future. London: Korean Cultural Centre UK.
  • 2013: Korean wave in Europe. Hallyu as a Soft Power: Global Perception of Hallyu and Its Implications. The Institute of Korean Studies International Conference. October. Seoul.
  • 2011: Mapping out the K-pop fandom in the UK. Asian Pop Culture Forum. Korean Women's Association for Communication Studies. September. Seoul.
  • 2010: Older consumers in promotional media. London: Korean Cultural Centre UK.
  • 2009: Cultural representation of old people in advertising. SOAS University of London.