As a professor in the Department of Consumer Affairs at Seoul National University's College of Life Sciences, he teaches students and leads the Consumer Trend Analysis Center at the Life Science Research Institute. Since 2008, he has published the <Trend Korea > series presenting trends for the next year, and has published “Korea Restaurant Trends Vol.1,” “The Hyundai Seoul Insight,” “Market College Insights,” “Trend Road: New York Impossible,” “Trend China,” “The Age of Design,” “The Era of Trends” (co-author), “The Age of Design, Era of Trends” (co-author), “2011 Korea's Consumer Guidance: What Do Consumers Want?”?” (Co-author) and “2013 Consumer Trends in Korea” have been published.