Dr Yuri Seo is a Senior Lecturer in Marketing at the University of Auckland Business School, and Director of Korea Studies Centre at the New Zealand Asia Institute. In his research, Yuri focuses on how consumers acquire, utilise, cross-fertilise, and transform cultural resources for their personal and/or broader social needs. Currently, this encompasses three distinct streams of research: (1) digital consumer culture and behaviour, (2) luxury consumption and cultural branding, and (3) multicultural marketplaces. Yuri’s research has been published in leading academic journals, such as Journal of Advertising, Journal of Business Research, Marketing Letters, International Marketing Review, and Journal of Consumer Culture, among others. He was a recipient of several awards, including Emerald Literati Network Award for Excellence.