HOST - Soon Yu

Soon Yu is an international speaker, award-winning and best-selling author on branding, innovation and design, and Forbes contributor who has been featured in the Wall Street Journal, Washington Post, Entrepreneur Magazine and New York Times.

His latest book, Friction, won the 2022 NYC Big Book Award, and his previous book, Iconic Advantage, won the Axiom Business Book Award.

He is a founding member of the Stanford Graduate School of Business Asian Alumni Chapter. His Forbes article "Who Owns The AAPI Brand?" challenges Asian Americans to take back the narrative by turning stereotypes into stories.