President of KT. In 2004, during his tenure as Vice President of Marketing at KTF, he played a pivotal role in introducing service design into corporate management and marketing activities in Korea. Drawing on his extensive experience as a corporate leader, he applied service design to KT’s innovations, leading to the creation of iconic branding campaigns such as Have a good time (2005), SHOW (2007), QOOK (2009), and the groundbreaking exclamation olleh (2010). These efforts marked a significant milestone in the development of design in Korea. His contributions to the innovative growth of the domestic telecommunications market earned him prestigious accolades, including the Korea Industrial Service Medal and the Presidential Commendation. A Ph.D. in engineering, he has held key roles across technology development, marketing, and management, culminating in his appointment as KT’s president after 25 years with the company. He actively engages with nearly 65,000 followers on X (@hmpyo), embodying a forward-thinking and dynamic leadership style. He is also the author of The Era of Service Design.

Lee Won-sik is a brand manager at POSCO E&C. He is currently working as a brand manager at POSCO E&C after working at Interbrand, the world’s largest brand consulting firm. He has been consulting on strategic development and utilization of design and brand for various companies such as Morgan Stanley, Samsung Tesco, and Amorepacific. He is a member of the project planning team for the knowledge service sector of the Ministry of Knowledge Economy’s Industrial Source Technology Development Project (2011) and a member of the service design section of the Korail Design Review Committee (2012-2013). He holds a master’s degree in design management from the University of Salford, UK, and has published papers at the Design Management Institute (DMI) and major design conferences in Korea. He is the author of The Age of Service Design and the translator of Design in Business.