Jun Pyun

Profile

I am currently undertaking a PhD with a specialised focus on global social media advertising and communication strategies for sustainable fashion and animal ethics. My research explores how visual and textual content on social media platforms such as YouTube influences consumer perception and ethical engagement with ethical consumption, particularly across different cultural backgrounds.

During my first year of doctoral study, I operated a personal Instagram account focused on sharing my sustainable fashion and lifestyle, where I engaged with over 10,000 followers. This hands-on experience has significantly informed my academic approach to social media communication and marketing. In 2025, I also began working as a UK-based content creator for NAVER, South Korea’s largest online platform. Through this role, I produce cultural and lifestyle content aimed at connecting Korean audiences with contemporary life in the UK.

Prior to my PhD journey, I worked for 7 years as a Merchandiser and Production Coordinator for BATTO, a contemporary cashmere brand based in South Korea. I collaborated with manufacturers in Mongolia (cashmere) and Italy (leather) for product development, and coordinated ODM production for major Korean fashion brands such as LEBEIGE (a brand by Samsung), TIME (by Hyundai), PRÉNDANG, and RIBBONE.

My creative interests also extend into film and visual arts. While studying at university, I participated in several independent film productions in South Korea. In 2014, I worked on Breath (2014), a short film that was invited to the Cannes Film Festival, as a member of the art team and as an actor. In 2018, I supported several Master's student film projects at The Northern Film School (Leeds Beckett University) as a member of the art department, offering creative input and hands-on assistance.

In addition, I spent three years teaching art to primary, middle, and high school students at a Korean art academy, guiding many of them into prestigious art middle and high schools, as well as university undergraduate programmes.

This diverse background in fashion, film production, and education deeply informs my current research into global social media advertising and communication strategies.

Research interests

• Sustainable and Ethical Fashion  

• Animal Ethics and Vegan Practices in Fashion

• Cross-Cultural Communication

• Social Media Marketing and Communication

• Celebrity and Influencer Marketing

• Visual Storytelling in Art and Fashion

• Digital and Advertising Design

Qualifications

• MA Graphic and Communication design
• BA Fine-Art
• BA Photography