Prof. Nando Kim (M), the lead author, currently teaches students at the Department of Consumer Science, College of Human Ecology, Seoul National University, and leads the study of consumer trends at the Consumer Trend Analysis Centers of Seoul National University. He has won the Best Paper Award from the Korean Society of Consumer Studies, the Academic Award from the Korean Association for Policy Studies and the Contribution Award from the Korea Marketing Association. He provides a consulting service to leading companies in Korea, such as Samsung Electronics and Hyundai Motors. He has been writing the Trend Korea series since 2009 in order to assess the flow of the Korean consumer market and provide business insights to readers. In addition, he has written economics and business books, including Trend China  and Luxury Korea, and essay books including You Must Be Shaken a Thousand Times to Become an Adult and It Hurts Because You Are Young.