Project team members in celebratory video conference meeting: (left to right from top to bottom) Juyeon Jang (SNU Team), Dr Eunsoo Baek, Dr Sangwon Park, Prof. Ho Jung Choo, Ha Kyung Lee (SNU Team), and Minh Nguyen (HTI, DTU).
ITC is very pleased to announce an exciting new collaborative initiative. The National Research Foundation of Korea, which is one of the most privileged research funding sources in South Korea, has awarded KRW 240,000,000 (≈HKD 1,550,000) for three years (2020-2023) towards a project proposal entitled “K-lifestyle co-creation of young Vietnamese consumers: Focused on millennials and Z generation”.
This project is led by Prof. Ho Jung Choo (PI) and her research team at the Seoul National University (SNU) in collaboration with Dr Eunsoo Baek, Assistant Professor of ITC, Dr Sangwon Park, School of Hotel and Tourism Management (SHTM), and the Hospitality & Tourism Institute (HTI) of the Duy Tan University (DTU). The initiative uses an interdisciplinary approach to integrate shopping/fashion marketing with tourism. This is a pioneering endeavour that establishes a trio relationship among three top universities in Asia.
