- Research,
- International,
- Culture,
Visiting Professor Hyeong-Yeon JEON, Mokpo National University (South Korea)
Published on September 5, 2025 – Updated on November 5, 2025
Hyeong-Yeon JEON is an Associate professor in the Department of Cultural Content, College of Humanities, Mokpo National University (South Korea). She is joining the Magellan @iaelyon Laboratory for a year, focusing particularly on the study of K-POP fan culture in France from a cultural branding perspective.
She holds a PhD in Communication Sciences from Université Lumière Lyon 2 (2003), and her thesis focused on the semiotic analysis of luxury brand websites. She then held various teaching and research positions in Korea (Silla University, Inha University, Konkuk University) before joining Mokpo National University in 2020. During this time, she supervised numerous master's and PhD students.
After obtaining her doctorate, her research expanded to include studies in marketing, luxury brand communication (branding), and regional branding applied to cities and nations. Her latest research focuses on the analysis of the Korean cultural industry and popular culture, in particular research on K-POP and fan cultures from a cultural branding perspective.
Her recent work focuses mainly on K-POP fan culture. She is the author of a manuscript currently under review by Semiotica (A semiotic perspective on the consumption values of K-pop fandom) and an article on the K-POP industrial ecosystem (Semiotica, 2023).
In parallel with her research on K-POP, Professor JEON has led and participated in numerous projects, including applied research with LG Electronics, a national project on AI-based content creation technologies (Korean Ministry of ICT), and various projects on cultural semiotics and regional branding funded by the National Research Foundation of Korea (NRF).
She is active in several international scholarly associations, such as the International Association for Semiotic Studies (IASS), the International Association for Visual Semiotics (IAVS/AISV), and the Association Française de Sémiotique (AFS). Since 2024, she has also served as Vice President of the Korean Association for Semiotic Studies.
During her stay in Lyon, she will conduct her research at the Magellan Research Laboratory – iaelyon School of Management, focusing in particular on the study of K-POP fan culture in France.
► Hyeong-Yeon JEON's Resume
After obtaining her doctorate, her research expanded to include studies in marketing, luxury brand communication (branding), and regional branding applied to cities and nations. Her latest research focuses on the analysis of the Korean cultural industry and popular culture, in particular research on K-POP and fan cultures from a cultural branding perspective.
Her recent work focuses mainly on K-POP fan culture. She is the author of a manuscript currently under review by Semiotica (A semiotic perspective on the consumption values of K-pop fandom) and an article on the K-POP industrial ecosystem (Semiotica, 2023).
In parallel with her research on K-POP, Professor JEON has led and participated in numerous projects, including applied research with LG Electronics, a national project on AI-based content creation technologies (Korean Ministry of ICT), and various projects on cultural semiotics and regional branding funded by the National Research Foundation of Korea (NRF).
She is active in several international scholarly associations, such as the International Association for Semiotic Studies (IASS), the International Association for Visual Semiotics (IAVS/AISV), and the Association Française de Sémiotique (AFS). Since 2024, she has also served as Vice President of the Korean Association for Semiotic Studies.
During her stay in Lyon, she will conduct her research at the Magellan Research Laboratory – iaelyon School of Management, focusing in particular on the study of K-POP fan culture in France.
► Hyeong-Yeon JEON's Resume
Last updated: November 5, 2025