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Rando Kim is a professor in the Dept. of Consumer Science(DCS), Seoul National University(SNU) and the head of Consumer Trend Center(CTC), SNU. As a specialist in consumer behavior and market trend analysis, he has written more than 20 books including Trend Korea series, Trend China, What Consumers Want , and Luxury Korea. He also wrote essay books, Amor Fati , Future and My Job, and Youth, It s Painful which is sold three million copies in 14 countries. He has conducted research projects about consumer needs finding, new product planning, and market trend probing for Korea s major companies like Samsung, LG, SK, CJ, Hyundai Motors, Amore Pacific, Lotte, Fursys, Nongshim, and Coway.