How Studying Abroad Sparked My Passion for Branding

Last summer, I had the opportunity to study abroad in Korea—and it ended up being one of the most impactful experiences of my college journey. I never thought in a million years I would study abroad, let alone go back to South Korea. I specifically signed up for a branding workshop class after taking a fashion branding course the semester before at VCU. That class opened my eyes to how creative and strategic branding could be, and I knew I wanted to dive deeper. Once I looked over the syllabus, the workshop abroad seemed like the perfect chance to explore branding in a whole new environment, and I’m so glad I took the leap. The course was hosted at Hanyang University in Seoul, and it gave me the incredible opportunity to study branding through a global lens while connecting with students from all over the world.

While the class itself was super insightful, what really stood out to me was how independent I had to become. Navigating a new country, culture, and language definitely pushed me out of my comfort zone, but it also helped me grow in ways I didn’t expect. I learned how to do things on my own, explore solo, and be okay with spending time alone. Another thing I thought I could never be able to do on my own. It also made the friendships I built while I was there even more meaningful—bonding over new experiences with people from all over the world was something really special.

A HISS group in a H formation for a group photo competition.

Academically, the workshop expanded my understanding of branding beyond just the lens of fashion. While my background had mostly focused on fashion-related branding, this class exposed me to how a wide range of brands—from artists to tech companies—build identities and connect with their audiences in meaningful ways. It gave me a much broader, more layered perspective on how branding works across industries. One of the best parts was getting partnered with students from California who were graphic design majors. They introduced me to techniques and tools I hadn't used before and really helped me level up my Photoshop skills. We spent late nights together swapping ideas, sharing design tricks, and learning from each other.

The highlight of the course was our final project: rebranding a local Korean artist named Hyejin Chung. It was such a fun and rewarding experience because I got to merge everything I love—visual design, storytelling, and strategy—into one project. Hyejin’s art was whimsical, nostalgic, and deeply personal, so creating a brand identity that matched her style while also helping her connect with a broader audience felt like a meaningful challenge. Through that project, I saw firsthand how branding is so much more than logos and color palettes—it’s about telling a story, creating a mood, and making people feel something. Every small detail, from font choice to packaging design, played a part in shaping how people would perceive her. That project made it crystal clear to me: this is what I want to do. Branding isn't just a field—it's a way to bring people and ideas together in really powerful ways.

Photo of inside Hyejin Chung’s art studio.

Studying abroad wasn’t just a travel experience for me; it felt like coming home. Being in Korea—surrounded by the language, the food, the culture—something clicked inside me. For the first time in my life, I didn’t feel like I had to explain myself or tone anything down. I felt seen in a way I never had growing up in a predominantly white area, where I was often bullied for being Asian and just wanted to blend in. In Korea, I didn’t feel like the “other.” I felt like I belonged. And that feeling was transformative.

During that summer, I began to realize who I really was and who I wanted to become. I connected with my culture in a way I had never been able to before, and it helped me start healing from the years I spent trying to distance myself from it. I started to see the value in my background, my perspective, and the stories I wanted to tell through my work. I also gained the confidence to own my identity, not just personally but professionally. Being in that environment pushed me to grow, take risks, and think more intentionally about my future.

Me at Gyeongbokgung in a hanbok!