Kyunghwa Chung is an Assistant Professor of Marketing at the College of Business and Management of VinUniversity.

She earned her Ph.D. from Seoul National University. Her research focuses on service technology, AI, metaverse, human-computer interaction, etc.

She enjoys interdisciplinary research and collaboration with other scholars in diverse fields. Her research was published in various peer-reviewed journals including Service Science, Cornell Hospitality Quarterly, and Clothing and Textiles Research Journal.