James Choi is the Co-Founder and Managing Partner of y’s partners, a corporate governance advisory firm. He provides hands-on, execution-oriented advisory services to help corporations and Chief Executive Officers navigate complex crises and build long-term trust assets. In situations where legal disputes and reputational risks intersect, he serves as a trusted strategic partner for management and boards of directors.

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With over 26 years of experience analyzing and resolving crises for corporations and organizations, Mr. Choi is a renowned crisis response expert. He has successfully led high-stakes projects for major domestic and international companies, including Samsung Electronics, SK Telecom, Hyundai Motor Company, Hanwha Life, SM Entertainment, Mercedes-Benz Korea, and Janssen Korea. Furthermore, he has handled critical issues for judicial and government bodies, including the Supreme Court’s National Court Administration, the Office of the President, the Prime Minister’s Office, the Ministry of Economy and Finance, the Ministry of Trade, Industry and Energy, the Ministry of Foreign Affairs, the Ministry of National Defense, the Ministry of Culture, Sports and Tourism, the Ministry of Employment and Labor, the Ministry of Health and Welfare, and the Ministry of Gender Equality and Family. He is widely recognized for his deep expertise in crisis response, litigation PR, CEO positioning, and stakeholder communication.

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As a prolific author, Mr. Choi has published numerous books, including The Standard of Litigation PR (2026), Argue with Logic, Not with Claims (2025), The Standard of Crisis Response (2024), and The Counterattack of Thoughts (2016). He shares both the theory and practice of crisis response and litigation PR with a broad audience as a columnist for the JoongAng Sunday, The Law Times, and Seoul Economic Daily. His column series on "K-Governance" in The Korea Economic Daily has also garnered significant attention from the business community and academia.

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Mr. Choi majored in Communication at Kyung Hee University's Graduate School of Journalism and Communication. He previously served as the Managing Director of FleishmanHillard Korea, CEO of DOMObrodeur, an advisory member for the JoongAng Ilbo’s Reset Korea initiative, an advisory member for The Korea Economic Daily’s KED Global, and a judge for the Ministry of Culture, Sports and Tourism’s Government Policy Communication Awards.