CHOI Yihyun is the founder and CEO of CONTINEW a circular economy company established in 2015. He studied Corporate Social Responsibility (CSR) at the University of Leeds in the UK and launched CONTINEW, a brand that verifies and tracks environmental impact through upcycled products. Under his leadership, CONTINEW became the first and only fashion company in South Korea to earn B Corp certification and remains the only upcycling company worldwide to undergo a full Life Cycle Assessment (LCA), successfully validating the environmental benefits of circular resources and addressing greenwashing concerns. CHOI is at the forefront of tackling environmental challenges with bold innovation. He has built an ecological factory that runs entirely on renewable electricity, purifies rainwater for washing processes, and reuses wastewater through a hybrid water regeneration system — all in pursuit of a net-zero resource circulation model.