|Occupation||Author, public speaker, consultant|
|Alma mater||Stanford University|
|Genre||Branding, marketing, business|
Soon Yu (born August 5, 1965) is an international Asian-American speaker and an adjunct professor at The New School's Parsons School of Design. Yu is an expert in innovation and design and is the author of the book, 'Iconic Advantage' (February 6, 2018, distributed by Simon & Schuster). He has been featured in The Wall Street Journal, Washington Post, Entrepreneur Magazine, and New York Times.
Yu was born in Taiwan and moved to Davis, California, at age 3, where his father was an agricultural geneticist . Soon received his BS in Electrical Engineering from the University of California, Davis in 1988 and his MBA from Stanford University in 1993.
Soon has served as the global VP of innovation and as a corporate officer for VF Corporation from 2010 to 2016. Prior to working at VF Corporation, he has also worked at The Clorox Company as brand manager, customer marketing group manager, and general manager; Advanced Micro Devices as an engineer; and Bain & Company, as an associate consultant. Other positions held were CEO and founder of Gazoontite.com, general manager at Chiquita Brands International, and chief marketing advisor at SafeWeb.
In 1997, Yu left his management position at Clorox to pursue a sales associate position at Crate & Barrel, taking an 85% pay cut and earring $5/hour to gain retail experience. 
In 1998, Yu founded Gazoontite, a multi-channel e-tailer offering products, services, and information to “help people breathe happier and healthier”. The launch included a comprehensive e-commerce site, a mail-order catalog, and several retail stores. The now forgotten retail establishment was one of the first retail/eCommerce companies to promote and build an entire model around the multi-channel shopping environment.  Two years after it’s launch, Gazoontite was known as the “poster child of Web-era excess and stupidity”. Yu helped set the tone for what is now referred to as omni-channel retailing. 
- Soon Yu, Dave Birss (February 6, 2018). Iconic Advantage: Don't chase the new, innovate the old. Savio Republic. ISBN 978-1682615409
- Soon Yu (July 2, 2018). Who Really Owns Your Brand? Chief Executive. ChiefExecutive.com
- Soon Yu (May 19, 2018). Start-ups take note: Iconic brands bank on compelling story-telling in their quest for glory. First Post. Firstpost.com
- Soon Yu (April 2, 2018). Keep Your Sole Forever Young. Bulldog Drummond. Bulldogdrumond.com
- Soon Yu (March 28, 2018). 'Don't Chase the New, Innovate the Old': Four Lessons From Nike. Marketing Profs. marketingprofs.com
- "Soon-Chart Yu - Parsons School of Design". www.newschool.edu. Retrieved 2018-11-28.
- "Event: Bryant Park HSBC Business & Finance: Iconic Advantage at Reading Room in Bryant Park". NYC Parks. Retrieved 2018-11-28.
- "Rave Reviews: Soon Yu's best-selling book "Iconic Advantage"". outspoken. Retrieved 2018-11-28.
- Iconic Advantage®. 2018-02-06. ISBN 9781682615409.
- Nishi, Dennis (2014-12-07). "How to Break Your Bad Work Habits". Wall Street Journal. ISSN 0099-9660. Retrieved 2017-04-14.
- "How removing fear can be your innovation trump card". Washington Post. Retrieved 2017-04-14.
- Alter, Heather (2000-04-01). "Bay Of Gigs". Entrepreneur. Retrieved 2017-04-14.
- Donovan, Aaron (2000-04-02). "IN BRIEF; Can blessyou.com Be Far Behind?". The New York Times. ISSN 0362-4331. Retrieved 2017-04-14.
- "A Nose for Business / Entrepreneur molds his startup dreams into allergy-products specialty store". SFGate. 1999-03-31. Retrieved 2018-11-28.
- "UC Davis Magazine on Twitter". Twitter. Retrieved 2018-11-28.
- "The Secrets of Staying Power". Stanford Graduate School of Business. Retrieved 2018-11-28.
- "Art and Science Leads to Iconic Products". www.vfc.com. Retrieved 2018-12-27.
- Eu, Geoffrey (2017-08-12). "Soon Yu". The Business Times. Retrieved 2018-12-29.
- Sinton, Peter; Writer, Chronicle Senior (1999-03-31). "A Nose for Business / Entrepreneur molds his startup dreams into allergy-products specialty store". SFGate. Retrieved 2018-12-29.
- Sinton, Peter; Writer, Chronicle Senior (2001-01-11). "Gazoontite Gets Fresh Start". SFGate. Retrieved 2018-12-29.
- "Chiquita Brands International, Inc in Franklin Park, IL 60131 - ChamberofCommerce.com". www.chamberofcommerce.com. Retrieved 2018-12-29.
- Rubin, James Peter (May 14, 2001). "No Surrender". The Wall Street Journal.
- Sinton, Peter (March 31, 1999). "A Nose for Business / Entrepreneur molds his startup dreams into allergy-products specialty store". SFGate.
- "New Page 1". www.1stventure.com. Retrieved 2019-02-19.
- "The Hybrid Company: Reach All Your Customers Through Multi-Channels Anytime, Anywhere - PDF Free Download". epdf.tips. Retrieved 2019-02-19.
- Rubin, James Peter. "No Surrender". WSJ. Retrieved 2019-02-19.
- "Chiquita Brands International | The Webby Awards". webbyawards.com. Retrieved 2017-04-14.
- "Eat A Chiquita". The FWA. Retrieved 2017-04-14.
- "Soon Yu". outspoken. Retrieved 2017-04-14.
- "Dopeawards blog » EAT A CHIQUITA". blog.dopeawards.com. Retrieved 2017-04-14.