From Velocity to Paris: Seohee’s creative voyage

From Auckland lecture theatres to the heart of Parisian luxury, Seohee Lee’s journey is anything but linear. A Kiwi-Korean creative now based in Paris, Seohee has built a career that blends social media, luxury beauty, global culture and community, proving that sometimes the bravest decisions lead to the most rewarding paths.

After graduating from the University of Auckland with a Bachelor's degree in Marketing and Information Systems, Seohee made the bold decision to leave New Zealand with a one-way ticket. Having grown up travelling and living abroad, she was no stranger to change, but the past three years have been particularly transformative. Milan, London and Paris have each played a role in shaping both her personal growth and professional direction.

Originally, Seohee began her career in tech, including an internship at Microsoft New Zealand. However, a study abroad semester in Milan became a turning point. Immersed in fashion, beauty and European culture, she realised her true passion lay in social media and the creative industries.

Today, Seohee has recently stepped into a new role as global social media and influence assistant at Parfums Christian Dior in Paris. For her, the experience still feels surreal. Working in one of the world’s most competitive luxury markets, particularly without fluent French, once felt out of reach. Now, she finds herself woven into the inner workings of an iconic maison she has admired since childhood.

“What excites me most is being at the centre of luxury, beauty and culture. Every day is a learning experience, from understanding how global digital teams operate in France to seeing how strategy and creativity come together at scale. It really feels like just the beginning.”

Alongside her professional career, Seohee has also built a growing presence as a content creator. What started organically as sharing moments from her life abroad gradually evolved into a carefully curated influencer journey. As her audience grew, so did opportunities to collaborate with brands she genuinely admired. Moving to London further accelerated this path, thanks to its vibrant creator community, fashion weeks and brand activations.

In her current role at Dior, Seohee focuses heavily on market research and social trend analysis within the luxury beauty space. From tracking emerging digital trends and analysing competitor campaigns to observing creator behaviour, she translates insights into strategic recommendations for global teams. It’s a role that perfectly blends creativity, data and cultural awareness.

A key part of Seohee’s journey began back at the University of Auckland through the Velocity programme delivered by the Centre of Innovation and Entrepreneurship (CIE). She first became involved in her second year after attending a founder talk that left her deeply inspired. Drawn to the energy of like-minded, growth-driven students, she joined the Velocity marketing team, later stepping into the role of marketing lead.

Over two years, Seohee helped shape Velocity’s marketing strategy, coordinated campaigns across social media, email and website and led initiatives such as the Velocity $100K Challenge. The experience taught her how to balance creativity with strategy and people management, skills she continues to use today.

“Velocity was one of the first places where I truly learned how to lead. It gave me confidence, lifelong friendships, and a community where it was safe to dream, experiment and grow. Experiences like that shape you far beyond what lectures alone ever could.”

Looking ahead, Seohee is excited by how her interests in social media, luxury, beauty, AI and community are converging. She’s particularly inspired by how luxury brands are embracing new technologies and creative innovation. Seeing a once-imagined vision board become reality has reinforced her belief in clarity, consistency and trusting the process.

That belief is grounded in a mindset she lives by: everything happens for a reason. Paired with a strong growth mindset, something she learned early in her career, it continues to guide her through change, uncertainty and opportunity.

For students considering getting involved in Velocity or other student-led initiatives, her advice is simple: do it.

“University can feel isolating if you only attend classes. Getting involved pushes you out of your comfort zone and helps you discover who you are.”