Yuri ChoiFounder & Operator

New technology should reach everyone.

I've always thought it was a shame that the newest, most amazing technology ends up reserved for the tech-savvy, our own party, while the people who would benefit most are usually the last ones invited. I committed my career to changing that, and it was the best decision I've ever made. It has pulled me into nearly every new tech wave of the past decade.

I wanted to study something both technical and creative, like architecture, product design or computer science. I had to study business instead. So I came to technology the way most people eventually do, from the outside, and I had to fill every gap on my own. Every time a new product category emerged, I'd get so passionate that I'd try everything on the market, research it until it made sense, find the use case that would make an ordinary person care, and take it to market.

That same curiosity shaped my whole path. I began in economic development consulting, moved into startup consulting, became a product owner, ran product operations, stepped up as COO, and eventually built my own tech startup as a solo founder. Looking back, it felt like the stars were aligning, with each role adding another piece to the puzzle.

Not having the technical background pushed me hard in different directions, and it turned out to be a true blessing in disguise. Somewhere along the way, I became the bridge the tech industry was missing: someone who can see the same matter from every angle and speak each side's language.

For many years I was the one translating between the engineers who build new technology and the people who would use it. I've done that in media, food delivery, healthcare, blockchain and consumer hardware, from New York and Berlin to Seoul and Singapore, and every one of those industries was new to me once. That has never been the obstacle. The fact that I could change my environment, start over and bring my unique perspectives into new industries was thrilling to me.

# Sentimint

The best byproduct of that was Sentimint, the company I built from scratch. The idea was simple enough to explain to anyone: any meaningful object could carry memories you don't want to forget, permanently, as your legacy. As humans, our memories fade, but the objects we treasure stay and are carried with us long after the details are gone. We built a new way to remember. Sentimint gave those memories a permanent home inside the objects themselves.

We defined this category as emotional commerce. Underneath it were AI, NFC, a private cloud and a blockchain that made "permanently" true, but no one needed to understand any of that to feel it. My goal was to make blockchain as intuitive as wearing a piece of jewelry on your skin.

And people did feel it. In more than 200 street interviews and in pitch after pitch, people cried. Investors cried. It didn't matter who they were; it moved them. I will never forget the faces I saw from the stage and in person, purely in awe. We touched people in so many different ways. It was the perfect case of human-computer interaction: something technical but deeply emotional that any human could feel.

I ran it end to end. MVP in three months, V1 in six, with a small team across five countries. A 2,000-guest co-branded activation at Art Basel. More than five patents filed. We bootstrapped with $150K in non-dilutive funding and took a category that didn't exist to more than 20,000 adopters.

Despite some moments feeling like near-death experiences, those were the best years of my life. A normal night was a 3am bike ride to clear my head, which always ended with more ideas to test and a race back to my apartment to keep building, with the biggest smile on my face. I forgot what sleep meant. After nearly three years of calling Sentimint my baby, I stepped back in early 2026 for personal reasons.

# What I believe

We're living through an extraordinary stretch of invention. New products launch every week, and AI is moving so quickly that no one can honestly say what the world will look like a few years from now.

I believe technology only truly matters once it reaches the people who need it, so seamlessly that they never have to understand how it works, with no friction and no prior knowledge. As we see more powerful technology come to life, making it reach everyone matters more than ever.

This belief isn't new for me. It's why human-computer interaction became my favorite subject to research, and in 2020 I planned to join the VR lab at the University of Göttingen to study it further (I found it super sexy that Oppenheimer studied physics there). Going back to school to finally study what I wanted was my dream for nearly a decade. Instead, I chose to help an AR/VR healthcare company grow, convinced I could bring more impact to the corners of the world that way, and faster. I kept telling myself, "School will still be here, even if I come back in 50 years."

Building has never been easier, and getting what we build into the right hands has never been more important. That's the work I want to keep doing, alongside people who feel the same way.

# One thing people would say about me

That I always make things work. My whole life has called for creative solutions, and I don't give up until we've literally exhausted every option (sometimes my team would hate me for this when I asked them, "did you really try everything?").

I collected plenty of bruises along the way, but I made it all work.

Through all of it, I've been blessed with the people around me.

# Words I think about daily

# Rough timeline

Most details saved for personal conversations.

2007
At 15, convinced Korea was too small for my ambitious mind, I wrote my parents a proposal to send me away to an unknown world, and moved to the US alone. Dead Poets Society fueled my ridiculously bold decisions. Growing up, I always saw myself as an inventor. Give me paper, wood, metal or flour and I'd make something out of it.
2007–2019
A one-year visit turned into twelve years and something like a thousand lives (ask me how). I kept my job in New York hoping my parents could one day visit me at my office in the World Trade Center. We couldn't make it happen, but I knew it was time to leave the city and find a new environment to grow.
2019–2020
Berlin was hot, the most up-and-coming startup hub at the time, and I was fortunate to work with an amazing company on its way to decacorn status.
2020
COVID kicked me out of Europe.
2020–2023
I traveled the world, flying more than 50 times a year to attend conferences, build my network, advise startups and sharpen my own product ideas. All four founders I advised went on to raise.
2023–2026
Sentimint.
Now
*Doing it all over again.

Bilingual (English and Korean) · Hapkido black belt · Kumdo second dan · Vipassana · UNICEF supporter for 20+ years

* Doing it all over again

I've started over in new cities, countries, and industries, and every time it made me better at what I do. Now I'm starting over once more and going back into a company. I'm chatting with the best founders and companies about where to dedicate my next chapter, and how to help them hit their most ambitious goals.

# Next Career

Chief of Staff · GTM Leader · San Francisco

Take new technology to market.I test every product on the market, find the use cases that make an ordinary person care about your product, then build the go-to-market around it.
Run the operation alongside you.Priorities, partners, investors and the fire others are scared to own. I'll give you what you need before you realize you need it.
Translate between every room.Engineers, executives, investors and governments each speak a different language. I speak all of them, across industries and continents, and align all fronts.

Here is what my first 90 days with you would look like.

  1. Days 1–30Use the product like a customer, sit with every team, and map where the friction is.
  2. Days 31–60Pick the one use case that will move the market, and build the plan, partners and story around it.
  3. Days 61–90Ship it, measure it, and execute tasks on your plate with you so you have more time to build.

If you truly believe your product or service can benefit humanity, I'd love to chat.