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Tony Lee

Leadership Coach | Certified Life Coach | Cross-Cultural Leadership Advisor

About Me

Anthony Lee is an executive coach, certified life coach, and cross-cultural leadership advisor who helps leaders reconnect with themselves—so they can lead with clarity, trust, and authenticity. His work is shaped by both experience and personal turning points. After more than two decades building companies, leading innovation, and working across Korea, Japan, China, and the United States—including at Coca-Cola—Anthony reached a moment of disruption that challenged not just his career, but his sense of identity. Stripped of roles and expectations, he began questioning what truly drives people beyond performance and external success. That search led him back to intrinsic motivation, ikigai, and ultimately to coaching. For over twenty-five years, Anthony has worked with executives, entrepreneurs, and professionals across cultures, helping them understand their core motivations, communicate across boundaries, and build relationships grounded in genuine trust. His clients include leaders from Fortune 500 companies as well as founders navigating growth and transition. A former entrepreneur who founded ten companies and advised global brands including Coca-Cola China, Benesse, Chanel, Toyota, L’Oréal, and Japan Tobacco, Anthony brings a rare inside-out perspective on leadership. He is also the author of multiple books across Asia and the United States. His latest work, The Crossing — Hosting Human Intelligence in the Age of AI, explores how leaders can move beyond control-based thinking and rediscover human intelligence, trust, and self-awareness in an AI-driven world. Fluent in English, Korean, Chinese, and Japanese, he works globally with leaders facing complexity, transition, and the deeper question: Who am I—when I stop playing the role?

Jurisdiction

China | South Korea | Japan | United States

Experience

Seniority LevelExecutive
Years of Experience20+ years
Current StatusActive
Founder & Principal CoachMind 0.0
2014 - Present

Leadership coaching and organizational development practice helping multinational teams strengthen trust, alignment, and cross-cultural collaboration. • Designed BASE™ Value-Centered Team Alignment program for multinational leadership teams • Created ORIGIN™ Cultural Intelligence Coaching for executives leading across Asia • Facilitated leadership workshops for over 100 global organizations including Toyota Motors China, CJ E&M , Benesse, and Coca-Cola partners as well as local startups in China, Korea, and Japan

Director, Global Strategy & Culture DevelopmentEudaimonia Universe
2023 - 2025

Helped develop leadership programs integrating ikigai philosophy and AI-driven talent analytics for organizations including Japan Tobacco and Deloitte Japan.

Senior ConsultantPine Hill Consulting
2021 - 2024

Advised multinational clients on cross-cultural strategy, innovation, and leadership alignment across China, Japan, and Korea. • Built partnerships with startups, VCs, and ecosystem players to support open innovation initiatives for Coca-Cola Global; enabled pilot collaborations across regional teams • Provided cross-cultural advisory and coaching to global stakeholders to strengthen collaboration across U.S. and Northeast Asia • Supported market entry and cross-border business development, including e-commerce launch and partnership building in China • Facilitated stakeholder alignment and communication across diverse teams, translating strategy into actionable initiatives

Digital & Innovation ConsultantThe Coca-Cola Company
2018 - 2021

• Partnered with regional leadership to support digital transformation strategy across Greater China and Korea. • Led cross-functional innovation pilots with budgets exceeding $6M. • Facilitated executive workshops to align leadership teams around digital strategy and transformation priorities. • Initiated data-enabled vending robots achieving 6× revenue vs traditional machines

Education

Masters of International RelationsPeking University
1995 - 1998
Degree of HistoryUniversity of California Irvine
1985 - 1990

Certification

Total Certifications1

Life Coach

Efficientcoach

2025

Credential ID: 25-09820

Skills

Core skills0
Languages4

Languages

English
Japanese
Korean
Chinese