Press Release February 14th, 2024

"Beyond Deep Tech: The Wave of Deep Thought" — Professor Kwanmin Lee of NTU Singapore Becomes Scientific Advisor to Epikar​

No matter how advanced artificial intelligence (AI) becomes, there are challenges it cannot solve— poverty, hunger, and deep-rooted societal conflicts, for example. These are issues that cannot be resolved by technology alone.​​

​ ​ This is why integrating technological advancement with humanistic reflection is becoming increasingly important. To address universal human problems, scientific knowledge must be merged with insights from the humanities. Professor Kwanmin Lee (52) of Nanyang Technological University (NTU) in Singapore, who also serves as Chief Scientific Advisor (CSA) for the Korean startup Epikar, refers to this approach as "Deep Thought."​​

​ ​ "Deep Thought" is, in short, the fusion of technology and the humanities. Prof. Lee sees it as a driving force that surpasses even core technologies (deep tech) in shaping the future of humanity. In an interview at the Hankook Ilbo headquarters in Seoul, he explained this new concept.​​

​ ​ Korea’s First Advocate for Convergent Technology​​
​ Prof. Lee is credited as the first to introduce convergent technology to Korea—a combination of humanities and technology. User interactions on smartphones and tablets, such as swiping to turn pages or navigating playlists, were born out of a deep reflection on human behavior. This intuitive design makes digital devices feel natural, even to first-time users. Apple’s late founder Steve Jobs famously described Apple not merely as a technology company, but as one that integrates technology and the liberal arts.​​

​ ​ Lee holds a BA in Mass Communication from Sogang University and earned his MA and PhD in Media Studies from Michigan State University and Stanford University, respectively. By age 29, he had become a professor at the University of Southern California (USC), and at 35, he was granted tenure. His research on “presence”—the impact of virtual experiences in games and social networks on real life—earned him international acclaim. “To create good technologies, products, and services, you must first understand what people want—and that begins with understanding people,” he emphasized.​​

​ ​ In 2009, he left USC to help nurture innovation leaders like Steve Jobs by founding the Department of Interaction Science at Sungkyunkwan University. The program integrated humanities, engineering, and the arts. Many of his students now serve as professors at top universities or executives at major corporations like Samsung, Hyundai, and SK Telecom.​​

​ ​ Samsung, Then Singapore​​
​ Samsung Electronics took notice and recruited him as its youngest-ever executive to establish the UX Group for digital product research. His findings were incorporated into smart TVs and other products. He also helped launch Samsung’s in-house venture program C-Lab.​​

​ ​ After five years at Samsung, he joined NTU in 2017, often dubbed the MIT of Singapore. "I was exhausted from work and missed academic life," he said. At NTU, he serves as a professor of computer science and business, and heads the UX Research Lab at the Wee Kim Wee School of Communication and Information. He focuses on human-computer interaction (HCI), particularly AI ethics and the interplay between humans and digital technology.​​

​ ​ Thanks to his prolific research, he was elected as a Fellow of the International Communication Association (ICA), a distinction given to the top 0.1% of scholars worldwide. His work has been cited over 10,000 times.​​

​ ​ Deep Thought as the Accumulation of Human Knowledge​​
​ Deep Thought evolved from his work in convergent technology. “It’s the collective wisdom of the humanities and social sciences that humanity has built over time. It’s the knowledge needed to deeply understand issues like poverty, environmental degradation, and social cohesion.”​​

​ ​ He argues that true innovation occurs when this human knowledge is combined with technology. “Digital transformation focused solely on technological change doesn’t produce real innovation—it leads to surface-level outcomes like ‘standing toothpaste caps.’ This is the limitation of deep tech.”​​

​ ​ He pointed to Tesla as a case study in tech-centric blind spots. Tesla replaced traditional in-person car sales with an online-only model, which works for tech-savvy consumers but alienates those who want guided support from experts. “Many customers still prefer to receive comprehensive assistance—from recommendations to registration and insurance. Tesla didn’t fully understand these user needs,” he said.​​

​ ​ When human understanding is incorporated into product and service development, it can even address societal challenges. “Companies should consider social issues when designing products. For example, eco-friendly items that reduce waste resonate with users. This aligns with ESG (Environmental, Social, and Governance) principles, which are deeply tied to Deep Thought.”​​

​ ​ Leading Innovation Through Startups​​
​ According to Prof. Lee, Deep Thought will become the next wave of innovation. “Startups are already adopting this approach to solve complex problems like low birthrates and aging societies. Large companies are slower to change due to entrenched systems.”​​

​ ​ This is why he joined Epikar as CSA. Epikar developed a Dealer Management Solution (DMS) that digitizes the vehicle sales process—traditionally handled through paperwork by salespeople. The system covers everything from vehicle delivery and test drives to final sales. BMW Korea and seven of its official dealerships have already adopted parts of Epikar’s solution. “In 2022, CEO Han Bosuk and key investors visited me in Singapore and proposed the CSA role,” Lee explained.​​

​ ​ His role at Epikar includes strategic advising and educating employees about Deep Thought. Epikar is also preparing to launch new B2C services. “We’re developing an end-to-end solution that covers everything from vehicle maintenance to reselling. We conducted months of research with Korean consumers, dealers, bloggers, and YouTubers to ensure we address their real needs—unlike Tesla’s limited online-only approach.”​​

​ ​ Epikar’s B2C services, infused with Deep Thought, are expected to launch in late 2024. “We’re planning a beta launch by year-end and have secured funding to acquire multiple auto dealerships in California.”​​

​ ​ He is also assisting with Epikar’s expansion in Asia, leveraging networks built over seven years in Singapore. He’s already helped other Korean startups like Dumulmeori (fintech), Constacts, and O2O expand internationally. “For example, I supported Dumulmeori’s entry into Singapore, where they offer AI-powered investment tools.”​​

​ ​ Launching a Deep Thought VC Firm​​
​ Prof. Lee plans to establish a venture capital firm this year dedicated to supporting Deep Thought startups. “Many entrepreneurs are combining technology with social missions—tackling population decline, poverty, and environmental issues. I want to support them through a VC and an accelerator.”​​

​ ​ Unlike conventional VCs, the Deep Thought VC will connect startups with both capital and knowledge—from patrons, scholars, and subject matter experts. “There are already backers aligned with the Deep Thought vision, so we’re not worried about assembling a fund. Singapore’s investment ecosystem is also very supportive.”​​

​ ​ His long-term goal is to be a Deep Thought evangelist. “I’ll continue my research, write a book on Deep Thought, and use the VC to foster young innovators across Asia. That’s been my life mission all along.”​