In Conversation with Jiyoung Jo and Darius Subramaniam, ING Media
Darius Subramaniam and Jiyoung Jo, ING Media.
This month, we had the pleasure of speaking with Jiyoung Jo, Senior Cities Account Manager, and Darius Subramaniam, Multimedia Creative Specialist at ING Media, one of PREACH Inclusion’s corporate partners. Despite having varying backgrounds and expertise, their shared experiences of navigating complex cultural identities while forging meaningful careers within Built Environment communications, offer a unique perspective on their journeys.
As the conversation unfolds, we delve into Jiyoung and Darius’s personal stories, challenges, and the importance of diversity, inclusion, and accessibility in their work.
Grab a cuppa and dive in!
A Journey Shaped by Cities
Jiyoung Jo’s story is one of transition and adaptation. Originally from Gunpo, a satellite city near Seoul, South Korea, she spent her early years in the public school system before moving to Hong Kong and then China as a teenager – due to her father’s work – where she completed her high school education in international schools. Immersion in different cultures marked a pivotal turning point in her life.
“My mum had always envisioned me becoming a doctor, lawyer or someone high-status like a CEO. One day, she gave me a book called City Reading CEO, written by Jinae Kim, someone who planned my hometown, and it completely changed my perspective. I didn’t even know cities could be planned. I reached out to her personally and thought, ‘this is what I want to study.’” - Jiyoung
Much to Jiyoung’s delight, Jinae responded and recommended other published books she could read, as well as connecting her to city-related professionals working in Korea.
After discovering her passion for urban planning, Jiyoung moved to New York to study Metropolitan Studies and Environmental Studies. Her curiosity about cities grew, prompting her to then pursue a master’s degree in Planning, Growth, and Regeneration at Cambridge University.
In 2020, after working for UN-affiliated organisations in Korea, Jiyoung made a bold decision to move to London during the height of the pandemic. With no job lined up, she took a leap of faith, relocated across the globe, and began seeking opportunities in her chosen field.
However, this wasn’t without challenges. As a ‘third culture’ kid, she often struggled to balance multiple cultural identities. She explained:
“A third culture kid feels like they belong everywhere and nowhere. When I returned to Korea, I struggled with the strict workplace hierarchy. As someone who looks Korean but didn’t grow up there, I was expected to follow norms I didn’t understand. It wasn’t until I moved to London that I truly felt at home—individual preferences are more respected here, which I really value.” - Jiyoung
Finding a New Path
Darius’s story follows a different path. Born and raised in West London in a Christian household, Darius identifies as Tamil, with roots in Sri Lanka and South India. Although he pursued a degree in accounting and finance – following the traditional route expected of many South Asians – he soon discovered his passion for the creative sector, particularly after completing a placement year at the tech company SAP.
"I was encouraged to take the 'stable' path of accounting. For many South Asians, pursuing STEM subjects at university is seen as a practical way of overcoming socio-economic challenges, but it left me feeling unfulfilled creatively. It wasn’t until I got the chance to work at SAP during my placement year that I realised I could combine my technical skills with my creative passions. I had two incredible mentors, Thea Peterson and Lola Laternser, who helped me see the possibilities. Those two managers had a wealth of knowledge in terms of customer journeys and how you present things creatively - the power of ideation. I’ve since been able to bring this into my creative work at ING.” - Darius
The experience at SAP opened Darius’s eyes to the creative side of tech. Working in digital prototyping, video production, and web design, he found a way to apply his accounting knowledge in a more creative context.
"It was a perfect balance of corporate and creative work," - Darius
From Sustainable Tourism to City Development
Jiyoung’s career has been shaped by her international experiences and impactful contributions to sustainable urban development. She started at UNITAR CIFAL Jeju, a global training centre under the United Nations, where she organised workshops on sustainable tourism in Jeju Island, South Korea. Her role involved coordinating speakers, participants, and knowledge exchange initiatives that connected cities across the Asia-Pacific region to share best practices in sustainable development.
After a year at UNITAR, Jiyoung joined CityNet in Seoul, the largest network of urban stakeholders in the Asia-Pacific. There, she worked on project grants and implemented initiatives, including a collaboration with the Barcelona Metropolitan Area on net-zero building research, which involved site visits and published reports comparing outcomes with South Korean projects. Reflecting on her work, she said:
“Working with cities in the Asia Pacific required much facilitation of knowledge sharing and collaboration, connecting cities with solutions to problems they face together.” - Jiyoung
Now a Senior Cities Account Manager at ING, Jiyoung focuses on publishing city reports, analysing visibility trends, and crafting communication strategies for cities as well as other built environment stakeholders across Europe and the UK. Her work includes examining media coverage linked to political events, cultural trends, and global happenings.
“Cities are increasingly competing for global attention. Leveraging soft power—such as cultural and climate initiatives can help cities stand out.” - Jiyoung
Part of this fascinating role includes ING Media’s annual launch of its [European Cities Report][4] at MIPIM, in Cannes, France. The report offers insights into the latest trends and developments in urban environments across Europe. Representatives from various cities discuss city branding, investment, and tourism strategies, along with challenges such as aligning messaging across different departments, like tourism and investment, and engaging diverse audiences.
[4]: Part of this fascinating role includes ING Media’s annual launch of its European Cities Report at MIPIM, in Cannes, France. The report offers insights into the latest trends and developments in urban environments across Europe. Representatives from various cities discuss city branding, investment, and tourism strategies, along with challenges such as aligning messaging across different departments, like tourism and investment, and engaging diverse audiences.
Creative Projects
Meanwhile, Darius’s work as a creative professional has led him to fascinating projects that bridge public policy and design. One standout piece was his work with Key Cities on their 2024 manifesto. The project meant presenting vital policy recommendations regarding social care, housing and tax in an eye-catching yet digestible way – he was also able to photograph the manifesto’s launch at the House of Commons.
“For many of us, the recommendations within the Key Cities Manifesto 2024 are personal. I had studied in Southampton, a member city, and seen first-hand how crucial lobby groups are in highlighting local issues to the central government. Being able to work with the Key Cities team, meant I was able to give my creative work a deeper purpose, one that informs and hopefully changes our situations for the better." – Darius
His work in this space marked a new chapter in his career, blending his passion for design with social causes and content production. Darius also creates content for MIPIM, where he contributes to promoting diversity and inclusion, ensuring visual, global representation at such conferences.
“It’s great to be part of the change in showcasing a more diverse group of people and ideas.”- Darius
Accessibility and Inclusivity in Design
Darius believes that diversity and inclusion are integral to his work. He acknowledges that architecture, often shaped by a standardised, uniform process, can overlook the needs of diverse populations. However, he is optimistic about how things are changing.
“Inclusion isn’t just a concept; it’s about representing different people in our communications, whether it’s our choice of stock imagery or how we film videos. Even in the reports we make, it’s about ensuring we use accessible fonts and colour combinations. Accessibility isn’t just allowing people into spaces; it’s about making sure we can interact with those spaces. Sometimes the most practical solutions aren’t the most visually striking, but they’re essential for inclusion.” - Darius
Darius has a personal understanding of how identity intersects with inclusion, and particularly the way language has been used to systematically undermine and exclude the artistic contributions of people of colour. From colonial interpretations of non-European art as “traditional”, “ethnic” or “primitive” to the undervaluation of the skills of Asian textile workers. This complex interplay between art and ethnicity has made Darius hyperaware of unbiased representation, and its power in ensuring fair and just remuneration.
DEI at ING Media
Jiyoung is actively involved in initiatives promoting diversity and inclusion. One initiative is ING’s Elevate programme, which supports emerging businesses led by individuals from ethnically diverse backgrounds, with bespoke PR and communications consultancy. Jiyoung has developed lasting relationships with two firms on the programme over the past two years. This has included delivering communication workshops and advisory support, and advising on how to grow through communications, marketing and business development.
“It was great to learn about their journey and offer insights on specific actions that could help them expand.” Jiyoung
Darius, meanwhile, is heavily involved in projects promoting diversity and inclusion through his creative work. One such project in East London involved collaborating with South Asian and Caribbean creatives to explore colonialism, British identity, and cultural heritage through fashion.
Darius also ensures that his daily creative practice fosters inclusivity.
“Ensuring that people of colour are represented in my work is one of the most important things I can do.” - Darius
For him, telling diverse stories through his content is an ongoing commitment to inclusion in the creative industry.
Reflecting on their Career Paths
Jiyoung and Darius both highlight the importance of adaptability and taking risks in their careers. For Jiyoung, leaving her home country during a global pandemic was a significant risk, but it led to exciting opportunities in London.
“If I were to speak to my younger self, I’d say: don’t settle for less than what you truly want. At one point, I considered a quieter life on Jeju Island, but I knew it wouldn’t bring me joy. It wouldn’t place me in an international environment where I could explore my passion for cities and the built environment. So, despite having no concrete plan, I took a leap and flew to London. I’m pleased I followed my passion.” - Jiyoung
Similarly, Darius’s bold shift from finance to creative tech allowed him to explore a passion he never thought he’d have the privilege to work in.
“I’m grateful for the lessons learned from the path I thought was right for me. It ultimately led me to a more creative field that truly suits me. I’ve now found my place and can contribute in a meaningful way." - Darius
Throughout their careers, both Jiyoung and Darius have managed cultural expectations. For Jiyoung, it was the pressure to excel in traditional fields like medicine or law, while for Darius, it was the expectation to pursue a conventional route in accounting and finance. Despite these challenges, both have forged unique professional paths by following their passions and breaking away from societal norms.
Though both are still navigating their careers, their stories show how embracing risk, stepping outside their comfort zones, and staying open to new opportunities have shaped their paths in meaningful ways.
A huge thank you to Jiyoung and Darius for sharing their candid career stories with us.