Tony Lee
Coach
Executive Coach | Cross-Cultural Leadership Advisor
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?
On a Personal Note
Born in Incheon, Korea. Used to despise Chinese and Japanese as a teenager, now married to a Chinese with more close friends in Japan than any other country.
Core Values
> Curiosity
> Authenticity
> Resilience
> Meaning Over Convention
> Relationships as Foundation
> Balance as Interdependence
Favorites
Philosophy: Laozi
Ways to de-stress: Cooking
Place to stay: Tofuku Temple in Kyoto, Japan
Favorite food: Kimchi
Author: Yuval Noah Harari
Color: Green
Athlete: Shohei Ohtani
Anime: One Piece