Soon Yu hosts the Aconic Podcast, an interview-based platform that archives the professional trajectories of AAPI leaders. Drawing from his background as the former Global VP of Innovation at VF Corporation and author of Iconic Advantage, Yu facilitates deep-dives into the psychological hurdles of success. The series features long-form conversations with executives such as Hubspot CEO Yamini Rangan and cultural icons like Lisa Ling, focusing on themes of resilience and professional identity. A recent win for the platform includes the Aconic Q&A series, which provides direct leadership insights from titans in venture capital and technology. Through partnerships with organizations like Gold House and the Always Dream Foundation, Yu connects with an audience of high-level professionals and entrepreneurs interested in career development. His content bridges the gap between traditional business strategy and personal narrative, offering a documentation of contemporary history through the lens of figures like former Secretary Elaine Chao and astronaut Dan Tani.