Sun Choi focuses on how deals actually move between regions like Asia, MENA, and the US, arguing that money follows specific paths with different rules rather than one global market, and he writes bluntly about why cross-border deals often fall apart after the pitch—things like ownership structure, investor alignment, and legal friction—drawing on lessons from running startup programs in Korea, Saudi Arabia, Jordan, and Cambodia. He often points to Korea as a special case, noting how government support and local platforms like Kakao and Naver shape how startups succeed there, and he shares his ideas in English, Korean, and Japanese across his writing and a Korean book he co-authored on open innovation.