Mirror mirror on your spoon…
…what makes a bite unforgettable? 
A loving mouthful. A tricky food. 
A taste that changes you.

Hi, I’m June Jo Lee, food ethnographer

Eating is so much more than tastes, trends, and nutrition. Every bite carries stories of care, longing, power, memory, and possibility. Food is both a mirror and a portal. It shows us who we are, and opens paths to the worlds we want to live in.

I work in three connected ways.

Food Ethnographer

Custom Research

I work with businesses by conducting ethnographic research grounded in foodlife, our everyday relationship with food. My work begins with two questions: 

How do you want the world to taste?
How do we make more of that?

Through in-home visits, shop-alongs, and deep interviews, I translate lived experience into strategic insight for product development, brand storytelling, and emerging work in health, education, and foodcare.

Wunderland Kitchen

Food Education Pop-ups

I partner with schools, libraries, and mission-driven organizations to create food culture experiences. We explore real questions people bring to the table:

I don’t know what to eat.
I don’t know how to cook.
I don’t have enough time.

This is not nutrition education or a cooking class. It’s the practice of food agency. Through hands-on tasting, making, and storytelling, participants trust their own senses, notice what they’re feeling, and find their way back to delicious. 

Readers to Eaters

Children’s Food Books

I publish award-winning children’s picture books about food.

Together with my co-publisher, Philip Lee, we believe children already have a relationship with food. Our stories serve as mirrors and bridges, connecting young readers to their bodies, families, and ecosystems. 

For us, food literacy begins with noticing, naming, and making meaning from everyday food experiences. We trust children to decide how they want their world to taste.

Ready to explore how food is shaping behavior, culture, and choices? Connect with us