About Sun Yi
Sun Yi, creator of the Myth Sandwich, helps entrepreneurs build personal brands with stories that make people say "I never thought of it that way."
He is a personal brand strategist, the founder of the branding agency Night Owls, and the founder of Night Owl Nation, a community where entrepreneurs practice storytelling together. He lives in Austin, Texas.
What Sun Yi does
Sun teaches entrepreneurs, coaches and freelancers how to turn their life stories into a personal brand. His method is the Myth Sandwich: name a belief your audience holds, show why it's wrong with a story or example they recognize, then end with a truth that changes how they see it. The goal is one reaction from the reader: "I never thought of it that way."
About 370,000 people follow him across social media, most of them on Instagram, where he posts carousels and short videos on storytelling, personal branding and content creation. He goes live on YouTube to answer questions and build stories on screen with his app, Story Bank.
Night Owls, the agency
Before teaching, Sun spent years building brands for other people. His agency, Night Owls (first called Night Owl Interactive), started in New York making websites for clients like the American Red Cross, Columbia University Medical Center and NYU Langone. In 2016, Gabby Bernstein hired the agency, and her referrals turned it into a personal branding studio. Clients have included Gabby Bernstein, Jay Shetty, Mel Robbins and Netflix co-founder Marc Randolph.
Teaching storytelling
- Night Owl Nation: his storytelling community for entrepreneurs.
- Domestika: his course, The Art of Storytelling for Freelancers and Creators, has more than 34,000 students and 99% positive reviews.
- Story Bank: an app where members save their life stories, find the beliefs inside them and turn them into content.
- Authentic As F*ck: his podcast, where he helps entrepreneurs sort through their stories.
In the media
He has also been a guest on Chris Do's podcast, where he explained the Myth Sandwich.
His story
Sun was born in Seoul, South Korea, in 1979 and moved to Torrance, California, when he was 11. He finished high school in New Jersey, went to Binghamton University and dropped out in 1999 to work at a small computer store, where he taught himself to build websites. He went on to work at Bravo and the New York Film Academy, then freelanced, then started the agency that became Night Owls.
In 2020, working from home, he started posting clips from his Zoom calls and making carousels. That became the personal brand he has today.
Common questions
Who is Sun Yi?
Sun Yi is a personal brand strategist and storytelling teacher based in Austin, Texas. He created the Myth Sandwich and founded the agency Night Owls and the community Night Owl Nation.
What is the Myth Sandwich?
The Myth Sandwich is Sun Yi's framework for writing content that shifts how people think. It has three parts: the myth (a common belief), the proof (a story or example that breaks it) and the truth (a new way to see it). A good one makes the reader say "I never thought of it that way."
Is this Sun Yi the actress?
No. This Sun Yi is a personal brand strategist and storytelling teacher. He is not Sun Yi the Chinese actress, or Sun Yi the Han dynasty general.