Many within the industry, including designers, recognize the need to consider UX as the key to designing new products and services. As a consequence of this, the territory of UX has extended into many different industries and different disciplines. However, some practitioners still claim a UX project does not pay off even if they have improved UX. This way of thinking is induced from an old issue of UX. The term itself does not have a clear theoretical definition and it even makes a contradiction of itself. This phenomenon further aggravates the issue. The rapid expansion of UX territory made a gap between academia and practitioners. This research attempts to measure and examine the gap between academia and practitioners. A survey was conducted to observe how aware practitioners are of UX and their ability to recognize it as compared to the recent academia’s research.