Exchange Event Held with Students from Chulalongkorn Business School (MBM Program)

On March 24, a total of 73 visitors--67 students from the MBM (Master in Branding and Marketing) program and 6 faculty and staff members--from Chulalongkorn Business School, Chulalongkorn University (Thailand), visited Hitotsubashi University.

On the day of the visit, a lecture titled "Marketing across cultures: How do you sell sushi to people who have never had raw fish?" was delivered by Professor Takeshi Matsui of the Graduate School of Business Administration at the Josuikai Centennial Hall. The lecture focused on the concepts of cultural context and the role of gatekeepers, using examples such as sushi and manga entering the U.S. market. It provided a detailed explanation of the process through which these products were localized and went on to spread and evolve in the American market.

An active Q&A session followed, with lively exchanges between the participants and the speakers. Professor Wataru Uehara of the Graduate School of Business Administration, Hitotsubashi University, who served as the faculty lead for this event, joined the discussion and offered insightful comments from his unique perspective, further deepening the dialogue and enhancing mutual exchange.

Chulalongkorn University is one of the most prestigious national universities in Thailand. Based on an academic exchange agreement, its business school and the Faculty of Commerce and Management / School of Business Administration (SBA) at Hitotsubashi University have been engaged in continuous and active academic collaboration, including student exchanges, joint seminar activities, and faculty-level research exchanges.