Exploring Business in Japan: ESADE MSc Students’ 2026 Study Tour

NUCB Business School welcomed 50 MSc students representing 19 nationalities from ESADE Business School this January for the 2026 edition of its annual Doing Business in Japan study tour. The week-long program combined academic sessions, company engagement, fieldwork, and cultural experiences to provide students with a practical introduction to Japanese business and society.

After a full day of exploring the neighboring prefecture of Gifu, the academic program began with an overview of Japanese business concepts led by Dean for External Relations Professor Kenji Yokoyama, followed by an industry-focused session by Makoto Ijuin, Director of Alpen University, the corporate training division of Alpen Group. Drawing on Alpen’s experience as Japan’s largest sporting goods retailer, the session explored leadership development and long-term corporate growth in Japan.

On day 2, students dove deeper by taking part in case-based discussions examining key features of Japanese management. Professor Nigel Denscombe led an analysis of the ITOCHU’s uniquely Japanese sustainability strategy, while Professor Hiroshi Ito examined Sony’s innovation challenges, encouraging students to reflect on how organizational culture shapes corporate decision-making in Japan.

Midweek, students visited Station AI, Aichi Prefecture’s startup incubation hub, where they learned about the regional innovation ecosystem. Shoichiro Mizutani, founder of DouDouDouJin, shared insights into entrepreneurship in Japan, followed by a design thinking session led by Professor Hoe Chin Goi to prepare students for applied fieldwork.

A highlight of this year’s program was a new collaboration with Seto City, a historic center of Japan’s ceramic industry. Students met with Yasuhiro Suzuki, CEO of Chugai Toen Co., Ltd., and worked on team projects focused on tourism development for the city and product and market expansion strategies for the company. The program concluded with student presentations delivered to local stakeholders, including Mayor Yasuhiro Ito.

Through a combination of academic learning, industry engagement, and regional fieldwork, the study tour offered ESADE students practical insights into Japanese business while also creating enjoyable, memorable experiences that deepened their appreciation of Japan’s culture and society.