2025 Seoul National University Short-term Visit to National Taiwan University

國際事務室暨GMBA辦公室

撰文者／國際事務室、Pasinn Tangrattanachotikul、內田武(Takeshi Uchida)

 

Introduction

During November 10–11, 26 MBA students from Seoul National University (SNU) visited National Taiwan University (NTU) and several leading Taiwanese companies. The short-term visit aimed to strengthen cooperation between the two universities, enhance mutual understanding, and promote insights into innovation, entrepreneurship, and industrial competitiveness in Taiwan.

Day 1 (10 November 2025): Academic Exchange at NTU

The first day featured academic sessions led by two distinguished NTU professors, Professor Bryan Jean and Professor Leon van Jaarsveldt, both renowned for their expertise in global management and international business. Throughout the day, SNU students had the opportunity to learn directly from NTU’s academic leaders and exchange views on cross-border innovation and strategy. Professor Bryan, Associate Dean of International Affairs at NTU’s College of Management, shared his insights on Taiwan’s innovation ecosystem and the crucial role of strategic partnerships and digital transformation in building competitive resilience among East Asian enterprises. Drawing from his experience as a researcher and editor in international marketing, he encouraged students to think critically about how dynamic capabilities drive long-term success in global markets.

In the afternoon, Professor Leon led a session on ESG investing, organizational behavior, and crisis management, sharing how corporations adapt to political, economic, and cultural shifts while maintaining sustainable growth. His lecture on cross-cultural leadership and corporate resilience resonated strongly with the SNU participants, who engaged in lively discussions comparing Taiwan’s and Korea’s approaches to innovation and management. One SNU student with work experience at Starbucks shared the experience during a discussion of the company’s case study. Students were divided into four teams for group discussions, where they enthusiastically exchanged ideas on the assigned topics.

 

Day 2 (11 November 2025): Cultural Experience and Company Visits

The morning of 11 November commenced with a visit to National Theater and Concert Hall (NTCH), where the SNU delegation immersed themselves in Taiwan’s architectural grandeur and performing-arts heritage. Built in 1987 and designed by architect Yang Cho‑cheng, NTCH is recognised as Taiwan’s first major venue dedicated to professional-level performing arts and is widely regarded as a landmark of the city’s cultural identity. The twin building steeped in traditional Chinese palace architecture, complete with golden-yellow tiled roofs and red pillars, stand on Liberty Square, a site that has served both civic gatherings and cultural expression. Within the guided tour, participants noted how the venue’s design and acoustics reflect Taiwan’s blend of tradition and modernity, reinforcing how cultural spaces themselves can communicate values of innovation and identity.

After the cultural visit, the group proceeded to Chun Shui Tang, the celebrated originator of bubble milk tea (珍珠奶茶). Founded in 1983, Chun Shui Tang pioneered the cold, shaken tea concept and officially launched the drink in 1987, when the R&D team experimented by adding tapioca pearls into milk tea, a bold fusion that sparked a beverage phenomenon.  At the site, the SNU students heard a presentation directly from the founder’s daughter, Ms. Angela Liu, CFO, about the company’s inventive journey: how a traditional tea house evolved into a global brand, balancing craftsmanship with product innovation, such as tea-flavoured desserts, hot-pots infused with tea, and various beverage line extensions. The discussion also covered the brand’s diversification strategy, which spans franchises like TP Tea, lifestyle ventures and cultural-tea clubs that expand the narrative of Taiwanese tea culture beyond the drink itself. Through this experience, SNU participants gained deeper insight into how Taiwanese enterprises sustain competitiveness via continuous creativity, cultural heritage branding, and global expansion.

In the afternoon session, participants visited Skytech Inc., a leading Taiwanese semiconductor-equipment and precision manufacturing firm headquartered in Hsinchu County, After touring the semiconductor manufacturing facilities, the CEO, Mr. George Yi gave a lecture about the company’s journey — from its humble beginnings in a garage to becoming a global high-tech enterprise with factories around the world. During the Q&A session, students asked many insightful questions, one of which was about the AI development in the future. Mr. Yi replied that the AI industry would prosper in the next five years, but with the rapid development, he could not guarantee what would happen after five years. As both Korea and Taiwan are world leaders in semiconductor manufacturing, the visit offered valuable learning opportunities and sparked many meaningful discussions.

 

Conclusion

According to this event, Seoul National University (SNU) students gained a well-rounded understanding of how Taiwan integrates academic insight, cultural heritage, and industrial innovation to drive competitiveness. Through lectures at NTU, they learned strategic perspectives on digital transformation, cross-cultural leadership, and sustainable business practices from leading professors. Visits to the National Theater and Chun Shui Tang offered cultural enrichment and lessons on how creativity and tradition can fuel global brand success, while the Skytech factory tour provided real-world exposure to Taiwan’s advanced manufacturing and entrepreneurship ecosystem. Altogether, the program deepened students’ global mindset, strengthened their analytical and intercultural skills, and inspired them to apply innovative thinking in their own professional and academic pursuits.