CUHK MiM students tackle tourism challenges in Japan’s San’in region

The Capstone Project, an integral part of the MiM curriculum, is designed to allow students to apply their classroom knowledge to address real-world business challenges. This year, students were tasked with addressing key issues facing the San’in region’s tourism industry, including inaccessibility and the lack of effective promotion strategies.

Throughout their 11-day journey, the students worked in groups to put together proposals aimed at revitalising local tourism in San’in and attract international visitors, particularly those from Hong Kong and mainland China. They developed a myriad of creative ideas and practical strategies to build a strong brand for San’in, improve the region’s accessibility and product distribution, promote nature activities and enhance cultural and historical tourism experiences.

The trip culminated in two days of engaging presentations delivered by the students to senior executives of the San’in Tourism Organisation. The study trip provided the students with invaluable experience in exploring business challenges in a different cultural context, designing solutions for real business cases and putting their classroom knowledge and teamwork skills into practice.

MiM students present their innovative tourism strategies to senior executives of the San'in Tourism Organisation, showcasing their solutions to boost regional tourism.

MiM students present their innovative tourism strategies to senior executives of the San'in Tourism Organisation, showcasing their solutions to boost regional tourism.

MiM students present their innovative tourism strategies to senior executives of the San'in Tourism Organisation, showcasing their solutions to boost regional tourism.

MiM students present their innovative tourism strategies to senior executives of the San'in Tourism Organisation, showcasing their solutions to boost regional tourism.

Professor Dora Lau, Director of MiM Programme, and the winning teams in the presentation take part in the interview with local Japanese media.

Professor Dora Lau, Director of MiM Programme, and the winning teams in the presentation take part in the interview with local Japanese media.

Professor Dora Lau, Director of MiM Programme, and the winning teams in the presentation take part in the interview with local Japanese media.

Beyond the project work, students broadened their understanding of the Japanese business landscape through visits to Mazda, a globally renowned automotive manufacturer, and Kotobuki, a prestigious confectionery brand deeply rooted in local tradition. These experiences provided students with valuable perspectives on Japan’s unique challenges and opportunities present in the region’s diverse industrial sector.

As part of their study trip, MiM students gain valuable insights into Japanese business practices during visits to leading corporations Mazda and Kotobuki, enhancing their understanding of the region's industrial landscape.

As part of their study trip, MiM students gain valuable insights into Japanese business practices during visits to leading corporations Mazda and Kotobuki, enhancing their understanding of the region's industrial landscape.

As part of their study trip, MiM students gain valuable insights into Japanese business practices during visits to leading corporations Mazda and Kotobuki, enhancing their understanding of the region's industrial landscape.