Insights from a Trek in Korea and Japan

Traveling through Korea and Japan as part of an MBA trek was more than just an educational experience; it was a deep dive into two of the world’s most dynamic economies. From Korea’s rapid adoption of digital consumer strategies to Japan’s meticulous craftsmanship and structured business environment, each country offered invaluable lessons on strategy, leadership, and market adaptability. For me, an MBA student at Cornell and an Emerging Markets Institute Fellow, these observations reinforced key aspects of my business education while providing insights into how I can apply them to my future career.

Korea: Speed, innovation, and market expansion

Korea’s ability to identify and capitalize on emerging trends was evident in our visit to Kundal, a beauty and personal care brand leveraging influencer marketing and social media to drive its expansion. The company’s direct-to-consumer model and partnerships with retailers like Costco in the U.S. showcased an aggressive yet calculated approach to global scaling. This resonated with the go-to-market strategies and brand positioning principles covered in our Marketing Management class.

Korea’s emphasis on digital ecosystems also stood out. Businesses efficiently integrate e-commerce, influencer culture, and data analytics to create strong consumer loyalty. This digital agility offers valuable insights for companies seeking to scale in highly competitive markets. Observing these strategies firsthand made me consider how traditional brands in Western markets could adopt similar approaches.

Corporate culture and work ethic

The visit to Mirae Asset, a global financial firm, provided an in-depth look at Korea’s corporate culture, where long-term strategic planning is balanced with an ability to pivot when needed. The company’s acquisition of Sharekhan in India reflected a deep understanding of emerging market dynamics, particularly the importance of relationship-driven financial services in a country like India, where business relationships are built on trust and personal attention—an insight that reinforces the necessity of cultural adaptability in global business.

Korea’s rapid innovation cycle also raises important questions about sustainability. The country’s business landscape thrives on speed and efficiency, but this model necessitates strong leadership to maintain alignment across teams. Balancing rapid expansion with strategic sustainability is something I aim to integrate into my own leadership approach.

Korea’s food culture also plays a crucial role in business and social settings. Shared meals such as Korean barbecue emphasize group harmony and reflect mutual respect and collective experience. This cultural element is a reminder of how business relationships extend beyond the boardroom and into social traditions that reinforce trust and collaboration.

Japan: Precision, craftsmanship, and sustainable growth

Japan’s business ecosystem provided a stark contrast to Korea’s fast-paced innovation. At Yanmar, a company known for its industrial machinery, we observed how a commitment to precision and reliability influences long-term success. However, the company’s delayed entry into the manufacturing of battery-powered electric machinery—despite utilizing electric forklifts in their factories—highlighted the challenges legacy firms face when integrating new technology. This reinforced discussions in our Core Operations class, where we examined assembly line efficiency and how firms must carefully transition to new manufacturing models without disrupting productivity.

Our visit to Sanwa Shurui Co., a shochu distillery company, showcased the balance between preserving tradition and embracing automation. Japan focuses on incremental innovation, ensuring that new technology complements rather than disrupts existing processes. This was a valuable lesson in sustainable growth, emphasizing how businesses can evolve without sacrificing their core identity.

Workplace culture and societal order

One of the most fascinating cultural insights from Japan was its structured approach to business and social etiquette. The practice of filling the glass of the person next to you before refilling your own during meals was a subtle but powerful demonstration of collective responsibility. This attention to others’ needs extends to Japan’s meticulous business practices, where consistency and mutual respect define professional interactions.

Japan’s emphasis on disciplined execution challenges the traditional Western mindset that often prioritizes disruption and fast iteration. While rapid innovation has its advantages, Japan’s approach values patience and steady improvement. Observing these principles reinforced the importance of operational consistency in maintaining a company’s long-term reputation.

Japan’s culinary traditions also play a role in business and leadership dynamics. Kaiseki dining, for example, is highly structured in multiple courses that values harmony, aesthetics, and meticulous preparation. This philosophy extends into the Japanese approach to business, where precision, respect, and thoughtful execution are paramount.

Economic and business lessons for future endeavors

Reflecting on my journey through Korea and Japan, I see clear connections between their economic models and my own career aspirations. Korea’s ability to rapidly scale businesses and embrace digital transformation aligns with my interest in emerging markets and fast-growing industries. Meanwhile, Japan’s structured and methodical approach to business reinforces the importance of long-term strategic planning.

This experience has deepened my appreciation for global business dynamics and for leaders who can integrate both agility and discipline into their decision-making. I plan to leverage these insights to navigate international markets, build cross-cultural relationships, and drive meaningful business impact.

About the author

Yash Jhavar is an MBA student in the Samuel Curtis Johnson Graduate School of Management and an Emerging Markets Institute Fellow. With a background in construction and real estate in the U.S. and India, he is passionate about global expansion strategies, emerging economies, and cross-cultural leadership.