June 26, 2025
Gaining a global business perspective
At the conclusion of the Spring 2025 semester three groups of East Carolina University College of Business students had the opportunity to study abroad for a few weeks. The students studied in Ireland, South Korea, China and Germany. They had their own unique experiences, but many had a similar takeaway: the study abroad trip allowed them to gain experience in their chosen major and reinforced that they’re each walking the right career path.
Sustainable Tourism in Ireland

Students in the School of Hospitality Leadership spent 12 days in Ireland studying sustainable hospitality and tourism, earning class credit. The seven undergraduate and graduate students spent time in Belfast, Derry, Donegal, Dublin and Galway as well as the Irish countryside. They visited castles, historical sites, national parks and museums, conducting an in-depth analysis of sustainable tourism initiatives, the importance of the hospitality industry to Ireland’s economy, and how smaller areas of Ireland promote tourism and hospitality.
Rising senior Olivia Sullivan, a Charlotte native, is a hospitality management major with a concentration in lodging and a minor in business management. She enjoyed the scenic landscapes and was fascinated by Galway’s city lifestyle.
“You could tell by the atmosphere that a lot of the things the locals would say and do were natural,” she said. “They didn’t let the tourism affect their environment. The people were kind, and the culture felt so authentic and easy to pick up on.”
Sullivan said her experience further developed her understanding of the positive impacts of sustainable tourism on the local community and guests.
“I was able to see and experience things firsthand environmentally, culturally and sustainably. This trip has improved skills that I will need in any hospitality career that I choose. This experience truly reaffirmed my passion for hospitality and further opened my eyes to what it means to be impactful, sustainable and culturally respectful while traveling.”
Classmate Jillian Waller, a hospitality management major from Cary, went to Ireland because of a combined passion for travel and learning about the hospitality of different cultures.
“The trip was truly eye-opening, not just professionally but personally,” Waller said. “I learned how deeply culture influences hospitality practices. From the welcoming Irish service style to their emphasis on guest experience, it gave me a broader understanding of what it means to create memorable guest interactions. It reinforced why I chose hospitality as my field.”
Abroad in Asia
Ten ECU COB students spent two weeks in Asia learning about the business environments and local customs of South Korea and China.
The trip began with a week in Seoul, South Korea on May 19. While in Seoul, the students learned about South Korean media and entertainment during a visit to Munhwa Broadcasting
Corporation (MBC). Soo Yung Ahn, executive producer of entertainment and production, gave the group a guided tour of MBC’s facility, held a question-and-answer session, and offered insights into the company. The students also visited Seoul Cosmetic Surgery, where Mona Hanson, CMO and co-founder, and her team discussed Korea’s economic success and outlook on growth of the world cosmetic industry. Talks by Jaewoo Park, director of global public affairs for Samsung, and Henri Boquien-Lee, director and board member of La French Tech Seoul, were also informative to the students. In addition, the students visited the Dongdaemun Design Plaza, the Korea Territorial Development Museum, Seoul Tower and the DMZ Demilitarized Zone in South Korea.
The program continued in China with several activities in Beijing beginning on May 24. First, the ECU students visited the Business College of Beijing Union University before participating in three local academic engagement activities. Through multiple exchange activities such as hand-making dumplings by both American and Chinese faculty and students together, and story sharing on how digitalization is shaping international business, students were interacting with local students in Beijing and discussed various engaging topics. Next, the students toured WE workspace and the HongQiao Market, and attended presentations and discussions by Shawn Wang, CEO of Translia. Finally, a local market immersion offered students the opportunity to observe and engage with the microeconomics of Beijing as they visited local banks, supermarkets, shopping malls, quick-service restaurants and gas stations on foot or by public transportation which furthered their understanding of life as a local. Outside of Beijing, the students visited the Forbidden City, the Summer Palace, the Great Wall as one of the wonders of the world, and took a Hutong Tour, including a trip to a resident’s traditional courtyard house where they learned about her family, Chinese history and cultures.
Kelly Carter, a junior business management major with a concentration in human resource management from Rochester, Minnesota, made the journey. A former U.S. Air Force service member, Carter had been stationed in South Korea and was excited for the opportunity to return.
“I retired from the military in April 2024, during which I had the opportunity to travel extensively, visiting 31 countries,” Carter said. “I’ve always had a deep love for travel and exploring different cultures. One of my favorite assignments was living in South Korea, so when I saw the College of Business advertising a study abroad opportunity to South Korea and China, I knew I had to apply.”
Due to U.S. service member restrictions, Carter wasn’t allowed to visit China, but those regulations no longer applied after her retirement. She applied for a Chinese visa and after overcoming a few hurdles, she was cleared for entry. Her experience in China wasn’t what she expected.
“While I initially thought I’d prefer South Korea — especially because I used to live there — China truly surprised me,” Carter said. “Visiting Tiananmen Square, the Forbidden City, the Summer Palace, and of course, the Great Wall was unforgettable. Being there in person completely changed my perspective. The history, the hospitality and the preservation of cultural landmarks were all fascinating.”
After graduating from ECU, Carter hopes to work in human resources for the military as a contractor or a civilian employee. She believes the trip helped build skills that will benefit her career, including cross-cultural communication, teamwork and adaptability while navigating unfamiliar environments, as well as a deeper understanding and appreciation of global workplace cultures.
Pirates in Germany

Eleven COB students spent 12 days in Munich, Dresden and Berlin Germany with a focus on marketing and culture.
In Munich, they attended a presentation by Ines Vasconcelos, junior product line manager for motorsport apparel at Puma. Vasconcelos spoke about her experience moving from Portugal to Germany, beginning as an intern before earning a full-time role where she works with designers to create apparel lines for both drivers and fans. She highlighted how market demand influences design and production decisions. The students also visited BMW World, a showroom of current and prototype vehicles in the BMW family, and learned about the brewing process at the oldest brewery in the world, Weihenstephan. Additionally, a trip to Dachau concentration camp allowed the group to reflect on the history of the Holocaust.
In Dresden, students visited Volkswagen’s Transparent Factory to learn about its production process. This factory is where the company tests process improvements before introducing them to the entire organization. A trip to Colditz Castle, which housed Allied prisoners during World War II, followed.
After arriving in Berlin, a panel discussion with people from both East and West Germany shed light on what life was like during the time of the Berlin Wall before a visit to the wall and a photo at Checkpoint Charlie. Other Berlin activities included a guided tour of the city and a discussion with Restlos Glucklich, an organization that advocates for sustainable food consumption.
Rising sophomore marketing major Rose Lukeba from Wake Forest was one of the students who made the trip. Lukeba said the trip was an opportunity to study abroad and gain real-world experience in her major.
“Studying abroad gave me a great opportunity to learn about how marketing and business work outside of the United States,” Lukeba said. “I know this experience will give me an open mind in the future when working with other businesses where their company culture or way of doing things is different than my own.”
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