Discovering Japan: learning to read between the lines and respect cultural nuance — HSE GSB students’ journey in Asia
From January 12 to 22, 2025, the Graduate School of Business at HSE University, in partnership with NUCB Business School, held the Second Winter School in Nagoya, Japan. This year’s program focused on family businesses and the challenges of management in 21st-century Japan.
Within the framework of the Winter School, 14 students (bachelors of the International Business program and masters of the International Management program) immersed themselves in the subtleties of Japanese national and business culture, studying the specifics of managing family businesses in the historical and modern context. Company visits provided an opportunity to see how Japanese long-lived enterprises adapt to the challenges of the time, maintaining sustainability and developing unique approaches to business.
The program included visits to the Tokyo Stock Exchange, one of the world's largest stock exchanges, and to the headquarters of the Japan External Trade Development Organisation (JETRO), where students learned about the overseas activities of Japanese companies. At Skylight Consulting company, the participants were told about the peculiarities of doing business in Japan, and at Shoyeido Incense and Koyodo companies about traditional Japanese products, such as incense and calligraphy and make-up brushes, with a demonstration of their production. At KINJIRUSHI company students learned about the history of wasabi production and participated in the process of making it, and at DAIDO company, a company specialising in the sale of industrial robotics, they learned about modern technological solutions. In the museum of TOTO company the students learnt the history of the company, its basic management principles and innovative approaches in the production of sanitary equipment. Special attention was paid to the Japanese car industry. Participants visited the Toyota Commemorative Museum of Industry and Technology and the Nissan Global Headquarters Gallery, where they were able to learn about the history of these companies and their latest developments.
In addition to the educational program, the students were able to enjoy a rich cultural part. In Tokyo, they visited the Imperial Palace, Sensoji Temple, the historic Asakusa district, Akihabara – the centre of contemporary culture, Kotokuji temple and the lively Shibuya district. Kyoto impressed participants with its architectural gems - the Kinkaku-ji Golden Pavilion, Ryoan-ji and Ninna-ji temples, the traditional rock garden and Kiyomizu-dera temple, and Nijo Castle. In Hiroshima, students visited the Peace Memorial Park, the Atomic Dome, Miyajima Island, and the famous Itsukushima Shrine with the ‘floating’ Torii gate. In Nagoya, they learnt about Yatai street food traditions and the history of the national doll Hakata ningyo. The program concluded in Yokohama, where the students were impressed by the innovative infrastructure of the city that symbolises the ‘city of the future’.
The Winter School was a unique opportunity for students not only to gain a deeper understanding of Japanese management and the specifics of family business, but also to broaden their cultural horizons by touching the multifaceted culture of the Land of the Rising Sun.
Associate Professor, Department of Strategic and International Management
The Winter School provided our students with an exceptional opportunity to delve into management principles within a global context, while also broadening their professional perspectives. It enhanced their understanding of cultural nuances, an essential skill for modern business leaders. Through this program, students gained critical skills and perspectives that drive professional growth and build global competence, preparing them to excel as future leaders in international business.
We extend our heartfelt gratitude to our business partners and NUCB Business School, represented by Professor Kenji Yokoyama, for bringing this project to life. We look forward to continuing our fruitful collaboration with our esteemed colleagues in Japan!
Svyatoslav Bulavinov
1st year student, International Management
The Winter School in Japan is something amazing and extraordinary, as the program focuses on studying the deep foundations of Japanese culture and habits that are vital for understanding how Japanese people do business. The country itself is an interesting phenomenon — it's like a nutshell. If you are open-minded and prepared to notice the details and read between the lines, it will fully open itself to you.
As for the educational journey — it was extremely beneficial, as the amount of knowledge gained feels equal to studying business in Japan for years. Moreover, one of the great advantages of the Winter School is the rich list of company visits, allowing us as students to see how theoretical knowledge is applied in practice. The Winter School in Japan truly deserves to be called a mindset changer for current and future business professionals.
Yuliya Yasinskaya
2nd year student, International Business
I am delighted to have participated in the Winter School in Japan! Over the course of ten days, together with my fellow students and our teacher, Sergey Shaposhnikov, we explored various aspects of Japanese business. The program included lectures, seminars, museum visits, and excursions to leading Japanese companies in consulting, the stock market, manufacturing, and other industries.
The program was thoughtfully designed — each element contributed to a deeper understanding of the Japanese economy and business culture. I would like to express my sincere gratitude to our sensei, Sergey Shaposhnikov, as well as the International Office of the Graduate School of Business for their excellent organization and support.
I would be thrilled to take part in future educational programs!
Vladimir Zhuravlev
1st year student, International Management
I think it’s nothing short of a miracle — both Japan itself and our Winter School experience. Alongside the theoretical part, we explored all facets of Japanese business life: from large corporations and small enterprises to unique traditional crafts.
The geography, the values, the people we met — it was a journey full of contrasts and unforgettable moments.
I’m deeply grateful to our wonderful colleagues in Japan for their warm welcome, and a special thank you to Sergey Shaposhnikov for his incredible organization, support, and for helping us “rediscover” a country I love so much — a country I hope will always preserve its uniqueness and charm.
Kair Dzhamalov
2nd year student, International Management
The Winter School in Japan became one of the most incredible experiences of my student life — and beyond. I had never lived in such an intense rhythm before: in just two weeks, we managed to visit eight cities, exploring each one up and down. We woke up early to catch the Shinkansen, often skipped lunch to see one more sight, and walked non-stop.
But every bit of it paid off a hundredfold — with unforgettable impressions of Japan’s incredible culture and a wealth of knowledge that no textbook could ever fully convey.
Having the chance to directly engage with both the business and academic life of the Land of the Rising Sun is truly rare. And thanks to Sergei Shaposhnikov, every question that arose — and there were many — received a thoughtful and thorough answer.
Lyubov Kuznetsova
1st year student, International Management
Our study trip to Japan was educational, productive, and truly captivating. While studying at NUCB, I had the invaluable opportunity to exchange ideas and knowledge with some of the most distinguished professors in Asia.
Company visits significantly deepened my understanding of the intricacies of doing business in Japan and highlighted the unique features of Japanese business culture. Exploring cultural heritage sites not only broadened my knowledge of Japan’s rich history but also gave me deeper insight into the cultural foundations of Japanese management, which is undoubtedly shaped by distinct national values and traditions.
Traveling across different cities provided a comprehensive and well-rounded perspective on the country — each city and district added a new layer to the diversity and depth of my experience.
Upon returning, I can confidently say that I gained a wealth of useful knowledge, understand how to apply it in practice, and plan to build my future career in connection with Japan.
Valentin Lopatko
2nd year student, International Management
Several months’ worth of experience and impressions — all in just two weeks. It’s not an exaggeration: the Winter School in Japan 2025 truly goes beyond the limits of time. It gave me the chance to gain invaluable experience through full immersion in Japanese business, education, and culture.
We visited cities like Tokyo, Nagoya, Kyoto, Hiroshima, Fukuoka, Yokohama, and Kokura — each offering a unique perspective on the country and its people. Yes, this richness demanded both physical and mental endurance, but what I received in return inspired and empowered me.
In conclusion, I want to express my deep gratitude to the organizers — and especially to Sergei Shaposhnikov, the heart of this program, who made the Winter School truly special.
Mohsin Mehmood
2nd year student, International Management
Japan is a remarkable blend of innovation, tradition, and art — with a truly unique management style. From Tokyo to Nagoya, Hiroshima, Kyoto, Yokohama, and Fukuoka, every moment of this journey was both meaningful and educational.
The lectures at NUCB were especially valuable. Professors Kenji Yokoyama and Yuri Sadoi introduced us to the nuances of Japanese management and the influence of family businesses. We explored key management concepts that will no doubt support our future careers.
Our visits to various companies and museums allowed us to see how these ideas are put into practice, offering an in-depth look at Japanese business culture. The cultural visits — to temples, gardens, and shrines — offered powerful lessons in peace, kindness, and harmony within a community.
For someone from a developing country, this was truly a life-changing journey, filled with insights and inspiration that will stay with me forever. I sincerely hope to visit Japan again someday!
Heartfelt thanks to Professor Sergei Shaposhnikov and the GSB management team for making this incredible opportunity possible.
Renat Fedorov
1st year student, International Management
The Japan Winter School was a truly fulfilling and enlightening experience. I gained a deep appreciation for Japanese family businesses, their distinctive management traditions, and their remarkable ability to adapt to modern challenges without compromising their values.
The lectures from Japanese professors, combined with on-site visits to various companies, provided invaluable real-world context to my studies in international management.
Beyond the academic component, Japan’s vibrant culture and world-renowned landmarks added a personal, memorable dimension to the trip. This experience not only broadened my global perspective but also strengthened my interest in international business and cross-cultural collaboration.
I look forward to applying the insights and skills I’ve gained to my future career and life’s work.
Artem Kamenskij-Kuptsov
2nd year student, International Business
The Winter School in Japan was undoubtedly the most memorable experience of my entire academic journey! I gained valuable insights into international business for my future career and had the chance to deeply immerse myself in a completely new culture.
Over the course of these two weeks, we attended insightful lectures by Japanese professors, which gave me a solid understanding of how Japanese people conduct business and approach long-term strategy. On top of that, I discovered a lot about Japanese HR practices, which turned out to be extremely valuable for shaping my own attitude toward business. Visiting production sites helped me realize which approaches to operations management we should aspire to.
In the end, one of the highlights for me was visiting temples and shrines. Immersing myself in Asian spirituality has long been one of my personal goals, and I’m so glad I had this opportunity!
To sum it up, the Winter School gave me a rich collection of ideas for both professional and personal development — and I’m absolutely certain there are many Japanese business practices I’d love to implement in my own management style as soon as possible!
