Hakkaisan Brewery Co., Ltd., a leading company in the global expansion of sake, delivered an industry-academia collaboration lecture for the Niigata University G-code course, “Intercultural Collaborative Learning B: Business Communication in a Globalized World” (Registration code: 250G3750).

Under the guidance of Associate Professor Meng Yun, international and Japanese students engaged in discussions from diverse cross‑border perspectives. Topics included global marketing strategies for sake and the potential of brewery-centered inbound tourism.

The lectures took place over two weeks, on November 27 and December 4 at Niigata University’s Ikarashi Campus. The university welcomed Mr. SAITO Kiyoto and Ms. SEKIMOTO Kinue, Senior Managers of the International Sales & Marketing Dept., at Hakkaisan Brewery Co., Ltd., as guest speakers. They provided insights into the fundamentals of sake brewing, the company’s history and philosophy, their extensive product lineup, and their strategic expansion into global markets.

At the startof the 2nd week’s lecture, Dr. ONO Yoshiko, Specially Appointed Professor and Head of the Promotion Office at Sakeology Center, gave an introductory presentation highlighting the center’s educational and research initiatives.

Following the introduction, Associate Professor ABEJin, Director of the Center for Global Education and Exchange at Hitotsubashi University, joined the session online as a supervisor. The students then formed groups to participate in a workshop focused on the theme of “The Global Expansion of Sake.”

Dr. ONO Yoshiko, Specially Appointed Professor and Head of the Promotion Office, providing an introduction to the Sakeology Center.

Associate Professor ABEJin, Director of
the Center for Global Education and Exchange at Hitotsubashi University, providing online instruction and feedback.

On Saturday, December 27, fifteen students from Niigata University visited “Uonuma no Sato” for an immersive fieldwork experience. On-site, the students were supported by a distinguished group of advisors for global human resource development, including Mr. ARAI Muneaki, Director of the International Sales & Markerting Dept. at Hakkaisan Brewery Co., Ltd.; Mr. MORI Hayato, President, and Ms. Li Chen, Department Manager, of Mori Kosan Co., Ltd.;and Mr. ARAKI Tsutomu, President, and Mr. OKAJIMA Toshiro, Director, of Kannetsu Thermal Eng. Co., Ltd.

Under the expert guidance of these industry leaders, students toured the Second Kowagura Brewery and the Hakkaisan Yukimuro(snow-storage facility).
This fieldwork provided an exceptionally rich learning experience, allowing students to witness firsthand the passion for brewing that innovates tradition, alongside management philosophies aimed at global expansion.

Students touring the sake brewery

Group photo: Second Kowagura Brewery

The second workshop, held at Uonuma no Sato, inspired constructive discussions on expanding inbound tourism　while balancing global strategies with regional revitalization. Following the session, participants engaed all five senses to experience the area’s unique resources, including tasting the company’s diverse product lineup and exploring the Uonuma no Sato grounds.

This workshop exemplified the university’s commitment to providing a collaborative platform that seamlessly bridges classroom learning with real-world community engagement.

On-site Workshop

(*1) This course adoptsTeam-Based Learning (TBL) and Problem-Based/Project-Based Learning (PBL) methodologies. Students collaborate on projects centered on regional revitalization, contemporary business issues prioritized by local communities, and the challenges of globalization faced by regional companies. These hands-on initiatives provide students with simulated professional experiences early in their academic careers. The course is held during the 3rd period on Thursdays throughout the 3rd and 4th terms.