Students from the MSc in Marketing Management and Digital (MMD) 2024 cohort from ESSEC APAC campus embarked on an exciting study trip to Hong Kong from 10-14 March 2025, diving into one of Asia’s most vibrant and fast-evolving business environments.

Through exclusive company visits and inspiring conversations with industry leaders, this immersive experience offered 107 students a front-row seat to the world of global luxury, retail, and digital innovation while providing opportunities to gain hands-on business insights, deepen cross-cultural understanding, and build meaningful career connections across South-East Asia.

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Exploring The Luxury Industry

Hong Kong, an important regional hub for luxury and retail, served as the perfect setting for MMD students to explore various facets of the luxury business. Through visits to Kering, Richemont, and Chopard among others, students discovered how heritage, innovation, and strategy come together to drive success in Asia’s competitive luxury market.

Kering

Students were welcomed at Kering’s Asia Pacific headquarters for a series of insightful presentations. Christophe Artaux, CEO of Qeelin, shared about the brand’s evolution since its integration into the Kering portfolio, shedding light on ongoing strategic initiatives. Michelle Cheng, Marketing & Communications Manager at Bottega Veneta, introduced students to the history of the brand and its recent projects.

The session also included an engaging talk by Rachel Hung, Human Resources Director for Hong Kong, Macau, and Taiwan, who gave a closer look at Kering’s people, company culture, and values.

The visit concluded with an informal networking moment with the Kering team, offering students the chance to exchange experiences and discuss career paths over refreshments.

Richemont

The visit to Richemont’s regional office offered students a deeper understanding of the group’s strategic vision and its house of exceptional Maisons.

The session emphasized how each Maison, while distinct in its heritage and identity, comes together under Richemont’s shared commitment to excellence, craftsmanship, and innovation. Students gained firsthand insights to better understand how Richemont Group nurtures creativity across brands while staying true to the legacy of each brand.

Chopard

At Chopard, MMD students were warmly welcomed by Pau Infante, General Manager, and Isabelle Journeaux, Retail Director, for an immersive introduction into the world of Swiss luxury and exceptional craftsmanship.

The visit featured a guided tour of the boutique in Prince’s Building, where students discovered some of the Maison’s most refined timepieces and jewelry creations.

The experience provided a behind-the-scenes look into luxury retail operations and the art of storytelling in boutique environments, tailored to Asian clientele.

OnTheList

At OnTheList, students visited both the offices and the space where OnTheList hosts their private sales events, getting a first-hand look at how the concept works in practice. Mathilde Bétinas, Business Development & Partnerships Director, and Axelle Maillard Lai, Head of E-commerce Hong Kong, shared about the platform’s innovative business model and its role in connecting brands with new customer segments.

The session sparked engaging conversations around stock optimization and digital innovation in the retail world.

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Engaging With FMCG Leaders

As part of the MMD study trip in Hong Kong, students had the opportunity to engage with two leading players in the FMCG sector—Swire Coca-Cola and La Biosthétique.

At Swire Coca-Cola, students gained a comprehensive understanding of the company’s local operations and global reach, with a particular focus on its end-to-end supply chain and how data and technology drive efficiency across functions.

Meanwhile, La Biosthétique offered insights into the brand’s unique approach to hair and scalp care, blending beauty, science, and wellness. An interactive diagnostic activity underscored the importance of personalized solutions in the beauty industry, making the experience both educational and engaging.

Swire Coca-Cola

MMD students had the exciting opportunity to visit Swire Coca-Cola, the official bottling partner of Coca-Cola in the region. The session began with a comprehensive presentation on the company’s history and core business functions, including marketing, finance, HR, logistics, and operations.

A key focus was placed on Swire’s end-to-end supply chain, from sourcing and bottling to warehousing and distribution. The team highlighted how data and technology are integrated at every stage to enhance efficiency in large-scale operations.

La Biosthétique

Students met with the team at La Biosthétique, a brand recognized for its unique approach to hair and scalp care that merges beauty, science, and wellness.

An interactive diagnostic activity allowed students to analyze their own hair and scalp conditions. This hands-on activity highlighted the brand’s focus on personalized beauty, and showed the growing relevance of personalized care in the cosmetics industry compared to one-size-fits-all solutions.

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Media Agencies & Publishers

During the trip, MMD students engaged with key players in the media industry, including marketing agencies, digital innovators, and publishers. Each visit offered first hand exposure to evolving strategies around brand communications, digital innovation, and creative storytelling, with a focus on the future of marketing in luxury and beyond.

Students visited GroupM and Wavemaker to understand media planning and strategy, the Digital Business Lab to witness AI-driven projects in customer engagement, Hetermedia to explore the intersection of storytelling and digital, and Vogue Hong Kong to get an inside look at luxury fashion.

GroupM and Wavemaker

Students visited GroupM, the world’s leading media investment company, and its agency Wavemaker, known for its data-driven and innovative approach to media planning.

Through real-world case studies, the session explored current industry challenges and the strategic thinking behind impactful brand communications. The visit then concluded with a tour of the agency’s Hong Kong office, offering a glimpse into daily operations at an agency in Hong Kong.

Digital Business Lab

At Digital Business Lab, students were introduced to AI-powered retail models and immersive digital campaigns led in the past year which were created for luxury and lifestyle brands. Students also had the chance to interact with Project leaders who shared the strategic logic behind their work, providing insight into how data and creativity intersect to enhance customer engagement.

The visit reflected the agency’s fast-paced, tech-driven culture and its role in shaping digital innovation across Asia.

Hetermedia

Led by William Chan, the visit to Hetermedia gave students a comprehensive brand run-through followed by an engaging discussion with the company’s leadership.

Hetermedia, a pioneer in the evolving media landscape, is known for redefining the intersection of creative storytelling and digital innovation, with a dynamic portfolio encompassing immersive content, interactive experiences, and next-generation broadcast solutions.

The experience highlighted the company’s forward-thinking approach and solidified Hetermedia’s reputation as a key influencer shaping the future of modern media. The tour was a valuable opportunity for the students to understand industry trends and to connect directly with leaders driving change in the media world.

Vogue

At Vogue Hong Kong, students had the chance to meet Publisher Desiree Au, who shared insights into editorial operations, how fashion shoots are organized, and highlighted what sets Vogue Hong Kong apart from other editions around the world.

The session offered a behind-the-scenes look at how Vogue Hong Kong localizes global luxury content while setting its own standards for cultural relevance and creativity. It was a valuable exploration of the role of media in shaping luxury perception in Asia.

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French Chamber Of Commerce

The MMD cohort continued with an insightful session at the French Chamber of Commerce in Hong Kong, led by Executive Director Stéphanie Dodin and her team, including MMD alumnus Benjamin Teissier.

The team provided an in-depth overview of the Chamber’s role in supporting French and Hong Kong businesses through networking, recruitment, and business development strategies, while sharing insights into key industries shaping Hong Kong’s economy and regional recruitment trends.

With diverse partners including luxury brands, the French Chamber exemplifies how market expertise and strategic partnerships contribute to business success in Asia, offering students a rich opportunity to deepen their understanding of business dynamics and the Chamber’s mission to promote bilateral trade and investment between France and Hong Kong.

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Networking Event

One of the standout moments of the trip was the Networking Night featuring an engaging panel discussion with Jonathan Ly, Global Head of Fragrance Business and Corporate Projects at Qeelin (Kering Group) and President of the ESSEC Alumni Hong Kong Chapter, joined by three other inspiring ESSEC alumni: Marine Stephanopoli, International Head of Product at Qeelin, Maxime Danjoux, Senior Talent Acquisition at Good Notes, and Vladimir Le Chatelier, Group Controller & Head of Consolidation at Worms Safety.

The panel talk offered more than just professional advice—it was a window into real-world career paths, industry insights, and what it is truly like to build a life in Hong Kong, with each speaker sharing personal experiences and practical insights on navigating international opportunities and adapting to local business culture.

The event brought to life the unique value of being part of the ESSEC alumni network: a global, ever-growing community driven by curiosity, ambition, and support, reminding MMD students that being part of ESSEC extends far beyond the classroom.

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Takeaways

The Hong Kong study trip offered the ESSEC MMD 2024 cohort a rare opportunity to experience the intersection of luxury, media, FMCG, and digital innovation in one of Asia’s most dynamic markets. Through direct exchanges with industry leaders and behind-the-scenes company visits, students strengthened their global business perspectives, developed new skills, and built connections that will support their future careers.