Li Hanyu, a second-year student in ESSEC’s Global Bachelor of Business Administration (GBBA) program, is fully embracing her international academic journey.

With a strong passion for marketing, she exemplifies ESSEC’s hands-on learning approach through her active involvement in the ESSEC Asia-Pacific Marketing Club and her internship at DIDI, China’s leading ride-hailing service.

This September, she will broaden her horizons with a semester-long exchange at Nanyang Technological University (NTU), deepening her marketing exploration.

Through her experiences and the abundant opportunities at ESSEC, Hanyu is a prime example of how students make their unique paths at the school.

What inspired you to choose ESSEC’s Global BBA program, and why did you join the Asia-Pacific campus in Singapore?

From the start, I knew I wanted a program that offered more than just textbooks and lectures.

ESSEC stood out for its diverse learning environment and strong emphasis on practical exposure, including mandatory internships and volunteer work during summer breaks, which I found most valuable.

Singapore’s strategic location and cultural similarities to my home country, China, played a key role in my decision.

Being far from home, I wanted a familiar environment, and Singapore’s multicultural society provided the perfect balance.

Additionally, studying in the heart of Asia offers invaluable regional insights while maintaining a global perspective, making it the ideal setting for my academic and professional growth.

Tell us about the professor at ESSEC who has played a key role in shaping your career path.

Absolutely! My marketing professor, Ms. Hyorim, has been instrumental in shaping my career path.

Before joining ESSEC, I was uncertain about my professional direction, but her course ignited my passion for marketing.

I developed a strong interest in consumer behavior, branding, and strategic marketing through engaging discussions and hands-on projects.

Her guidance sharpened my analytical skills and inspired me to explore how marketing strategies are applied in real-world scenarios.

Could you share more about your internship experience at DIDI Infinity?

During my internship at DIDI Infinity, I was involved in market analysis, competitor research, and advertising strategy monitoring for its Didi Taxi platform.

I also played a key role in supporting major marketing campaigns, including the Creative Waiting Hall Project and the Sichuan Panda Eight IP campaign.

Additionally, I assisted the project manager in supplier selection, contract negotiations, and on-site execution, helping the team through cross-functional collaboration.

Looking back, I’m incredibly grateful for this hands-on experience. Being deeply involved in these projects enhanced my analytical, project management, and strategic marketing skills, further solidifying my passion for the field.

Where will you be going for your exchange program, and what excites you most about this opportunity?

This September, I’ll be heading to Nanyang Technological University (NTU) for a semester-long exchange, and I couldn’t be more excited!

NTU’s strong academic curriculum and corporate partnerships will allow me to explore digital marketing trends and industry innovations more deeply.

It’s also a fantastic chance to experience studying at a local university in Singapore, which adds another dimension to my academic journey.

That’s the beauty of ESSEC’s extensive exchange network and double-degree partners—they open doors to diverse learning experiences.

I’m looking forward to broadening my global perspective, expanding my international network, and gaining first-hand exposure to one of the world’s most dynamic economies.