On the morning of March 11, 2026, Ha Long University in collaboration with the Nachi-Katsuura Tourism Organization (Japan) organized the international academic exchange program “The Art of Omotenashi – The Japanese Service Philosophy.”

Attending the program were Phan Thi Hue, PhD – Vice Rector of Ha Long University, representatives from the Office of International Cooperation and Scientific Management, leaders and lecturers of the Faculty of Tourism, and third- and fourth-year students majoring in Hotel Management and Food and Beverage Service Management.

The view of the Omotenashi cultural exchange program

In her remarks at the event, Dr. Phan Thi Hue, Vice Rector of Ha Long University, emphasized the importance of international academic exchange activities in enhancing the quality of education, particularly in service and tourism-related disciplines. The University hopes that through this program, students will have the opportunity to directly learn about Japan’s renowned service philosophy, thereby improving their professional mindset, service capabilities, and readiness for international integration.

Dr. Phan Thi Hue, Vice Rector of Ha Long University, delivering the welcome speech

During the keynote presentation, Tetsuya Matsushita, President of the Nachi-Katsuura Tourism Organization, introduced the concept of Omotenashi—the distinctive spirit of Japanese hospitality that is considered a fundamental pillar in the development of Japan’s tourism, hospitality, and service industries. Through practical examples from hotel operations and food and beverage services, the speaker helped students gain deeper insights into the core values of Omotenashi, from the subtle art of customer care and sincere service attitudes to creating complete and memorable experiences for guests.

Mr. Tetsuya Matsushita, President of the Nachi-Katsuura Tourism Organization, introducing the concept of Omotenashi

The exchange session was lively and engaging, featuring many questions and discussions between students and the President of the Nachi-Katsuura Tourism Organization. The program not only provided students with an opportunity to broaden their professional knowledge but also enabled them to learn from the real-world experiences of international tourism industry leaders.

Group photo at the cultural exchange program on Omotenashi

This program was organized as a pilot activity within the broader cooperation framework between Ha Long University and Japanese tourism organizations and enterprises. It is expected to pave the way for deeper collaboration in training, academic exchange, and the development of high-quality human resources for the tourism industry in the future.

Article by: Nguyen Thanh Hien
Office of International Cooperation and Scientific Management, Ha Long University.