This summer, I participated in the Global and Cross-Cultural Marketing: A Case Study of K-Culture study abroad program in South Korea. It was not only my first study abroad experience, but also my first time traveling outside the United States. The program focused on exploring the marketing strategies of some of South Korea’s leading global companies, with a particular emphasis on how they adapt to and engage with different cultures. At the same time, it offered a deeper understanding of Korean culture and society.

This program held special significance for me as a Korean American. It was my first time visiting my family’s homeland—an experience I had dreamed about for years. Being able to connect with my heritage while learning in such a meaningful context made the journey unforgettable. As a heritage speaker with only a basic understanding of Korean, I was surprised by how well I was able to navigate daily life—and even more so by the fact that I wasn’t immediately seen as a foreigner. Although the program primarily focused on Korea’s global marketing influence, I deeply appreciated the inclusion of historical and cultural elements that enriched my overall experience.

My most memorable experience during the program was getting to wear traditional Korean clothing (Hambok) in Gyeongbokgung Palace located in Seoul. One of my favorite moments was seeing all the students in our program wear traditional Korean clothing together—it brought us closer as a group and deepened our appreciation for Korean culture.

I believe that my experience speaks to both the academic and emotional impact of studying abroad. It’s a story many students can see themselves in – navigating new environments, discovering their roots, and expanding their global understanding. It’s an experience that resonates with peers, parents, alumni, and donors alike, highlighting the power of international education to shape both personal identity and professional development.

Name: Hanaa Yoo
Status: Senior
Major: Comparative Cultures and Politics
Hometown: Haslett, Michigan
Program: Global & Cross-cultural Marketing: Case Study of K-culture in South Korea