Chula Celebrates First Graduates of ZEN Program, Inspiring Sustainable Marketing Leadership Through Japanese Wisdom 

The Department of Marketing, Faculty of Commerce and Accountancy, Chulalongkorn University (Chulalongkorn Business School), held a certificate presentation ceremony for the “ZEN: Marketing Legacy of the Rising Sun” program — a course combining marketing science and Japanese philosophy to promote sustainable business growth. The event took place on November 1, 2025, at the 7^th-floor conference hall, Office of Academic Resources, Chulalongkorn University. 

Apart from presiding over the certificate presentation ceremony, Professor Dr. Wilert Puriwat, President of Chulalongkorn University, delivered a special lecture on “Consumer Behavior Design” and congratulated the program graduates. 

Before the ceremony began, graduates joined in paying tribute to Her Majesty Queen Sirikit the Queen Mother. After Professor Wilert’s lecture, Associate Professor Dr. Panitharn Juntongjin, Chair of the ZEN Marketing Program, presented a report on the program’s achievements, noting that 33 participants had successfully completed the training. 

Professor Dr. Wilert Puriwat stated, “Chulalongkorn University is committed to promoting lifelong learning and professional development within Thailand’s business sector. Chulalongkorn Business School’s ZEN Marketing Program supports sustainable organizational and business development. Entrepreneurs who participate in the program gain valuable insights, enabling them to be opinion leaders and apply the knowledge gained to help their organizations grow. As these organizations expand, they create a multiplier effect that generates positive impacts across society — ultimately benefiting Thailand’s economy as a whole.” 

Associate Professor Dr. Panitharn Juntongjin explained that the program’s objective is to enable entrepreneurs and executives to learn sustainable marketing practices inspired by Japanese philosophy, noting that Japan has the largest number of companies that have successfully operated for over 100 years. The program’s first cohort was a great success, with participants learning deeply from leading experts in both Thailand and Japan. The knowledge gained was particularly relevant amid today’s economic volatility, inspiring entrepreneurs to navigate challenges and drive their businesses through crises. 

Mr. Thammasak Jittimaporn, business consultant and ZEN Marketing graduate, said: “The program enhanced my understanding of the Japanese market and long-term marketing strategies. The essence of ZEN business is about creating simple yet high-quality value and maintaining that standard to build lasting relationships with customers. This philosophy can be applied both in daily life and in developing new business strategies.” 

Mr. Phanthep Leksakunkamonsiri, Board Member of V Beyond Development and Director of Business Development and Product Research at Sornthong Soybean Oil, remarked: “The course focuses on deep Japanese business philosophy, emphasizing sustainability over short-term sales. It helped me rediscover my business’s true purpose and apply it toward long-term sustainability. Learning to think through both Eastern and Western perspectives gave me a clearer understanding of my business identity.” 

Mr. Supawit Bhasitnirandr, consultant, lecturer, and author, shared: “I joined the ZEN program out of interest in Japanese culture and to explore new marketing dimensions. The course highlights differences between Western and Eastern marketing, particularly why many Japanese companies have endured for over a century. ZEN-style business focuses not on selling products but on selling identity, credibility, and trust, leading to sustainable, long-term partnerships. The insights gained will enhance my future talks, especially in understanding customer perspectives.” 

Mr. Kitisak Suwanwong, Managing Director of Hansa-Flex Thailand, noted: “This program matched my needs perfectly — learning how to make a business sustainable through marketing theory, pricing strategies, and more. The instructors, all highly experienced in Japanese business, shared their insights generously, helping clarify sustainable business thinking grounded in Japanese philosophy and customer focus. I plan to apply this knowledge to foster a lasting and sustainable corporate culture.” 

Ms. Phensiri Na Nakornphanom, CEO of Get Taste Thai Co., Ltd., commented: “I joined the ZEN Marketing program because it aligns with my background in marketing from Chulalongkorn University, where I also completed my master’s and doctoral degrees. The Japanese philosophy taught in the program was particularly intriguing, revealing how long-standing Japanese companies achieve enduring success. I learned, for example, about the Japanese concept of Rinen — the core philosophy that defines a business regardless of how its products may evolve over time.” 

The ZEN: Marketing Legacy of the Rising Sun program is organized by the Department of Marketing, Faculty of Commerce and Accountancy, Chulalongkorn University, in collaboration with the World Fellowship of Buddhists (WFB). It focuses on Japanese-style sustainable marketing and features: 

• Lessons from over 20 ZEN Gurus from Thailand and Japan, 
• Exclusive Dinner Talk Sessions with experts, 
• An Executive Trip to visit legendary organizations in Japan, 
• Business Matching opportunities with Japanese companies, and 
• Peer learning and experience-sharing among leaders from diverse industries. 

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