As part of the South Africa exchange programme, students from emlyon business school’s MSc in International Marketing & Business Development (IMBD) returned to Stellenbosch Business School in Cape Town for two months of academic learning and hands-on exploration.

From classrooms to companies, from urban landscapes to nature, and from business observation to cultural immersion, students engaged with South Africa’s diverse social and economic landscape. Through first-hand experiences, they explored the cultural and social realities that shape local markets, while gaining new perspectives on the opportunities and challenges of doing business in an increasingly global environment.

Discovering the “Rainbow Nation”

Upon arriving in Cape Town, students began their journey by discovering South Africa through the Atlantic Ocean, Table Mountain and the city skyline. A welcoming ceremony featuring African drumming and a hands-on African cooking experience provided a lively introduction to the country and its rich cultural heritage.

From the vibrant colours of the Bo-Kaap neighbourhood and the ecological landscape of Penguin Island to the breathtaking scenery of the Cape of Good Hope and Table Mountain, every stop offered more than an encounter with South Africa’s unique natural and cultural heritage. These experiences also gave students a closer look at the many facets of the “Rainbow Nation”, where different cultures, languages, identities and ways of life meet and coexist.

From the Classroom to the Real World of Business

Over the two-month exchange, students visited nearly ten companies across a range of industries, gaining first-hand insight into how businesses operate within the South African market.

From WeBuyCars, a pre-owned vehicle platform founded by three entrepreneurs from different racial backgrounds, to DHL, whose efficient logistics network connects cities with consumers, and 9 Miles, a surfing organisation that combines business activities with social responsibility, each company visit provided a valuable window into the dynamics of the local market.

As part of the ICP project, alumni entrepreneurs also shared their experiences, giving students further insight into how a new generation of South African entrepreneurs are building businesses rooted in local realities while connecting with global opportunities, and forging their own paths in a complex and diverse market environment.

Rethinking Business Through Cultural Diversity

Learning did not take place solely in the classroom. Group discussions along the Atlantic coast, together with conversations with local residents and people from diverse cultural backgrounds, encouraged students to explore markets through real-life experiences and broaden their perspectives through the exchange of different ideas and viewpoints.

From Table Mountain, often referred to as the “tabletop of the gods”, to the Cape of Good Hope, where history and geography converge, the journey demonstrated how nature, culture, history and business are deeply interconnected. Together, they provided essential perspectives for understanding South Africa and, more broadly, the dynamics of global markets.

A Cross-Cultural Learning Experience and an Opportunity to See the World Differently

The South Africa exchange programme offered much more than an international study experience. It became an exploration of cultural understanding, business insight and personal growth.

By stepping beyond familiar environments and engaging with the real world through observation, questioning, connection and reflection, students experienced what it means to be makers: staying curious, embracing diversity and discovering new possibilities in a constantly changing world.

Applications for the 2027 academic year master's programmes are expected to open in October.

*Photos and content provided by Guo Le, Meng Yuan and Xiao Lexuan, current students of the MSc in International Marketing & Business Development, Class of 2025.