When you travel for a conference, you expect to take in new ideas—but what I didn’t expect was to walk away thinking so deeply about sweets, meat pies, and cultural accountability.
Earlier this year in March, I had the privilege of attending the 19th International Conference on Business, Economics, and Information Technology (ICBEIT) held in Mactan, Cebu, Philippines. Set against the backdrop of island beauty and warm Filipino hospitality, the event brought together scholars, students, and professionals from around the Asia-Pacific region, all eager to share ideas, challenge assumptions, and explore what’s next in business and culture.
And while the conference covered everything from accounting methods, economic developments, to corporate innovation, a few presentations stood out for how they connected to the topics we discuss here on this page! Here’s what I took away.
Why Japanese Youth Choose “Instagrammable” Sweets
One of the most memorable presentations I attended was by Dr. Yukie Tsuji from Kobe Gakuin University. Her research explored what makes sweets popular among young people in Japan—and the answer was far more complex than just “they taste good.”
In a world shaped by social media, Dr. Tsuji found that appearance, novelty, and “Instagrammability” play a huge role in sweet selection. But what’s uniquely Japanese is the preference for small, cute, and intricately designed desserts—the kind that are as charming as they are edible.
Through a survey of 200 university students in the Kansai region of Japan and an analysis using Fishbein’s attitude model, Dr. Tsuji showed how culture and consumer psychology mix to influence what ends up on a dessert plate. For anyone working in tourism or product marketing, her findings offer a fascinating lens into how cultural preferences shape global trends.
What Japanese Consumers Think About Aussie Meat Pies
Next up was a delicious deep dive into international food marketing, courtesy of Mr. Samuel Firth and co-authored by Prof. Jun Nakamura from Chuo University. Their presentation focused on a single question: How do Japanese consumers decide whether to try a completely unfamiliar food—like an Australian meat pie?
Using the Analytic Hierarchy Process (AHP), they analyzed how elements like brand, price, appearance, and cultural familiarity impact food choices. Turns out, young Japanese consumers weigh these factors very carefully before trying something new.
This study was especially eye-opening for me as someone interested in tourism and cross-cultural marketing. It reminded me that introducing new products—whether it’s food, fashion, or even travel experiences—requires more than good branding. It requires empathy, understanding, and a strategy that meets people where they are culturally.
Power Distance and Cultural Accountability: A Global Perspective
Then came a powerful shift in tone with Dr. Zenaida Asuncion from the University of Alaska Fairbanks, who explored Hofstede’s concept of “Power Distance”—essentially, how different societies handle authority and hierarchy.
Her presentation made me reflect on how cultural expectations around leadership, accountability, and structure vary across the globe. Dr. Asuncion challenged us to look beyond traditional models and consider the emerging subcultures shaped by globalization and digital life. In tourism, education, and even governance, her message was clear: true understanding begins with a willingness to question, listen, and adapt.
Final Thoughts: Cebu, Culture, and Curiosity
Attending the ICBEIT in Cebu wasn’t just about academic growth—it was a reminder that tourism and cultural research go hand-in-hand. Whether it’s how we eat, how we travel, or how we lead, culture is the thread that connects us all.
As I return to Guam, I’m carrying these lessons with me—not just for future research or class discussions, but for everyday life. Because every sweet, every new dish, and every cultural nuance is a story waiting to be understood.
