Studying Abroad in Tokyo: Where Travel Met Storytelling

This past January, I had the opportunity to travel to Tokyo, Japan for a three-week study abroad program! I originally wasn’t planning on studying abroad, but a spot opened up in a Global Marketing class at the last minute. I took it as a sign to go and I’m so glad I did.

As part of the course, I created a marketing journal where I recapped all the different types of marketing I saw throughout my time abroad. I found myself constantly noticing how brands connected emotionally with people. Whether it was a train station decorated for a seasonal campaign or a café building its brand around themed experiences, Japan truly does storytelling through experience.

The sounds and scents of Tokyo especially drew me in. The infamous Don Quijote store, known for its overwhelming displays and iconic catchy theme song, was a perfect example of audio branding in action. Every time I walked in, the jingle immediately created such a fun, high-energy atmosphere. I felt instantly energized, which made me want to stick around longer. Of course, I spent way more than I originally planned to.

I also had the chance to visit DisneySea, one of Disney’s international theme parks, where sensory marketing was everywhere. Most notably, the theme park uses smellitizers to draw consumers to different areas of the park and I of course fell for this trap. The smell of popcorn got me and I even spent $30 on a popcorn bucket where I was able to get discounted refills and try their iconic popcorn flavors like curry, shrimp, and soy sauce. 

One of my favorite locations we visited was outside of Tokyo, in Kyoto’s Nara Deer Park. I had always wanted to go because of the famous bowing deer! Seeing it happen in person honestly felt unreal. Beyond the bowing deers, the branding stood out to me. Everything from bus seat covers to souvenir shops featured deer imagery, reinforcing the area’s identity through consistent visual storytelling and character-based design.

Beyond the marketing insights, I truly appreciated the time spent traveling and learning with friends in a completely new environment. It was such a fun and unique experience being able to navigate the train systems together, try different foods, and see the world beyond San Diego together. This study abroad experience in Tokyo was something I’ll never forget. It was able to help shape the way I see marketing while giving me the opportunity to step outside of my comfort zone and experience new cultures first hand.