When you think of Jakarta, images of bustling traffic and vibrant street life might come to mind. But for Elisha Kang, a student in SMU's Master of Science in Management (MIM) programme, the city became much more than that. It was a living classroom, a testing ground for strategy, and a powerful lesson in leadership and empathy.
"I've always been curious about Indonesia," Elisha shared. "I wanted to understand its culture, people, and fast-changing economy. Most of all, I wanted to see how the concepts we learn in class play out in real business environments." And Jakarta did not disappoint.
Jakarta's Many Faces
The week began at the SMU Overseas Centre, where Elisha and her peers explored Indonesia's development landscape. What stood out most to her was the contrast: gleaming malls and skyscrapers alongside neighbourhoods of modest means. "It showed me that while the country has enormous potential, inclusive growth remains one of its biggest challenges," she reflected.
Among the industries shaping this growth, fintech captured Elisha's attention. Digital platforms are making financial services more accessible to everyday people, yet success depends as much on trust and behaviour change as it does on technology. "For us MIM students, this was a real-world extension of our classroom debates on business models, consumer insights, and change management," she noted.
Strategy in Action: Kalbe Farma
One of the trip's highlights was the case competition with Kalbe Farma, a leading healthcare company. Tasked with strengthening its medical device business, Elisha's team proposed a strategy they called "Bet Local, Think Global.".
By focusing on local production to meet Indonesia's self-reliance goals, while simultaneously eyeing expansion into underserved ASEAN and African markets, the team struck a balance between national priorities and global opportunity. Partnerships with technology firms added an innovation edge.
"Our real advantage wasn't just the SWOT framework," Elisha recalled. "It was how we worked together, dividing tasks quickly, staying focused under time pressure, and delivering clear, impactful recommendations." Their teamwork paid off with a winning pitch.
Lessons from Fintech to Food
At Pluang, a leading fintech player, Elisha discovered how innovation and regulation must go hand in hand in Indonesia. “People are eager to invest, but trust is fragile during market fluctuations. Regulators play a critical role in ensuring safety and transparency. Without that, growth will not be sustainable."
Meanwhile, at PT Arena, the lessons were tastier but just as strategic. The company showed how modernizing traditional Indonesian flavours for younger consumers could drive growth while preserving authenticity. “Food in Indonesia is about more than eating, it is about community and sharing. Successful F&B marketing is about creating experiences, not just flavours," Elisha said.
More Than Frameworks
For Elisha, what tied the entire week together was realizing that frameworks from the classroom, whether in strategy, marketing, or operations, come alive in unpredictable ways in the real world. Yet beyond theory, unexpected skills mattered most: structuring problems, asking the right questions, and telling a compelling story to executives and peers alike.
Guidance from Prof. Paul Lim added another layer. “He reminded us that leadership is about empathy and cultural awareness, balancing rigor with humility and sensitivity."
And in quieter moments, over shared dinners and laughter, Elisha discovered lessons just as valuable as those in the boardroom: the importance of presence, gratitude, and connection.
Advice for Future Explorers
For students considering OSM Jakarta, Elisha’s message is clear: this is an experience for anyone who wants to go beyond textbooks and immerse themselves in an emerging market.
“Preparation helps, attending pre trip sessions, reading industry briefs, even learning a few simple Bahasa Indonesia phrases like Selamat pagi (good morning) or Terima kasih (thank you). But above all, what matters is bringing an open and adaptable mindset,” she advised.
As she reflected on her journey: “Happiness and learning are everywhere, whether in a boardroom strategy session or at a dinner table with friends. You just need to be open enough to notice.”
