The International Tourism and Hospitality Management (ITHM) program, in collaboration with the Swiss Education Group (SEG), held the "Luxury Scent Workshop," giving students the opportunity to learn the art of scent and perfume creation, while connecting this knowledge to product development, brand building, and application within the service industry.

The event was honored by the presence of Asst. Prof.Dr.Duangthida Nunthapirat, Assistant to the President for International Affairs; Ajarn Jermsuda Manakul, Dean, Bangkok University International Programs; and Dr.Thawit Somrak, Chairperson, Hotel and Tourism Departmrnt, who attended to encourage the students and presented tokens of appreciation to the guest speakers for sharing their knowledge and experience with the students.

The workshop featured Mr. John A. Daly, Academic Director, Asia Pacific, Swiss Education Group, as the main speaker sharing knowledge and experience in scent creation, along with Mr. Paul Caunter, Regional Manager, Swiss Education Group, who provided guidance and served as a judge for the students' presentations.

The Luxury Scent Workshop was held as part of the course THI445: Spa Operations and Management, with Dr. Supakorn Suradinkul serving as the course instructor. During the workshop, students learned about the structure and components of perfume, became familiar with fragrance notes, and practiced techniques for blending and balancing scents, before creating their own perfumes in groups — while also developing product concepts, building brand identities, and defining target customer groups.

Toward the end of the activity, students presented their work in the form of a business pitch, showcasing their product concepts, scent identities, brand concepts, and target audiences, and receiving feedback from the Swiss Education Group experts — helping students see the connection between creativity, product development, and turning ideas into viable business ventures.

This activity helped students develop skills in creativity, product development, branding, customer analysis, teamwork, and business pitching, while connecting classroom knowledge with real-world experience from international experts — particularly within the context of the spa, wellness, tourism, hospitality, and premium service industries