Let’s look back at the journey of Industry Immersion Project 2025: Bridging University and Industry through the theme "AI for Sustainability"

20 Jul, 2025

From June 16 to 28, 2025, students from the UEH College of Business and the College of Economics, Law and Government (CELG) at the University of Economics Ho Chi Minh City (UEH) participated in the summer program “AI for Sustainability” – an Industry Immersion Project (IIP) initiative that bridges academia and industry. This was the first time the program was organized in collaboration with international partners, including Padjadjaran University (Indonesia), King Mongkut’s University of Technology Thonburi (Thailand), Future Ready Academy (Singapore), and Bobobox (Indonesia). The program aimed to provide students with practical, hands-on learning experiences in a multicultural business environment, while promoting internationalization and enhancing regional employability for UEH students.

With the central theme of the program in 2025, AI for Sustainability, the primary goal of IIP 2025 is to increase opportunities for cultural exchange and interdisciplinary learning between business, robotics, and artificial intelligence (AI) towards solving real-world problems for international firms. The business landscape in 2025 will focus on sustainable tourism, with Bobobox, an Indonesian leading technology-based eco-tourism company, being chosen for its expertise in providing online solutions for the hospitality industry. The company was founded in 2017 and has now grown and become one of the leading companies in the Indonesian hospitality industry (https://bobobox.com/about/).

When participating in the IIP 2025 program, students will receive many benefits. First of all, they will be granted a certificate of participation from the organizing committee, including prestigious institutions such as UEH, UNPAD, KMUTT, and the FRA Institute. This certificate recognizes students' participation in a program that focuses on equipping them with knowledge about eco-tourism and sustainable development, while providing opportunities to experience a multidisciplinary and multicultural working environment. In addition, students will also receive an international training certificate in Robotics issued by Carnegie Mellon Robotics Academy (USA), which will help to improve their technological skills and creative thinking. Another highlight of the program is the opportunity to do paid internships for 3 to 6 months at startups in countries such as Singapore, Vietnam, Thailand, and Indonesia, with guaranteed internships for outstanding candidates.

Overview of the training journey with AI for Sustainability 2025

Day 1 | 16/06/2025 – Inception: AI & Future Jobs

The program officially opened with a discussion session, “Future of AI & Jobs,” featuring three speakers: Mr. Jeffrey Nah, CEO/Founder of JN Advisory Co. and Future Ready Academy, and Assoc. Prof. Dr. Phan Chung Thuy - Vice Dean of the School of Banking – College of Business (COB, UEH), and Mr. Anton Budiono (Director of the Engineering Department- Bobobox). The sharing session revolved around the impact of AI on the labor market, job opportunities in the digital age, and essential skills that young people need to equip themselves with to adapt.

Next is the topic “Bobobox Sustainability: Pathway to Building a Meaningful Company,” presented by Mr. Satria Gundara, ESG Director of Bobobox, focusing on the journey of business development associated with environmental and social responsibility. Through this, students are inspired to think about how businesses can create long-term value, not only for profit but also for the community. In the afternoon of the same day, participants will begin to get acquainted with the project groups, discuss topics together, divide tasks, and prepare for the upcoming learning and experience journey.

Day 2 | 17/06/2025 – Sustainable Tourism & the Harsh Truths of Entrepreneurship

On the second day of the program, the participating students took a journey of both theory and practice, starting with the story of sustainable development in the tourism industry and ending with real lessons from the startup world. The morning session with the topic “Balancing Profitability and Sustainability in the Hospitality Industry” was presented by Dr. Nguyen Duc Tri (Dean of the School of Tourism – COB (UEH)), providing many insights into the impact of eco-tourism in Southeast Asia. He focused on the following contents: economic implications of eco-tourism in Southeast Asia, sustainable business models in the tourism industry, along with successful case studies on tourism associated with conservation and community.

Following that, the discussion session brought everyone to the real startup story through the sharing of Mr. Jeffrey Nah, Mr. Harland Agus (CEO - Eresto), and Mr. Arun Singh (CEO - Kris@Work). The difficulties in the startup journey, pressure from the market, and the lesson of perseverance were told sincerely, not in a flashy way, but very inspiring. After that, the students continued to work in groups, and the groups continued to dig deeper into problem analysis, identify the problem object, and develop a solution related to the problem of the Bobobox business. Besides internal exchange within their groups, students also began to receive feedback from the program's mentors to improve their ideas early on.

Day 3 | 18/06/2025 – Smart and sustainable architecture for eco-tourism

Day 18 begins with the topic “Smart Architecture for Sustainability,” presented by Asst. Prof. Dr. Chanen Munkong, a Lecturer of Architectural History at KMUTT, Thailand. He discussed practical applications of sustainable architecture in the tourism industry, such as energy-saving designs at Bobobox, the use of AI and IoT in bright accommodation infrastructure, and how eco-friendly materials, especially modular design, can minimize environmental impact while maintaining functionality.

Following this, the discussion session “Why Eco-Tourism is Both Good & Sustainable Business” gathered speakers, including Mr. Jeffrey Nah, Assoc. Prof. Dr. Phan Chung Thuy (COB, UEH), Asst. Prof. Dr. Chanen Munkong (KMUTT) and Mr. Indra Darmawan (Director of Strategy - Bobobox). Here, the guests discussed the reasons why eco-tourism is not only a solution to protect the environment, but also an effective and long-term business model. From an academic perspective to practical experience, the discussion session provided clear evidence of the ability to combine social responsibility and economic efficiency in the tourism industry. In the afternoon of the same day, the students continued to discuss their group projects with the support of the program's mentors.

Day 4 | 19/06/2025 – Vocational skills and technology training in sustainable agriculture

Day 19/6 focuses on two critical areas in the journey to sustainable development: vocational education for future generations and the application of technology in the agri-food industry. In the morning session, Assoc. Prof. Dr. Kurniawan Saefullah – Dean of Vocational School, Padjadjaran University (UNPAD – Indonesia) presented the topic “Future Workforce through Vocational Training”. He emphasized the role of vocational skills education in industries related to sustainable development, especially eco-tourism. In addition, he also shared how AI can support the training process, improve skills, and adapt to the needs of the future labor market.

Later in the afternoon, Mr. Ahmad Syaifulloh, Co-founder and CTO of Chickin, introduced how business applies technology to the livestock value chain. With the theme “How Chickin Leverages Technology to Promote Sustainability for Better Food, Better Life,” he shared the solution of integrating AI, data, and monitoring systems to optimize production, reduce waste, and improve food quality—towards a more innovative and sustainable agricultural model for the community. Later that same day, the groups continued working on their projects, reviewed the content, and prepared for the idea presentation day. The atmosphere was exciting, urgent, but also full of energy and determination.

Day 5 & 6 | 20-21/06/2025 – Preliminary presentation & feedback

Day 20, 21/6, marked a crucial milestone in the project journey when the groups presented their preliminary proposals to the lecturers and mentors. Each group had the chance to introduce the problem scope, beneficiaries, solutions, ideas, and the sustainability of their project. The upbeat yet serious atmosphere set the stage for the groups to move closer to the final presentation. That afternoon, the Pre-trip briefing helped everyone prepare mentally and physically for the field trip to Bandung, Indonesia..

Day 7 | 22/06/2025 - Arrival in Bandung, Indonesia

The group arrived in Jakarta and moved to Bandung. In the evening, a Welcome Party was held at Kampung Daun restaurant, connecting young people from many countries in a traditional Indonesian space.

Day 8 | 23/06/2025 – Arrival in Bandung: Skills & Career Forum

Day 23/6 marked the start of the onsite week in Bandung, featuring many meaningful learning and career orientation activities. In the morning, students were introduced to and familiarized with CMRA Robotics Integration. In the afternoon, UEH students experienced the vibrant atmosphere of the student forum: “Future Skills & Careers” with speakers including Mr. Jeffrey Nah (FRA), Assoc. Prof. Dr. Phan Chung Thuy (COB, UEH), Dr. Risna Resnawaty (Deputy Dean, Vocational School, UNPAD), Mr. Fajar Kurniadi (Director of Human Resources, Chickin Indonesia), and Mr. Ali Kusumah (Director of Human Resources and Culture, Bobobox Indonesia). The forum focused on practical topics such as soft and technical skills needed in the age of AI and sustainable development, the differences between global and local job markets, and lifelong learning strategies to adapt in a rapidly changing environment. The speakers also highlighted the importance of students proactively developing their skills while still in the classroom, thereby expanding their future career opportunities. This was an effective kick-off day, helping to connect theory with practice and better shape the future career journey.

In the afternoon, the groups continued preparing for the Bobobox business problem-solving project (Industry Project Group Discussion), marking the first step of working directly with mentors and teammates in Indonesia. This is a crucial stage for establishing implementation strategies, dividing tasks, and receiving practical feedback from relevant parties.

Day 9 | 24/6/2025 - Never stop learning and trying

On June 24, learning activities in Bandung continued with a focus on CMRA Robotics Integration. Throughout the morning and early afternoon, students delved deeper into content related to robot integration, from theory to practical application, enhancing their understanding of technology's role in tackling current societal challenges. In the afternoon, project groups returned to the Industry Project Group Discussion, continuing to exchange ideas, refine content, and receive feedback from their mentors. Students gradually defined the direction of their projects, strengthened their teamwork spirit, and improved their presentation and debate skills. Additionally, studying and living together directly helped members of the program bond more, creating an atmosphere that was both serious and close.

Day 10 | 25/6/2025 – Developing Talent & Entrepreneurship

Day 25/6 continued to be a day of learning and comprehensive skill development for students in Bandung. In the morning, CMRA Robotics Integration sessions took place, where students continued to learn in-depth about the applications of robots in industry and life. Practical content and interactive activities helped learners better visualize how technology can be integrated to solve social problems sustainably and effectively.

In the afternoon, the topic of “Student Forum: Talent & Entrepreneurship Development” focused on the issues of personal development, entrepreneurship, and innovative thinking. In the afternoon, the program continued with the forum “Talent & Entrepreneurship Development” with speakers: Mr. Jeffrey Nah (CEO, FRA), Assoc. Prof. Dr. Phan Chung Thuy (COB, UEH), Dr. Risna Resnawaty (UNPAD), Mr. Harland Agus (CEO - Eresto), and Mr. Indra Darmawan (Chief Strategy Officer, Bobobox Indonesia). The forum focused on several key topics, including how students can accumulate practical experience early, build personal brands, establish professional relationships, and provide a clear perspective on choosing to work in a business or pursue a startup path. Practical sharing from businesses helps students see more clearly the recruitment requirements and how to stand out after graduation.

Afterward, the groups returned to the Industry Project Group Discussion, using the knowledge and ideas they had learned to adjust, improve, and prepare for the final presentation. The working group atmosphere was positive and energetic, and they began to define their project identity clearly.

Day 11 | 26/06/2025 – Teamwork & face-to-face mentoring

In this lesson, students not only summarized the core knowledge they have acquired but also discussed in-depth the practical applications of Robotics in solving social problems. From education, healthcare, to the environment, technology is no longer theoretical but has become a practical tool when combined with humanistic thinking and sustainable goals.

These days, the groups continue to complete their projects by working directly with mentors. When students arrived at the event, they were immersed in an environment filled with connections among members and the friendliness of both international friends and the organizing team. In a multicultural setting, they not only learned from the program but also from each other. This was an opportunity to develop essential skills such as: critical thinking and problem solving, communication and teamwork in an international environment, and project leadership and planning.

Day 12 | 27/06/2025 – Project Finale: Closing the Journey – Opening New Horizons

All students presented their group projects that they had been nurturing for 2 weeks, receiving feedback from mentors from many different countries. The groups presented their projects to the council right at the Bobobox’s headquarters. Although nervous, everyone was proud when looking back on the journey they had gone through: from initial ideas to practical solutions, from shyness to confidence in expressing themselves. In the afternoon, there was a visit to Tangkuban Perahu - the famous volcanic crater. In the evening, the Gala Farewell Dinner held at Sindang Reret closed the AI & Sustainability journey with memorable moments. After that, students experienced a night of fun and relaxation at Bobocabin.

Day 13 | 28/06/2025 - Farewell to Indonesia: End of the journey – Ready for the future

UEH students returned with knowledge, skills, international friendships, and a desire to create positive change for the community. The business-connecting training program called AI for Sustainability has opened new opportunities, helping UEH students confidently reach international standards. The AI for Sustainability program is more than just a learning experience; it is a journey of growth, connection, and promoting sustainable values.
More photos from the FRA event: AI for Sustainability

More photos from the FRA event: AI for Sustainability