Accounting Study Mission to Thailand: Through the Lens of an Accounting 2nd Major Student
By Jovis NGIAM Huang Jun, Lee Kong Chian School of Business Student, 2nd Major in Accounting
Did you know that the Thai language has gender-specific particles – ka (for females) and kap/krup (for males)? This was just one of the many interesting facts I picked up on my Accounting Study Mission (ASM) to Thailand in May 2026.
As part of the ASM Thailand itinerary, we visited Pattaya and the Sanctuary of Truth Museum to immerse in the local culture, and paid visits to companies to learn more about their business operations, including the KASIKORN Business-Technology Group (KBTG), Workpoint Entertainment, SeaX Ventures, PKF Thailand, Hatakabb, Central Retail Logistics, and Cafe Amazon.
Sparking New Career Possibilities
Through our company visits, we were exposed to a variety of industries, bolstering our understanding of the unique dynamics, trends, and practices within each industry. I enjoyed being able to take a closer look behind a company’s operations or talking to their senior executives. The Q&As and chats gave us the opportunity to discuss the future of growing trends such as AI and sustainability, or the transformation of traditional accounting and the role accounting plays in an evolving world.
I was struck by a new appreciation of how the accounting profession is changing. This was shared at KBTG, where the presenters discussed the importance of evolving from just an accountant, to becoming a business analyst. This involved being able to analyse the business critically from an accounting perspective, while taking into account other aspects across finance, operations, marketing, risk, product, or technology, to make analyses more holistic and strengthening the potential of what the profession could offer.
From learning about coffee roasting at Cafe Amazon, supply chain management at Central Retail Logistics, longevity of a family business at Hatakabb, to impact investing at RISE and SeaX Ventures, such insights proved invaluable to me as they sparked my interest in new areas and offered me more possibilities to explore as I move into the corporate world.
These conversations also allowed me to learn more about the nuances in each industry and their strategies for the future, while gleaning valuable insights from seasoned professionals in their craft.
Projects to Guide our Learning
Participants of the ASM to Thailand were pre-assigned into teams, each with a presentation topic to prepare for after the trip. My team was tasked with analysing a publicly listed company in Thailand while comparing it to a similar company in Singapore. We had to conduct extensive research and analysis into the company, covering both financial and sustainability analyses to assess the company’s performance, merits, and demerits. We were also expected to assess whether the company would be able to perform if it were to enter the Singapore market.
Being on task allowed us to make the most of our company visits when we engaged with company managers and executives. One of our speakers shared her observations of the class during our visit.
“The students showed strong engagement throughout the visit. They participated actively, asked thoughtful questions, and demonstrated particular interest in understanding career paths in the accounting and professional services field.”
Ms Tanyarat Kongniwatsiri, Partner, PKF Thailand.
Aside from the main presentation, the class was also involved in two creative projects. Different groups were assigned different topics ranging from ‘Thai Food’ to ‘Thai Festivals and Holidays’ and ‘Convenience Stores’ amongst others. Producing these videos and presentations gave our creativity free play and offered an engaging way to learn more about Thailand through a different lens.
A Collection of Unforgettable Moments
One of our most memorable moments was being able to enter the various recording studios at Workpoint Entertainment and witnessing a live recording for a Thai band. As we immersed ourselves in the broadcast environment, we learnt how the company was adjusting TV content to cater and appeal to audiences as media consumption evolves. Most notably, our class was featured on live TV, and we all had our 15 to 30 seconds of fame!
Experiencing a ‘live’ Muay Thai match and going for a night run together with the new friends I made from class are memories that I hold dear as well. Given the nature of the ASM and its small class size, we had the opportunity to mingle and know each other better.
Ultimately, this allowed me to befriend almost the entire class which is something I greatly appreciate as my SMU journey draws to a close. The friendships forged are something that I treasure, and even now after the trip, we continue to meet up amid our busy schedules for a game of pickle ball or for a run!
“I didn’t know many of the students going to Bangkok, but now I feel like I made friends for life.”
ASM participant Debangshi (Bachelor of Accountancy Year 3 student)
Lessons Learnt that will Stay with Me
Personally, this trip has taught me to always be curious and recognise that there is always so much more to learn, even beyond the scope of what I typically deal with. As a business student coming into the ASM, I was not quite sure what to expect and had expected the entire trip to encompass only accounting-related content. I was initially concerned I would have difficulty following the class despite my second major in accounting. However, I was pleasantly surprised with the breadth and depth of meaningful insights I gained from this ASM, both within and beyond accounting. I am deeply appreciative and grateful to our ASM Course Instructor, Senior Lecturer Prasart Jongjaroenkamol, for his efforts in making the experience applicable for all SMU students of various backgrounds. As a business student majoring in finance and accounting, through the ASM, I realise that there is still so much more to learn in terms of people management, operations, sustainability and technology.
“I didn’t expect much from the trip and had thought it’d just be like a typical ‘school trip’ or ‘learning journey’ but I really learnt a lot from it and had a lot of fun, comparable to my exchange experience.”
ASM participant Bryan Chua (Bachelor of Accountancy Year 3 student)
I could not agree more. My only regret about the ASM is not having gone for it earlier in my SMU life!
About the Accounting Study Mission
The Accounting Study Mission (ASM) offered by the SMU School of Accountancy aims to expose students to the accounting and auditing standards, banking, tax, and monetary policies, and corporate governance structures in countries visited. Students in the ASM will gain an understanding of investment and business opportunities in the country, as well as the social, cultural, economic, and political environments under which companies operate, through visits to culturally significant locations and various company visits.