張書瑀 Vivian Chang
07/01-07/14 NTUxJTCA Israel Study Tour
R10724048 Master of International Business Vivian, Shu Yu Chang 07/02- ”Started from here, DREAM BIG”
We arrived at Tel Aviv Ben Gurion Airport a little after 8 o'clock in the morning and greeted our guide, Ben. After that, we headed to Old Jaffa, where we soaked up the warm Israeli sunshine on the lawn and enjoyed a satisfying breakfast. This marked the start of our first activity in Israel. We gathered in a circle under the olive tree, symbolizing peace, and took turns introducing ourselves and sharing our perceptions of Israel. I mentioned, "Although I know very little about Jewish people, my impression of them is that they are highly intelligent and skilled in business, seemingly holding the world's wealth XD." Listening to everyone's initial sharing left a deep impression on me. Each person came from a different background and academic discipline, resulting in diverse perspectives and insights about Israel. Silently, I felt fortunate to spend these 12 days with so many people full of interesting ideas. This journey seems to promise unexpectedly enjoyable moments~
We delved into Jaffa, this ancient city, through a hiking tour, and Ben introduced to us the origin of the name Tel Aviv, which represents "Spring" (Aviv) and "Hill" (Tel). Spring symbolizes rejuvenation and serves as a metaphor for the hope of ancient Israel's restoration, while the "Hill" signifies the heap of ruins, representing the destruction of the ancient kingdom. The strong contrast between "destruction" and "rebirth" emphasizes the importance of 'Touching back the Origin' - reminding future generations of Israelis to be vigilant, to remember history, and to not forget their roots.
At the Peres Center, we experienced numerous intricately designed interactive teaching installations, gaining insight into how entrepreneurial ideas are developed from scratch to fruition, bringing about changes in the world. 'Fall in love with the PROBLEM not the Solution' - entrepreneurship begins by conceiving solutions to problems. In one room, we listened to the growth stories and setbacks of many entrepreneurs. Several individuals mentioned their attitude towards failure, as the entrepreneurial journey entails unforeseen obstacles, setbacks, rejections, and naysayers. The only thing to do is to persevere in one's beliefs and reassure oneself that the path chosen is absolutely right
Experiencing the VR device for the first time allowed us to imagine a future world more vividly through the game. It presented many global challenges that we may
collectively face, such as overpopulation, food crisis, and transportation overload. The game provided intriguing and creative solutions to these issues, ones we had never thought of before. For instance, the concept of a food printer, which can create food based on inputted nutritional requirements. After the visit, we took a group photo together in front of the public art installation 'DREAM BIG' outside the exhibition hall. This journey has planted a seed of dreams, and we hope that the 12-day trip will provide nourishment for it to grow and flourish by the time we leave Israel.
After having dinner, the excitement of our first day in Israel still lingered. We couldn't calm down, so we made plans with friends to explore the nearby supermarket and then head to the beach together. We lay on the benches, gazing at the night sky above the sea, listening to the gentle sound of waves crashing as we engaged in heartfelt conversations.
07/03- “When there is a gap, there is an opportunity”
To seize every moment in Israel and create lasting memories without any regrets, the next morning, at 6:00 am, my roommates and I woke up early to take a stroll on the beach, marveling at the daytime beauty of the coastline. Later in the morning, we attended a workshop at Wework, where we learned about the secrets behind Israel becoming the Start-up Nation. Israeli entrepreneurs excel in connecting the nation and its people, and I witnessed unique values in their traits, unfazed by others' initial impressions of Israel and using the disparity between perception and reality as a developmental opportunity. 'Israel Turned the Desert into Green' - just like how much of Israel's land is covered by deserts, which are challenging to utilize, it has emerged as a world-leading pioneer in water desalination and related technologies. Israel is like a rainbow, as 'Rainbows have diversity' - just as a beam of white light entering a prism results in thousands of colors, learning to analyze the layers of things while trying to change perspectives, not restricting oneself to a single viewpoint.
Unit Corporation integrates the services provided by banks into a unified platform, making it convenient for customers to construct modern financial service solutions. However, during the listening process, the excessive use of technical jargon by the
speakers made it difficult to comprehend the content. Moreover, the subsequent interactive games had little relevance to the company itself, with most of the topics focusing on supplemental knowledge about Israel. In the afternoon, we returned to the hotel for the Business Model Canvas ideation. Using posters divided into a nine square grid, we helped the entrepreneurs analyze the resources they possessed and the problems they faced. Our group was assigned the topic of Waze. Personally, it was my first time hearing about Waze, and its distinction from traditional GPS navigation lies in its community-driven approach, where it collects user historical data to provide real-time and optimal routes.
07/04- “Go For It. Find something New to Defend”
In the morning, we attended a talk titled "What is innovation and how can we trigger it?" hosted by MeetingiL, a company primarily focused on organizing seminars about Israeli innovation and providing consulting services for startups. I found the Israelis' intriguing characteristic of not conforming to norms very interesting - their "Chutzpah." They don't like to wait in line, are not constrained by hierarchical systems, and speak their minds without reservation. Even when addressing superiors, they still make bold suggestions. In contrast, in our conservative Eastern world, it is more challenging to advocate for such behavior as reasonable and acceptable. As a result, Israeli corporate culture tends to be straightforward and direct. While disregarding management hierarchies may lead to additional challenges, their example shows that innovation is more likely to emerge when people speak their minds freely and identify solutions to problems more rapidly.Furthermore, the speaker also mentioned that 'Innovation is about the solution, not problems,' which is in direct contrast to the takeaways from the first day at Peres. However, the key to success can undoubtedly be interpreted very differently based on the context of time and circumstances.
During our visit to Cyrebro, we learned the motto "Seek New Thing to Defend," which reflects how they developed their Cyber Security business from Israel's need to face regional threats from neighboring countries. They have built a specialized cybersecurity application platform. In the afternoon, our visit to Incredo Sugar was the one I found most interesting. From the moment the CEO explained the company's product application, I was deeply intrigued. Incredo was at the forefront of developing a sugar-reducing product. By adding 0.2% Incredo sugar to sugar, it can reduce sugar intake by an average of 40%, making it more natural compared to past sugar substitutes. The ingredient is a protein structure, not a chemically processed substance, and it does not affect food preservation or taste. More importantly, it offers a solution for human obesity and diabetes, while educating consumers to be less influenced by advertisements and become aware of harmful substances present in the food they consume daily.
In the afternoon, we returned to the hotel for the "Improv to Improve Innovation" workshop led by MassChallenge, a startup accelerator. However, it was somewhat regrettable that the company's facilitation of our activities fell short. Through group discussions, we explored the common points among team members and experienced how leaders can quickly grasp each person's strengths and assign tasks when dealing with team members of different traits. The second activity was a "Yes" association scenario, where we learned not to immediately reject or criticize others' ideas during the brainstorming process. Instead, we were encouraged to start with a positive "Yes" and analyze the value in others' thoughts.
After having dinner, we had a exchange meeting with Abby Lee, Miss Abby Lee, the Ambassador of Taiwan to Israel. She shared her experiences of how she integrated into life in Israel, finding a balance amidst the constant cultural clashes in the beginning.Following the meeting, we walked about 10 minutes with Ben to a local bar in Tel Aviv to experience the vibrant nightlife. It turned out that the owner had previously been to Taiwan for surfing, and encountering someone who knew about our homeland in a foreign country brought a sense of warmth to our hearts.
07/05- “Follow the Variability of Rhyme. Just Dance!”
In the morning, we visited Reichan University (IDC), a relatively small but highly internationalized school with students from 80 countries around the world. At the Human Computer Interaction (HCI) Center, we observed students putting the finishing touches on their final projects. The diverse range of creative themes in their projects inspired me, even though there might have been some disparity between their initial ideas and the practicality of the end results, or challenges in finding real-life applications. It was evident that Israel's education environment, which encourages experimentation, embraces failure, and welcomes setbacks, instills the courage in any student with ideas to put them into action.
In the afternoon, we had a unique workshop experience in a mall with two dancers from Mayumana, where we combined music, dance, percussion, and B-Box. I discovered that using our own bodies, we could produce a wide variety of ever changing sounds and physical expressions. It was one of the most enjoyable workshops. During our free time in the afternoon, we visited Nachalat Binyamin market and Carmel Market. The bustling markets offered similar items at various stalls. After dinner, we walked along the beach with friends, chatting and enjoying the evening; however, we missed the chance to witness the sunset on our last night in Tel Aviv.
07/06- ” Camel Ride towards the Desert”
Netafim is an irrigation equipment manufacturer that also sells agricultural management technologies. Additionally, we visited a Kibbutz, a unique collective community system in Israel, where residents' properties are collectively owned by the community. In the 21st century, where capitalism prevails globally, it surprised me to learn that there are regions still practicing socialism. I wondered how they ensure that Kibbutz residents contribute their labor diligently, given human's inherent inclination towards laziness. Fortunately, there is a voting expulsion system in place, which serves as a punishment mechanism to deter individuals from being free riders and shirking their responsibilities within the organization.
Next, we visited PayEm, a global spend management and procurement platform that automates the reconciliation process for finance and procurement teams, making spending transparency possible across all levels of a company.In the afternoon, we went to Shvil Hasalat Farm in the desert for a visit. The farm owner was generous and enthusiastic, introducing us to various fruits and vegetables while encouraging us to pick and taste the strawberries and cherry tomatoes he had grown.Our final stop for the day was Kfar Hanokdim, where we would stay in Bedouin tents overnight. We also had the unique experience of riding camels across the desert. The moment we mounted the camels, the sudden change in height was quite thrilling. However, from such a unique vantage point, we could gaze far into the desert, with its silver-colored pebbles, making it an interesting and memorable experience.
"After dinner, the campfire party began with the chant, 'Ash, ash, ash...' as we all sat around Ben, singing the traditional Israeli campfire song for starting a fire. Dolev had his guitar, and Ben played the harmonica, creating a joyful atmosphere of laughter and singing. The evening concluded with roasting marshmallows over the fire.
Even after the campfire party, some of us still couldn't sleep. We gathered on the open ground outside the tents, looking up at the starry night sky free from light pollution. As someone who grew up in the city, I was deeply moved by the sight of the night sky filled with countless stars, resembling a canvas. Despite having to wake up at four in the morning the next day, the excitement from the various experiences of the night made it challenging to fall asleep quickly."
07/07- “Find your Faith, and Fight for It”
The lingering joy of singing around the campfire and the awe-inspiring experience of sitting under the starry desert sky were still fresh in our minds as we gathered at 4:00 in the early morning to begin our journey to Masada, where we planned to watch the
sunrise. The uphill hike to the top of Masada was tiring, but it provided a rare opportunity to experience the unyielding spirit of the Jewish people through this challenging trek. The moment we reached the summit, a sense of accomplishment washed away all fatigue. Waiting for the sunrise was both exciting and anticipatory. As we witnessed a beam of light piercing through the sky and the sun gradually rising on the opposite mountain, we couldn't help but marvel at the beauty of nature, continuing our journey in Israel with a heart full of gratitude and emotion.
Listening to Ben's explanation about the history of Masada, we delved into the origins of the ancient Kingdom of Israel and the Jewish resistance against the invasion of the Roman army. One story that left a deep impression on me was about a woman with her child hiding from the pursuing Roman soldiers, becoming the only surviving thread of hope in the face of tragic sacrifices. Observing the ancient fortress along the way, one could imagine the unwavering spirit of the Jewish people defending Masada until the very end, passing on the spirit of resistance through the ruins of Masada, declaring, 'Masada shall never fall again!'
Descending the Snake Path under the scorching sun was a significant challenge, making this day the most difficult of our journey, yet it remains a cherished memory even after returning to Taiwan. Before lunch, we enjoyed floating in the Dead Sea. It was a pity that I didn't bring a book or a newspaper, as reading on the Dead Sea would have been such a relaxing experience. However, the intense sun made it difficult to stay exposed for too long. After applying a little bit of Dead Sea mud to experience its skincare benefits, we quickly washed off and headed to lunch. Falafel Pita sandwich, the traditional Israeli food, greeted us once again:). In the evening, we arrived at the second city, Tiberias, where, before dinner, Ben and Dolev led us in experiencing the Jewish tradition of the 'Shabbat' ritual, beginning our two-day period of rest.
07/08- “Singing along the Golan Heights”
We embarked on a day of treasure hunting in the Golan Heights, riding in a Jeep. Along the way, we passed by a mango orchard and got to taste Israeli mangoes, but their taste couldn't compare to the overwhelmingly delicious Taiwanese mangoes. Riding in the Jeep felt like being on a thrilling roller coaster, speeding through the mountains and valleys, and we let our bodies move to the rhythm of the songs. I truly loved how everyone turned the entire Golan Heights into a concert venue, singing loudly and echoing through the skies.
During the noon, we hiked in Banias, weaving through the forests and streams, and also got to savor delicious traditional Israeli pastries. This place was a significant religious center during the Roman period and had deep connections with the ancient deity "Pan," depicted as having goat horns on his head and a goat's body. The ruins of the church here were unique, built within a cave, and the platform still preserved the remnants of a cliff collapse from the old Greek era. In the afternoon, we ended our day with some water fun in the Sea of Galilee.
Even though we were in Tiberias for two days, both days coincided with the Sabbath, so the streets were not crowded with pedestrians, and most businesses were closed. After dinner, we still decided to take advantage of the rare opportunity and went shopping at a large shopping center near the hotel.
07/09- ”An Oasis Place Gather Intelligence”
In the morning, we visited Safed Old Town, strolling through the narrow streets of this charming little town. Along the way, we passed by the most artistic alley, where paintings and crafts with Jewish themes were being sold. For lunch, we visited the North High Tech Park, where the CEO aimed to reduce barriers and limitations in corporate collaborations and leverage economies of scale, thus creating a hub for startups. Despite the challenges of talent and resource scarcity in the broader environment, the founders had the courage to envision the infinite business opportunities in the underdeveloped areas of northern Israel, and they decided to establish their base in this remote desert region.
SeatGeak focused on reducing the transaction costs caused by information asymmetry in the secondary ticketing market, creating a credible third-party platform. AgwaGarden, on the other hand, sold a greenhouse-like plant cultivation box, targeting health-conscious individuals who aimed to be self-sufficient in their daily diet by growing their own produce at home. The status of the cultivation box could be tracked through a mobile app, allowing users to adjust the amount of fertilizer and nutrients accordingly.In the evening, we arrived at the final destination of our journey - Jerusalem. After dinner, we took a stroll with friends near the hotel. Compared to Tel Aviv and Tiberias, Jerusalem, being the capital, was more vibrant at night, and its architecture and streetscapes reminded us of being in Europe.
07/10- “Recall, Recover and Remember Forever”
In the morning, we visited Yad Vashem, the Holocaust Memorial Museum, and the experience was deeply somber. Despite the tragic history it represents, the museum
was built with the spirit of "Learn what we lose, what we have." It reminds us that "Every situation has a choice, even if it's difficult, but there is a choice" - there will always be answers even in the face of major challenges. Listening to the explanations, I learned how innocent the Jewish people were during the Holocaust. Hitler, who sought to revive the German economy, created a false accusation against the Jews to generate hatred and unite the German people. In reality, only a small percentage of Germans had any contact with Jews, so most Germans knew very little about them. "Don't believe only one side" - this experience emphasized the importance of cultivating independent thinking and media literacy, as everything has multiple perspectives that can be interpreted differently.
The introduction to the Gas Chamber was particularly haunting. The Jewish people were told to gather for a communal shower, and they undressed, but instead of water, they were met with raging flames... At the end of the tour, we visited the Children's Memorial, a place built to commemorate the children who never had the chance to grow up. Their names were broadcasted to remember them. We then walked to the outdoor green park, where tall trees symbolized a flourishing future. The tour began and ended with trees. Unfortunately, due to time constraints, we couldn't explore all the areas of the memorial museum in its entirety.
Looking back on the visit, I wrote, "The death of a human body is not a true end. If someone continues to remember you, even if you are no longer alive, your spirit and legacy still exist in another way." Additionally, I aspire to live life to the fullest and strive to leave my mark in the world, so that there is proof that I once existed.
In the afternoon, we visited Inziv, a company that develops wafer inspection technology and is currently the only company in the world with high-speed micro LED chip testing capabilities.
After the visit, we had some free time, and my friends and I went to the game area at Sacher Park to strike up conversations with strangers. After dinner, we wandered the streets near our hotel and engaged in random conversations with passersby. We came across a group of young Orthodox Jewish girls who were using "Kosher Phones" - basic keypad mobile phones with only the most essential calling function. They were not allowed to use the internet, browse social media, or watch videos, and even their internet usage was "filtered." It was surprising to see that in the modern 21st century, there are young people living such traditional lives in a world with such strict religious limitations.
We discussed why they never thought of breaking the rules to explore the unknown outside of their norms and remained confined within the religious circle. We felt that their lives lacked many enjoyable aspects, considering that we, in comparison, could freely travel across time zones in a 5-hour flight to meet them. Yet, some of them couldn't even use public transportation on certain days. However, it was understandable; they have been exposed to religious teachings from a young age, and their surroundings of family and friends are equally devout. In their worldview, they see these restrictions as natural, and they take pride in adhering to their orthodox beliefs.
These two rare encounters and conversations with locals gave us deeper insights into Jewish people and their adherence to religious regulations, and we unexpectedly gained valuable insights from the experiences.
07/11- ”Embrace the feeling and healing from Devout”
In the morning, we hiked through Jerusalem Old City and prayed at the Western Wall. Holding my written note, I stood before the wall and devoutly whispered my wishes and heartfelt prayers. Afterward, I placed the note into one of the crevices in the wall and walked away, retreating in a respectful manner. Despite not having any religious beliefs, the atmosphere around me, filled with the heartfelt cries of fellow worshipers, affected me deeply, and I felt tears welling up in my eyes.
Next, we visited Hebrew University, where the enthusiastic guide gave us a thorough introduction. In the afternoon, we had some free time, so my friends and I went to Mahane Yehuda Market to explore the traditional market. It was slightly different from the markets in Tel Aviv, with the vendors being very welcoming and generous with samples. Intrigued by the novelty and the delicious taste after sampling, we bought a bag of fruit jerky that looked like candy, which could be eaten directly or steeped into fruit tea.
07/12-“Conclude all the Amaze Happened in Israel”
In the morning, we had the Closing Program with Irit, which was different from the first Opening Program. This time, there was no requirement for everyone to take turns; instead, it was voluntary sharing. Throughout these 12 days, I found myself mostly in the role of a listener, watching other classmates actively asking questions while I sat in the audience and absorbed what the speakers had to say. Spending these days closely with my two good friends, Sabrina and Angela, had a subtle influence on me, and it sparked a desire to emulate and learn from them.
Despite feeling nervous and concerned about others' opinions, I bravely raised my hand. Speaking English in front of so many people still made me fearful, but I was glad that in the end, I was willing to push myself and step out of my comfort zone. I vividly remember the moment when it was over, the encouragement exchanged through the eyes of my friends, and the sense of accomplishment that welled up within me. I truly take pride in myself for that experience.
In the morning, we visited the City of David, exploring the ancient city of Jerusalem. Many pathways were underground, giving us a thrilling feeling of embarking on an adventurous journey to the center of the Earth. We even walked through a narrow path that used to be a waterway. After that, we visited Hilma Tech, a non-profit organization focused on empowering marginalized communities, nurturing tech talent, and addressing public social issues. One of their initiatives is the hospikol, a hospital care system that efficiently manages patient needs through an app interface and prioritizes urgent care for nurses and doctors.
Later, we went to the Hebrew University campus and attended an enterprise presentation by Yissum. Yissum is a tech transfer company committed to bridging academic research with market demand for sustainable development.
After the visits, we reached the final itinerary - the Closing Program with Ben. Sitting in a circle on the grass at a park, we listened to Ben's reflections on everything that happened during these 12 days. With our eyes closed, it felt like watching a slideshow of touching memories unfolding before us, connecting all the dots of these days into a single thread. When asked to describe this journey in one word, I answered, "Unforgettable." I am deeply grateful and fortunate to have been selected as one of the participants, to meet 29 other classmates in Israel, and to have gained two treasured friends during this trip. Though parting was accompanied by a sense of reluctance and regret for not getting to know each other from the very beginning, we made the most of every moment spent together in Israel, cherishing each minute and second of our adventures. We aspire to continue absorbing experiences from different corners of the world after this Israeli escapade, and to meet again as better versions of ourselves in a year's time.
Appreciation
I would like to express my gratitude to the faculty and staff at the Office of International Affairs at National Taiwan University and the JTCA Shuei-Ji Cultural Exchange Association for their collaboration, which made this Israel internship trip possible. I am also thankful for the generous sponsorship provided by JTCA, ensuring that our accommodations and meals throughout these 12 days were abundant and satisfying.
I want to extend my appreciation to the two members from the Office of International Affairs, Krystal and Alberto, who accompanied us during the journey and took great care of us. Their presence added much joy to our shared experiences.
Special thanks go to Ben, Irit, and Body Guard-Dolev. Ben's meticulous planning and guiding expertise made every tour memorable. He truly deserves a perfect score, being the highly sought-after guide that requires reservations six months in advance. Irit and Dolev, thank you for your support and ensuring our safety during the trip.
I am grateful for the 29 fellow students from National Taiwan University whom I got to know during this journey. Your presence has enriched this experience greatly.
Lastly, I want to express my heartfelt thanks to my roommates and friends. Spending time with all of you during these days has been an absolute delight. I love you all <3
