An industrial visit to Beryl’s Chocolate Museum provided APU Marketing and Management postgraduates with valuable insights into chocolate manufacturing, from bean to bar — reinforcing classroom learning by showcasing real-world applications of marketing principles, the importance of sustainability and ethical sourcing, and the blend of creativity and consistency in building a successful brand.

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Students from Asia Pacific University of Technology & Innovation’s (APU) School of Marketing & Management (SoMM) recently embarked on an unforgettable industrial visit to the renowned Beryl’s Chocolate Museum. 

This immersive experience provided postgraduate students specialising in Digital Marketing, Global Marketing Management, Supply Chain Management, and International Business Communication with a unique opportunity to bridge the gap between academic theory and the dynamic realities of the chocolate manufacturing industry.

The tour, expertly guided by Ms Masyitah Buyani, Senior Tour Coordinator at Beryl’s, commenced with a captivating video showcasing Beryl’s rich history and the artistry behind their chocolate-making process. 

This was followed by a fascinating exploration of the Beryl’s Gallery, where students witnessed first-hand the passion and precision that goes into each delectable creation.

Beryl’s, a household name in premium chocolate production, welcomed the students with an engaging introduction to the company’s history, product innovation, and global market presence. 

Students gained valuable insights into Beryl’s sourcing of high-quality cocoa beans, with a focus on sustainability and ethical sourcing — a crucial consideration in today’s increasingly conscious consumer market.

The production process itself proved a real eye-opener, as students observed the intricate steps involved, from roasting cocoa beans to tempering and moulding the fine chocolate. 

The seamless integration of automation and stringent quality control measures highlighted the importance of efficiency and consistency in delivering top-tier products.

“A key highlight of the visit was a session led by Beryl’s marketing team, where students learned about the company’s strategic positioning within the competitive confectionery market,” explained Senior Lecturer, Ms Harjinder Kaur, who accompanied the students. 

“The discussion covered Beryl’s branding techniques, digital marketing strategies, and international expansion efforts. Students from the Digital Marketing programme were particularly engaged by Beryl’s social media engagement and online sales tactics.”

Furthermore, the session offered valuable insights into consumer behaviour analysis and the crucial role of storytelling in establishing a strong brand identity.

The Global Marketing Management students explored Beryl’s export strategies, gaining an understanding of how the brand adapts to diverse cultural preferences across international markets. 

Nina Marie Bernadette Durek, a Masters in Global Marketing Management student, expressed her fascination with the Beryl’s brand and their approach to designing special editions to cater to diverse tastes. 

“I was impressed by their ability to balance creativity and consistency in maintaining brand identity while remaining innovative. Seeing the employees, dressed in hygiene gear, working with such precision and care in the factory gave me a deeper appreciation for the effort that goes into every chocolate bar.”

Davin Hillaro Siahaan, a Masters in International Business Management student, described the industrial visit as a delightful and insightful experience. 

“We gained an inside look at the chocolate-making process, from the essential ingredients to the craftsmanship involved. The opportunity to sample some delicious chocolates from the company shop was the perfect ending. Overall, it was a sweet and memorable visit.”

Ryran Lew Yin Siong, a Digital Marketing student, found the visit to Beryl’s unique and enjoyable. 

“I learned about chocolate’s raw materials, traditional tools, and the production process through informative videos and clear explanations from the staff. 

“Tasting unique chocolate flavours made the trip both fun and educational. I am grateful for the opportunity to have participated.”

Muhammad Abdullah Ashfaq, also a Digital Marketing student, shared his positive experience at the Beryl’s Chocolate Museum. 

“Watching the chocolate-making process unfold was like witnessing art in motion. The newly launched flavours were delicious, and Beryl’s commitment to sustainability really stood out. 

“It was eye-opening to learn about their ethically sourced cocoa. This experience has also inspired me as a digital marketer, highlighting the power of behind-the-scenes content, user engagement, and visual storytelling to strengthen a brand.”