During his most recent Asia tour, Prof. Schlegelmilch visited prestigious universities, including Ritsumeikan Asia Pacific University and Doshisha University, both in Japan. In South Korea, he engaged in fruitful discussions at Yonsei University and Seoul National University. These meetings facilitated the exchange of ideas with academic leaders, faculty, and students, strengthening cooperation between Asian universities and international partners.

In addition, Prof. Schlegelmilch also presented a paper at the Global Marketing Conference in Seoul. This research examines the significance of brand activism in global marketing and is based on joint work with his colleague, Dr. Selma Saracevic.