The Real Story Behind the Birth of 3D ACADEMY – Why English? Why MBA? Why Cebu?

The Real Story Behind the Birth of 3D ACADEMY – Why English? Why MBA? Why Cebu?

This is the true story behind the creation of 3D ACADEMY, an English school located in Cebu, Philippines. Today, Hideyuki Fujiki, the General Manager of our school, will share the reasons behind his decision to learn English, why he aimed for an MBA, and how he ended up in Cebu. This story will provide detailed insights into his personal journey and, ultimately, will explain the direction 3D ACADEMY aims to take in the future.

1. The Reason Behind My English Journey

Since I was a child, my father always told me that in the future, English and computers would be crucial. Our house had a desktop computer from a young age, where I tried my hand at programming and played games, but I lived a life that was far removed from English. Born and raised in Japan, I first started learning English in middle school, but I wasn’t particularly good at it.

I began studying English seriously in my senior year of high school. I didn’t study English because I liked it, but because I had no choice due to the upcoming university entrance exams. At that time, I repeatedly worked through the same practice books, and within a few months, I could read in English. It was probably at this point that I started to enjoy studying English.

2. Why I Decided to Pursue an MBA

The turning point that made me seriously consider studying abroad came when I worked part-time at the Osaka Flower and Green Expo during my second year of university. I had managed to enter a decent university through entrance exams, and I felt somewhat confident in my English skills. However, at the Expo, there were many foreign workers, and I had many opportunities to speak with them. But with the English skills I had gained from Japanese entrance exam study, I was no match for real conversations. Even though I could speak in broken English, I couldn’t hold a meaningful conversation. This experience left me frustrated and motivated me to one day study abroad and become fluent in English.

From there, I saved money through part-time work and was able to go on a three-month language study program to New Zealand during my third and fourth years of university. Three months felt long, but it passed quickly. Afterward, I set my sights on the next step: applying for graduate school and aiming for an MBA. After many twists and turns, I didn’t seriously pursue an MBA until after I was over 40 years old…

3. Why I Chose Cebu – Why I Didn’t Choose Any Other Option

Over 40 years old, I was motivated to aim for studying abroad and an MBA because I felt a sense of purpose. I was confident in my English skills for entrance exams, but that confidence quickly vanished when I started studying for the IELTS. Yes, the IELTS includes the speaking section, which is something that many Japanese people struggle with. While I managed to score a 6.5 within three months, it was much more difficult to get a score of 7. I just couldn’t get past a 6 in the speaking section, and I started wondering what to do next. Feeling limited while staying in Japan, I came across an English school in Cebu, Philippines, on the internet.

My first study abroad experience in Cebu was just for two weeks, which seemed like a short period. However, I was deeply impressed not by the improvement in my English, but by the one-on-one lesson system created by Koreans, using Filipino teachers in Cebu. Eventually, I went back for another 2-3 months to the same school, MTM UV, which was a sister school to MTM JY (the predecessor of 3D ACADEMY). Thanks to the support of the Japanese manager at the time, MTM JY was eventually acquired, and it’s quite a coincidence how things unfolded. It’s a mystery what leads to such connections in life.

4. My MBA Experience — What I Learned and Gained

My MBA experience at the University of Chicago (Booth School of Business) exceeded all expectations. The most challenging aspect was the rigorous curriculum. The Executive MBA program I enrolled in was a modular format, with classes held once a month for about a week. Since both the MBA and EMBA programs at Chicago award the same degree, the content and credit requirements for the EMBA were identical to the full-time MBA. In fact, the content that full-time MBA students would cover in 2-3 months was condensed into a mere two-week course. It was an incredibly demanding experience.

What I learned here was how to efficiently tackle the massive amount of material and that the most outstanding students are the ones who put in the most effort. During my MBA, we had to rapidly absorb an enormous amount of textbooks and case studies. For students whose first language is not English, this was doubly challenging because we had to learn everything in English. In case studies, the key was not only reading the full text but being able to extract important parts, grasp the overall content, and understand what the case aimed to teach.

Also, as someone who had grown up with passive lecture-based learning in Japan, it took me a long time to get used to the interactive, discussion-based format of Western-style classes. What I came to realize was that the most successful students were those who frequently visited professors to extract useful information and actively participated in class discussions. In Japan, there is a tendency not to prioritize building close relationships with professors, but in Western society, it is crucial to maintain a good relationship with professors, much like how maintaining a good relationship with superiors is important.

5. How the Pandemic Changed Everything

What was once a successful study-abroad business was completely disrupted in 2020. In the midst of despair, a new path emerged — “reconstruction.” From March 2020, our school had to close, and we didn’t reopen until July 2022, meaning the school was closed for over two years. During that time, I returned to Japan and tried various business ventures, but none were successful, and I realized the difficulties of running a company and managing a business. About three months have passed since we reopened in July 2022. I believe we are now beginning to see what the post-pandemic landscape for Cebu and the Philippines should look like. In this context, I will share my thoughts on what kind of school we should aim to become in the future.

6. Towards the Future of 3D ACADEMY

Before the pandemic, English schools in Cebu generally had a large number of university students. After the pandemic, there has clearly been a rise in younger students and senior students coming to study. In terms of nationality, many Japanese students had been studying in Cebu, and many Japanese-run English schools were present. However, the current trend shows that while Korean-run English schools, including the largest ones, are thriving, Japanese-run schools are struggling, and Taiwanese-run schools are emerging as key players. Although 3D ACADEMY is a Japanese-run school, our future business strategy aims to evolve into a multinational English school.

Recently, with the hiring of a Saudi Arabian manager, the percentage of Saudi students has expanded to around 20-30%. We not only offer halal food for Arabic-speaking students but also have a Prayer Room on campus. Additionally, with the hiring of a Chinese manager, the number of Chinese and Taiwanese students is increasing. We are also planning to increase the number of students from Europe (Spain, France, Italy, Belgium, Switzerland), as well as from Russia, Mongolia, Turkey, Vietnam, and Thailand.

We are actively incorporating AI into our marketing efforts and are considering its integration into school operations as well. The rise of AI post-pandemic has been significant, and we believe it is an essential tool for the future of school management.

So, will the rise of AI mean the end of English schools in Cebu, Philippines?

Did you know that in order to effectively use AI, at least an intermediate level of English is necessary? In particular, in multilingual marketing, the task of translating from the native language into English and then translating into multiple languages becomes crucial. Translation has become more convenient, but as long as it’s used only for communication, English skills will not improve. Schools like ours, which aim to elevate English beginners to an intermediate level where they can effectively use AI, will continue to be needed in the future.

About 3D ACADEMY

3D ACADEMY is an English school located in Cebu City, Philippines, offering high-quality English education to multinational students from all over the world. The school’s primary feature is its focus on one-on-one lessons, allowing students to balance and improve their speaking, listening, writing, and grammar skills. With flexible curriculums tailored to meet the needs of both beginners and advanced students, 3D ACADEMY provides an optimal learning environment for all.

In addition to lessons with Filipino teachers, students can experience cultural exchange with peers from diverse backgrounds. Located in the heart of Cebu, the school is surrounded by convenient amenities, providing a comfortable living environment. The campus is equipped with Wi-Fi-enabled self-study rooms and facilities for health management, making it easy for students to relax while they learn.

Moreover, 3D ACADEMY offers excellent cost-performance, making it an attractive choice for students considering studying abroad. With Cebu’s warm climate, relaxed atmosphere, and affordable living costs, studying here becomes a more fulfilling experience.

3D ACADEMY provides the perfect starting point for those looking to improve their English skills. Moving forward, the school will continue to support students’ growth through language learning and provide opportunities to connect with the world through English.

Speech of Representative -Message from the General Manager of 3D ACADEMY in Cebu, Philippines