120th Anniversary Hoh-sang Daedongje Festival: Panthera Colors the KUBS Campus 

To commemorate the 120th anniversary of its establishment, Korea University Business School held the student-led festival Hoh-sang Daedongje: PANTHERA on September 25 (Thursday) and 26 (Friday). On the first day, the 57th Undergraduate Student Council organized events that filled the campus with the passion of business students, while on the second day, the Korea MBA and Finance MBA Student Councils organized a special evening that put MBA students in the spotlight. Bringing together both undergraduate and MBA communities, this Hoh-sang Daedongje carried even greater significance as a festival celebrating the 120-year legacy of Korea University Business School. 

This year’s Daedongje reclaimed the name “Hoh-sang Daedongje,” steeped in long-standing tradition, while adding a new symbolic title, “Panthera.” “Panthera” is derived from the scientific name of the tiger, Panthera Tigris, and reinterprets the tiger—long a symbol of Korea University—into an expression of the unique identity of the Business School. This Daedongje bridged tradition and innovation, providing a celebratory space for students to open the future together. 

The first day of the festival was filled with youthful energy and excitement. In the outdoor plaza in front of the third-floor lobby of the LG-POSCO Business Hall, a photo booth was set up, allowing students to capture memories using 29 different photo frame designs. Themed booths organized by the undergraduate student council and each class were met with great enthusiasm. Visitors actively participated in a stamp rally event, adding to the festive spirit. Creatively themed booths—ranging from traditional tiger motifs to imaginative reinterpretations of movies and dinosaurs—captured everyone’s attention. 

The stage performances brought the excitement to its peak. Student bands and dance clubs such as “You and I,” “OKAL,” “Anti-7am Class Movement,” “Broden,” “Wild Eyes,” and “Reckless People” filled the stage, and when the faculty band BGS took the stage, students’ cheers shook the campus. Finally, singers eSFAI, Kid Milli, and Giriboy lit up the night with youthful energy through their spectacular performances. 

On the second day, MBA students took center stage. The evening program, organized by the Korea MBA and Finance MBA student councils, began with opening remarks by the host and congratulatory words from Dean Eunsu Kim. The excitement continued with a performance by the Dinga Band, greetings from the MBA student council leaders, and a rousing school chant. The highlight of the night was the much-anticipated “MBA King of Singing Contest,” where students showcased their own performances. 

The MBA King of Singing Contest, in particular, was a stage where students showcased their hidden singing talents and flair, filling the venue with school spirit and camaraderie reminiscent of their school days. While the undergraduate stage highlighted youthful energy and creativity, the MBA stage stood out for its strong bonds of fellowship and mature interaction. At the final awards ceremony, 120th Anniversary Committee member Ho-jung Shin personally awarded the winner, encouraging all participants who took part in the contest. 

“Hoh-sang Daedongje: Panthera” was more than a campus event—it was an occasion where undergraduates, graduate students, faculty, and staff came together to celebrate and reaffirm the identity and pride of the Business School. One student shared, “This year’s Daedongje, which blended tradition and innovation, will remain a special memory,” while an event organizer remarked, “Hoh-sang Daedongje was a meaningful occasion that united the Business School community in sharing a vision for the future. We will continue to move forward with the indomitable spirit of the tiger.” 

Above all, this year’s Daedongje was especially meaningful as undergraduate and MBA students came together to celebrate under the unified name “Hoh-sang Daedongje.” This experience, which bridged tradition and innovation and connected generations, served as an opportunity to reaffirm the strength of Korea University Business School as it moves toward the next 120 years.