At 19:00 on September 6, the Opening Ceremony and Orientation Session for the 2026 MBA intake of the School of Economics and Business Administration, Beijing Normal University (BNUBS) was grandly held in the Lecture Hall on the second floor of the Yingdong Academic Hall at the Haidian Campus.

Qi Yudong, Dean of BNUBS; Han Lili, Associate Party Secretary; Hu Conghui,  Associate Dean; Wang Jun, Associate Party Secretary; faculty representatives Dai Mi and Wang Xue; all staff of the MBA Education Center, class tutors, representatives of the 2025 MBA cohort, and all 2026 MBA new students attended the ceremony. Mr. Guo Beibei, renowned musician and lead vocalist of the Luxian Band, was invited as a guest speaker. The ceremony was presided over by Zhou Jianghua,  Associate Dean of the School and Director of the MBA Education Center.

The ceremony kicked off to the stirring national anthem. All attendees stood and sang the National Anthem of the People’s Republic of China. Upon the conclusion of the anthem, host Zhou Jianghua introduced the distinguished leaders and external guests to the audience and extended a warm welcome to the 2026 MBA new students.

Qi Yudong, Dean of BNUBS, delivered an address. On behalf of the School, he offered sincere greetings to all 2026 MBA students joining the BNUBS community. Dean Qi noted that amid profound global changes, innovation defines our era. Entrepreneurs and innovators must deeply grasp the logic of value creation for an innovation-driven world. He encouraged students to cultivate the “Five Types of Intelligence” through the “Six Dimensions of Learning”, nurture the “Five Favorable Bonds”, continuously translate knowledge into practice and actions into tangible outcomes, and grow into innovative management talents with profound humanistic grounding and sharp insight.

The guest speaker, Mr. Guo Beibei, renowned musician and lead vocalist of the Luxian Band, delivered a keynote talk drawing on his personal growth and entrepreneurial experience. Moving beyond conventional business case studies, he shared heartfelt reflections centered on three themes: spiritual reliance, ideals versus livelihood, and discovering one’s strengths. He stated that ideals and reality are not mutually exclusive; one should hold fast to aspirations while staying grounded in daily life. There is no need to blindly replicate others’ paths to success. By recognizing and developing one’s own strengths and building a sound inner spiritual core, individuals can forge ahead steadily. His sincere sharing resonated strongly with the audience.

Wang Xue, faculty representative, extended her welcome to the 2026 MBA intake. She remarked that MBA study is a journey of self-transformation. Returning to campus from the workplace enables knowledge replenishment and cognitive reshaping. She encouraged students to leverage BNU’s interdisciplinary resources, maintain an open and truth-seeking mindset, dare to question and reflect critically, strike a balance among work, life and studies, expand cognitive boundaries through exchange and debate, and achieve self-renewal through earnest inquiry.

Yuan Shangyi, representative of continuing MBA students, shared reflections from her studies since enrolment. She put forward four pieces of advice for new students: first, cognition — break ingrained mindsets and embrace uncertainty proactively; second, self-discipline — manage multiple roles, practice time management and stay true to the original aspiration of learning; third, goals — anchor academic directions and attend classes with targeted questions; fourth, vision — transcend individual perspectives, learn to cooperate and share, and cherish the precious academic bond with peers. She wished all new students fruitful knowledge, lasting friendships and a rewarding academic journey.

Hong Shiqiu, representative of the 2026 MBA intake, spoke on behalf of all new MBA students. She expressed her excitement and anticipation of returning to university. Students from diverse industries gathering at BNU is both a precious bond and a brand-new starting point. In the days ahead, all new students will pursue knowledge with passion, consult teachers modestly, encourage one another with peers, abide by academic disciplines, fully utilize the resources of BNU MBA, broaden knowledge and horizons, build valuable connections, and strive for personal growth and breakthroughs.

The university anthem echoed across the venue, carrying the spirit of BNU from generation to generation. All faculty and students joined in singing the BNU university anthem, marking the end of the main session of the opening ceremony.

Towards the close of the ceremony, guest speaker Mr. Guo Beibei performed his classic track Spring Breeze Ten Miles. The gentle, soothing melody intertwined aspirations and the realities of daily life, bringing the event to a warm emotional climax. Immersed in the music, the audience savored the touching tune while nurturing boundless expectations for their upcoming MBA studies, lending a romantic and heartfelt finale to the sharing segment.

Subsequently, the 2026 MBA orientation session commenced, hosted by Meng Jia, Student Affairs Supervisor of the MBA Education Center.

Wang Jun, Associate Party Secretary of BNUBS, delivered the orientation address for the new intake. He welcomed students as official members of the BNUBS community and put forward expectations: first, complete role transition and resume student identity from working professional with an empty-cup mindset; second, inherit BNU’s century-old motto “Learn, so as to instruct others; Act, to serve as example to all” and uphold the School’s fine ethos; third, strictly observe academic norms, respect knowledge, adopt zero tolerance for academic misconduct, and internalize and practice academic integrity.

Zhou Jianghua, Associate Dean and Director of the MBA Education Center, introduced the faculty members of the MBA Education Center one by one to new students. He systematically outlined the BNU MBA program overview, talent development positioning and featured curriculum framework. He explained that BNU MBA is committed to cultivating interdisciplinary management elites equipped with business acumen, technological insight and profound humanistic heritage. He encouraged students to make the most of the School’s platform resources, actively engage in classes, practical projects and campus activities, study diligently, think critically and support one another. During the two-year MBA programme, students shall hone their capabilities and reach for higher life goals.

Contributed by MBA Education Center

Edited by  Liu Yiwen, Meng Jia

Reviewed by Zhou Jianghua