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Women Entrepreneurs by Mauro F. Guillén

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20 Chieko Aoki and Blue Tree Hotels

Blending Japanese Culture with Brazilian Warmth

Lilian Wouters

After gaining considerable managerial experience in the hotel business, Chieko Aoki found her true calling: launching her own brand of hotels. She chose to exploit her Japanese-Brazilian background to create a new hospitality concept. She quickly found that training employees was the biggest challenge facing her.

“Knowing Japanese culture is really helping the Blue Tree Hotel business,” explains Chieko Aoki, the Japan-born, naturalized Brazilian, multitalented woman entrepreneur. “My vision of the world’s best hotel has a touch of European luxury, Brazilian warmth and generosity, and, very importantly, reliable service like that of Japan.” Chieko ...

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