Update from the Chancellor – The Unicorn & Oktoberfest

Is Oktoberfest a Unicorn?

• Why Sascha thinks it is a Unicorn
• The Magic of Flirting and Nostalgia
• Financial Unicorn Oktoberfest
• The Rosa Unicorn Oktoberfest
• The Indian Origin and the Japanese Beer Unicorn
• Thank You Team NEC for making it happen!

The past sunday was the last day of Oktoberfest, and tonight the 16-day magical adventure festival comes to an end. I had the honor and pleasure of attending with 50 guests of New European College last weekend. Coinciding with the start of the academic term after the summer break, Oktoberfest provides a unique opportunity to celebrate with students and faculty, for which I am very grateful.

For me, Oktoberfest has many characteristics of a unicorn. What makes it truly magical is its ability to captivate people of all ages and backgrounds. For children, the festival is a wonderland filled with parades, fairground rides, and colorful costumes—offering the same enchantment as mythical unicorns that stir their imaginations.

Teenagers and young adults find their own magic in the social gatherings (and flirting—I grew up in Munich 😉), embracing the freedom to celebrate life with friends, often without the constant supervision of their strict German parents. It’s much like chasing a unicorn, even if it’s in a forest closely watched by the German police and hundreds of security personnel.

For adults, Oktoberfest serves as a nostalgic break from routine—a chance to escape the stiffness of reality and the logic and rationality of the working world. Much like spotting a unicorn, it brings a fleeting sense of wonder and joy.

For the business academic in me, Oktoberfest resembles a financial unicorn. The festival boosts Munich’s GDP by more than a billion euros:

• Visitors 2023 – 7,2 Million
• Beer Sold – 6,5 Million Liters
• Vegetarian Food Sold – 101,866 Units
• Biggest Tent – 10,000 Seats
• Annual Increase Beer Price – 3.9%  (pls. see below comparison regular beer)

In the 50+ years that I have attended Oktoberfest, it has always had the magical ability to evolve with the times while staying true to its roots.

The best example of this is the Rosa Wiesn, where inclusion and diversity are celebrated in the heart of this traditional festival.

For over 40 years, Oktoberfest has shown that it’s a place for everyone, regardless of who they are or who they love. Much like the unicorn—a symbol of uniqueness—Oktoberfest embraces people from all walks of life, blending tradition with inclusivity.

Interestingly, the story of the mythical unicorn originates in ancient India. Over time, it has crossed borders and cultures, becoming a global emblem of wonder. Similarly, Oktoberfest, while rooted in Bavarian heritage, has evolved into an international celebration.

While researching for this update, I stumbled upon a fun fact: one of the most famous and popular Japanese beers is named Kirin. In Japanese culture, Kirin is a legendary creature like a unicorn that symbolizes prosperity, harmony, and peace. This definitely underlines the idea that Oktoberfest is as magical as a unicorn.

j

In a world driven by logic and rational thinking, events like Oktoberfest bring a bit of magic back into our lives. I’d like to thank the NEC team for organizing this event and ensuring that we could continue the tradition of attending Oktoberfest with students and faculty.

For those who didn’t have a chance to enjoy the magical moments this year—if you study and work hard, maybe next year, you’ll see the Oktoberfest unicorn.

With my best Bavarian regards,
Sasha Liebhardt