Speakers and BUV students gather for a group photo at the conference. Photo courtesy of BUV

HƯNG YÊN — "Communication and Creative Industries in Contemporary Asia" has taken centre stage at a two-day international conference at British University Vietnam (BUV) in the northern province of Hưng Yên, with academics, practitioners and young researchers gathering to examine how the region’s fast-changing digital landscape is reshaping culture and creativity.

The event, an initiative hosted by BUV's School of Communication and Creative Industries (SOCCI), has attracted scholars, practitioners and emerging researchers from Việt Nam and from territories and countries including the United Kingdom, Hong Kong, the Philippines and Finland.

It serves as a significant academic and professional forum, bringing together more than 40 speakers to explore key trends, challenges and opportunities within the fields of digital communications and contemporary creative industries.

Independent artists, regulatory bodies and enterprises operating in communications and cultural industries have also contributed exhibitions showcasing books, publications and creative works of notable value.

The conference aims to foster dialogue on the cultural, social, political and economic implications of digital communications in shaping the future of creative economies across Asia, among which are Việt Nam and ASEAN countries, according to Paul David John Moody, Head of SOCCI.

Speaking at the conference, Professor Rick Bennett, BUV Deputy Vice-Chancellor & Vice-President, highlighted the importance of creative industries in Việt Nam, particularly in children identity, parenting and higher education.

He said: "It was a really good chance, but several years ago, a report came out, which is from the Vietnamese government, or was commissioned by the Vietnamese Government and was worked on with the British Council, the National Strategy for the Development of Cultural Industries in Việt Nam, which goes from 2020 to 2030.

"It's only an 18-page document, but it shows the Vietnamese Government how strongly they value the creative industries. And once you get in a country like here, once you get the Government really endorsing it and supporting it, that's a great mechanism to be able to say to parents, look, your Government believes in this and so therefore we need to back that up and show why it's so valuable."

Prof. Rick Bennett, BUV Deputy Vice-Chancellor & Vice-President speaks at the conference.

Various issues of creative industries related to areas such as socio-economy, communications, media, culture, business and entertainment were raised for discussion at the conference, which concluded on December 3.

The debate programme examined emerging trends in the communications sector, including emerging trends shaped by digital transformation (AI, VR, AR), new business models of subscription services and influencer marketing and globalisation in relation to communications and creative economies.

In his presentation on the role of communication and creative industries in soft power, Lê Quốc Vinh, Chairman and CEO, Le Group of Companies President, CSMO Vietnam, said soft power is not built by the Government alone.

"It is crafted by storytellers, creators, brands, journalists, students – by all of us who carry the story of Việt Nam to the world... and creative industries turn culture into influence and economic value," he said.

Cultural identity and representation on digital platforms, new content consumption models and balancing local versus global content were among the topics of discussion at the event.

Participants also highlighted the role of user-generated content, digital consumption behaviours and purpose-driven marketing along with digital communication economics and policy, including the impact of regulation on intellectual property rights, the digital media economy and intersections with other sectors of tourism, education and advertising.

They spoke about media culture in the age of digital consumption, stressing the formation and construction of personal identity through platform algorithms, critical thinking in digital spaces and the negative impacts of hyper-consumption.

The event proceedings will be published with an ISBN registration and will feature more than 30 high-quality research articles in English, according to the organiser.

A feature of creative architecture inside the BUV.  VNS Photo Mai Khuyên

The SOCCI is one of Việt Nam’s academic units delivering UK-standard education with an international, creative and practice-oriented approach. With a team of experienced international faculty specialising in professional communication, creative contemporary practice and film and media production, the school offers a modern student-centred learning environment that blends in-depth theoretical knowledge with project-based practice.

Its programmes are designed in alignment with industry needs and global trends, enabling students to develop critical thinking, creativity, technological competence and practical professional skills.

Students also benefit from access to an extensive network of industry partners, opportunities to join real-world projects, specialised workshops, creative exhibitions and international academic activities. VNS