FICC Students Win Best Research Award at ICCCI 2025

20:49 06/12/2025

At the International Conference on Communication and Creative Industries in Contemporary Asia (ICCCI 2025), hosted by the British University Vietnam (BUV), a group of students from the Faculty of International Communication & Culture (FICC), Diplomatic Academy of Vietnam, was honored with the Best Presentation Award in the Young Scholars category, affirming their outstanding research capacity, academic rigor, and international integration in the global academic arena.

Dr. Paul David John Moody, Dean of the Faculty of Communication and Creative Industries at the British University Vietnam (BUV), presented the Best Presentation Award to the student team from the Diplomatic Academy of Vietnam.
Dr. Paul David John Moody, Dean of the Faculty of Communication and Creative Industries at the British University Vietnam (BUV), presented the Best Presentation Award to the student team from the Diplomatic Academy of Vietnam.

Held over two days from December 2 to 3, ICCCI 2025 gathered numerous experts and scholars from various countries to discuss the theme “Communication and Creative Industries in Contemporary Asia,” creating a vibrant platform for academic exchange and interdisciplinary dialogue.

Representing the Diplomatic Academy of Vietnam, students Hoàng Thu Trang, Nguyễn Đức Phúc, and Trần Việt Hoàng from FICC captured the top honor with their research titled “Vietnamese Gen Z’s Adoption of AI-Generated Advertising: A Quantitative Study,” earning the Best Presentation Award - the conference’s highest recognition in the Young Scholars category.

Students Hoàng Thu Trang, Nguyễn Đức Phúc, and Trần Việt Hoàng from the Faculty of International Communication and Culture (DAV) successfully claimed the highest award of the conference.

At the conference, delegates also listened to in-depth analyses by leading scholars such as Dr. Nick Zhang (Hong Kong Baptist University, China) and Dr. Paul David John Moody (Dean of the Faculty of Communication and Creative Industries, British University Vietnam). Their presentations highlighted both the opportunities and challenges facing the communication sector amid digital transformation and the rapid application of artificial intelligence.

On the sidelines of the conference, the organizing committee hosted exhibitions showcasing contemporary publications, creative products, films, and works of art, alongside screenings of cinematic and creative media productions. The official conference proceedings, registered with an ISBN, were published with over 30 high-quality research papers in English.

The conference attracted the participation of numerous experts and scholars from different countries, along with a large number of young Vietnamese attendees.

As an important academic and professional forum addressing trends, challenges, and opportunities in digital communication and contemporary creative industries, the conference aimed to promote dialogue on the socio-cultural, political, and economic implications of digital media in shaping the future of creative economies across Asia.

In addition, scholars from universities, research institutes, and enterprises in countries such as China and the Philippines focused on analyzing emerging trends in the communication industry, including media culture in the era of digital consumption, issues surrounding personal branding shaped by social media algorithms, critical thinking in digital spaces, and the negative impacts of excessive consumption.

The students presented their research titled “Vietnamese Gen Z’s Adoption of AI-Generated Advertising: A Quantitative Study” at the international conference.

Once again, the Diplomatic Academy of Vietnam extends its warmest congratulations to the students of the Faculty of International Communication and Culture on their outstanding achievement. It is hoped that they will continue to uphold their enthusiasm and passion, and achieve even greater success in their future academic journey.

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