UEF students explore the value of empathy in creative thinking.

On the afternoon of May 19th, the Marketing Faculty of UEF, in collaboration with Flamingo Digital Media Joint Stock Company, organized a workshop titled "Empathy is the Beginning of Creativity ," offering students a new perspective on the connection between understanding people, emotions, and creative thinking in modern life.

The program also introduced the "IKI Co-creation - Co-creating Connecting Living Spaces" competition for young people who love to create and develop ideas for living spaces that foster connection.

The program helps students gain a new perspective on the connection between human understanding, emotions, and creative thinking.

Attending the program were Dr. Phan Bao Giang - Vice Rector, Head of the Marketing Department; Mr. Pham Van Phat - Lecturer in the Marketing Department; Ms. Pham Thi Lan Khanh - Director of Flamingo Digital Media Joint Stock Company; and Mr. Nguyen Tang Quang - Design Expert from Obayashi Group, along with other lecturers from the department. 

Dr. Phan Bao Giang emphasized the opportunities and values ​​that students can receive when participating in the IKI Co-creation competition.

Opening the workshop, Ms. Pham Thi Lan Khanh provided an overview of the "IKI Co-creation - Co-creating Connecting Living Spaces" competition, helping students better understand the theme, rules, and values ​​the competition aims for. According to the organizers, the competition not only seeks creative design ideas but also encourages young people to create living spaces that foster sharing, connection, and a sense of belonging.

Ms. Pham Thi Lan Khanh gave an overview of the IKI Co-creation competition.

The program also introduces the mentoring team and the judging panel accompanying the competition, providing students with additional professional support in the idea development process.

The highlight of the workshop was the presentation on the topic "Empathy is the beginning of creativity" by Mr. Nguyen Tang Quang, M.Sc. The speaker analyzed the role of empathy in creative thinking and living space design, emphasizing that creativity sometimes doesn't begin with shapes or materials, but stems from understanding what people need to feel heard, connected, and shared.

MSc. Nguyen Tang Quang analyzes the role of empathy in creative thinking and living space design.

During the discussion, the speakers exchanged views on the reality of "being connected a lot but lacking genuine connection" in modern life; changes in how young people express emotions, build family bonds, and feel a sense of belonging in their living spaces. 

Perspectives from marketing, design, and communication provided students with much to ponder about observing behavior, listening to unspoken needs, and transforming that understanding into practical creative value.

Expanding on multiple perspectives helps students better understand empathy in practical creativity.

In addition, the interactive session with students was lively, with many asking questions about idea development, maintaining emotional depth in creativity, and applying empathetic thinking to life.

Students proactively asked questions to the speaker to supplement their practical knowledge.

Through the workshop, UEF students not only gained practical insights from experts but also found inspiration to develop creative thinking linked to human values, emotions, and sustainable connections in modern life. The sharing from the program also motivated students who wished to participate in the IKI Co-creation competition. 

Information and Communication Center