Gen Z Showcases Vietnamese spirit at Z Marketer Competition Season 5 

In its fifth season, Z Marketer has truly become a vital bridge connecting students with leading marketing experts. The competition continues to spark fresh perspectives and strengthen its reputation as a pioneering competition organised by BUV students.  

The Z Marketer Competition Season 5, held at the British University Vietnam (BUV), drew nearly 200 teams and 549 student participants from across the country, alongside prominent marketing mentors and guests. 

Inspired by the kaleidoscope, this year’s theme – “The Art of Seeing” – encouraged Gen Z marketers to see the world through diverse lenses from consumers, emotions to society’s needs. It highlights that creativity lies not in inventing something entirely new but in offering unique perspectives on the familiar.  

Patriotism in Every Campaign 

With a brief from Canifa S brand to develop marketing plans for its new Gen Z collection, all five finalist teams presented their fresh and innovative ideas inspired by Vietnamese culture and people. 

The “zét zun kầm kập” team of three BUV students won first place with their campaign “Giữ Nếp – Giữ Lửa”. They impressed the judges with a sophisticated, nuanced solution aligned with the competition theme. 

Their campaign tapped into Gen Z’s sense of patriotism, not through lofty slogans, but through everyday choices. The big idea, ‘Wear What Makes Us,’ struck the perfect balance: inspiring while staying closely tied to the fashion products, steering clear of overused ‘cultural celebration’ clichés. With two collections, Giữ Nếp and Giữ Lửa, they blended nostalgia with youthful energy, all brought to life through a clear, creative, and integrated marketing plan that stretched seamlessly across online and offline channels.  

Zét zun kầm kập team engaged in discussions to address the judges’ questions

The two runner-up teams, “RNB” and “b4n thuok l4o ơ Ho T4y,” were praised for their inspiring and influential campaigns. 

The “Đồng Bào – Đồng Chất” campaign by the “b4n thuok l4o ơ Ho T4y” team showcased sharp strategic thinking, linking Canifa S’s three core values of “Quality, Essence, and Character” with Gen Z’s national pride. Their idea of transforming familiar street corners into “living cultural stages” made the brand familiar and inspiring. 

Meanwhile, “RNB” impressed with their “Thêu Nét Việt – Dệt Chất Z” campaign, blending traditional values with Gen Z identity through a hand-embroidered collection inspired by “Uncle Ho’s Five Teachings.” Their integrated marketing plan, featuring out-of-home advertising, workshops with Quất Động artisans, and a cultural exhibition, left a strong mark on community engagement and education. 

Breakthrough Strategies Steeped in National Spirit from 5 excellent teams 

Z Marketer 2025 was supported by a distinguished panel of experienced judges and mentors from the industry, including Pham Ngoc Dai Duong – CEO of Ocean Brothers Media and Entertainment JSC, Nguyen Bich Ngoc – Brand Manager at Canifa, Nguyen Mai Phuong – Global Digital Lead at A WPP Media Brand, and many other representatives. 

Specific feedback from the judges on the student teams’ presentations

Beyond judging, the panel actively shared practical knowledge and experiences, creating unforgettable learning opportunities for participants. Many judges and mentors expressed enthusiasm for fostering long-term collaborations in the future. 

A Launchpad for Creative, Bold Marketers 

Z Marketer is a marketing competition initiated by BUV students to encourage young talents to develop valuable marketing and commercial solutions to address real-world business challenges. 

5 excellent teams came into the Finale

Do Ngoc Huyen, a champion team member, expressed her joy at the finale: “Each round pushed us beyond our limits, teaching us to listen, collaborate, and stand for our ideas. Today’s victory is not just our team’s pride but also a motivation to continue spreading the ambition and creative spirit of Vietnamese students.”  

“Z Marketer Season 5 not only celebrates breakthrough ideas but also highlights the talent and determination of BUV students. They are not only outstanding contestants from diverse disciplines, but also the successive generations who have organised the competition. From ideation and communication to execution, our students have been at the core of every stage throughout all seasons. The success of Z Marketer strongly reflects BUV’s commitment to holistic education and a proactive learning spirit,” shared Ta Ha Lan, Head of Student Engagement at BUV.  

Launched in 2019, Z Marketer has seen four highly successful seasons, welcoming over 5,000 participants and over 1,000 ideas from public and international universities across Vietnam. 

In its fifth season, Z Marketer continues to uphold its core values of creativity, inclusivity, and credibility. The direct interaction between participants and industry experts has elevated Z Marketer beyond an academic competition, transforming it into a practical environment where students learn and connect with leading professionals. 

The competition has also proven to be a launchpad for creative, practical ideas, reflecting BUV’s educational mission of nurturing a generation of innovative, globally integrated students who contribute and bring meaningful solutions to businesses.