ICCCI 2025: Creative industries shift from “soft sector” to a new economic driver 

The International Conference on Communications and Creative Industries in Contemporary Asia (ICCCI 2025) offered a comprehensive picture of the rapid expansion of creative industries and the emerging demands for talent in this sector. 

Organised by the School of Communications & Creative Industries (SoCCI) at British University Vietnam (BUV), the conference brought together more than 30 scholars, experts and young researchers from many countries.  

Across five specialised sessions, ICCCI 2025 featured key themes such as digital transformation, cultural identity in new media environments, the rise of user-generated content, the impact of digital media economics and policy, and shifts in digital consumption behaviour. 

A Shift in the Global Creative Economy 

In his opening remarks, Prof. Rick Bennett – Vice President and Deputy Vice Chancellor of BUV made an important statement that set the tone for the entire event: “Globally, 6.1% of GDP comes through creative industries – a figure that makes clear just how significant this sector is.” 

Prof. Rick Bennett opening ICCCI 2025 with remarks on the rising role of creative industries 

His sharing casts new light on the long-held perception that creativity is a “soft sector” driven by inspiration alone. Instead, many countries now regard the creative industries as a foundational economic pillar, where design, visual communication, film, animation, publishing, and digital arts generate commercial, cultural, and nation-branding value. 

On the Vietnam scale, Assoc. Prof. Dr. Nguyen Hoang Anh from Foreign Trade University noted that creative industries currently contribute around 3% of the national GDP, which is lower than the global average of 5%. However, Vietnam government aims to increase this number to 8% by 2035, signalling expectations that creativity will become a major economic driver.  

Dr. Nguyen Hoang Anh noted that the rapid growth of the creative industries presents both opportunities and challenges 

Adding to this, Dr. Nick Zhang from Hong Kong Baptist University discussed how artificial intelligence is restructuring creative workflows, generating a strong demand for professionals who can integrate artistic thinking with technological capabilities. AI, he argued, does not diminish human creativity but raises the bar for what creative talent must now deliver. 

Cultural Dimensions of Creative Industries in Vietnam 

A highlight of the conference came from the presentation by Mr. Le Quoc Vinh, Chairman of LeBros. He emphasised that Vietnam has a rich foundation of heritage, cuisine, arts and contemporary culture which could generate future soft power. 

Le Quoc Vinh discussed on the role of communication and creative industries in lifting Vietnam’s soft power  

He argued that when communications and creativity are effectively combined, cultural assets can be transformed into economic value and a modern national identity. This requires a creative workforce capable of understanding cultural symbols and translating them into compelling, consistent narratives for the digital age. 

The cultural lens was further expanded through the keynote by Betty Ann D. Estrada from the University of the Philippines – Dasmariñas. Her analysis of Netflix’s K-pop Demon Hunters illustrated how visual storytelling, especially animation and character-driven narratives, has become a defining language of young audiences across Asia. 

Betty Ann sharing on the influence and significance of cultural elements in storytelling  

Similarly, Ms Vi Thi Phuong from Thai Nguyen University of Sciences presented on YouTube’s role in promoting Vietnamese and Malaysian culinary culture. She demonstrated that cultural narratives only gain traction when conveyed through vivid imagery and compelling visual storytelling. This reinforces the essential role of design, illustration and visual communication in shaping cultural presence. 

Grasping these market insights, SoCCI at BUV continues to develop academic programmes that meet the rising demand for quality creative talents, including Professional Communication, Film & Media Production and Contemporary Creative Practice. Notably, BUV is launching two new dual-degree programmes in partnership with Manchester Metropolitan University, including Graphic Design and Illustration & Animation. These programmes equip students with conceptual thinking, artistic fundamentals, technological application and strong storytelling skills. 

A Multi-Dimensional Space for Creative Exploration 

Beside the academic discussions, ICCCI 2025 also featured a vibrant creative showcase, including an exhibition of contemporary artworks, the launch of filmmaker Timo Heinänen’s book Cinematographer’s Canvas, and a screening of Juha Rosma’s art film The Rats. 

Dr. Paul David John Moody, Head of SOCCI, reflected on the significance of the event: “Bringing together such a wide range of academic perspectives from the region and internationally allows the conference to open up a richer, more layered conversations about how digital communications are reshaping the social, cultural, and economic dimensions of today’s creative economies.” 

More than an academic forum, ICCCI 2025 affirmed the strong growth of the creative industries and the urgent need for well-trained talents across design, communications, illustration, animation, film, media and other fileds in the creative ecosystem. These areas are expected to play an increasingly important role in shaping Vietnam’s creative economy in the coming years and education remains the key to building a workforce ready for that growth.