COMS Students Attend Cannes Lions 2025 International Festival of Creativity COMS Students Attend Cannes Lions 2025 International Festival of Creativity

Students from the Department of Communication Studies participated in the Cannes Lions International Festival of Creativity 2025, marking the first time an academic program from Hong Kong has attended this global event. The festival, often referred to as the "Oscars of the Creative Industry," brings together professionals from advertising, design, and communication sectors worldwide.

The student delegation, led by Professor Regina Chen, Head of the Department of Communication Studies, represented HKBU’s Public Relations and Advertising programs at this significant industry gathering.

During the festival, students engaged in various professional development activities. Andy Tong, a COMS student, took part in a workshop focused on diversity, equity, and inclusion (DEI), where he collaborated with industry participants from Chile, Spain, Japan, and other countries.

The delegation also met with representatives from major companies, including P&G, Meta, and Dentsu, as well as content creators such as Logan Moffitt. These interactions provided students with insights into current industry strategies and innovations.

Additionally, students attended the PR Lions Awards ceremony, where they observed presentations from leading brands and platforms. These included LVMH's presentation on their "4Cs" framework (exceptional craft, elated customer, extraordinary creativity, and elevated culture), TikTok's approach to trend analysis, YouTube's 20-year development, and Xiaohongshu's community-centred business model.

This initiative reflects the Department of Communication Studies' focus on connecting academic education with industry practice and providing students with international exposure in their field.