Marketing Department, School of Business Administration, has given students the opportunity to learn about brand and marketing work through a real-world brief. It invited LEBELAGE Thailand, a Korean K-Beauty skincare brand, to share its Brand & Marketing experience through the Creative Content Idea 2026 activity. The activity was overseen by Dr.Thanakit Vongmahasetha, Chairperson, Marketing Department, School of Business Administration.
In this activity, the LEBELAGE Thailand team introduced students to the brand, from its identity, target audience, and consumer insights to the process of turning an insight into a Big Idea that connects the brand, its products, and consumers. LEBELAGE is a K-Beauty brand built on the concept of "THE POWER OF CARE," which holds that understanding-based care is the foundation of everyday skincare.
In addition to hearing the brand's story, students received a Brand Brief to interpret and develop into Creative Content from a young generation's perspective. There were no ready-made answers: each student experimented with their own ideas, defined a communication approach, and created work in a context close to real professional practice.
This Creative Challenge was not simply a competition to find outstanding work. It was a Co-Creation space in which students took part alongside the brand, from understanding the brief and developing concepts to turning ideas into work that communicates in practice.
The activity allowed students to apply classroom knowledge to challenges from the working world, build experience, and prepare for future careers in brand, marketing, and content. It is in line with Bangkok University's Practical University approach, which emphasizes learning through real practice in collaboration with the business sector.
