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        In an era of rapid technological change, where the skills demanded by the labor market may no longer be the same as before, preparing the new generation requires elevating learning to be driven by data, technological innovation, and human understanding. Sharing this common vision, Bangkok University, through its School of Communication Arts, has partnered with True Corporation to launch the "BU be TRUE: THE FUTURE TAKES OFF TOGETHER" project. The initiative aims to create a future-ready learning model that connects the university with the private sector to cultivate the new generation into Future Leaders — changemakers equipped with upskilled Creative-AI capabilities who understand both people and business. They will learn to apply technology responsibly and creatively, ready to generate sustainable value for organizations and society in the AI-driven world of work.

        Under the concept of Learn – Work – Create – Innovate, the BU be TRUE project is designed as a learning pathway that takes students beyond the classroom, strengthening them with diverse skills toward real-world industry experience through 5 key processes: decoding human understanding (Human Decode); fusing essential skills (Skill Fusion) — including storytelling, AI literacy, digital tools, business thinking, and communication ethics; tackling real industry challenges (Real Challenge Lab); experimenting, receiving mentorship, and improving (Test, Mentor & Improve); and advancing toward a career path (Launch to Career). The project opens the door for the business sector to participate in developing a Future Workforce equipped with skills that meet the demands of the future world of work, while promoting the responsible use of AI and creativity — cultivating students into graduates who understand people, understand technology, and understand business, and who can create real value for people in society.

         The BU be TRUE collaboration reflects a new role for universities and industry in jointly building a learning ecosystem suited to the Creative-AI era of work. It gives students the opportunity to learn from experts, solve real-world problems, access technology and digital tools, develop practical work, and progress toward internships, employment, and future career paths — together cultivating a new generation ready to drive the creative industry and AI economy forward.

         Asst. Prof.Sansern Milindasuta, Executive Vice President for Academic Affairs at Bangkok University, said: "Bangkok University and True share a key common ground: a belief in fostering innovation and developing creative talent ready for the future. Learning within academia alone may not be enough to keep pace with the real changes taking place in the industrial world. The BU be TRUE collaboration therefore marks an important step in connecting the university with the business sector, enabling students to work on real projects, learn from real challenges, and develop their own potential while creating economic and social value for the country."

         K.Oliver Kittipong Veerataecha, Chief Brand and Communications Officer of True Corporation Public Company Limited, said: "True Corporation believes in the potential and power of the new generation, who will grow into Future Leaders — change-makers who will bring real transformation to life. As Thailand's leading telecommunications and technology provider, True is elevating its role from a Connectivity Provider to an Enabler of Possibilities — one that not only connects people through technology but also opens doors of opportunity for the younger generation. Technology can only be truly meaningful when it is used to drive sustainable value for people, society, and the nation. The collaboration with Bangkok University on the BU be TRUE project serves as a bridge of opportunity, allowing students to learn through hands-on work, refine their skills, and apply AI technology and innovation to create value across the entire business chain. With its comprehensive digital infrastructure and digital ecosystem, True is ready to provide a space for young people to turn their creativity into use cases that generate real, scalable impact. The new era calls for Future Leaders with vision — those who dare to think, dare to act, and are ready to navigate every change — to help drive Thailand forward, together."

         K.Sarinra Wongsuppaluk, Chief People Officer of True Corporation Public Company Limited, said: "True Corporation recognizes the importance of developing the new generation into Future Talent, ready to navigate a rapidly changing world of work. True has continuously carried out various initiatives to build a Future Workforce, and the BU be TRUE project marks another important platform, giving students the opportunity to learn from real business challenges and context, while applying classroom knowledge to real-world practice — a vital foundation for growing into a capable Future Workforce. True is committed to opening up space for students to learn about the working world, transforming experience into skills that can be genuinely applied in the future — especially in an era where AI will be a key tool for elevating human potential. However, the heart of it all still lies in human skills: critical thinking, analytical thinking, problem-solving, and sound decision-making. No matter how advanced technology becomes, humans remain the ones who set direction, define challenges, and create true value."

         At the panel discussion "Bridging Education and Industry for Future Talent," Ms. Naoka Kurashige, an intern in Communication Strategy and Ideation at Bangkok University International, said: "The internship at True was a valuable opportunity that allowed me to move from the classroom into the real world of work. I learned about Brand Communication, the overall business landscape, strategic thinking processes, and real challenges within a large organization. Throughout the internship, I came to understand that communications work requires creativity, strategy, and a deep understanding of customers, combined with hands-on execution and taking feedback to improve the work further. This experience sharpened my way of thinking, broadened my perspective, and gave me a clearer sense of direction for my career path — including the skills required, ways of working, and areas I still need to develop. True was not just a place for an internship, but a space that allowed me to discover my own potential and build toward real work in the future."