Taipei, March 10, 2026
The Department of Advertising at National Chengchi University welcomed a visiting delegation of faculty and students from the International School of Communication Management (ISCM), Chulalongkorn University on March 10. During their visit, the Chulalongkorn delegation participated in the Advertising Department course “International Marketing Communication.”
In the course, the visiting students shared various aspects of Thailand’s cultural soft power with NCCU students. They also formed mixed groups with Taiwanese students to engage in discussions and exchanges on cross-cultural advertising and marketing strategies.
The exchange activity began with a welcome address by Director I-Huei Cheng of the Center for International Cooperation, College of Communication, followed by the session hosted by Professor Elaine Lin, Chair of the Department of Advertising and instructor of the course.
The exchange focused on the strategic application of cultural assets to build national brand identity. The session began with CU student-led presentations focusing on the global influence of "Thailand Soft Power". These presentations illustrated how cultural assets are strategically transformed into national identity and economic resources. Dr. Rémy Jarry, a lecturer from ISCM, expressed his enthusiasm for the long-standing academic relationship between the two universities.
Interactive group activities allowed students to apply theoretical marketing strategies to real-world campaigns across different markets. Mixed groups of Taiwanese and Thai students compared consumer reactions and brand positioning for international labels such as Netflix, Family Mart, and Disney+. They explored how cultural pulse and media environments influence communication decisions and branding strategies. Dr. Elaine Lin, Chair of the Department of Advertising, emphasized the importance of these peer-to-peer interactions in developing global mindsets. The day concluded with a campus tour of the Dah-Hsian Seetoo Library.
This exchange activity gave students from the Advertising Department and students from Chulalongkorn University the opportunity to engage in face-to-face discussions and learn how marketing strategy proposals should be adapted to different local contexts in different countries.
In addition to academic exchange, Taiwanese and Thai students also gained a deeper understanding of each other's cultures through conversation, creating meaningful and wonderful shared memories.
