On the afternoon of May 15, 2025, the launch ceremony for Social Pioneers 2025, a national social marketing competition, was successfully held at National Economics University (NEU), building on the outstanding achievements of the two previous editions held in 2023 and 2024.

A view of the 2025 national social marketing competition

Representing the co-organizer, the Phu Xuyen District People’s Committee, at the launch ceremony was Nguyen Trong Vinh, Vice Chairman of the Phu Xuyen District People’s Committee, Hanoi. Representing NEU were Prof. Dr. Nguyen Thanh Hieu, Vice President; Assoc. Prof. Dr. Pham Van Tuan, Vice President of the College of Business, NEU; Dr. Vu Trong Nghia, Head of the Department of Communications; Dr. Vu Tri Tuan, Member of the Standing Committee of the Hanoi Youth Union and Secretary of the University’s Youth Union; MSc. Nguyen Duc Nhan, Deputy Secretary of the University’s Youth Union and President of the Student Association; Assoc. Prof. Dr. Pham Thi Huyen, Vice Chair of the NEU Trade Union and Vice Dean of the Faculty of Marketing; and Assoc. Prof. Dr. Nguyen Dinh Toan, Vice Dean of the Faculty of Marketing. Also attending were business representatives and more than 400 school and university students.

Social Pioneers is a national social marketing competition organized by NEU. The competition is aimed at young people aged 15 to 24 across the country who are interested in and wish to create their own marketing campaigns to address serious social issues and work with partners and businesses to implement effective CSR activities that create positive value for the community.

Prof. Dr. Nguyen Thanh Hieu, Vice President of NEU, delivers remarks

Speaking at the launch ceremony, Prof. Dr. Nguyen Thanh Hieu, Vice President of NEU, noted that academic competitions at NEU in particular and nationwide in general are receiving increasing attention, with steadily improving quality. They offer valuable opportunities for school and university students to develop their specialized knowledge and demonstrate their creative thinking, abilities, and confidence. “I believe that NEU will continue to affirm its pioneering role in organizing academic competitions with strong disciplinary depth and substantial practical applications, helping to identify and nurture more young talent for the country.”

Prof. Nguyen Thanh Hieu also noted that Social Pioneers 2025, now in its third edition, is being jointly organized with the People’s Committee of Phu Xuyen District, Hanoi—a locality rich in cultural identity and traditions. This offers contestants an opportunity to propose marketing solutions grounded in practice and celebrate traditional cultural values from the perspective of innovation and integration. This year’s competition format also features two separate divisions for school and university students, better accommodating each group of contestants. “I believe that, through the competition, young people will not only gain additional knowledge and professional skills but also develop a spirit of dedication, spreading positive values throughout the community through their own abilities and hearts,” Prof. Dr. Nguyen Thanh Hieu shared.

Nguyen Trong Vinh, Vice Chairman of the Phu Xuyen District People’s Committee, Hanoi, delivers remarks

Also speaking at the launch ceremony, Nguyen Trong Vinh, Vice Chairman of the Phu Xuyen District People’s Committee, Hanoi, noted that Phu Xuyen District has long been known for its rich cultural traditions and diverse, long-established craft villages specializing in mother-of-pearl inlay, rattan and bamboo weaving, metalworking, netting production, leather and footwear, and more. Each craft village embodies distinctive cultural values, playing an important role not only in creating jobs and developing the local economy but also in preserving national cultural identity. Products from Phu Xuyen’s craft villages are now exported to many international markets, including the United States, Germany, and numerous other countries.

With the district serving as a co-organizer of the competition for the first time, Nguyen Trong Vinh described this as a valuable opportunity to share Phu Xuyen District’s traditional values more widely, particularly with the younger generation. This year’s competition theme, “The Gate of Legacy,” is not only thought-provoking but also sets out a fresh, creative approach to preserving and developing traditional cultural values through the lens of social marketing.

“We look forward to hearing and exploring creative, groundbreaking ideas from young people who bring fresh energy and innovative thinking, so that we can fully harness the potential of craft village products, improve their quality, and present local culture to the community in a more appealing and modern way,” Nguyen Trong Vinh shared.

Prof. Dr. Nguyen Thanh Hieu, Vice President of NEU, and Nguyen Trong Vinh, Vice Chairman of the Phu Xuyen District People’s Committee, Hanoi, present gifts and pose for a commemorative photograph

The competition has completed two editions with achievements to be proud of. The impressive figures for the first edition included more than 700 teams from across the country, more than 2,000 contestants, and more than 1,000 attendees at the final night, with a total prize value of VND 750 million. The second edition attracted more than 750 teams from across the country, more than 2,200 contestants, and more than 1,000 attendees at the final night, with a total prize value reaching VND 900 million. Social Pioneers has demonstrated its scale and influence as a national social marketing competition. Building on the achievements of the two previous editions, Social Pioneers 2025 returns with the theme “The Gate of Legacy,” with a mission to find “Decoders” on a journey to create a legacy and awaken the essence of traditional culture within the flow of modern life.

Delegates take part in the ceremonial launch of the 2025 national social marketing competition

The competition officially launched on May 15, 2025, and will conclude on August 8, 2025, with two divisions—the University Student Division and the School Student Division—and four rounds to identify contestants deserving of the top honors. In the final, the best teams will present their projects to the judging panel.

At the launch ceremony, the Organizing Committee outlined this year’s new features, rules, and competition procedures, and officially announced the opening of registration for Social Pioneers 2025. Details are available at: https://socialpioneersmarketingneu.com/.

Delegates attending the launch ceremony for Social Pioneers 2025 pose for a commemorative photograph

Article and photos: Faculty of Marketing and Department of Communications

This is an automated translation. If you notice any errors, please contact the Department of Communications, National Economics University at phongtruyenthong@neu.edu.vn.