On 28 January 2025, ESSEC Asia-Pacific’s Global BBA and Master’s Student Ambassadors convened for an innovative Lunar New Year Professional Development session. The event, hosted at the Singapore campus, combined digital marketing expertise with cultural celebration. It demonstrated ESSEC’s commitment to developing student leaders who can effectively combine academic excellence with cultural intelligence.

Joe Escobedo, CEO and Chief Editor of Escomedia delivered a comprehensive digital marketing masterclass. Drawing from his extensive experience with Fortune 500 companies and Asia-Pacific startups, Escobedo shared insights on:

• Developing a professional digital presence that aligns with ESSEC’s global brand while maintaining an authentic personal voice.
• Creating compelling content strategies that resonate with prospective students across diverse markets.
• Leveraging data analytics to optimize engagement across LinkedIn, Instagram, and emerging social platforms.
• Implementing storytelling frameworks that effectively communicate the unique value proposition of ESSEC’s Asia-Pacific programs.

The training exemplifies ESSEC’s strategic approach to student development, combining professional skill-building with leadership opportunities. Student ambassadors engaged in hands-on workshops, developing content plans and personal branding strategies that will enhance their ability to connect with prospective students worldwide.

The session culminated in a traditional Singaporean yu sheng ceremony, commonly known as lohei (prosperity toss). This ceremonial salad toss, accompanied by auspicious wishes, represents the fusion of professional development with cultural intelligence that distinguishes ESSEC’s Asia-Pacific campus. Participants learned the cultural significance of each ingredient and the proper protocols for this critical Lunar New Year tradition.

This integrated approach to ambassador development reflects ESSEC’s position as a leading global business school with deep Asian insights. ESSEC ensures that ambassadors can effectively represent the institution’s unique value proposition in an increasingly competitive international education market by equipping student representatives with digital marketing expertise and cultural fluency.