SDU and TCEB Run MICE Concert Design Challenge

Bangkok, July 21, 2026 — The Bachelor of Arts in MICE and Event Management program, School of Tourism and Hospitality Management, Suan Dusit University, serving as the Central Region MICE Education Network hub, teamed up with the Thailand Convention and Exhibition Bureau (TCEB) to run “MICE Concert Design Challenge,” a competition themed “Unleash Your Idea Power” with over 10,000 baht in scholarship prizes on the line. The contest ran at Rattakanit Building, 2nd Floor, Suan Dusit University, Bangkok, giving undergraduates a stage to show what they’ve got and pointing toward careers in the MICE and live entertainment industries.

Asst.Prof.Dr.Pornchanit Kaew-Nate, Vice President for Academic Affairs and International Affairs, opened the event. Asst.Prof.Dr.Pimmada Wichasin, Dean of the School of Tourism and Hospitality Management, laid out the goals behind the program, joined by Sita Iam-opas, Senior Manager for MICE Industry Capacity Building at TCEB, who backed the initiative and congratulated participants.

The day mixed professional skill-building with the competition itself. A special talk, “From Concert to Career: Opportunities and the Future for Young People in MICE and Live Entertainment,” saw Sita Iam-opas walk students through where the industry is headed and what doors are opening for newcomers. A follow-up session, “Creative Concert Design: Turning Ideas into Experiences,” brought in Pop Huiprasert, one of the country’s leading concert designers and Managing Director of Huy Co., Ltd., who shared the tricks of turning a creative concept into a concert people actually remember.

Then came the main event — teams pitching concert concepts under the brief “Turning Ideas into Experiences.” Sixteen teams from universities nationwide signed up to compete: Dekvent Susu (Silpakorn University), Beyond Moment (Bangkok University Vocational College), MICE AUAN (Phang-nga Technical College), AUAN MICE (Phang-nga Technical College), Nongmubee (Suan Dusit University), Way to Dream (Thepsatri Rajabhat University), Suruisurai (Bangkok University), Tiscor (Suranaree University of Technology), Moodang of Winner (Suan Dusit University), State of Atta (Suranaree University of Technology), Jai Sang Ma (Suranaree University of Technology), Encore (Prince of Songkla University, Phuket Campus), Bufivestar (Bangkok University), Mice Plodnee 888 (Kasetsart University, Kamphaeng Saen Campus), Make a Wish (Suranaree University of Technology), and Event UTCC (University of the Thai Chamber of Commerce).

The room stayed energetic all day, each team bringing something fresh — concert concepts that blended innovation with real MICE thinking. Judges wrapped up the day with an awards ceremony, handing out certificates to every team that competed.

Organizers see the day as another step forward for both Suan Dusit University and TCEB, pushing the next generation of talent toward a career-ready future in Thailand’s MICE and live entertainment industries.