Influence
W hen Moon decided to attend HKUST, she was ready to push herself academically and expected a straightforward learning journey. She was pleasantly surprised to discover that the HKUST business program offered a far broader scope, setting her on a path different from the traditional ones pursued by other business students. She could not have envisioned how her marketing major would inspire her future career as a content creator and influencer. Today, she continues to draw upon what she learned in the program as her digital profile and business thrive and grow. Moon initially chose the Bachelor of Business Administration (BBA) program for its wide range of subjects and flexible curriculum. “The BBA program at HKUST has a good reputation and offers numerous career paths,” she says. “The university seemed focused on academics, and I thought that’s all I needed.” She was pleased to discover that there was also an inclusive and encouraging culture at HKUST that would play an equally important role in shaping her academic and professional journey. “Everyone was very hardworking, but HKUST is also very good at encouraging everyone to start their own business and to plan their unique career paths,” Moon adds. While exploring different fields within the BBA program, Moon discovered her passion for marketing. “In our classes, we had to study a lot of interesting worldwide marketing cases,” she says. “Marketing taught me about human interaction and how to communicate with different people.” Learning from case studies inspired her and sparked her creativity, leading her to start filming social media content that really resonated with audiences. This boosted her influence, making her a sought-after KOL on Instagram, where she partners with brands and businesses to engage, educate, and entertain.
HKUST was supportive of her entrepreneurial spirit and helped foster her content-creation aspirations. “Some of my videos were filmed on campus, and the university was very supportive in helping me get the permissions I needed,” Moon says. She feels this really showcased the university’s commitment to student initiatives. Moon’s elaborate videos often feature big casts of people and highlight life at HKUST with unique and playful pranks. Fun and upbeat, her content is popular as few others are producing a similar style here in Hong Kong. A spirit of collaboration was part of the program, and the connections Moon made at HKUST have been invaluable. “The people I met at HKUST – my peers – have been incredibly supportive. One of my friends became a member of an organisation and helped me join some charity events to build my profile and popularity,” she says. The strong network of peers and alumni has also introduced her to new projects and job opportunities. “All the students are friends, and many are in the marketing field after graduation. My classmates and PR professionals continue to introduce me to new projects and jobs, and I support them where I can, too,” she adds. Moon is passionate about sharing her positive experiences at HKUST with others, especially secondary school students who follow her content. “I always tell my audience that HKUST is a good place to spend your university life. It balances your academic life and helps you shape your career path,” she says. HKUST’s environment fosters both practical and creative thinking. “It’s a great environment for both pragmatic, analytical individuals and those who are creative and open-minded,” she says. “I learned at HKUST that in the world of business, there’s space for all kinds of people.”
HKUST is a place that encourages you to explore different paths and supports your unique career goals.
Moon Cheung Bachelor of Business Administration Marketing Class of 2023
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