Chulalongkorn School of Integrated Innovation
At Chulalongkorn School of Integrated Innovation (CSII), we’ve always believed that learning should be bold, relevant, and hands-on. This semester, our class "Taylor Swift and Social Change" pushed that philosophy to new heights — mixing business strategy, social justice, and pop culture into one unforgettable learning experience.
In true CSII fashion, students didn’t just analyze theory — they brought it to life. The course ended with a wildly creative exhibition that drew more than 100 public and internal visitors in just two hours (including fans who flew in from China and Malaysia), turned our TikTok account viral, and became a live demonstration of four key business concepts in action:
1. Social Media Literacy: Understanding Gen Z and Gen Alpha (Yes, Even for the Professor)
Before this class, the last time I signed up for a social media account was Instagram — in 2012. But if there’s one thing Taylor Swift has taught us, it’s to evolve with the times. I finally joined TikTok, and so did our classroom.
What surprised me most? Less than half of my students were active TikTok creators. But through our in-class assignment, they stepped up as producers, not just consumers. They created commentary videos, class recaps, and exhibition promotions — all using the kind of multimodal communication that defines Gen Z storytelling.
The results? Our class account, @csii.taylor, racked up over 150,000 views, 30,000 likes, demonstrating the power of meeting audiences where they are.
@csii.taylor If you guys missed our exhibition, @lukesoandenzo is here for the recap on all our fun activities that we had! Our dean @ajarn_jaa came to visit and @hongshihoshimade #swiftie bracelets for fans! @csii.chula#bascii#ของดีbascii#taylorswiftandsocialchange . @w1nd_05 @taastanyongmas @xzppeammzz @basciiscofficial @cindydodoo @amaliechula @m1nily_ @santatecha @bbaiifernnnnnn @_s.senee @boom7192 @its.me.oak @p.jcc @fufoofuuuu @fin_palas @aglassofsparklingwine @maybehappy.y @kiyonoo ♬ original sound - csii.taylor
2. Celebrity Endorsement and the Economics of Virality
Two of our students also happen to be rising GMMTV talents — Hong from LKYN and Luke, whose latest series Boys in Love is currently airing. Their participation added unexpected — and powerful — star power to our campaign.
When they reposted promotional videos ahead of the exhibition, views skyrocketed. We had to close public registration three days early. Their fans showed up in droves — some even flying in internationally. Suddenly, our niche academic event became the hottest ticket in town.
We didn’t just read about parasocial marketing or brand loyalty — we lived it.
Credits: @nabiilahnyz (via Instagram), @itsuptojice_ and @merlymry (via X).
3. Operations Management in the Wild: From Theory to Traffic Flow
If you’ve taken an operations class, you’ve probably heard the word “bottleneck” more times than you care to count. But nothing makes it hit home like a real-time crowd of visitors trying to get into your exhibition space.
Inspired by our class session on the logistics behind the Eras Tour by Dr. Park, students mapped out the exhibition as a full guest experience — not just a series of booths. We introduced timed entry, capped group sizes, and even personalized drink orders using the Starbucks name strategy to reduce waiting times and create delight.
Some stations, like tarot reading and candle painting, had limited seating. Others, like the silent disco and Taylor-themed card games, encouraged longer hangouts. With limited space and high turnout, smooth flow wasn’t just important — it was everything. And our students pulled it off.
4. Fun with a Purpose: Turning Heavy Topics into Joyful Learning
"Taylor Swift and Social Change" tackled serious topics — feminist theory, the #MeToo movement, LGBTQ+ rights, copyright law — but we wanted students to engage with these issues in ways that felt joyful, accessible, and personal.
At the exhibition, guests danced through a music-lit tunnel to You Belong With Me, reflected on on lyrics, made bracelets and earned free cookies by participating in lecture-inspired activities. They wrote notes in reflection journals, listened to lyrics in a silent disco, and played our original Taylor Time card game (which, honestly, deserves a retail release).
A CSII Signature: Integrated, Relevant, and Real
What made this class so clearly CSII? It wasn’t just that we blended business with culture. It was that students became the marketers, the operations team, the brand strategists, and the social commentators — all in one.
They practiced innovation by creating something real. They tested theory in the wild. And they built something worth remembering.
Learning, after all, doesn’t always happen in a lecture. Sometimes it happens in a silent disco station. Or a TikTok post. Or a tunnel filled with lights and lyrics.
And as Taylor Swift might say: in our wildest dreams, we didn’t think a class could be this fun.
