BrightUFM opens 2026 cohort with pride, innovation and future-oriented aspirations

On the morning of September 27, 2026, the University of Finance – Marketing solemnly held the Opening Ceremony for the 2026 Cohort, academic years 2026–2030, under the theme “Continuing Pride – Aspiring for Innovation – Shaping the Future.”

For the first time, the ceremony was organized simultaneously in Ho Chi Minh City, at the Quang Ngai Campus and at the Hue Campus through a live broadcast format, creating a modern, seamless and emotionally connected space for new students of Cohort 26D as they officially began their university journey.
At the Ho Chi Minh City venue, the ceremony was chaired by Dr. Cao Tan Huy, Vice President of the University. At the Quang Ngai Campus, the ceremony was chaired by Assoc. Prof. Dr. Le Trung Dao, Vice President, while Assoc. Prof. Dr. Pham Quoc Viet, Vice President, presided over the ceremony at the Hue Campus.
Three venues, one UFM spirit
From Ho Chi Minh City to Hue and Quang Ngai, images from the three venues were continuously connected through the same live broadcast. Real-time interactions and coordinated activities between the main stage and the campuses created an impressive technological highlight, bringing together thousands of emotions across different locations in one shared celebration.
The geographical distance seemed to fade away as messages from one venue were continued at another; applause, images and emotions from students across regions appeared together on the large screen. Each venue carried its own distinctive atmosphere, yet all converged in one common spirit — the spirit of UFM.
Beyond its modern format, the ceremony was also marked by vibrant artistic performances, carefully staged and rich in expression. Youthful melodies, dynamic performances and solemn moments together conveyed the message of the program: pride in the values built over generations, confidence in the aspiration for innovation and readiness to create new values for the future.
From a 50-Year foundation to a new generation
In his message to the ceremony, Assoc. Prof. Dr. Pham Tien Dat, Secretary of the Party Committee and President of the University of Finance – Marketing, warmly welcomed more than 9,000 new students who had completed their admission procedures in 2026 and officially become members of the UFM community.

The new students of Cohort 26D joined the University at a particularly meaningful milestone, as 2026 marks the 50th anniversary of the establishment and development of the University of Finance – Marketing. Half a century shaped by dedication, intellect and responsibility from generations of lecturers, staff and learners is not only a proud foundation but also a reminder of the University’s responsibility to continue developing in a rapidly changing context of science, technology and society.
The year 2026 also opens a new development space for the University as it expands its operations with campuses in Hue, Quang Ngai and Dong Nai. This marks an important step in UFM’s multi-campus development strategy, strengthening regional connectivity, expanding learning opportunities and enhancing the University’s contribution to localities, businesses and the wider community.
In that context, the new students of Cohort 26D are not only beneficiaries of a renewed educational environment, but also active participants in an important period of transformation for the University. Whether studying in Ho Chi Minh City or at UFM’s campuses, each student shares the same system of values, quality standards and development aspirations, together nurturing a sense of belonging and pride in being a student of the University of Finance – Marketing.
Learning with integrity, living a meaningful student life and taking responsibility
Addressing Cohort 26D at the beginning of their university journey, Assoc. Prof. Dr. Pham Tien Dat emphasized what learners need to prepare for in a world being reshaped by artificial intelligence, big data and digital transformation. According to the President, future differences will no longer depend merely on who memorizes more information, but on the ability to ask the right questions, think independently, make sound choices and transform knowledge into value.

From that perspective, he conveyed three key messages to the new students.
First, students were encouraged to “learn with integrity” — to study with passion, proactiveness, creativity, honesty and discipline. Learning should not stop at grades, but should aim toward real capacity, problem-solving ability and adaptability in a constantly changing professional environment.
Second, students were encouraged to build a broad, vibrant, dedicated and meaningful university life. University is not limited to textbooks, credits and classroom hours. It also includes scientific research, community activities, clubs, competitions, academic exchange, internships, business connections and opportunities to challenge oneself with new experiences. These experiences will help shape a more mature version of each student.
Third, students were reminded to uphold seriousness and responsibility. Competence may help a person move quickly, but character determines how far one can go and how much trust one can earn. The University expects students’ years at UFM to help them not only gain solid professional knowledge, but also learn to take responsibility for their choices, respect others and use their abilities to create positive values for the community.
The message also placed students at the center of their own growth journey. The University creates the environment and opportunities; lecturers transmit knowledge; enterprises and partners connect learners with practice; families remain a source of support. Ultimately, however, it is each student who decides what they will learn, how they will grow and who they will become after leaving the university gate.
In his message to the entire University, Assoc. Prof. Dr. Pham Tien Dat called on all officials, lecturers, staff, employees and students to enter the 2026–2027 academic year with the spirit of “Breakthrough Thinking – Accelerated Transformation – Substantive Results.” Innovation in thinking, he emphasized, must lead to new ways of doing; new ways of doing must create transformation; and that transformation must ultimately be proven through substantive outcomes in daily work.
With confidence in the new generation, the companionship of society and the University’s development aspirations for the next stage, the President officially declared the opening of Cohort 26D, academic years 2026–2030, of the University of Finance – Marketing.
The drumbeat opening a new journey
In the solemn atmosphere of the ceremony, the opening drumbeat resounded, officially marking the beginning of the 2026–2030 cohort. Each drumbeat not only signaled the start of a new academic year, but also served as a call to a new journey — a journey of learning, experience, growth and self-affirmation for Cohort 26D.

The ceremony continued with the announcement of decisions for students, the recognition of outstanding achievements in admission, study and training, and the presentation of certificates of merit and meaningful scholarships.

In particular, the “Tiep suc den Truong” scholarship once again demonstrated the companionship of the University, enterprises and partners with learners. Each scholarship was not only a form of support for students’ learning conditions, but also a message of sharing, trust and encouragement, helping new students move forward with greater confidence.
Passing on the Traditional Flag — Entrusting Confidence to Cohort 26D
One of the most symbolic moments of this year’s Opening Ceremony was the traditional flag handover ritual for new students of Cohort 26D.
More than the transfer of a flag, the ritual symbolized the continuation of values that generations of UFM have persistently cultivated throughout the University’s 50-year journey. From previous generations to today’s new students, that tradition is not passed on merely to be preserved in memory, but to be further enriched through knowledge, creativity, responsibility and new contributions.

The ritual was conducted across the three venues in Ho Chi Minh City, Hue and Quang Ngai, allowing the traditional flag to appear at the same moment in different learning spaces of UFM. For the campuses in Hue and Quang Ngai, this was an especially meaningful moment, as the first generations of students in a new stage of the University’s development received the symbol of tradition and officially became part of the shared UFM journey.
The flag that was handed over also carried with it trust and expectation. From that moment, Cohort 26D was no longer only a group of new students entering university; they became a succeeding generation — continuing the pride of those who came before and carrying the responsibility to create new values for those who will follow.
Continuing the Journey to shape the future
After 50 years of establishment and development, the Opening Ceremony for Cohort 26D was more than a formal beginning to a new academic cycle. It marked the moment a new generation entered the University’s stream of tradition at a time when UFM is undergoing strong transformation in scale, operational space and development approach.

From Ho Chi Minh City to Hue and Quang Ngai, the three venues concluded the program in one shared rhythm of connection. The drumbeat had sounded. The traditional flag had been handed over. From that moment, more than 9,000 new students of Cohort 26D began writing the first lines of their university journey.

Behind them are 50 years of pride. Ahead of them is an open future to be shaped. And in the present, the foundation of Cohort 26D is the aspiration for innovation, the spirit of dedication and the responsibility to create values worthy of the name of students of the University of Finance – Marketing.

Hong Quan