On October 20, 2026, the University of Asia and the Pacific’s School of Media & Marketing (SCM), in partnership with Gushcloud International, hosted a fireside chat with Steven He, a global content creator best known for the “Emotional Damage” trend, to discuss “The Creator Economy: Inspiring Creation and Brand Partnerships”. Also present were UA&P SCM alumni and content creators Ydan “Dan” Yotoko and Kelly Cruz, who shared their perspectives on establishing creator identities, building online communities, and navigating brand partnerships.
The Li Seng Giap Auditorium was quickly filled with students eager to see and hear from the content creators. The panel took turns sharing their experiences and insights on the intentional business decisions that go behind content creation.
Steven He explained the importance of aligning content with a specific message, target audience, and social media platform to produce videos that meet the creator’s own goals and those of potential brand partners. Furthermore, he stressed the importance of building a team of skilled individuals to maintain content quality and character while progressing from short-form reels to sit-down long-form videos.
Dan Yotoko, an Integrated Marketing graduate, emphasized that the road to success begins with simply starting. He encouraged small creators to first find a niche, focus on a community that they resonate with, then build a following from there. Ultimately, having the courage to hit post is the first step to success. He pointed out, “How many [TikTok] drafts do you have right now? 360? That’s 360 chances to go viral”.
On challenging brand partnerships, Kelly Cruz, a graduate of the Media and Entertainment Management program, shared how she once received a vague content brief from a client, but managed to turn it into an opportunity to express herself freely. “It made me make use of what I have. It made me sketch from nothing to something beautiful”. It was important to her that she exhibited authenticity even while working with different sets of brands.
Towards the end of the program, students were also given the chance to ask questions and gain insights from the panel of creators. Afterwards, Steven He explored the university campus and visited the ongoing Junior College Business Fair. There, he took pictures and videos while interacting with the various student-led booths, giving students a firsthand experience of content creation.
Overall, Steven He’s visit and the accompanying forum offered aspiring creators and brand managers insights from industry professionals on creating meaningful content and unlocking successful partnerships, all while remaining authentic and purposeful in their endeavors.
