Photos Mohd Azri Abdul Aziz and Muhammad Hafidz Baharudin
SIBIU, 17 May 2026: Two Assistant Directors from the Centre for International Affairs and Cooperation (CIAC), Universiti Utara Malaysia (UUM), Mr. Mohd Azri Abdul Aziz and Mr. Muhammad Hafidz Baharudin, recently represented the University at the 12th edition of the International Week (iWeek 2026), hosted by Lucian Blaga University of Sibiu (ULBS), Romania.
Organised by the Department of International Relations under the Erasmus+ funding initiative, the annual programme brought together international scholars and university officers from across the globe to foster intercultural understanding, academic collaboration, and international networking.
Located in the heart of Transylvania, Sibiu is historically known as Hermannstadt. It is renowned for its rich cultural heritage and distinctive architectural charm. Founded by German craftsmen and merchants known as the Transylvanian Saxons, the city is internationally recognised for its iconic eye-shaped dormer windows perched atop traditional rooftops, giving the city a unique “watchful” appearance.
This year’s iWeek 2026 brought together approximately 110 participants from 30 countries, including Argentina, Armenia, Austria, Bangladesh, Georgia, Italy, Jordan, Morocco, Türkiye, Tunisia, and the United States of America. The programme created a vibrant multicultural environment where international scholars, academic staff, and international officers exchanged ideas, delivered lectures, and shared best practices in higher education internationalisation.
For Mr. Azri and Mr. Hafidz, participating in the Erasmus+ community at ULBS was a truly enriching experience. The delegates observed that ULBS actively hosts mobility students from countries such as Türkiye and South Africa under the Erasmus+ initiative. Although most regular classes are conducted in Romanian, the university also offers several international programmes fully taught in English.
The UUM representatives also noted that language barriers still exist among segments of the local community in Romania. However, according to Ms. Francesca Pop from the Department of International Relations, ULBS, the situation has improved considerably over the years.
“Things have improved a lot. They can speak English now. English proficiency among locals has significantly improved compared to a decade ago,” she explained.
Throughout the programme, both UUM officers attended a series of engaging lectures delivered by distinguished international academics. One particular insightful session, entitled “How to Measure Happiness?”, was conducted by Prof. Dr. Roel Rietberg from Saxion University of Applied Sciences.
The lecture explored the methodology behind the World Happiness Report 2025 and highlighted unique indicators used to measure societal wellbeing, including the “lost wallet test” — a behavioural experiment assessing societal trust, civic honesty, and the kindness of strangers. The session also emphasised how volunteering and participation in Corporate Social Responsibility (CSR) initiatives contribute positively to happiness indicators.
Another captivating session was delivered by Associate Prof. Dr. Ashikur Rahman from Daffodil International University on the topic of “Neuromarketing”. The lecture introduced participants to how colours subconsciously influence consumer behaviour and decision-making. For example, the colour green is often associated with relaxation, peace, health, and nature, making it widely used in eco-friendly and organic branding strategies.
Interestingly, Associate Prof. Dr. Ashikur also shared his academic connection with Malaysia, having completed his doctoral studies at Universiti Sains Malaysia (USM) between 2018 until 2023, where he was recognised as the Best Student by the Graduate School of Business. Reflecting fondly on his experience in Malaysia, he remarked, “I truly miss Malaysian hospitality and food. If given the opportunity, I would love to return to Malaysia”.
During two separate sessions at iWeek 2026, Mr. Azri actively promoted UUM and Malaysia to visiting scholars, international officers, and ULBS students. Interestingly, many participants admitted they had limited knowledge about Malaysia, with some assuming the country was merely a small island. To provide a clearer understanding of Malaysian hospitality and student life, Mr. Azri showcased a video compilation featuring activities organised by CIAC and the UUM Global Buddies Club for incoming mobility students. The presentation received enthusiastic responses, with many participants expressing admiration for the warm hospitality and vibrant campus environment at UUM.
Beyond academic presentations, the programme also opened doors for potential international collaborations. A discussion between Mr. Azri and Prof. Dr Tetiana Kushnirova from National University Yuri Kondratyuk Poltava Polytechnic led to promising conversations regarding future cooperation between the institutions. Subsequently, Associate Prof. Dr. Anna Pavelieva, International Coordination Officer of the university, contacted Mr. Azri to initiate further online discussions aimed at exploring strategic partnerships and collaborative opportunities with UUM.
The cultural immersion experience at ULBS also included a basic Romanian language class conducted by Ms. Georgiana Comaniciu and Ms. Francesca from the Department of International Relations, ULBS. Both Mr. Azri and Mr. Hafidz admitted that Romanian language was quite a challenging to learn.
“I could say it is a tough language to learn,” joked Mr. Azri, while Ms. Georgiana noted that many international students at ULBS encounter similar challenges when adapting to the language.
The UUM delegates also participated in the “ULBS Around the World Workshop” held at the ULBS Library. The workshop gathered international full-time students and Erasmus+ mobility students to showcase the cultures, histories, traditions, and cuisines of their respective countries. The lively session highlighted the richness of global diversity while strengthening friendships and cross-cultural understanding among participants.
Apart from cultural exposure, iWeek 2026 also offered valuable insights into educational systems and societal realities across different parts of the world. One particularly meaningful exchange took place between Mr. Azri and Dr. Peter Ayuk, Executive Dean of TSIBA Business School. Dr. Peter shared that socioeconomic development in South Africa remains highly unequal, which has motivated TSIBA Business School to remove financial barriers to quality tertiary education, empower purpose-driven individuals, and foster meaningful social change. Interestingly, he also highlighted that halal food is widely accessible in Cape Town, including within TSIBA Business School itself.
As the programme concluded, both Mr. Azri and Mr. Hafidz returned to Malaysia carrying not only unforgettable memories, but also renewed inspiration, valuable global perspectives, and meaningful international connections. Their participation at iWeek 2026 reflects UUM’s ongoing commitment towards strengthening internationalisation, fostering intercultural engagement, and expanding strategic global partnerships. More importantly, the experience reaffirmed that meaningful international collaboration transcends borders, languages, and cultures — ultimately building bridges of understanding, friendship, and shared aspirations for a better global community. – Mohd Azri Abdul Aziz
