What if boredom isn’t something to escape - but something to embrace?In a fast-paced world where constant excitement has become the norm, Ha Chu explores an overlooked emotion that might just be the key to creativity. Through her personal reflections and vivid stories in her talk “Sự nhàm chán xuất chúng” (Exceptionally Bored), she invites us to slow down, look closer and find meaning in moments of stillness.With over a decade of experience in branding and marketing for Vietnam’s top F&B brands, Ha Chu, a F&B Marketing Specialist, has helped shape the stories of restaurants that earned Michelin Stars. As the founder of Cooked F&B Business School and the voice behind the popular podcast Ha Chu Works, she is known for her thoughtful perspectives on creativity, emotion and human connection in modern branding. Ha Chu is the founder of COOKED F&B Business School, an institution dedicated to intensive training on Food and Beverage (FnB) business and marketing in Vietnam. She is also the creator of the Youtube Channel and podcast channel named “Ha Chu Works”, which was listed among the top 10 most listened-to podcasts in Vietnam. With over 10 years of experience in the F&B sector, Ha Chu has specialized in brand building and marketing strategies for a wide range of business models, from small enterprises to national chains with up to 30 outlets. Her career spans diverse formats and culinary styles, including fine dining, specialty coffee, patisserie, as well as international cuisines such as Japanese, Taiwanese, Korean, and Thailand. This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at https://www.ted.com/tedx