HSBC Vietnam, in collaboration with VietSeeds Foundation, annually organizes this competition to help students engage with real business problems. This year, the event was held in Ho Chi Minh City on 20/4. The case study centered on Rolemodel Entertainment Group (REG), the organizer of the MAMA Awards in Hong Kong (China), presenting the challenge of expanding K-pop to Chinese audiences amidst numerous barriers in the mainland market.

Participating teams were tasked with developing a market development strategy and defining the role of Hong Kong SAR compared to major centers like Beijing or Shanghai. Additionally, each team had to propose collaborations between Korean and Chinese artists.

The team from Foreign Trade University Hanoi won the championship. *Photo: VietSeeds Foundation*

The winning team, comprising four students Nguyen Ngoc Thuy Linh, Duong Quynh Ngoc, Trinh Ha Phuong, and Nguyen Anh Duc from Foreign Trade University Hanoi, outperformed over 40 teams from 25 universities across the country.

Nguyen Ngoc Thuy Linh stated that having previously approached K-pop from a fan's perspective made the team more cautious in developing their arguments. "Pre-existing knowledge, if not utilized correctly, could lead to subjective assumptions," Linh said.

Another advantage was the diverse knowledge bases of the team members, which fostered multiple perspectives. Consequently, during their work, the team dedicated significant time to re-verify each assumption, thoroughly discuss phrasing, and critically challenge each other before reaching conclusions. This approach ensured the submission maintained logic and consistency, rather than being swayed by personal feelings. According to student Trinh Ha Phuong, the team participated not only as competitors but also aimed to showcase Vietnamese students' strategic thinking, adaptability, and ability to work in multicultural environments.

Regarding their preparation, Nguyen Anh Duc mentioned that the university facilitated the team's focused preparation, while advisors from VietSeeds and HSBC provided close support in giving feedback and refining the submission. According to Duc, this feedback helped the team identify their strengths and areas needing adjustment.

Mr. Phillip Wright, Senior Director of Banking Operations, HSBC Vietnam. *Photo: VietSeeds Foundation*

Mr. Phillip Wright, Senior Director of Banking Operations, HSBC Vietnam, commented that in the final round, the team demonstrated a systematic approach by analyzing the K-pop challenge from a strategic perspective rather than focusing solely on isolated events. A clear implementation roadmap and sound risk management plan were key factors that impressed the judging panel.

Nguyen Huyen Minh, a representative of Foreign Trade University Hanoi, evaluated the competition as a leading "case-solving" platform for students. The university consistently facilitates and encourages student participation, from the selection process to support during preparation.

"These activities help students develop the ability to handle pressure and solve real-world business situations," Minh said.

The team presented and answered questions during the final round on 20/4. *Photo: VietSeeds Foundation*

Huyen Ton Nu Cat Tuong, Co-founder and Executive Director of VietSeeds Foundation, noted that for the past 11 years, each winning team has carried the aspirations of Vietnamese students to the world. This year, the organization places high expectations on the contestants' breakthrough on the international stage. To turn this expectation into reality, the advisory team will continue to work closely with them throughout the training and post-competition support, helping students sharpen their thinking and skills to shine in their upcoming journey.

The Asia-Pacific Business Case Competition, established in 2008 in Hong Kong (China), applies the business case study method, used across all training disciplines, from engineering to social sciences. To date, the competition has contributed to bringing the academic world closer to business reality through practical business scenarios.

Hoang Dan