Asia-Pacific Sustainable Marketing Case Competition 2025 (Third Place)

Congratulations to our students for winning the Third Place in the Asia-Pacific Sustainable Marketing Case Competition 2025, hosted by the University of Hawaiʻi’s Shidler College of Business!

The competition brought together eight leading universities across the Asia-Pacific region to tackle a business case in sustainable marketing, challenging students to address real-world business problems related to climate change, environmental pollution, and social equity in supply chains.

Our students demonstrated their exceptional analytical skills and excelled in crafting a solution that reimagined the branding of Allbirds, the case company and pioneer in sustainable footwear, based on ESG principles while creating differentiating factors for added value. Please join us in congratulating them on this remarkable achievement.

More about the competition: https://shidler.hawaii.edu/mkt/events/2025/03/23/asia-pacific-sustainable-marketing-case-competition

Award:

Third Place

Team Members:

Mr. Howarth Denzel Josh, BEcon&Fin, Year 4

Miss Issa Daniella, BEcon&Fin, Year 2

Miss Lau Tsz Yee, BBA, Year 2

Mr. Lo Ryan Wang Hei, BBA(Law)&LLB, Year 3

Miss Mu Yitong, BEcon&Fin, Year 3

Faculty Advisor:

Mr. Jeroen van den Berg

Case Competition Coach:

Ms. Pinto Rasika Tasdyata (Pipin)

Student Sharing:

“Participating in the 2025 Asia-Pacific Sustainable Marketing Case Competition (APSMCC) was an enriching and transformative experience. As a student passionate about sustainable practices and marketing, this competition offered me a platform to apply theoretical knowledge to real-world challenges, collaborate with peers, and engage with industry leaders and academics from the Asia-Pacific region.

The case competition pushed the boundaries of my capabilities from a challenging case study on Allbirds, writing the business report and presentation, and facing tough international competition from other universities. Overall, the experience has been transformative in my personal learning and development.”

(By Mr. Howarth Denzel Josh)

“Being able to represent HKU at the Asia Pacific Sustainable Marketing Case Competition 2025 was both an honour and an immensely rewarding journey. Unlike traditional timed international competitions, the extended preparation period of over a week, along with unrestricted access to online resources, allowed us to delve deeply into the case and craft a solution that reflected our collective creativity and analytical rigour.

The competition’s structure—requiring a verbal presentation, live Q&A session, and written analysis—encouraged us to strategically allocate roles, collaborate efficiently, and hone skills beyond our comfort zones. This holistic approach not only strengthened our teamwork but also encouraged us to grow into more adaptable, well-rounded young professionals.

The focus on ESG (Environmental, Social, and Governance) principles was particularly inspiring. Tackling Allbirds’ case challenged us to rethink conventional marketing paradigms: in today’s saturated sustainability, rather than viewing ESG as the sole core identity of a brand, we explored how branding can be established based on ESG foundation yet extend beyond those means to create differentiating factors and hence added value.

I am deeply grateful to my teammates for their dedication and to the HKU Business School for their unwavering support throughout this journey. This achievement is a testament to the power of collaboration and the transformative opportunities our university provides.”

(By Miss Issa Daniella)

“This case competition was an intense yet unforgettable chapter—one that taught me the power of teamwork and relentless improvement. Alongside my incredible teammates and our dedicated coach Pinto Tasdyata (Pipin), we tackled complex challenges, debated strategies late into the night, and ultimately crafted a solution that blended creativity and rigour. While the path wasn’t always smooth (yes, there were moments of doubt!), we stayed united in our pursuit of excellence.

What stands out most? How much I learned from my team. Every debate sharpened our ideas, and every setback became a stepping stone. We didn’t just aim for a ‘good’ answer—we chased one that resonated with all of us, balancing logic with innovation.”

(By Miss Mu Yitong, Molly)

“It was an incredibly enriching experience. Through this competition, I gained a deeper understanding of sustainable marketing strategies and the importance of incorporating sustainability into business practices. Working on real-world cases challenged me to think creatively and critically. One of the most valuable aspects of the competition was the opportunity to collaborate with a diverse team, which taught me the importance of effective communication and teamwork.”

(By Mr. Lo Ryan Wang Hei)