Solving the milk business problem creatively, 3 female students won billion-dollar scholarships

After 2 rounds of intense online presentation and application selection with difficult real-life business problems from the organizers, 10 excellent teams registered for the final round of the Vietnam Business Innovation Challenge (VBIC) 2025.

This year's competition attracted the participation of 250 teams from 11 countries including: Vietnam, USA, Canada, Singapore, Korea, Qatar, Israel.

In the final round, contestants were tasked with solving a real-life business problem posed by Vinamilk , one of Vietnam’s leading dairy companies. The brand was looking for a comprehensive strategy to increase awareness and appeal for its new product line, targeting Gen Z customers (15-25 years old).

The teams were asked to propose solutions including: branding strategies, choosing appropriate marketing channels and value-added services for customers. Here, the teams took turns presenting their competition entirely in English to the panel of judges.

VIBC 2025 attracts the participation of 250 teams from 11 countries including: Vietnam, USA, Canada, Singapore, Korea, Qatar, Israel...

Three 11th grade female students from Nguyen Du High School for the Gifted, Dak Lak province, including Nguyen Le Bao Thy, Ho Hoang Ngoc Anh and Nguyen Hoang Tu Trinh, excelled over 200 competing teams to win third prize with the idea of ​​putting costumes of 54 ethnic groups on milk carton packaging, with the message "For milk, wear the soul of the nation".

Specifically, the group proposed changing the packaging with a design that features the traditional costumes of 54 Vietnamese ethnic groups. Each milk carton will be integrated with a unique QR code. When scanning the code, customers will experience trying on traditional costumes using augmented reality (AR) technology, while also listening to the cultural story typical of that ethnic group.

"Each QR code is a surprise, customers will not know in advance which ethnic costume they will be transformed into until they scan the code. We hope this will arouse curiosity and the desire to collect all 54 ethnic costumes, thereby promoting repeat purchase behavior and increasing the connection between the brand and customers, especially Gen Z" , the group shared.

With the final third prize, 3 female students received 40% scholarships for 4 years of bachelor's program at Fulbright University Vietnam, equivalent to more than 2 billion VND.

The organizers awarded the first prize of the contest.

The First Prize went to the group of contestants: Tran Kim Ngan (Foreign Language High School), Dinh Vu Minh Tuan and Do Nhat Minh (Vinschool The Harmony), with the idea of ​​implementing a three-phase communication campaign, revolving around the main message: emotional connection and mental health care for Gen Z.

Second prize went to the contestant group: Nguyen Hoang Hai An (Olympia High School), Do Phan Truong An and Pham Nguyen Hoang Lan (Dewey School), with the idea of ​​building a mobile milk cart and automatic fresh milk vending machine, encouraging Gen Z to use personal water bottles when buying milk, which is both environmentally friendly and convenient.

The prizes for each team are 60% and 50% scholarships for 4 years of study at Fulbright University Vietnam.

Starting from 2024, VBIC, organized by Olympia High School in collaboration with Fulbright University Vietnam, has become a favorite playground for 14-18 year old students passionate about business and startups.

This is a place to inspire creativity and entrepreneurial spirit in the young generation, giving students the opportunity to gain business knowledge and skills from the founders, Chairmen of the Board of Directors, Directors, and Senior Managers of many prestigious enterprises. Students are also trained in critical thinking and creative and effective problem solving; expanding their network of connections with experts, investors, and young people with the same passion.

With the theme “Building from Tradition”, VBIC 2025 challenges the younger generation to redefine traditional business values ​​through creative and innovative thinking. Based on the principle of putting people at the center, combining a multidisciplinary approach and practical problem solving, the competition brings business challenges close to reality, encouraging students to collaborate to find solutions.

Kim Nhung

Source: https://vtcnews.vn/giai-bai-toan-kinh-doanh-sua-day-sang-tao-3-nu-sinh-gianh-hoc-bong-tien-ty-ar938751.html