CUHK Business School team wins HSBC/HKU Hong Kong Business Case Competition 2025

Held on 8 March, participants were first tasked with sustaining the competitive edge of a tea drink chain. The top three teams advanced to the final round, where they were challenged to craft and present a proposal to revitalise the brand positioning of a legendary bakery chain.

The panel of judges was impressed by the remarkable creativity, strategic thinking, and business acumen demonstrated by the CUHK team. With confidence and enthusiasm, the team presented their idea of launching a new branch of baking studios which offered personalisation services, as well as engaging Gen Z customers through social media and emerging technologies. Within a three-hour timeframe, the team effectively cracked the case and swiftly developed the marketing and operational plans.

Organised by the Asia Case Research Centre at The University of Hong Kong (HKU) Business School, the HSBC/HKU Hong Kong Business Case Competition is designed to bridge academic learning with real-world business challenges, enriching the business skills and broadening global perspectives of university students.

Let us hear the sharing from the champion team below:

Cheri Cheng Wing-yiu (GBS, Year 1)
“Participating in my first case competition with CUHK Business School was a truly eye-opening and intellectually stimulating experience. This journey sharpened my ability to craft practical solutions that align with real-world constraints and a company’s unique capabilities. Witnessing other teams’ presentation expose me to the diverse case cracking approaches, broadening my perspective on strategic thinking. Beyond case cracking, it was equally rewarding to engage with brilliant minds from diverse backgrounds, exchange perspectives, and form genuine and lasting connections that extend beyond the competition.”

Anna Kwan Sze-wing (QFIN, Year 2)
“This local competition provided a stimulating and rewarding experience. Developing our presentation compelled us to refine our storytelling skills and strengthened our collaborative abilities. I’m grateful for the opportunity to tackle such engaging materials and to witness the diverse approaches presented by other talented teams. Beyond the academic enrichment, the competition fostered a genuine sense of camaraderie among participants. Building connections with students from other local universities, sharing insights, and experiencing the supportive atmosphere of the competition were invaluable. I truly appreciate the opportunity to learn and grow both intellectually and interpersonally through this experience.”

Ingrid Lee Cheuk-wing (GBS, Year 1)
“I am truly grateful that our dedication to the competition has paid off. Beyond the award itself, the experience has been invaluable in enhancing our case-solving skills. This competition was particularly unique for me as it was my first time creating a presentation deck without using PowerPoint. The second round was especially challenging as we had only three hours to prepare without access to a computer. Despite these difficulties, successfully delivering our presentation was a great achievement and further strengthened my confidence. I am deeply appreciative of the opportunity to represent CUHK in this competition.”

Chelsea Yim Hoi Ching (GBS, Year 1)
“I am deeply honoured to have been named the champion of this competition. Throughout this journey, I gained invaluable insights, particularly in managing pressure and communicating effectively with my teammates during the intense case-solving phase. I am profoundly grateful to everyone who provided guidance, encouragement, and support along the way. A special ‘Thank you’ goes to my exceptional teammates — I firmly believe that our collaborative efforts and our unique strengths were crucial factors in our success.”