CUHK Business School team wins championship at AWE Business Case Competition 2025
The Chinese University of Hong Kong (CUHK) Business School is proud to announce that a team of students from the School of Hotel and Tourism Management (SHTM) has clinched the championship at the AsiaWorld-Expo (AWE) Business Case Competition 2025.
The champion team is composed of four undergraduate students from SHTM:
- Stephanie Wu Nga-lam (HRE, Year 3)
- Colin Yau Cho-hei (HRE, Year 3)
- Cherry Cheung Tsz-ching (HRE, Year 2)
- Maggie Ma Man-ching (HRE, Year 2)
The team outshone 11 competing teams with their creative and forward-thinking proposal titled “Powering up AWE: Bringing the Pokémon World Championships to Hong Kong.” Their innovative idea reimagines AWE as a dynamic and immersive destination tailored to Millennials, Gen Z, and Gen Alpha, seamlessly aligning with AWE’s vision of “EXPOtainment” while setting a new benchmark for experiential events.
In addition, Colin Yau Cho-hei took home the AWE Innovator Award for his outstanding presentation and contribution.
The students were coached by Dr Gentiana Cheung, who provided guidance throughout the ideation, development, and presentation process. Dr Cheung expressed her pride in the team’s achievement, stating, “Their proposal demonstrated a deep understanding of market trends in the IP economy, immersive experience design, and the evolving expectations of event participants. The team’s ability to integrate entertainment with strategic venue positioning was truly impressive.”
Dr Cheung also commended the team’s exceptional commitment and resilience, stating “Despite being fully engaged in their internships, the students devoted countless late nights and weekends to refining their ideas and elevating their presentation quality. Their tireless practice, attention to detail, and unwavering dedication were evident in every aspect of their final pitch. The level of professionalism, creativity, and teamwork they demonstrated was nothing short of inspiring.”
The AWE Business Case Competition aims to foster exchange, nurture talent for the exhibition industry, and allow participating students to unleash their creativity and strategic thinking to inject fresh elements into the industry, enrich visitor experiences for various events, and inspire a new ecosystem through innovative technologies.
