Winners of HSBC Business Case Competition 2025 unveiled

HSBC BCC 2025, co-hosted by HSBC Bank (Vietnam) Ltd. (HSBC Vietnam), and VietSeeds Foundation. Alongside the runner-up team from Foreign Trade University (Hanoi), both teams will represent Vietnam at the Asia-Pacific Regional Final in Hong Kong this June – marking the first time Vietnam will send two representatives to this prestigious international competition.

This year’s HSBC BCC attracted 51 talented participating teams from 31 universities in Hanoi, Hue, Danang, and Ho Chi Minh City, creating a vibrant platform for academic exchange and intellectual growth. After a series of rigorous preliminary rounds, four outstanding teams from VinUniversity, Foreign Trade University (Hanoi), RMIT University Ho Chi Minh City, and Fulbright University Vietnam advanced to the national round held in Ho Chi Minh City.

The final challenge revolved around Maxim’s Cakes – a renowned Hong Kong bakery brand – grappling with the need to sustain market share and win over Gen Z consumers in a volatile and highly competitive food and beverage landscape. In just three hours, the teams were required to analyse market trends, identify core issues, and develop a compelling growth strategy that embraces both a healthy living movement and the emotional value associated with sweet treats.

The case stood out not only for its real-world relevance but also for the demand it placed on participants to think like true corporate strategists – understanding consumer behaviour, proposing feasible solutions, and articulating sharp arguments during presentations. It was an invaluable opportunity for students to hone their problem-solving, adaptability, and strategic thinking skills.

Phillip Wright, COO of HSBC Vietnam, shared, “This year marks the 10th year that the HSBC BCC has been organised in Vietnam. This year’s competition has attracted 31 universities and 51 teams, which is a great improvement from four universities in the first year. It’s with great pride to witness how fast and how far the Vietnamese students have progressed over this decade. I was very impressed with the delivery of the four teams in the 2025 national championship round. They presented their business solutions with great confidence and amazing knowledge for their age.”

As a long-standing organising partner, VietSeeds Foundation co-managed the event and contributed to training, mentoring, and inspiring participants. Huyen Ton Nu Cat Tuong, co-founder and executive director of VietSeeds Scholarship Fund, emphasised, “The HSBC BCC is more than an academic contest – it is a journey of personal growth. It’s where young people learn to think critically, collaborate effectively, and present themselves as global citizens. At VietSeeds, we’re proud to nurture these future changemakers of Vietnam.”

After a fierce final round, the team from RMIT University Ho Chi Minh City was crowned champions, taking home a prize of VND50 million ($1,921). Their success was attributed to a clear, confident presentation and an innovative strategy focused on repositioning Maxim’s Cakes to capture the hearts and tastes of Gen Z consumers. The team proposed two key directions: expanding a diversified product range (product-led differentiation) aligned with health-conscious trends, and employing social value marketing to position sweet treats as symbols of love and emotional connection – embedding the brand in meaningful moments of youth culture. They also employed impactful visual data analysis to demonstrate market insights and competitive advantages, showcasing systematic thinking and sharp commercial acumen.

Nguyen Minh Khoa, a representative of the winning team from RMIT University Ho Chi Minh City, shared: “HSBC BCC 2025 taught us more than strategic thinking – it taught us how to listen, collaborate, and perform under pressure. Despite coming from different academic backgrounds, we always put the team first – that unity was the key to our victory.”

The runner-up title, accompanied by a VND30 million ($1,152) prize, went to students from Foreign Trade University Hanoi, who impressed the judges with sharp analytical thinking and compelling arguments. Meanwhile, teams from Fulbright University Vietnam and VinUniversity both received third place honours, each winning VND20 million ($768.57).

Looking ahead to the HSBC BCC Asia-Pacific taking place in Hong Kong this June, Vietnam will take a significant step forward on the international stage competing against top universities from Singapore, Japan, South Korea, and beyond. These teams will carry the aspirations and intellectual pride of Vietnam.

“Vietnamese students have proven themselves capable of competing on equal footing with peers from the world’s leading universities. This year, Vietnam was invited to send two teams instead of one, which is a testament to their growing reputation. Watching these students, I have full faith in Vietnam’s future. As a judge and passionate supporter of the competition, I wish them all the best as they prepare to represent Vietnam on the international stage,” said Wright.

Far beyond a traditional student competition, the HSBC BCC 2025 stood as a meaningful collaboration between HSBC Vietnam and VietSeeds Foundation, with a shared goal of empowering and nurturing Vietnam’s next generation of business leaders.

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