The 15th China National Undergraduate “Innovation, Creativity and Entrepreneurship Challenge (the “3Chuang Competition”) was held on 6 August 2025 in Guiyang, Guizhou Province. The “Xiangcun Zhenxing” (“Village of Fragrance Revitalization”) project team, led by Jiang Hongyi from the School of Business (MSB) at Macau University of Science and Technology (MUST), won the National First Prize, marking a historic achievement as the first Macau University to receive a “National First Prize” in this competition, and topping the performance rankings of Macau universities. The project was led by Jiang Hongyi, a second-year student in the Bachelor of Applied Economics program at MSB. Team members included Wu Kefeng (Bachelor of International Tourism Management program at the Faculty of Hospitality and Tourism Management), Zhang Yinqi (Bachelor of Business Administration program at MSB), and Wang Xiao (Master of Science in Finance program at MSB).
The “3 Chuang Competition” is the largest and most influential e-commerce innovation and entrepreneurship competition for college students in China, attracting the participations of 230,000 teams from 1,441 universities. After rigorous selection, 317 teams with 1,400 contestants from 216 universities competed in the national finals. The “Xiangcun Zhenxing” team focused on the challenges of transforming intangible cultural heritage, proposed a comprehensive solution that integrated industry, culture, and ecology. The team actively promote the traditions of the town’s intangible cultural heritage, while demonstrated their potential and responsibility in supporting the national rural revitalization strategy. Their innovation and feasibility won the unanimous favor and approval of the judges and experts.
Looking back on the experience, Jiang Hongyi admitted that this was not without challenges, “Winning only the second place in the school competition was a significant setback for us. However, it was this starting point that allowed us to reflect on our shortcomings and work harder”. Leveraging their innovative solutions and solid practice, the team made an impressive comeback during the competition, securing the top spot in the Macau region. Upon reaching the national competition, Ms. Chen Ziwei, the advisor from the Centre for Entrepreneurship and Career Planning (CECP) at MUST, dedicated time and effort to provide precise insight and guidance, and supported the team to penetrate the complexities and grasp the key issues. The team then optimized their strategy and strengthened their arguments, showcasing strong adaptability and execution in the competitive national finals. They ultimately stood out in key dimensions such as sustainability and replicability, winning the National First Prize and bringing honor to the University and the Macau region.
The team’s record-breaking performance in the national competition is not only the fruitful result of the team members’ dedicated efforts, but also vividly demonstrates the unique advantages of MUST’s integrated educational philosophy of, which emphasizes “theoretical teaching - mentoring by renowned teachers - practical training” and a comprehensive talent cultivation system. MSB has long prioritized the systematic development of students’ business practice capabilities and innovative thinking, while the CECP provides professional practical guidance and support during competitions. Bringing together outstanding talents, the student team demonstrated excellent interdisciplinary cooperation and ultimately won the championship through the close collaboration and unwavering execution.
Jiang Hongyi expressed his special gratitude to MSB faculty members for their strong support. “The solid theoretical framework and cutting-edge case studies from Professor Zhang Jinghua’s Microeconomics II course laid a solid foundation for our project. Professor Zhao Shiyong not only supported us academically but also cared for us in life like a mentor. His wisdom and advices on adjusting our mindsets helped us to stay focused and gather strength under high pressure”. The team also took this opportunity to encourage fellow students that, “the starting point does not define the endpoint. The setbacks in the school competition are, in fact, valuable assets for us. Stay optimistic, be courageous to try, cherish every opportunity to learn and practice, and be proactive in seeking guidance from mentors. As long as you are determined and continue to strive for excellence, with the accumulated experiences, the road to success is within your reach”.
Group photo of the team at the national competition: (from left to right) Wang Xiao, Wu Kefeng, advisor Ms. Chen Ziwei
Jiang Hongyi (right) and Wu Kefeng (left) were presenting at the Macau regional competition
The trophy and national award certificate for the First Prize of the competition
(Contributed by Jiang Hongyi, reviewed by Professor Zhang Jinghua, format reviewed by Helen Kam)
