NEWS

On April 23, 2026, the APU student team won first place at the Asia-Pacific Sustainable Marketing Case Competition (APSMCC), hosted by the Shidler College of Business at the University of Hawai‘i.

APSMCC is an international competition aimed at deepening knowledge and fostering leadership in sustainability across the Asia-Pacific region. This year’s competition brought together leading universities from across the region, including the University of Hawai‘i, Pepperdine University (USA), the University of Canterbury (New Zealand), Yonsei University (South Korea), Waseda University, and APU

In this year’s case, participants were challenged to address issues faced by House of Première (HoP), a sustainable luxury fashion brand from Vietnam. Teams were tasked with navigating the tension between bold regional expansion and a commitment to authentic, ethically grounded craftsmanship—a challenge sitting at the intersection of culture, commerce, and conscience.

The APU team “IN5IGHT” developed their strategy by placing the founder’s philosophy and vision at the core of their approach. They proposed the “S.I.L.K. Strategy,” a tiered expansion framework that transformed HoP’s sustainability values into a measurable, transparent, and commercially viable roadmap for luxury markets in Southeast Asia. Their proposal, built on a shift in perspective—positioning Vietnam not merely as a sourcing destination but as a new origin of luxury—was highly evaluated and led to their victory.

Team IN5IGHT Members

• Dinh Thi Minh Anh (College of International Management, 4th year, Vietnam)
• Do Nguyen Phuong Nghi (College of International Management, 4th year, Vietnam)
• Pawapak Sirada (College of International Management, 4th year, Thailand)
• Devika Lalitha (College of Asia Pacific Studies, 1st year, Indonesia)
• Vo Mai Tran (College of International Management, 3rd year, Vietnam)

Team Comment:

Our strength lay in our diverse perspectives and genuine passion for the brand. Being able to care about HoP as if it were our own brand became our greatest strength. In addition, the guidance of our faculty advisor, Professor Pajaree—who consistently challenged us by asking ‘why does this matter?’—helped us refine and strengthen our strategy.
We believe APU provides an ideal environment for building strong teams. It is highly international and uniquely diverse. It is exactly this kind of environment where great stories can emerge. We strongly encourage other students to take on challenges they feel truly passionate about.