The 2025 Topco Marketing Awards, organized by the Taiwan Academy of Management, commissioned by Topco Scientific Co., and co-organized by Yongan Fresh Market, were held on May 24, 2025, at the Topco Group headquarters. This year’s competition focused on the theme of AI Application in Marketing, attracting a total of 253 teams and 1,197 faculty members and students from 42 universities and colleges across Taiwan, creating a highly competitive environment.
The student team from the Department of International Business at Chung Yuan Christian University distinguished themselves among the many participating teams, winning the Outstanding Award in the AI Marketing Video Production category. Their achievement demonstrated the students’ strong capabilities and potential in applying innovative approaches to digital marketing.
Following multiple rounds of preliminary screening and professional evaluations, 100 teams advanced to the final round. The CYCU team impressed the judging panel with their creative video project titled A Warmth That Belongs to You. By adopting an emotional marketing approach, the team skillfully integrated the brand concept with the theme of healthy eating, earning high praise from the judges for effectively presenting both brand value and product philosophy, as well as showcasing excellent integrated marketing skills.
The award-winning team was guided by faculty advisors Dr. Yi-Fen Chen and Dr. Jing-Xian Lai, and included students Yi-Hua Lee, Wen-Xuan Lee, Chih-Yu Chang, Yi-Xuan Liu, and Yu-En Cheng. Over a dedicated preparation period of one and a half months, the team collaborated closely on every aspect of the project, including script development, video production, competitor analysis, and presentation rehearsals. Their outstanding teamwork, project management, and practical problem-solving abilities were fully demonstrated throughout the process.
The video was centered around the BLUE FISH BAR brand, featuring healthy, high-protein, and low-calorie fish-based fast food. Utilizing the emotional message of “Preserving Memories Through Taste,” the video depicted a warm refuge in the late-night cityscape. Through refined visual storytelling and aesthetic design, the project successfully conveyed the cultural significance of food as emotional comfort, further enhancing the brand’s lifestyle image and emotional resonance.
Faculty advisor Dr. Yi-Fen Chen remarked that the students demonstrated remarkable perseverance and self-discipline throughout the competition. From early-stage planning to final production, they devoted great effort to every detail. Despite the tight schedule, they successfully delivered a creative and highly professional work, reflecting their maturity in project execution and time management.
Dr. Jing-Xian Lai further noted that the video was precisely structured and well-paced. It effectively guided viewers through the AISDAS marketing process, from attracting attention to inspiring action and encouraging sharing. The work not only showcased the students’ strategic thinking but also highlighted their strong command of digital media language and expression. It serves as an outstanding example of the integration of marketing education and creative practice.
