Students from the College of Business at Chung Yuan Christian University (CYCU) delivered an outstanding performance at the 2026 Global Brand Competition – Innovative and Sustainable City Marketing Proposal Competition, with three teams advancing to the finals from a field of 448 teams nationwide. Among them, the Department of Business Administration’s “Strawberry Party” team was named the “Taoyuan Champion” and went on to earn Third Place in the Gold Award at the national grand final. Two other CYCU teams—“Running All Around Taoyuan!” from the Department of Business Administration and “Bit & Bite” from the Department of Information Management—received Silver Awards.
Drawing inspiration from Taoyuan’s irrigation ponds, Tudigong culture, and the Chung Yuan Night Market, the students combined marketing strategy and information technology to address real-world urban issues, demonstrating how academic knowledge can be transformed into innovative solutions for local communities.
The 2026 Global Brand Competition was organized by the Taiwan Institute of Marketing Science (TIMS) in collaboration with universities and colleges across Taiwan. For the first time, the competition focused on city marketing for Taiwan’s six special municipalities—Taipei, New Taipei, Taoyuan, Taichung, Tainan, and Kaohsiung—encouraging university students to develop creative and feasible proposals centered on local identity, sustainability, and urban development.
The competition attracted 448 teams from 57 universities and colleges, involving 1,768 students and 298 faculty advisors. Following several rounds of evaluation, 48 teams advanced to the final round. One representative team from each of the six municipalities was then selected as its respective “City Champion” to compete in the national grand final.
The “Strawberry Party” team from CYCU’s Department of Business Administration, advised by Assistant Professor Chou, Wen-Chiung, was named the “Taoyuan Champion” and won Third Place in the Gold Award at the national grand final. Focusing on Taoyuan’s irrigation pond heritage and sustainability, the team proposed low-carbon, recreational, and community-based activities to highlight the ponds’ broader value in urban life. Through the project, students gained hands-on experience in problem identification, strategic planning, resource integration, and city marketing.
Another Business Administration team, “Running All Around Taoyuan!”, advised by Associate Professor Yu-Shih Lee and Assistant Professor Li-Chih Shih, received a Silver Award. Centered on Taoyuan’s Tudigong culture, the proposal combined sports, technology, and local exploration to transform traditional cultural elements into a contemporary city branding experience for younger generations and visitors.
The Department of Information Management’s “Bit & Bite” team, advised by Professor Chao-Ming Wu, also received a Silver Award for its digital twin transformation proposal for the Chung Yuan Night Market.
The team integrated data analytics, AI algorithms, Internet of Things (IoT) sensing technologies, and real-time mapping to develop services addressing practical issues such as parking, waiting times, store information, and transportation-related carbon emissions.
The proposed system was also designed to lower the barriers to digital transformation for small-scale vendors. By applying technology to the everyday needs of a commercial district, the students balanced consumer experience, local business development, and environmental sustainability, demonstrating how smart-city technologies can be implemented in daily urban life.
The three award-winning CYCU teams approached Taoyuan’s urban development from different perspectives—sustainable irrigation ponds, local cultural heritage, and smart commercial districts. Through innovative marketing strategies and technology-driven solutions, they demonstrated CYCU’s emphasis on integrating academic learning with real-world practice.
Following its national achievement, the “Strawberry Party” team will be recommended to participate in the 2027 Global Brand Planning Competition Grand Final in Singapore, providing the students with an opportunity to bring Taoyuan’s distinctive urban identity and their city marketing ideas to an international stage.
