Nestlé Malaysia has once again strengthened its commitment to developing the nation’s youth through the 2025 NESCAFÉ Youth Entrepreneurship Programme (NYEP) Business Case Challenge, which recently concluded with a vibrant and inspiring Grand Finale. The event celebrated the creativity, confidence and entrepreneurial mindset of university students who pitched bold ideas shaping the future of Malaysia’s most-loved coffee brand.
Returning for its second year, the Business Case Challenge has evolved into a real-world platform where students present million-dollar business concepts to Nestlé Malaysia’s leadership team. The initiative goes far beyond a traditional competition, serving as a launchpad for innovation, critical thinking and meaningful industry exposure.
Juan Aranols, Chief Executive Officer of Nestlé Malaysia & Singapore, highlighted that the programme reflects Nestlé’s strong belief in the potential of Malaysian youth. He emphasised that through opportunities to innovate, learn and present their ideas, young people gain valuable skills that prepare them to thrive in a fast-changing world. The initiative aligns with the global Nestlé Needs YOUth commitment to support youth development through skills-building and career pathways.
The 2025 challenge invited participants to reimagine how NESCAFÉ could spark new coffee moments and strengthen connections with young Malaysians. The response was overwhelming, with 1,400 registrations from 44 universities nationwide — triple the number from the previous year. Following six months of mentorship and business case refinement, nine teams reached the Grand Finale, competing for a total of RM32,000 in cash prizes.
At the final presentation, the teams pitched their ideas to a panel of judges made up of Nestlé’s leadership and industry experts. Team Nescafé Ais Ikat Tepi Kaw Kaw Kautim from Universiti Putra Malaysia (UPM) claimed the Grand Prize of RM15,000 with a pitch that stood out for its originality and strong potential to connect the NESCAFÉ brand with more young consumers. The First Runner-Up from Kolej Yayasan UEM (KYUEM) earned RM10,000, while the Second Runner-Up from Universiti Malaya (UM) took home RM7,000.
Raef Labaki, Business Executive Officer of Coffee and Marketing Communications Director at Nestlé Malaysia, shared that the ambition and creativity demonstrated by students each year is inspiring. He noted that NYEP gives young Malaysian talents the opportunity to transform ideas into actionable business concepts that could shape how NESCAFÉ engages future generations of coffee lovers.
Representing the winning team, Zayn Po from UPM reflected on their journey. Balancing the competition with industrial placements was challenging, but it pushed the team to improve rapidly in areas such as AI tools and data analysis to craft a strong, comprehensive proposal. He added that the mentorship sessions provided clarity and direction, helping the team fine-tune their ideas with confidence.
Launched in 2016, NYEP has empowered thousands of Malaysian youth by offering hands-on learning and exposure to real business challenges. Today, it stands as one of the core pillars of the Nestlé Needs YOUth initiative, equipping young Malaysians with the skills, mindset and opportunities needed to build a better future.
