Three BAScii student teams made a standout impression at the CP CUP 2025 National Round, bringing home top recognitions across two categories. Leading the wins was Team FATBABY, who claimed the Grand Prize in Practical Marketing and will advance to the global stage early next year. Two additional BAScii teams - Sunny Side Up and Chicken Wing - also earned Second Runner-Up positions in the Practical Marketing and R&D categories, respectively.
Reimagining CP Through Creativity: The FATBABY Story
Team FATBABY (Ming, Peat, Ploy, Yue, and Nipun) didn’t originally set out to join CP CUP. The idea started in Dr. Jose’s class - and only after spotting the competition poster they decided to sign up.
“Peat sent the competition poster into our group chat, and we just decided to sign up,” Ming recalled. “We didn’t really prepare anything until the booklet for the first round came out.”
And once it did, they went all in...
The Challenge
CP’s prompt focused on increasing sales, and the team noticed a recurring perception: people see CP’s products as processed and less healthy. Their solution was to shift CP’s image from “storyless processed food” to “quality food full of stories”.
It anchored in three concepts:
- Creativity in food
- Family-centered emotional connection
- Highlighting health perception without altering the product itself
The PoC
For the Proof-of-Concept stage, the team built a pop-up brand called FATBABY, selling two creative CP-based dishes:
- Crispy Madness: crispy chicken nuggets with soft-serve ice cream
- Cheesy Burned Gyoza: air-fried gyoza topped with melted mozzarella
They launched FATBABY at Lotus’s Rama 1 with free sampling and live customer testing.
The results were striking:
- 13,579 THB total revenue across B2C, B2B, and O2O channels
- 10,872 THB from in-store sales alone
- 532% increase in classic chicken nugget sales during PoC days
Customers - especially children - loved the creative menus. Parents responded to the product’s perceived safety and convenience, reinforcing the team’s insight:
taste drives the child’s desire; health drives the parent’s purchase decision.
From Campus to the Global Stage
After presenting their PoC outcomes at True Digital Park, Team FATBABY was awarded the Grand Prize in Practical Marketing. This win secured their place in the Global Round, where they will compete against teams from 12 countries.
“We proved that creativity really can drive sales - and now we’re preparing for the next challenge,” Ming shared.
The Wins Continue…
Two additional BAScii teams also delivered strong performances in the competition, earning Second Runner-Up positions in both the Practical Marketing and R&D categories. Their achievements reflect the depth of creativity, resilience, and problem-solving ability across the cohort, further strengthening BAScii’s presence at this year’s CP CUP 2025.
Why It Matters?
The CP CUP challenges students to blend marketing creativity, real-world experimentation, customer insights, and rapid execution - all core capabilities in the BAScii program. From conducting market research in live retail settings to designing brand concepts and testing them with real customers, since last year this competition became a hands-on proving ground for everything our students know and practice in the program.
What’s Next?
Team FATBABY is now preparing to represent Thailand at the CP CUP Global Round in January, and the entire CSII community is cheering them on.
These wins are a reminder of what makes BAScii unique: bold ideas, real-world execution, and students who aren’t afraid to test, iterate, and create impact.
FATBABY
Pitchaya Santikanavin (Peat)
Ployporn Wongratana (Ploy)
Supavit Benjawongsathien (Ming)
Yuechang Wu (Yue)
Yosapat Suttirattanapan (Nipun)
Sunny Side Up
Sutanee Sangmay (Viview)
Wasana Aphichaidetudom (Emily)
Felicia lisnah (Felicia)
Phattharawadee Thaisawat (Janzie)
Chomyada Vilaicharoentrakul (Numnueng)
Chicken Wing
Panvapat Prommaneevirach (New)
Phakawan Natkitinee (Pim)
Suthisophon Poungchinda (Jaja)
Supapich Hongsakul (BeeBee)
Chawit Chaikamolsit (Phu) - ISE