Thammasat University Faculty of Economics students won first prize in the Thailand Social Case Competition (SCC) 2026, King Health Care Track.

     Team “JIPMU Consulting” of 4 members which are Natthachai Phunsanthia, Premyuda Wangsanti, Phansakon Phruetisuep, and Sorawit Paensuwan from Thammasat University’s Faculty of Economics won first prize in Thailand Social Case Competition (SCC) 2026 Track: King Health Care. The competition tasks students with solving real business and social challenges to generate sustainable impacts.

     This competition presents participants with the challenge of devising strategies to foster sustainable sales growth for King Health Care and to reach Thai Gen Z consumers, alongside developing a social campaign under the concepts of “Authentic Confidence” and “Self-care as a Basic Right Accessible to Everyone” to create awareness and a positive impact on the younger generation.

     Analyzing Gen Z consumers, the JIPMU Consulting team found that while young people recognize the pharmacist brand, they associate it with pink lip balm and older generations. The team proposed rebranding as the “Everyday Lip Companion for Gen Z Study Life,” integrating the product into students’ lives while maintaining brand credibility and sustainability.

     The team applied Behavioral Economics concepts from the Faculty of Economics to understand consumer insights and develop strategies that address business, social, and environmental challenges.

     Beyond academics, competitions develop holistic thinking, real-time problem-solving, adaptability, teamwork, and communication through real, dynamic challenges. These experiences allow students to apply classroom learning, refine systematic analysis, and build sustainability perspectives for their future careers.