Classroom to Real World: 5 Students BU Showcase Their Potential in the SCGP Packaging Speak Out 2026 Partner with J-MAT Project
Classroom learning may be where knowledge begins, but hands-on practice is the experience that truly prepares students for the professional world. Five students stepped out of the classroom to tackle a real business challenge at the "SCGP Packaging Speak Out 2026 Partner with J-MAT" competition — a national packaging design contest that invited students from universities across the country to showcase their creativity under a brief combining marketing, design, and sustainability.
The competition saw five students take part and win awards:
Focus Napaktida Ueramnuaypornchock, School of Business Administration, Digital Marketing Program, 1st Place winner.
Fai Patita Jaruchai, School of Business Administration, Digital Entrepreneur & Brand Influencer Program, 1st Runner-up.
Fuse Nutthiruj Nithichodvichien, School of Business Administration, International Business Management Program, Honorable Mention recipients
Mind Chutikran Somnam, School of Entrepreneurship and Management, Honorable Mention recipients
Jai Nantakorn Sathaporndumrong, School of Business Administration, Digital Marketing Program, certificate of participation.
The SCGP Packaging Speak Out 2026 Partner with J-MAT project was designed to give students hands-on experience mirroring real business practice. Participants were divided into two tracks — Marketing and Design — and paired into teams of four, each consisting of two marketing students and two design students, to jointly develop concepts and creative work throughout the competition.
Before advancing to the final round, all applicants were selected based on their resumes and a One-Page Proposal responding to the "T-Beauty" brief, which challenged them to interpret Thai beauty through a creative lens while incorporating sustainable design — a core value in today's packaging industry. Selected participants then took part in both onsite and online workshops before receiving a real brief from a partner brand, guiding them through brand research, consumer analysis, concept development, packaging design, prototyping, and final presentation to a judging panel — all within roughly 10 days.
The five students shared that the project tested not only their marketing and design skills, but also taught them valuable lessons in time management, on-the-spot problem-solving, and collaborating with people who think differently. Some teams had to adapt quickly when members withdrew midway, pushing everyone to take on responsibilities beyond their original roles to keep their teams moving forward.
Another key takeaway was learning that "there is no single correct answer" — since interpreting a brand's brief can take many forms. Each team presented a distinct concept, from expressing Thai identity to contemporary beauty and designs tailored to new-generation consumers, resulting in work that clearly reflected each team's creativity and identity.
For all five students, the most valuable part of the experience wasn't the awards themselves, but the opportunity to collaborate across faculties, exchange ideas, embrace differing perspectives, and build skills that can't be learned from textbooks alone. "We'd like to encourage our juniors and peers interested in joining activities like this: don't be afraid to step outside your comfort zone, because every competition is a chance to discover your own potential, meet new people, gain real work experience, and prepare for your future career."
