Master Kong, a wholly owned subsidiary of the Ting Hsin International Group and the world’s largest instant-noodle maker, announced an investment of 180 million RMB (about US$26.4 million) to establish a five-year scholarship program with Japan’s Waseda University. FleishmanHillard helped develop a “creative challenge” each year to attract talented students while enhancing Master Kong’s corporate reputation. The annual contest generated creative thinking and an entrepreneurial spirit among young people in China.
The results? Master Kong has seen significant increases in its Corporate Image Survey. The creative challenge has also become a role model for future youth campaigns in the food and drink sector.