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 during the five years to attract talented students while enhancing Master Kong’s corporate reputation. With different themes, the annual contest calls upon creative thinking and entrepreneurial spirit among Chinese youth.
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.