NESCAFÉ Sparks the Next Generation of Malaysian Entrepreneurs

 As part of Nestlé Malaysia’s commitment to nurture and empower the nation’s youth, the 2025 edition of the NESCAFÉ Youth Entrepreneurship Programme (NYEP) Business Case Challenge recently concluded with an exciting Grand Finale. The event celebrated the creativity, confidence and entrepreneurial spirit of university students who pitched their bold ideas for the future of Malaysia’s most-loved coffee brand.

Now returning for its second year, the Business Case Challenge continues to go beyond a traditional student competition — evolving into a real-world business challenge where young minds pitch their million-dollar ideas to Nestlé Malaysia’s leadership team, showcasing their creativity, innovation, and ambition to make a lasting impact.

Juan Aranols, Chief Executive Officer of Nestlé Malaysia & Singapore, said: “The NESCAFÉ Youth Entrepreneurship Programme reflects our deep belief in the potential of Malaysian youth. By providing them with a platform to innovate, learn and showcase their ideas, we are investing in the future of our nation. Through our global Nestlé Needs YOUth initiative, we continue to open doors for young people to gain meaningful experiences, develop critical skills and explore pathways that prepare them to thrive in a rapidly changing world.”

This year’s challenge invited students to reimagine how NESCAFÉ can inspire new coffee moments and deepen everyday connections with young Malaysians — driving both brand recruitment and greater enjoyment among current drinkers.

The 2025 edition drew 1,400 registrations from 44 universities nationwide — a threefold increase from last year. After six months of mentorship and business case development, nine finalist teams advanced to the Grand Finale, competing for RM32,000 in total cash prizes.

At the finale, the finalist teams presented their innovative business ideas to a panel of judges comprising members of the Nestlé Leadership Team, and industry professionals. After a bold and inspiring round of pitch, team Nescafé Ais Ikat Tepi Kaw Kaw Kautim from University Putra Malaysia (UPM) emerged victorious, taking home the Grand Prize of RM15,000. Their winning pitch impressed judges with its creativity and strong potential to connect NESCAFÉ with more young Malaysians. The First Runner-Up team from Kolej Yayasan UEM (KYUEM) and Second Runner-Up team from University of Malaya (UM) also received cash prizes of RM10,000 and RM7,000 respectively. 

Raef Labaki, Business Executive Officer, Coffee and Marketing Communications Director, Nestlé Malaysia commented, “Every year, we are inspired by the creativity and entrepreneurial drive of Malaysia’s youth. NYEP gives students the chance to turn their ideas into actionable business concepts which can shape how we connect with the next generation of coffee lovers. It is truly rewarding to see their passion and ingenuity come to life through this platform.”

Zayn Po from University Putra Malaysia (UPM), representing the winning team shared, “Juggling the competition with our industrial placements wasn’t easy, and coordinating as a team was a real challenge. But it pushed us to step up together — we quickly upskilled in AI and analytical tools so we could gain a solid overview and deliver a strong, well-rounded submission. The mentorship sessions were incredibly beneficial too, giving us clarity, direction, and the confidence to refine our ideas.”

Since its inception in 2016, NYEP has empowered thousands of young Malaysians by providing hands-on learning opportunities and exposure to real-world business challenges. Today, it stands as a key pillar under the Nestlé Needs YOUth umbrella, which aims to equip youth across Malaysia with the skills and opportunities they need to shape a better future.