On June 1, the 2025 (Singapore) Global Brand Planning Competition was held at Singapore Management University. The Blue and White Legend Brand Planning Studio composed of 5 undergraduate students from School of Intellectual Property of Jiangsu University (JSU) won the Gold Ward and 2nd Runner-Up, while the supervisors Prof. Zhao Guanbing and Frof. Chen Haining were commended in the competition.

The Blue and White Legend Brand Planning Studio is composed of undergraduate students from School of Intellectual Property, including Chen Hanyu, Zhou Zihan, Zhou Chengfeng, Yi Pengjun, and Zhao Qiuyang. The studio focuses on Nantong Blue Printed Fabric, the national intangible cultural heritage and China's national geographical indication product. Under the guidance of the supervisors, the studio conducts extensive field investigations and market research to gain a deep understanding of the historical origins, printing and dyeing techniques, and cultural value of Nantong Blue Printed Fabric. Through innovative brand planning schemes, the studio promotes the brilliant treasures of traditional Chinese handicraft culture, showcases the deep integration of traditional culture and modern market, and takes practical actions to promote the intangible cultural heritage and traditional skills that are hidden in the boudoir to the forefront, bringing blue printed fabric to the forefront. The beauty of materials, craftsmanship, and culture is presented to the world.

The competition organized selection at all levels. Attracting 18 universities and 21 teams from China, Singapore, the Philippines, Thailand and other countries and regions to compete on the same platform finally. The Blue and White Legend Brand Planning Studio with its excellent planning ability and innovative thinking, stood out from the global teams, was highly recognized by the judges, and fully demonstrated the excellent team cooperation and innovative practice ability of JSU.

The Global Brand Planning Competition is initiated by the Business Industry Committee of the China Council for the promotion of international trade and hosted by the Global Chinese Marketing Alliance. It provides a professional, diversified, and international communication platform for university teachers and students, and also explores new paths for industry university-cooperation for Chinese brands to go global.