The 15th National College Students Market Research and Analysis Competition (Postgraduate and International students) recently concluded successfully in Guiyang. The "Wegatherteens" team, composed of City University of Macau (CityU) Faculty of Business MBA students Hao Luo, Jihao Hua, Yiyun Lu, Yi Hang, and Jiaming Li, under the guidance of Assistant Professor Kaidong Yu, won the national first prize for their in-depth exploration of the consumption decision-making mechanism of college students regarding food safety risk perceptions of self-heating food. Assistant Professor Kaidong Yu was awarded the title of "Outstanding Advisor." Through multidimensional research methods such as semantic analysis, questionnaires, and experimental simulations, the team uncovered the impact pathway of food safety risk perceptions on college students' purchase intentions for self-heating food, providing data-driven support for industry standards and food safety governance.

This award highlights CityU's leading position in integrating business education with social practice. The team plans to transform their research findings into a public-interest food safety science popularization toolkit, continuing to promote "business for good."