As Austrians are becoming bolder in their culinary tastes, Asian food is increasingly popular for at-home consumption. Against this backdrop, students on the Retail Marketing Consulting course were given the opportunity to work on the Shan'shi brand and its competitive positioning this semester. After store visits, blind tastings and interviews with potential customers, we presented our insights yesterday and were delighted with the positive feedback. We don't want to give too much away, but one thing is clear: flavour alone doesn't decide the race. Attractive packaging and an authentic brand image are also important for consumer preferences. My thanks go not only to Andreas Nentwich and Monika Schiller at Maresi for the interesting challenge, but above all to all the students who worked so hard on the project.