Journal of China-ASEAN Studies

Business Plan for Sustainable Certified Vietnamese Coffee: A Mockup Case Study

Heng-Yu Chang, Bui Huyen Dieu Linh — Tue, 30 Dec 2025 00:00:00 +0700

This simulated business plan outlines Amazing Coffee’s strategy to become a pioneer in Vietnam’s sustainable coffee market. It reviews global ESG trends and the coffee industry’s shift toward eco-friendly, ethically sourced products, and positions Amazing Coffee within this transition. The simulated plan outlines a sustainable supply chain that aligns with international standards for organic cultivation, fair trade, water conservation, renewable energy, biodegradable packaging, and carbon offsetting. Financial projections indicate a net present value of 712.4 million VND, an internal rate of return of 19.6%, and a return on equity of 22.8%, based on an initial investment of 1 billion VND. Beyond environmental measures, the plan emphasizes Amazing Coffee’s mission to reshape consumer behavior and industry norms in Vietnam through sustainability-focused marketing and transparent sourcing practices. It expresses the company’s goal to bring authentic Vietnamese coffee to market responsibly, while influencing peers to adopt similar standards. Overall, the simulated business plan presents Amazing Coffee as a future leader in sustainable coffee, prepared to meet evolving consumer expectations, tighter regulations, and rising ESG demands, while delivering positive environmental and social impacts within Vietnam’s coffee sector.

From Beliefs to Practice: Unravelling the Mediation of Innovative Teaching in the Professional Competence of Art Instructors Rationale

Lu Geng Sun — Tue, 30 Dec 2025 00:00:00 +0700

Situated within the transformative landscape of higher art education in China, the professional evolution of the instructor has emerged as the critical vehicle for pedagogical reform. Despite the acknowledged centrality of the educator, a conspicuous lacuna remains regarding the specific mechanisms by which latent Teaching Beliefs are operationalized into technical Instructional Design Competence within aesthetic disciplines. Grounded in the epistemological framework of Social Cognitive Theory, this study rigorously interrogates the structural interplay between internal cognition and external professional practice, positing Innovative Teaching as a pivotal mediating variable. Employing a robust quantitative methodology, data were accrued from a stratified sample of 350 art instructors across four disciplinary domains. Hierarchical regression analysis substantiated the proposed theoretical model, demonstrating that while teaching beliefs exert a significant direct influence on design competence, this relationship is partially mediated by the enactment of innovative teaching behaviours. Consequently, the findings illuminate a sophisticated trajectory wherein abstract pedagogical convictions propel the adoption of novel methodologies, the practice of which subsequently crystallizes tangible structural design proficiency. Theoretically, this research transcends binary distinctions of teacher-efficacy, validating a "doing-to-become" model of professional maturation where behavioural engagement acts as the catalyst for cognitive refinement. Practically, the study offers a scientific basis for re-engineering faculty development programs, advocating for strategic interventions that prioritize experiential innovation to bridge the prevailing dissonance between policy intent and classroom reality.

The Interplay among Media Marketing Strategies, Consumer Behavior and Consumption Contexts: A Correlational Report

LIWEI WEI — Tue, 30 Dec 2025 00:00:00 +0700

In the contemporary epoch, the phenomenon of medialization has inextricably
intertwined media logic with economic reality, necessitating a structural paradigm shift from
physical transactions to algorithmically curated consumption contexts. This study empirically
deconstructs the tripartite interplay among media marketing strategies, consumption contexts,
and consumer behavior, focusing on the distinct psychometric stratifications between
university students and corporate employees. Utilizing a rigorous quantitative correlational
framework, the investigation addresses the critical empirical lacuna regarding how digital
immersion differentially impacts cognitive processing across diverse life stages and economic
autonomies. The results delineate a profound behavioral bifurcation: the workforce cohort
exhibits rational stability, utilizing media stimuli primarily for utility verification, evidenced
by statistical homogeneity. Conversely, the student demographic manifests impulsive volatility,
where decision-making is heavily predetermined by immersive scenarios rather than intrinsic
utility, confirming the hypothesis of age-related cognitive vulnerability. Correlation analysis
further corroborates that while medialization universally drives consumption, the
"consumption context" functions as a navigational tool for the economically autonomous, yet
operates as a persuasive enclosure for transitional consumers. The study concludes that postpandemic
consumerism is structurally heterogeneous, dictated largely by digital maturity.
Consequently, the research advocates for a dual-pronged strategic response: the adoption of
precision-segmented, ethical marketing frameworks by commercial stakeholders, and the
integration of algorithmic awareness modules into higher education curricula to mitigate the
systemic risks of impulsive digital acquisition.

Curation Power Structures in the Age of AI: From Human Curation to AI Curation of the Redistribution of Discourse Power

Kuan Lian Lee, YiChing Hsieh — Tue, 30 Dec 2025 00:00:00 +0700

This study aims to explore the redistribution and structural shift of exhibition discourse power driven by technology after AI intervenes in curation. The research method combines theoretical analysis with analyzation of typical AI exhibition cases to observe how artificial intelligence reshapes exhibition narratives, exhibits visibility, and audience participation models in practical operations, and compares different levels of technological intervention to reveal its specific mechanism in curatorial decision-making. The research results show that the introduction of AI not only changes the curatorial process and exhibition logic, but also redefines the curatorial subject, shifting the power from a single curator to a multi-subject network composed of curators, algorithms, and audience data. This study further proposes a structural model of the power flow mechanism of curation in the AI era, presenting the power reconfiguration formed by the interaction between the three. The conclusion points out that AI is driving the dynamic, multicentric, and data-driven characteristics of exhibition discourse, representing a profound change in the curatorial system. However, this case is still limited by the scope of data acquisition and cannot cover all technical scenarios. As AI technology evolves rapidly, the proposed models need to be continuously adjusted and validated.