Ateneo JGSOM students and professor achieve international recognition in X-Culture Global Business Challenge 2025-1

Four students — Julia Villanueva Magsino, Gabriela Alicia S Manalo, Jezreel S Marzan, Cynric Ercrisel M Mercado — from Ateneo de Manila University’s John Gokongwei School of Management have been named among the Best Teams in the 2025-1 round of the X-Culture Project, a global business collaboration initiative involving 5,832 students from 161 universities across 41 countries. Their mentor, Prof Pilar Unidad-Tolentino, was also honored with the Best Professor Award, further distinguishing Ateneo on the international stage.

The X-Culture Project is a premier international business consulting competition involving over 5,000 top students from 150+ universities across six continents each semester. Participants are placed in multinational virtual teams and tasked with developing market expansion strategies and real-world solutions for global companies. Teams are composed of students from 5 to 7 different countries, simulating the complexity of cross-border collaboration. Consulting reports are evaluated by a panel of 100+ international business experts from 40+ countries. Being recognized with a Best Team Award places students in the top 1% globally, marking them as future leaders in international business.

At Ateneo, the project is integrated into LAS 144.70: Cross-Cultural Communication, a course that equips students with the tools to navigate intercultural dynamics in business and management settings. The experience bridges theory and practice, preparing students to lead in a globalized economy.

From over 1,000 global teams, only 14 were selected as the Best Teams, following a rigorous multi-stage evaluation. Finalist reports were reviewed by an international panel of business professors and industry experts based on creativity, feasibility, structure, and collaborative effectiveness. Members of winning teams also earned invitations to the selective X-Culture Coaching Program and the upcoming 2025 X-Culture Global Symposium in Finland.

Ateneo de Manila University stood out as the only Philippine university represented in the 2025-1 Best Team list, underscoring its consistent strength in global experiential learning.

Julia Villanueva Magsino (BS Management '25) was part of Team 402, which worked with DARTdrones— the leading provider of drone training and consulting services for individuals, professionals, and enterprises in the United States, with operations in over 40 cities both on-site and online. Her team developed a market entry strategy into Canada, which included in-depth market analysis, competitive pricing structures, and foreign trade recommendations. The proposal emphasized strategic partnerships with Canadian government agencies and educational institutions, along with product diversification initiatives tailored to the unique needs of the Canadian market.

Gabriela Alicia S Manalo (BS ComTech '25) was part of Team 164, which worked with PacoaEco, a Brazilian footwear brand utilizing banana fiber and recycled cotton. The company involves local artisans and small-scale banana farmers, promoting community development and emphasizing sustainability and social responsibility. Her team crafted a market entry plan for the German market by analyzing local trends, improving brand positioning, and constructing a comprehensive operations plan.

Jezreel S Marzan (BS Legal Management '25) was part of Team 494, which worked with Health and Happiness (H&H), a global wellness sustainable company under the Alibaba Track. Her team developed a go-to-market strategy for H&H’s baby care line in Germany through streamlined marketing, pricing and distribution for both business-to-business and business-to-client pipeline.

Cynric Ercrisel M Mercado (III BS ITE) served as the team leader of Team 493, which worked with AR Books, an ed-tech startup from Ukraine specializing in AR/VR learning tools. His team identified Brazil as the most viable target for AR Books’ international expansion and developed a strategic market entry plan tailored to the country’s educational ecosystem, covering market analysis, brand positioning, and rollout strategies.

Magsino, Manalo, Marzan, & Mercado have successfully completed their consultancy projects under the X-Culture program, earning recognition as International Business Consultants. Their outstanding performance secured them the prestigious Best Team Award, placing them in the top 1% of over 5,000 global participants. In recognition of their excellence, they were also invited to represent their team at the 2025 X-Culture Global Symposium hosted by the University of Vaasa in Finland — a selective, high-level international summit that brings together the most exceptional student consultants from around the world.

Professor Pilar Unidad-Tolentino was subsequently awarded by X-Culture the title “2025-1 X-Culture Best Professor.” Out of 161 professors from 161 universities across 41 countries, Professor Tolentino was recognized for her consistent excellent contribution as an educator and collaborator, having dedicated time and attention needed to ensure a meaningful learning experience for all of her participating students. Professors were evaluated across 124 performance indicators, including student performance, class diligence, quality of evaluations, and the ability to manage context-specific academic challenges.

This achievement reflects Ateneo’s dedication to preparing students for the demands of a globalized world — where intercultural fluency, ethical leadership, and collaborative problem-solving are essential. Through initiatives like the X-Culture Project, the university continues to champion learning experiences that transcend borders and cultivate professionals who serve with competence, conscience, and compassion.