Nescafé will invest up to RM500,000 in seed capital and mentorship to fund youth-led business startups across Malaysia.
Titled Projek Hidupkan Duniamu, the six-month initiative targets young founders who need direct cash grants and commercial guidance to build viable enterprises.
Cash allowances and TikTok pitch screening
Qualifying participants receive a six-month funding allowance, assigned corporate mentors and promotional exposure across Nescafé marketing channels. Applicants must submit a 60-second video pitch on TikTok. In the video, they must explain their commercial ideas and argue why their startup merits direct backing. Submissions open on October 1, coinciding with nationwide International Coffee Month promotions.
Nestlé Malaysia showed the project during a six-day consumer exhibition at IOI City Mall in Putrajaya. It also introduced new coffee products at the event. These included bottled espresso concentrate, Spanish latte and tiramisu latte variants, alongside appearances from brand partners Black Hanifah and Yusof Hashim.
Corporate youth programmes in Southeast Asian retail
Consumer goods groups across Southeast Asia increasingly rely on venture contests to win young brand loyalists while testing grassroots retail ideas. Packaged goods makers now deploy seed funds rather than spending purely on above-the-line advertising. These micro-grants let them test consumer reception in hyper-local settings. They also generate fast social-media reach among demographics that traditional retail marketing misses.
For retail mall operators and digital platforms, corporate incubators supply early pipeline activity for food concepts, boutique services and micro-merchandise. Survival rates remain low. Very few early-stage projects outlast the corporate grant period without follow-on funding from commercial lenders or institutional venture funds.
Evolution from university coffee carts
This rollout updates the earlier Nescafé Youth Entrepreneurship Programme, which placed coffee vending stands and kiosks on university campuses. That scheme trained undergraduates in point-of-sale management, inventory controls and beverage prep. However, it kept participants tied directly to Nestlé product lines.
Projek Hidupkan Duniamu expands that brief into independent commercial ideas. The shift follows nationwide outreach campaigns by the brand, such as the Ngopi Dulu tour. That tour examined working conditions among frontliners and gig workers in transport hubs, public hospitals and service centres.
Their stories reminded us that while ambition is abundant, access to opportunities can often make the difference.
Roadshows set for Selangor and Penang
Upcoming roadshows will expand on-ground activations at Sunway Pyramid in Selangor and Queensbay Mall in Penang. Application assessments begin once the October 1 submission window opens. Shortlisted finalists will then advance to mentorship and funding before the end of the year.
