UTAR students achieve dual national recognition at PayNet Digital Campus 4.0

Universiti Tunku Abdul Rahman (UTAR) students from the Faculty of Accountancy and Management (FAM) achieved a significant milestone at the PayNet Digital Campus 4.0 competition, securing first place in the Student Representative Council Category and second place in the University Category. Held at the Renaissance Kuala Lumpur Hotel on 25 February 2026, the competition saw the UTAR team win a combined RM150,000 in prizes. The accomplishment also marks the first time UTAR has qualified for the University Category, highlighting the University’s growing presence on Malaysia’s national innovation platforms.

Organised by Payments Network Malaysia (PayNet), the PayNet Digital Campus initiative is a nationwide programme designed to accelerate digital payment adoption among university students while strengthening financial literacy and digital readiness. The 2025 edition recorded a remarkable 58.7 million digital transactions across 44 participating universities nationwide, reflecting the increasing role of students in shaping Malaysia’s digital payment ecosystem. Within this highly competitive national landscape, UTAR’s performance highlights the ability of its students to translate strategic thinking into impactful real-world initiatives.

Representing UTAR, the student team developed a comprehensive campaign aimed at cultivating a sustainable cashless culture on campus. Their strategy positioned digital payments as a seamless and rewarding part of daily student life, combining creative engagement initiatives with data-driven insights to maximise participation. Through well-planned campus activations, merchant outreach, and transaction monitoring, the team successfully demonstrated how practical, student-led initiatives can drive meaningful adoption of digital payment platforms.

Key elements of the campaign included large-scale campus engagement events designed to encourage active participation among students and merchants alike. These initiatives were supported by strategic merchant outreach efforts that expanded the presence of DuitNow QR payment facilities across campus vendors, enabling smoother and faster transactions. The team also utilised PayNet’s transaction data insights to refine their approach, monitor participation patterns, and optimise outreach strategies during peak campus activities. This holistic and analytical approach allowed the team to align their campaign closely with the objectives of the PayNet Digital Campus initiative while delivering measurable outcomes.

The UTAR team was led by Dania Natasya binti Nagayaya, together with Chong Wai San, Ho Jia Rok, Lee Ken Hau, Ng Kai Er, Tan Zung Yan, Teo Yi Qi, Chia Jia Chun, and Ong Min Hao. Representing the Faculty of Accountancy and Management, the students came from the Bachelor of International Business and Bachelor of Finance (Financial Technology) programmes, bringing together diverse perspectives in business strategy, financial technology, and digital innovation.

Throughout the competition, the team navigated multiple stages, including proposal development, campaign implementation, merchant coordination, transaction monitoring, and pitching sessions before the judging panel. Their ability to integrate analytical insights with creative engagement strategies played a key role in distinguishing their proposal among competing universities.

The team was guided by a dedicated group of advisors comprising lecturers from FAM, such as Dr Farah Waheeda binti Jalaludin as lead advisor, alongside Puan Ezatul Emilia binti Muhammad Arif and Ms Chin Wai Yin. Their mentorship and continuous guidance were instrumental in preparing the students for the pitching rounds and refining the campaign strategy to ensure strong alignment with the competition’s objectives.

Reflecting on the team’s accomplishment, Dr Farah expressed pride in the students’ dedication and professionalism throughout the competition journey. “I am incredibly proud of the team’s dedication, resilience, and professionalism throughout this journey. They not only demonstrated strong strategic thinking and execution, but also showcased leadership, teamwork, and the ability to perform under pressure. Their achievement is a testament to their hard work, and they have truly brought this victory home for UTAR,” she said.

Team leader Dania Natasya also highlighted the invaluable learning experience gained through the competition. “Go Big or Go Home — that was our mindset from the beginning. From large-scale campus activations to being featured on national news through Buletin Utama TV3, we pushed our campaign to the highest level. This experience took us far beyond the classroom. It taught us how to strategise, adapt under pressure, and support one another through every challenge,” she shared.

The team’s achievement gained national visibility when UTAR was featured on TV3’s Buletin Utama, where Dania Natasya represented the University as the spokesperson for the PayNet Digital Campus initiative. During the broadcast, she shared insights into the team’s campaign strategy and their journey throughout the competition, further highlighting UTAR’s active contribution to advancing digital payment adoption among Malaysian youth.

This historic achievement reflects UTAR’s commitment to nurturing students who are capable of translating academic knowledge into impactful real-world solutions. By engaging in national-level innovation platforms such as the PayNet Digital Campus initiative, UTAR students gain valuable opportunities to develop leadership, analytical thinking, and industry-relevant skills that prepare them to contribute meaningfully to Malaysia’s evolving digital economy.

As the University continues to strengthen its emphasis on experiential learning and industry engagement, initiatives such as this reinforce UTAR’s role in cultivating future-ready graduates who are equipped to drive innovation, embrace digital transformation, and contribute to national development.