Retail Asia magazine has announced the winners of the Retail Asia Awards, with Phu Nhuan Jewelry Joint Stock Company (PNJ) honored in the “Marketing Initiative of the Year” category for their “Jewelry Journey Across Vietnam” sales campaign. This prestigious award recognizes outstanding retail initiatives in Asia, with a rigorous evaluation process and a panel of judges comprising leading experts from KPMG, PwC, Euromonitor, and other reputable companies.
To be acknowledged in the “Marketing Initiative of the Year” category, participating enterprises must demonstrate creative and effective marketing campaigns that achieve multiple objectives, including enhancing the brand image, boosting sales, and fostering stronger relationships with existing and potential customers.
PNJ has been consecutively honored with the “Marketing Initiative of the Year” award for two years, recognizing their deep understanding of jewelry consumption needs in Vietnam and their effective retail strategies. (Photo: Thanh Phương)
According to the organizers, PNJ’s honor for two consecutive years is a testament to their flexible application and profound understanding of jewelry consumption needs in Vietnam, which has led to the development of unique and effective business strategies. The brand has successfully brought jewelry closer to customers in emerging markets, creating a strong impression and positively impacting their business results.
The “Jewelry Journey Across Vietnam” sales campaign, which kicked off in mid-August 2023 and traveled through 24 provinces and cities from North to South, is a testament to this achievement. With the aim of celebrating everyday beauty and inspiring self-confidence, the event series attracted thousands of participants to music nights at each stop, 20 million views on TikTok, and 1,700 posts on Facebook within two months.
PNJ’s “Jewelry Journey Across Vietnam – Celebrating Everyday Radiance” campaign left a strong impression on customers nationwide. (Photo: Hồng Giang)
Previously, the “Jewelry Journey Across Vietnam” campaign also won PNJ the title of Best Retail Event at the Event Marketing Awards 2024 in the Asia-Pacific region.
Additionally, the company has been recognized with several other prestigious awards, including the Instant Impact/Promotion category at the MMA Smarties Vietnam 2023, and consecutive wins for Best Retail Marketing at The Marketing Event Awards in 2023 and 2022.
Customers participating in the “Spread Charisma” event as part of PNJ’s “Crossing the Ocean with Unfaltering Charisma” campaign on International Women’s Day. (Photo: Minh Phụng)
PNJ’s retail marketing activities, with their creative and unique approaches, such as the “Jewelry Journey Across Vietnam” and “Crossing the Ocean with Unfaltering Charisma” campaigns on International Women’s Day, have not only strengthened the brand but also helped PNJ conquer new potential markets. As a result, the company’s financial targets have consistently reached new heights.
Specifically, in 2023, PNJ achieved a record-high revenue of VND 33,137 billion and a net profit of VND 1,971 billion, surpassing the previous year’s record of VND 1,811 billion. This year, enhancing the quality of retail marketing programs and sales campaigns is expected to be a key strategy in helping PNJ achieve their challenging goals of VND 37,147 billion in revenue and VND 2,089 billion in profit, representing a 12% and 6% increase, respectively, compared to the previous year. Both figures are record-breaking and reflect a fourfold increase in revenue and an eightfold rise in profit compared to a decade ago.
PNJ’s strong financial position and continuously improving business efficiency have recently earned them a place in Fortune’s list of the 500 largest companies in Southeast Asia, as the sole representative of Vietnam’s jewelry industry. According to PNJ’s representatives, this achievement is the “sweet fruit” of their decade-long journey, transforming from a traditional jewelry company to a leading domestic retailer and jewelry manufacturer with regional reach.
