The ever-changing market landscape demands constant restructuring for businesses to stay agile. The advent of AI technologies such as ChatGPT in late 2022 ushered in a new era where data became a strategic asset, making transformation imperative for large corporations.
TURNING DATA INTO A GOVERNANCE POWERHOUSE
At ROX Group, the leadership recognizes that innovative governance is crucial for maintaining efficiency and agility to adapt to fluctuations and proactively shape the future. Hence, in 2023, the Group embarked on a large-scale restructuring program, anchored on six pillars: brand repositioning, digital transformation, corporate culture development, risk management, data-driven performance measurement, and agile governance.
With a mindset of innovation and creativity, ROX Group has leveraged technology to enhance the quality of corporate governance. The strategy’s focal point is establishing a robust data foundation, encompassing an Enterprise Data Warehouse (EDW) and a Customer Data Platform (CDP) through the integration of ERP, SAP, and BI tools. ROX is also among the few Vietnamese enterprises to independently develop EDW, CDP, and risk management platforms, showcasing their intrinsic technological capabilities.
To ensure prudent investment decisions, ROX employs Gartner’s reference framework for each stage of system development. Concurrently, the Group is digitizing its entire operational chain, investing in R&D for optimized productivity, and enabling real-time decision-making.
DIGITAL CULTURE – CATALYZING HOLISTIC INNOVATION
The distinctive aspect of ROX Group’s governance strategy lies not only in its technological innovations but also in its cultivation of corporate culture as a soft governance tool to boost efficiency and foster systemic harmony. Each year, a cultural theme is introduced to unite the team and propagate a unified spirit.
For 2025, the theme “Data Talks” has been chosen, steering the entire system toward a digital culture where every action is quantified and every achievement measurable. At ROX Group, data not only facilitates operations but also assesses human endeavors through specific indicators, encompassing both work efficiency and humanitarian contributions.
Cultural initiatives such as the ROXMei 2025 series, leading up to the Group’s Tradition Day (19/5/1996-19/5/2025), continue to propagate the “Data Talks” spirit through internal cohesion and community responsibility advocacy. Every kind gesture, from a shared lunch to a heartfelt home visit or an inspiring brand-related article, earns a “Living Beautifully” badge. For each badge awarded to an employee, ROX Group contributes VND 50,000 to the ROX Share program, translating data into a language that reflects the organization’s cultural values.
CEO Tran Xuan Quang asserts, “The core of digital transformation lies not only in technology but in the capability to practice a digital culture, where data steers every decision and action. When each effort is transparently measured, the organization becomes more efficient and fosters a culture of improvement at all levels.”
ROX Group’s governance model, maximizing the potential of technology and culture, has garnered recognition from international experts. At the 2025 Stevie Awards, the Group clinched the Gold Award in the “Innovation in Enterprise Governance” category. According to the Stevie Awards 2025 judges, “ROX Group’s enterprise restructuring, digital transformation, and risk management initiatives demonstrate a comprehensive strategy balancing operational efficiency, technological advancement, and corporate culture development.”
In 2024, ROX Group witnessed positive outcomes from its governance innovation strategy. The Organization Health Index (OHI) improved across all criteria, notably in the work environment (86 points) and organizational capabilities (87 points). The cultural maturity index surged by 13 points year-on-year, indicating a significant shift in organizational thinking and behavior. The brand recognition and affinity index reached nearly 100%.
After 29 years of growth, ROX Group has solidified its position as a pioneering multi-industry investment group and forged a brand identity rooted in three core values: innovation, humanity, and international standards. Its mission, “Creating harmonious values for life,” is actualized through three layers of values: Living Beautifully – spreading humanitarianism and social responsibility; Living Quality – delivering exceptional products and services while encouraging a harmonious lifestyle for body and mind; and Living Luxuriously – applying international standards in governance, operations, and product/service development.
ROX Group’s modern governance style not only enhances employee productivity but also instills a deeper sense of pride in the organization they serve. The system of harmonious values, crafted by dedicated employees out of their love for the organization, has brought about positive changes for customers, the community, and society.
From data to culture, and from technology to people, ROX’s governance system continually evolves to embrace the future. This toolkit equips the Group to further its impact in strategic domains, including urban & industrial park development, hotels & resorts, energy, operations & management services, technology, and financial investments.
“GHTK’s Participation at Viet Cargo Expo 2025”
From May 21 to 23, 2025, Giao Hàng Tiết Kiệm (GHTK) participated in the Viet Cargo Expo 2025 (VCE), Vietnam’s premier exhibition for logistics and cargo professionals. The event was held at the WTC Expo Convention and Exhibition Center in Binh Duong, bringing together industry leaders and experts to showcase the latest innovations and solutions in the logistics and cargo sector.
Danang’s Dynamic Transformation: Soaring in the Global Startup Ecosystem Rankings
“The recently released 2025 Global Startup Ecosystem Index Report by StartupBlink, a renowned research and mapping center, has brought exciting news for Da Nang. According to the report published on May 20, 2025, Da Nang’s startup ecosystem has made a remarkable leap in the rankings, climbing 130 positions to secure the 766th spot globally.”
Introducing Hanoi Draught Beer’s Newest Offering: The 1L Keg
Introducing the new and improved Hanoi Draught Beer, now recognized as a National Brand by the Government. We are proud to present our latest innovation, the 1L KEG, a modern and convenient way to enjoy the rich and authentic taste of Hanoi. This new packaging showcases the unique identity of our beloved beer, bringing a touch of modernity while preserving the traditional flavors that have made Hanoi Draught Beer a beloved staple across the nation. Raise a glass and join us in celebrating this exciting new chapter!
Shinhan Securities and FireAnt Sign Investment and Strategic Partnership Agreement
Shinhan Securities, a leading securities company in South Korea and the parent company of Shinhan Securities Vietnam (SSV), has recently expanded its strategic investments in Vietnam. The company has acquired a significant stake in FireAnt, a prominent digital media and services company, marking a pivotal moment for both entities.
Two Vietnamese Cities Soar in Global Startup Index
According to StartupBlink, Ho Chi Minh City has consistently climbed the global rankings for four consecutive years, particularly excelling in the Fintech industry with its high growth rate. The city now ranks among the top 30 globally in Blockchain and holds the 2nd position in Southeast Asia. Simultaneously, Da Nang has also made remarkable progress, leaping an impressive 130 spots to secure the 766th position in the “2025 Global Startup Ecosystem Report.”
