The Greatest Legacy of a CEO: Beyond Wealth and Store Expansion, It’s Defined by Something Extraordinary

In 2019, Yi He Tang officially launched in Vietnam under the leadership of CEO Nguyễn Viên An as the exclusive franchisee of the brand. Committed to delivering authentic tea flavors, the brand prioritizes high-quality local ingredients and traditional recipes to ensure a premium customer experience. To date, Yi He Tang has expanded to nearly 60 stores in Vietnam, with a goal of reaching over 500 stores by 2028.

During the 2024–2025 period, Yi He Tang Vietnam experienced significant growth. As CEO, Viên An made critical decisions to drive this expansion. Her first major move was restructuring the personnel model and establishing a specialized senior management framework. This decision came at a time when the brand had 10–20 stores, and the organizational structure was incomplete, with key positions often overlapping roles. Recognizing the need for deeper expertise to scale efficiently in the F&B industry, Viên An boldly recruited experienced external senior executives rather than relying on internal multitasking.

Her second pivotal decision was forming a strategic partnership with China’s Yi HuiYin Group in June 2023. Previously, Yi He Tang Vietnam operated almost independently. Viên An traveled to Wuhan to invite Yi HuiYin, which manages over 8,000 stores in China, to become a strategic partner. This collaboration enabled the team to leverage vast knowledge, technology, and experience from a larger market.

The CEO shared enthusiastically, “While some personal benefits may be shared, the system’s growth in speed and scale has multiplied. Yi He Tang Vietnam has gained confidence and autonomy with a robust strategy, enhancing both store quantity and quality. New store ROI has significantly improved. This international partnership and restructuring have ushered the brand into a phase of stable, sustainable growth.”

For Viên An, “sustainable growth” means the business, team, and partners develop together without compromising product quality or ethical values. Her three pillars for sustainable growth are: high-quality, safe B2C products; a stronger, more professional team; and long-term investor/franchisee benefits.

Viên An believes Vietnam’s tea market, currently the third-largest in Southeast Asia with an estimated value of $362 million, still has immense potential. Favorable macro factors include a hot climate ideal for cold drinks, a young population (Gen Z and Gen Alpha as primary consumers), and a thriving tea culture.

She noted, “The 2025–2026 market turbulence will weed out smaller, unstructured brands, creating opportunities for those with strong strategies, teams, and consumer understanding. Future success won’t rely solely on taste or price but on cultural impact, as seen with brands like Phela, Katinat, Phúc Long, and Highlands.”

Yi He Tang Vietnam is leveraging technology from parent company YiHuiYin to integrate AI and digital solutions into both internal operations (B2B) and customer experiences (B2C). While B2B implementation is advanced, B2C is in early stages due to franchise model specifics.

Leadership Style: Balancing “Kindness” and “Authority”

Viên An’s leadership blends “kindness” and “authority,” rooted in empathy, responsibility, and inspiration. She shared, “I lead with both kindness (empathy, understanding, sharing) and authority (discipline, rigor, high standards). This balance fosters teamwork while maintaining respect and ambition.”

Managing a young Gen Z team, Viên An often serves as a boss, sister, friend, mentor, and sometimes a “parent,” guiding them in communication, professionalism, and work ethic. This approach ensures close support for each member’s growth.

“Starting my career early taught me the value of discipline, perseverance, and accountability. Leadership isn’t about power but about guiding others through challenges,” she reflected.

Yi He Tang Vietnam has faced crises, including personnel losses, media attacks from competitors, and financial pressures. During these times, Viên An maintained team morale with the motto: “Turn big issues into small ones, and small issues into none.” This approach isn’t about avoidance but about fostering calmness for systematic problem-solving. Each crisis has strengthened the team’s resilience and unity.

Reputation: The Lifeline in Turbulent Times

Viên An fiercely protects the brand’s core values of reputation and integrity. She ensures timely employee payments, maintains respect for departing staff, and upholds civil, positive communication.

She emphasized, “Every department and employee is vital to our success. We can fail in revenue, products, or marketing, but never in ethics, reputation, or integrity. Reputation is our lifeline in challenging times.”

When faced with ethically questionable opportunities, Viên An asks herself three questions: Does it harm customers or partners? Does it disadvantage my team? Can I confidently defend this decision publicly? If any answer is “yes,” she rejects the opportunity, prioritizing reputation and ethics over profit.

“I believe a CEO’s greatest legacy isn’t the wealth or stores they create, but the lives they transform along the way.”