Legacy 50: Four Vietnamese brands and their stories of rising to international prominence after ‘coming out of the fire’

Over the decades, Vinamilk has remained at the forefront of innovation, expanding its offerings to suit evolving tastes and nutritional needs. From staple items like condensed milk and fresh milk to premium lines such as yoghurt, organic dairy, and plant-based alternatives, the brand has kept pace with wellness trends and generational shifts.

Vinamilk’s commitment extends beyond the product shelf. Through the Vietnam Grow Up Milk Fund, more than 1.5 million cartons of milk have reached underprivileged children across the country. Its environmental initiatives are no less ambitious—by 2023, three of its units achieved carbon neutrality under the Pathways to Dairy Net Zero 2050 roadmap. The introduction of organic farms and energy-efficient production lines reflects not only environmental stewardship, but also a desire to lead by example—nurturing a more sustainable way of life for communities across Vietnam.

Ms Mai Kieu Lien, CEO behind the brand, once remarked: “The quality of our milk is on par with that of other countries; it’s simply that we’ve not yet found the way into their markets.” After four decades of steady expansion abroad, Vinamilk today has a footprint in 62 countries and territories—from discerning markets like the US and Japan to emerging hubs across the Middle East. With export revenues reaching an impressive USD 3.4 billion, and a 2023 valuation of USD 2.8 billion placing it sixth among the world’s most valuable dairy brands (according to Brand Finance), Vinamilk’s reputation now stands as a proud symbol of Vietnamese excellence on the global map.

The year 2023 marked a turning point for Vinamilk, ushering in a complete renewal of its brand identity. Speaking on this transformation, Mr Le Hoang Minh, Executive Director of Production, highlighted that the rebrand signals more than a change in visual language—it represents sweeping reforms across the board, from digital upgrades to a focus on environmental sustainability. At the heart of these efforts lies a larger ambition: not only to elevate the brand itself, but to contribute to the image of a vibrant, innovative, and high-quality Vietnam on the international stage.

Dien Quang was founded in 1979 in Ho Chi Minh City with a mission as simple as it was vital: to bring light into every Vietnamese home. During the state-subsidised era, when resources were scarce, technology lagged, and lighting largely relied on costly imports or crude oil lamps, the company faced formidable obstacles—outdated machinery, inconsistent supplies of glass and inert gas. Yet through determination and ingenuity, the Vietnamese brand’s first fluorescent lamps emerged as a breakthrough, replacing oil lamps in rural areas and illuminating homes, schools, and workplaces during some of the nation’s most trying years.

Read more: Legacy 50 – Architects who ‘shaped’ Saigon’s memories

The Doi Moi reforms presented new challenges, as global lighting giants such as Philips, Osram and Panasonic entered the market. With modest capital and limited access to cutting-edge technology, Dien Quang was under pressure to raise the quality of its products to stay competitive. During this time, the company doubled down on R&D, modernised its production lines, and enlisted local experts to streamline operations. In 1990, it introduced an improved range of fluorescent lamps—more efficient, longer-lasting, and tailored to local needs. These innovations not only satisfied domestic demand but also found markets in neighbouring countries such as Laos and Cambodia.

As Vietnam opened itself to the world in the 2000s, Dien Quang confronted a new wave of consumer expectations, energy-efficiency standards, and the rapid onset of the Fourth Industrial Revolution. To meet the moment, the company evolved from a conventional bulb manufacturer into a forward-thinking tech enterprise—one focused on smart, eco-conscious lighting. The 2010 launch of its first LED range, which used up to 80% less electricity than traditional fluorescent models, marked a pivotal shift towards greener solutions. By 2015, Dien Quang had invested in a state-of-the-art facility in the Ho Chi Minh City High-Tech Park, complete with an automated production line and an R&D centre led by over 100 young engineers. Its smart lighting systems—integrating IoT technology and remote control—have since been adopted in major projects, from Bac Giang Stadium to Tra Noc Airport in Can Tho and the Marriott Hotel in Da Nang. These strides have not only cemented Dien Quang’s stature at home but also propelled the brand into prestigious international circles.

Dien Quang’s journey to the world has been one of quiet determination and continuous reinvention. From its first export shipments across Southeast Asia, the brand has since expanded its reach to more than 30 countries—from the US and Japan to Europe and the Middle East. Its range of LED lights, solar-powered solutions and smart lighting systems meet stringent international standards, including CE, RoHS, and UL, earning praise from global partners for both quality and sustainability. In 2017, Dien Quang made a bold move, establishing a factory in Venezuela—becoming one of the first Vietnamese companies to invest in manufacturing abroad. With annual export revenues in the tens of millions of US dollars, the brand has brought “Vietnamese light” to countless international projects, from schools and hospitals to industrial zones. In 2023, Brand Finance recognised Dien Quang among the Top 50 most valuable brands in Vietnam, estimating its brand value in the tens of millions. Its growing global footprint is a testament to a long-held ambition: to share Vietnamese ingenuity with the world.

Biti’s was founded in 1982 in District 6, Ho Chi Minh City, from two modest production workshops—Binh Tien and Van Thanh—with just 20 workers and a handful of worn sewing machines. Initially producing simple rubber sandals, the company entered the market at a time when confidence in local goods was fragile and imported items—despite their high prices—were in favour. By focusing on practicality and durability, Biti’s offered affordable footwear that suited everyday Vietnamese life. In 1986, the two workshops merged into Binh Tien Rubber Cooperative, becoming the first non-state entity to receive State permission for import-export activities. Early shipments of sandals to Eastern Europe and the Soviet Union under the barter system laid the foundation for what would become a story of global growth.

The brand faced fierce competition, both from international names like Adidas and Nike and from low-cost imports from China. To survive, Biti’s invested in production upgrades, improved quality, and worked to expand its domestic presence. In 1992, the cooperative evolved into Binh Tien Consumer Goods Production Company, officially adopting the name Biti’s. A defining moment came in 2002 with the “Cherish Vietnamese Feet” campaign—a bold collaboration with American agency Leo Burnett. The resulting TV commercial, which aired nationally, featured mythical figures Au Co and Lac Long Quan leading their people across the Truong Son mountains. With a budget of USD 15,000, it was an unprecedented media investment at the time and sparked a surge of national pride. From its durable sandals to its trusted sneakers, Biti’s became a household name across generations—from the 70s through to the 90s—offering comfort and reliability to workers, students and families alike.

Over the past 43 years, Biti’s has quietly accompanied Vietnamese lives with functional, accessible footwear—from rubber sandals in the post-war years to today’s high-tech smart shoes. Product lines such as Biti’s FitCare (orthopaedic shoes for children), First Shoes (designed for little ones learning to walk), and UCare (tailored for healthcare professionals) reflect a continued commitment to comfort and wellbeing. Its distribution network spans all 63 provinces and cities in Vietnam, ensuring that quality remains within reach—whether in rural villages or bustling cities. The brand’s efforts to improve quality of life are also reflected in its sustainability drive, with initiatives like the “What-You-Can-Use” collection, made with 60% recycled materials, encouraging greener choices and mindful consumption.

With strong domestic roots, Biti’s has expanded its global footprint, exporting to more than 40 countries, including Italy, France, the UK, the US, Japan and China. The brand is trusted by global names such as Decathlon, Clarks, Speedo and Skechers as a manufacturing partner, thanks to its ISO 9001-certified production process and consistent quality. In 2000, Biti’s established an office in Yunnan, China, where it launched 30 general stores and over 300 retail points, taking on local competitors with superior product quality. Today, exports account for 30% of the brand’s total revenue—with China alone contributing 10%—a sign of its ability to thrive in complex, demanding markets. Despite headwinds from global economic shifts and periods of recession, Biti’s has sustained growth through product diversification. Lines such as Biti’s Smart, featuring sensor-integrated smart shoes, and the eco-conscious Green Biti’s range, reflect this adaptive approach. With six regional centres, four advanced factories, 200 flagship stores and 800 retail points, Biti’s provides employment to over 6,000 workers—standing as a proud symbol of Vietnamese excellence on the international stage.

Founded in 1985, at a time when the country was just emerging from war and the economy was heavily subsidised, Vietnam’s industrial production was fragmented and under-resourced. Businesses like Duy Tan were left to rely on their own ingenuity to survive. The brand’s earliest plastic goods—ranging from food containers and water bottles to household essentials—were created amid scarcity, yet quickly became indispensable in Vietnamese homes.

The economic reforms of Doi Moi in 1986 unlocked fresh opportunities but also brought intense competition, as multinational corporations entered the Vietnamese market. With limited access to capital and modern technology, Duy Tan found itself up against foreign rivals with superior resources. Yet the fledgling brand moved swiftly, pioneering investment in a fully integrated production line—from mould design and blow moulding to final packaging—ensuring stringent quality control. In 1994, Duy Tan achieved a breakthrough by securing a contract with industry giant Unilever to manufacture packaging for a range of personal and household care products. It was a defining moment, demonstrating that a Vietnamese company could meet international standards and compete on a global level. Since then, Duy Tan’s durable, hygienic packaging has become a fixture in homes across the country, enhancing daily convenience and living standards.

In 2021, a strategic merger with SCGP (a subsidiary of Thailand’s SCG Group) marked a significant turning point, providing access to stable raw material supplies and broader export opportunities. With overseas sales exceeding USD 36.4 million in 2022, Duy Tan was recognised as one of Vietnam’s “Most Prestigious Export Enterprises.” Its recycled plastic goods—including water bottles, cosmetic containers and rPET and rPP packaging—not only meet growing domestic demand but are also gaining traction in high-barrier markets such as the US, Japan and Europe.

Collaborations with global partners and accreditations such as ISO, BRC and ISCC PLUS have further solidified Duy Tan’s status as a leading plastics manufacturer in the Asean region. With a brand value of USD 20.4 million, as reported by Forbes Vietnam, the company holds a commanding position in the domestic household plastics market and is steadily establishing itself as a benchmark in the Asian plastics industry. Today, Duy Tan products—from food-safe containers to household appliances—can be found in more than 20 countries, proudly carrying the mark of Vietnamese ingenuity and quality craftsmanship.

Duy Tan continues to lead the way in championing a green lifestyle through its range of recycled and environmentally friendly plastic products. With over 99% of its output designed to be recyclable, the company upholds internationally recognised standards, including the BRC Global Standard, ISCC PLUS, and SCG Green Choice—ensuring consumer health and reducing environmental impact. Innovations such as lightweight bottle caps and streamlined packaging have significantly cut raw material usage, making sustainable options more accessible to Vietnamese households at affordable prices.

In 2024, Duy Tan unveiled a refreshed brand identity, marked by a distinctive green hue—signalling its long-term commitment to a green economy and high-tech recycled plastics. These initiatives go beyond economic value, inspiring greater public awareness around environmental protection and contributing meaningfully to a cleaner, greener Vietnam.

NOW READ

Legacy 50: Saigon—City of "firsts"

Legacy 50: From “The Deserted Field” to “The Godfather”: How has Saigon on screen changed?

Legacy 50: 5 places to watch fireworks to celebrate April 30 in the heart of Saigon