CEOs Le Hong Thuy Tien and Tien Nguyen: Journey of heritage and assimilation

If Le Hong Thuy Tien laid the foundation, then Tien Nguyen has been entrusted with carrying that legacy forward. Raised in a family immersed in business, surrounded by luxury brands from an early age, Tien Nguyen developed an intuitive appreciation for fashion. “Fashion is not just about clothes; it is an expression of identity, a distinct voice in the crowd,” she reflects. Having gained international business experience from a young age, she sees the expansion of high-end fashion in Vietnam not just as a commercial opportunity but as a means of elevating the nation’s presence on the global stage.

In early 2023, Tien Nguyen—then Deputy General Director of Luxury Fashion Development at IPPG, the exclusive distributor of 108 mid-range and luxury brands—was officially appointed CEO of DAFC. Now overseeing more than 60 brands and managing over 50 luxury boutiques, her appointment marked a defining moment in her career, a symbol of both maturity and trust as she stepped into the role previously held by her mother.

Inheriting the leadership of a vast luxury retail empire is no effortless feat. While the previous generation focused on bringing international brands into Vietnam, Tien Nguyen, with her progressive outlook, aims to amplify the family’s influence on a global scale. She is candid about her ambition—not only to host foreign luxury brands in Vietnam but to propel Vietnamese fashion onto the world stage, ensuring local designers gain international recognition.

Bringing international luxury brands to Vietnam was never destined to be easy. When Thuy Tien and her family embarked on their journey, the concept of high-end fashion was almost entirely unfamiliar to local consumers. “At that time, luxury shopping was a novel idea. Vietnamese consumers were not accustomed to spending significant sums on international fashion,” she recalls.

The challenge lay not only in transforming consumer habits but also in earning the trust of prestigious global brands. “We had to engage in extensive negotiations, demonstrating and proving that the Vietnamese market held immense potential. It took relentless effort to persuade these brands to believe in our vision and invest,” she says.

Confronted with these hurdles, IPPG adopted a strategic approach—one that went beyond simply introducing international labels to Vietnam. The group invested in luxury retail spaces, curating an unparalleled shopping experience from boutique design to bespoke customer service. This meticulous attention to detail set them apart, swiftly establishing IPPG as a formidable name among Vietnam’s elite.

While both mother and daughter share the same overarching goal—preserving and expanding the family legacy—their leadership styles are distinct. Thuy Tien, a seasoned businesswoman, places great emphasis on stability and sustainable growth. “I believe in time-honoured values and always prioritise building a strong foundation before scaling up,” she affirms. For her, careful deliberation and long-term strategic planning are paramount to maintaining IPPG’s stronghold in the luxury fashion sector.

In contrast, Tien Nguyen epitomises the dynamism of the younger generation, bringing a fresh, contemporary outlook to the business. She is unafraid to embrace bold, innovative ideas and remains at the forefront of emerging technological trends. “Tien is passionate about leveraging technology to enhance business operations, from digitising the shopping experience to harnessing the power of social media and influencer marketing,” observes Thuy Tien.

This agility, creativity and forward-thinking approach have propelled DAFC—the IPPG subsidiary under Tien Nguyen’s stewardship—towards significant expansion, with a growing influence among younger consumers.

Where previous generations viewed luxury fashion as a status symbol, Tien Nguyen’s contemporaries adopt a markedly different perspective. “Today’s young consumers are not solely drawn to brand prestige; they seek cultural significance, sustainability, and meaningful personal experiences in their purchases,” she says.

Recognising this shift, Tien Nguyen has continually refined her customer engagement strategy. She champions the digital transformation of the retail experience, investing in e-commerce and employing big data analytics to decode consumer behaviour. She firmly believes that personalisation—both online and in-store—will forge deeper connections between luxury brands and the new generation, ensuring their continued relevance in an evolving market.

When reflecting on the legacy her family has built, Thuy Tien’s pride is unmistakable. “Heritage is not just about material wealth—it is about prestige, reputation and the trust of our customers. This is what drives us to continually strive, preserve and grow the group,” she affirms. For her, this legacy is not only an achievement but a profound responsibility—one that must be upheld and passed down to future generations.

For Tien Nguyen, her family’s legacy serves as an endless source of inspiration, pushing her to constantly evolve and refine her expertise. “Being born into such a family is an incredible honour, but it also comes with immense pressure. I must always prove myself and continue the values my parents have instilled,” she reflects.

Looking to the future, both mother and daughter have bold ambitions for expanding their family’s influence in the world of luxury fashion. Thuy Tien remains steadfast in her mission to introduce new brands to Vietnam while broadening retail operations across Southeast Asia and the wider Asia-Pacific region. She is also deeply invested in developing a comprehensive luxury retail ecosystem—one that spans shopping mall management to non-aviation services at international airports.

Meanwhile, Tien Nguyen, as CEO of DAFC, is spearheading efforts to strengthen high-end fashion brands through digital innovation and social media engagement. Her vision extends beyond regional borders, as she aims to position IPPG as a global luxury powerhouse.

For the next generation of business leaders—especially young women—Thuy Tien offers a powerful message of encouragement: “There are no limits to your dreams. In business, or in any field, perseverance and passion will help you overcome every challenge.” She is particularly passionate about breaking barriers, proving that women can not only succeed in business but also redefine industry standards.

Deeply influenced by her family’s values, Tien Nguyen embodies this ethos, inspiring others with her journey of resilience and self-expression. She is driven by a desire to elevate Vietnamese fashion onto the world stage. “Fashion is not just about the product—it is about the impact we create for the community and society. Always hold onto your passion and your drive to succeed,” she says.

The legacy built by Johnathan Hanh Nguyen, Le Hong Thuy Tien, and Tien Nguyen is a testament to the seamless fusion of tradition and modernity, of enduring vision and boundless creativity. Two generations, two styles, but one shared ambition—together, they have created a luxury fashion empire that continues to expand beyond Vietnam, making its mark on the world stage.

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