Built with Pride – Kiến tạo Tự hào
LuxGroup and the Journey of Showcasing Vietnamese Heritage to the World
1. Origins of Pride
Founded two decades ago, LuxGroup (www.luxgroup.vn) was born from the vision of Dr. Pham Ha, a Vietnamese entrepreneur determined to infuse national spirit into every aspect of luxury travel. As he often affirms: “An entrepreneur should not only generate profit, but also create pride for the nation.”
From the outset, LuxGroup chose a distinct path: curating refined, culture-driven, heritage-inspired experiences rather than mass-market offerings. This philosophy laid the foundation for LuxGroup to become a pioneer in luxury heritage tourism in Vietnam.
The slogan “Built with Pride – Kiến tạo Tự hào” has since guided the group’s mission, ensuring that each product and service reflects Vietnamese pride in history, culture, and people.
2. Pride in Every Product and Service
Vessels such as Heritage Bình Chuẩn, Emperor Cruises, and Amiral Cruises for Presidents, under the Lux Cruises Group®, are more than ships – they are floating heritage museums. Each voyage is a cultural immersion: Pham Luc’s evocative artworks, traditional music, authentic cuisine, and world-class personalized service.
Alongside, Lux Travel DMC®, Luxury Travel®, and Lux Limo® complete a holistic ecosystem, spanning cultural discovery, MICE, curated events, and premium transportation.
Every detail – from the naming of suites and interior design to the 5P + 3P philosophy (Purpose, Passion, People, Planet, Profit + Place, Partnership, Prosperity) – embodies a fusion of national pride and global excellence. This is the essence of “Built with Pride”: achievements crafted with the heart and intellect of Vietnam.
3. Pride in Sustainability
In today’s era of ESG and happiness tourism, LuxGroup pioneers responsible luxury by:
• Harnessing renewable energy on board.
• Launching community projects such as the LuxGroup Foundation – Light Up the Stone Plateau.
• Preserving more than 10% of Pham Luc’s lifetime works through the LuxArts Collection® and F. Luc Museum®.
LuxGroup is among the first Vietnamese companies in the sector to achieve prestigious certifications such as Travelife Certified, ISO 9001/14001/26000, and has received international honors including HR Asia – Best Companies to Work For in Asia, World Travel Awards, and Green Star Enterprise.
Here, pride comes not only from luxury offerings, but also from social responsibility and a sustainable legacy for future generations.
4. Shining into the Future
Looking ahead to 2045 – the centennial of Vietnam’s independence, LuxGroup aspires to become a global brand in travel, culture, and the arts, while remaining deeply rooted in its Vietnamese soul.
The motto “Built with Pride – Kiến tạo Tự hào” represents more than a corporate ethos. It reflects the aspiration of a new generation of Vietnamese entrepreneurs: to dream boldly, act courageously, and carry the mission of sharing Vietnam’s heritage with the world.
