Luxgroup® Corporate Culture Lexicon
Luxury is Culture – Built with Pride – Delivering Happiness
1. A Group of Small Giants
LuxGroup® is a constellation of small and medium enterprises that embody a giant spirit.
They may be “small” in size, but “great” in vision — daring to dream big, act boldly, and create lasting value for the nation.
Each brand is an independent yet united titan, sharing the same DNA of pride, creativity, and Vietnamese cultural identity.
2. Leading is Serving
True leadership at LuxGroup® begins with service — serving customers, employees, shareholders, and society.
A leader is not one who commands, but one who inspires, empowers, and elevates others.
To lead is to serve with humility, empathy, and a clear purpose for the common good.
3. Chief Happiness Officer
→ The Creator and Spreader of Happiness and Pride
At LuxGroup®, leadership is measured not by authority, but by the happiness one brings to others.
The Chief Happiness Officer embodies the belief that business should make people’s lives better — emotionally, spiritually, and socially.
The happiness of Luxers is the foundation of customers’ happiness.
4. Built with Pride
Every ship, story, and service experience of LuxGroup® is created with Vietnamese pride and craftsmanship.
“Built with Pride” means being proud of what we create, how we serve, and why we exist — to uplift the Vietnamese spirit and artistry on the global stage.
5. Ownership Culture
LuxGroup® nurtures a culture where everyone works as an owner, not as an employee.
Each Luxer is a proud co-creator, taking responsibility and initiative for collective success.
Working at LuxGroup® means working for oneself, for Vietnam, and for the next generation.
6. Delivering Happiness
At the heart of LuxGroup® lies the philosophy of serving from the heart — bringing happiness to customers, employees, partners, communities, and the planet.
Happiness is not a destination; it is the very essence of the journey.
Every Lux experience is designed to touch hearts and inspire smiles — creating value beyond luxury.
7. The 5P + 3P Formula for Sustainable Growth
Passion – Purpose – People – Planet – Profit + Place – Partnership – Prosperity
• Passion: Love for what we do, and pride in how we do it.
• Purpose: Every action has meaning — to serve people and the nation.
• People: The heart of all success; we grow through care and collaboration.
• Planet: We protect the Earth through green and responsible tourism.
• Profit: Sustainable growth that enables reinvestment in happiness.
• Place: We celebrate and tell the stories of each land and culture we belong to.
• Partnership: Win–win collaboration and shared responsibility.
• Prosperity: Collective success and shared happiness for Vietnam’s future.
This is LuxGroup®’s living model of ESG in action — purpose-driven, planet-conscious, and people-centered.
8. Competence = Mother of Capability
Competence is the sum of Attitude + Skill + Knowledge.
A true Luxer is defined not by position, but by the harmony of heart, mind, and action.
We learn for life, act with humility, and grow through experience.
Competence is not taught — it is cultivated.
9. Luxury Service
Luxury at LuxGroup® is not a price point — it is an attitude, an art, and an efficient process.
It is the art of awakening emotion and creating timeless memories.
To serve with luxury is to express respect, aesthetics, and emotional intelligence in every gesture.
10. Service from the Heart
Beyond service lies hospitality with heart.
As Dr. Phạm Hà defines it:
“Service can be bought, but hospitality must be felt – and only those with heart can truly touch the hearts of others.”
Every Luxer serves not to please, but to connect, care, and create joy through sincerity.
11. ESG & Net Positive Impact
LuxGroup® integrates Environment, Social, and Governance (ESG) principles into every action:
• Environment: Achieving Net Zero emissions and striving for Net Positive Impact — giving back more to nature than we take.
• Social: Empowering people, education, and communities to thrive.
• Governance: Operating with transparency, ethics, and integrity.
We believe sustainability is not a trend — it is our duty and legacy.
12. MAGIC Formula
M.A.G.I.C = Meaningful – Autonomy – Growth – Impact – Connection
LuxGroup® fosters a culture where each Luxer:
• Finds meaning in work,
• Enjoys autonomy and trust,
• Pursues continuous growth,
• Creates positive impact,
• And builds authentic connection with others.
It’s the magic that turns work into purpose and colleagues into family.
13. The 5G of LuxGroup®
Go Green – Go Global – Go Digital – Proud – Happiness
The action roadmap for 2025–2035:
• Go Green: Operate sustainably and promote responsible travel.
• Go Global: Expand Vietnamese luxury to the world.
• Go Digital: Embrace innovation and digital transformation.
• Proud: Be proud of our heritage and identity.
• Happiness: Because happiness is the true measure of success.
14. Luxers – The Heart and Soul of LuxGroup®
Luxers are not just employees — they are ambassadors of culture, storytellers of heritage, and creators of happiness.
They work with ownership, serve with pride, and grow with purpose.
Each Luxer is a reflection of the brand’s soul — living proof that “Luxury is Culture” and “Happiness is Success.”