LuxGroup – The Formula for Investment Success and Happiness with 8P, 5H & SALLE
In 2005, at the age of 30 – the symbolic milestone of “Tam Thap Nhi Lap” (establishing oneself at thirty) – Phạm Hà founded LuxGroup (www.luxgroup.vn) with a unique ambition: not merely to build a company, but to create “a great group of little giants” – compact, agile, and run to global standards, measuring success not just by profit, but by happiness and efficiency.
From the very beginning, he understood that size does not guarantee sustainability, but standards, formulas, and optimization create enduring strength. Over two decades, LuxGroup has refined its own management and investment philosophy, distilled into 5H and SALLE – and now evolved into the 8P Happiness Strategy.
5H – The Cultural and People Management Foundation
5H serves as the compass for all LuxGroup operations:
1. HR (Human Resources) – People are the most valuable asset; recruit, train, and develop based on values, capabilities, and cultural fit.
2. Hệ (System) – Build lean, transparent systems that can be replicated and scaled easily.
3. Hiệu (Efficiency) – Optimize work processes through standardized procedures and supportive tools.
4. Hiệu quả (Performance) – Enhance business performance through measurement, analysis, and continuous improvement.
5. Hướng (Direction) – Provide clear strategic direction, aligning personal goals with the company vision.
Thanks to 5H, LuxGroup sustains a team that is both professional and creative, while preserving a people-centric culture – the bedrock of sustainable growth.
SALLE – The Strategic Investment Filter
Derived from “Salle” (French for “meeting room”), LuxGroup transformed it into a principle for screening and executing investments:
• Sellable – A product must be sellable, meeting the right needs for the right target audience. A good company is one that can be sold.
• Avoid – Steer clear of unfavorable battles with “giants” or oversaturated AI trends.
• Leading – Lead in niche markets rather than follow the crowd.
• Legacy – Build and leave behind cultural, brand, and sustainable value legacies.
• Efficiency – Every investment must yield clear returns, both financially and in brand equity.
By applying SALLE, LuxGroup avoids costly “arms races” while maintaining its pioneering position in the luxury heritage tourism segment.
8P – The Holistic Happiness Strategy
The belief that “A happy business creates happy customers and a happy society” is embedded into the 8P framework, combining five core internal values (5P) with three external expansion drivers (3P).
5P – Internal Drivers:
1. Passion – Passion for heritage, art, and luxury experiences fuels the organization.
2. Purpose – Operate with a mission to serve people, promote Vietnamese values, and leave a lasting legacy.
3. People – Invest in people from recruitment and training to welfare and career growth.
4. Planet – Commit to ESG practices: environmental protection and heritage conservation.
5. Profit – Generate sustainable profits to reinvest in people, technology, and community.
3P – External Expansion:
6. Place – Create “happy spaces” – boutique cruises, heritage hotels, and inspiring work environments.
7. Partnership – Build strategic alliances with like-minded partners to extend influence and elevate service quality.
8. Prosperity – Pursue shared prosperity for employees, customers, shareholders, and the community.
Product & Marketing Strategy
LuxGroup defines product success with a clear formula: right need – right customer – right time.
Its golden rule:
“Where the customers are – that’s where our marketing is; what the customers need – our products must deliver immediately.”
Every offering is designed to sell emotions, not just services – from ship design and interiors to gastronomy and brand storytelling – all rooted in Vietnamese culture, art, and history. Products are continuously improved and innovated to match shifting market demands, turning customers into natural brand ambassadors.
Vision 2025–2045 – A Happy Enterprise of Little Giants
LuxGroup aims to become, by 2045, the happiest and most respected heritage tourism & service group in Asia, operating with a model of “little giants” – small but mighty companies that are efficient, flexible, and globally scalable.
Its strategy rests on three pillars:
1. Method – Lean operations, digitalization, and optimized customer experiences.
2. Scale – Deep market penetration, leading in high-quality niche segments.
3. Technology – Embracing digital and automation solutions to enhance personalization and productivity.
In LuxGroup’s view, a happy business is one where employees feel inspired, customers are emotionally moved, and shareholders enjoy sustainable value.
Conclusion
LuxGroup proves that success and happiness can go hand in hand. The goal is not to be the largest group, but to be the most excellent – where every product is a masterpiece, every service is a story, and every step reinforces Vietnam’s heritage on the world tourism map.
In an era of constant change, LuxGroup’s “little giants” continue to “Keep Learning & Keep Touching Hearts” – sustaining growth, upgrading core capabilities, and holding a pioneering position.
“Efficiency creates happiness, and happiness drives efficiency.”
