The Inspirational 20-Year Journey Of Success And Happiness By Luxgroup’s “Great Little Ones”
Inspired by the patriotic spirit of Bạch Thái Bưởi – Answering the call of the nation with kind-hearted entrepreneurship and sustainable development
Twenty years ago, with nothing but bare hands and a Vietnamese dream, LuxGroup was born—a small boat set adrift on the great ocean of globalization. It did not begin with capital or scale, but with a mighty aspiration: to carry forward the national entrepreneurial spirit ignited more than a century ago by Bạch Thái Bưởi—the pioneer of Vietnamese entrepreneurship in the 1.0 era.
With its core philosophy of “kind-hearted business”, LuxGroup has risen steadily through storms: from the global financial crisis of 2008 to the COVID-19 pandemic, geopolitical uncertainty, and climate change. From a modest startup, LuxGroup has grown into a pioneering ecosystem in luxury tourism, travel, cruises, passenger boats, restaurants, hotels, and art collection, leveraging culture as the foundation to elevate Vietnam’s private economy through heritage, art, and sustainability.
From “Little” to “Great” – The Aspiration to Sail Beyond Borders
LuxGroup began with Luxury Travel—Vietnam’s first luxury tour operator—now known as Lux Travel DMC. From the outset, it laid the foundation for journeys that awaken Vietnamese pride through immersive, personalized cultural experiences. The entrepreneurial spirit lies not in scale, but in the will to pioneer—just as Bạch Thái Bưởi once declared: “What they can do, we can do too!”, daring to challenge Chinese and French shipping giants.
From a single small cruise ship, Lux Cruises Group—a proud member of LuxGroup—has grown into a leader with flagship brands:
• Emperor Cruises, echoing the royal legacy of Emperor Bảo Đại,
• Heritage Cruises, inspired by national hero Bạch Thái Bưởi,
• Amiral Cruises, a tribute to the legendary Amiral Latouche Tréville, the ship that once carried President Hồ Chí Minh on his journey for freedom.
LuxGroup doesn’t just build ships or operate cruises—it builds living museums at sea, where Vietnamese heritage, architecture, science, and shipbuilding technology proudly converge under the banner of “Made in Vietnam.”
The Spirit of Resolution 68: Strengthening Trust – Advancing Together
LuxGroup stands as a vivid, real-world embodiment of the solutions set forth in Resolution 68 of the Politburo:
• Entrepreneurs as warriors: Dr. Pham Ha, Founder and CEO of LuxGroup, is not only a visionary business leader but also an advocate for sustainable living, responsible business, and cultural preservation.
• Thinking big from small actions: LuxGroup embraces green innovation, integrates ESG into every aspect of its operations, is Travelife Certified, winner of the VITA Green Award 2025, and multiple-time recipient of Asia’s leading honors at the World Travel Awards.
• Reducing costs – Increasing productivity: By embracing digital transformation, LuxGroup minimizes bureaucracy, accelerates administrative processes, and operates a fully paperless office system.
• Nurturing future entrepreneurs: Through internal incubation, LuxGroup trains future leaders—its “great little ones”—fostering a new generation of ethical, empowered business successors.
Every Member is a “Great Little One”
LuxGroup is not a corporate giant—but every team member is a valued warrior.
Chefs become heritage storytellers through cuisine. Tour guides act as cultural ambassadors. Office staff operate a zero-plastic-waste tourism ecosystem behind the scenes. With over 300 members across Vietnam’s three regions, LuxGroup is a family united by love for the homeland, a spirit of service, and a vision of a stronger Vietnam.
The partnership between the State and private sector is not built by policy alone—but by trust, transparency, and continuous dialogue.
The Future: 100x Growth Fueled by “Tiny Vietnamese Dreams”
Looking toward 2045, LuxGroup sets its sights on:
• A fleet of 30 cruise ships sailing Vietnam’s coast and international ports,
• Bold investment in “great little” projects: cruises on the Saigon River, heritage hotels in Hanoi’s Old Quarter, eco-agricultural farms, living art museums, and net-zero regenerative tourism products.
With Resolution 68 supporting:
• No criminalization of economic relations when recovery is possible,
• No retroactive enforcement of harmful policies,
• Priority support for intangible assets, innovation, and intellectual property,
LuxGroup is committed to further investment in digital transformation, creative startups, and IP development, with all core brands and innovations already registered and protected under Vietnamese and international law.
Conclusion: Success Is Not About What You Own, But What You Create for the Community
Over the past 20 years, LuxGroup’s goal has never been to be the largest, but to be the happiest, most ethical, and most inspiring enterprise in Vietnam. It has crafted a philosophy of meaningful entrepreneurship, where business becomes a vehicle for happiness and heritage.
This inspirational journey continues every day, with each product, each team member, and each moment of cultural discovery. It is a journey led by “great little ones”—those who carry the spirit of Bạch Thái Bưởi, who ignite the national flame through heritage cruises, Pham Luc’s bold brushstrokes, royal Hue tea ceremonies, and sunrise moments on the deck—where the dawn of Vietnam shines over the sea and sky of love.
