Vietnam’s First Sustainable Entrepreneur to Raise the Yellow Flag on the Deep Blue Sea
The Birth of a National Symbol: The Yellow Flag on the Open Sea
Bạch Thái Bưởi was not only a brilliant entrepreneur but also a pioneer in Vietnam’s maritime industry. He was the first to dare to raise the yellow flag of the Vietnamese nation from the country’s rivers to the vast open sea. With a deep patriotic spirit and a strong desire to build a prosperous nation, he turned this dream into reality in 1916 by founding the Bạch Thái Steamship Company.
The yellow flag, featuring an anchor and three red stars, was not just a company symbol; it represented the national spirit. The yellow color symbolized Vietnam, the anchor represented the maritime industry, and the three red stars stood for the unity of the three regions of Vietnam: North, Central, and South. Bạch Thái Bưởi imbued this flag with profound meaning, connecting the entire nation in a spirit of unity and pride.
Building a Strong Brand on National Spirit
For Bạch Thái Bưởi, success wasn’t just about financial gain; it was about building a brand based on patriotism and national solidarity. In a fiercely competitive environment against French and Chinese ship owners, he realized that financial strength alone wasn’t the deciding factor. Instead, he chose a different path: connecting with the Vietnamese people through national pride and awakening their love for the country.
He didn’t just focus on service quality but also crafted unique business strategies that emphasized cultural and national values. His ticket sellers were not merely salespeople but cultural ambassadors, spreading the spirit of patriotism to every passenger. This creative and long-lasting business approach helped Bạch Thái Bưởi gain strong trust and support from the community.
Sustainable Customer Engagement: Capturing Hearts
Bạch Thái Bưởi’s business strategy always put people first. He understood that sustaining customer support required building lasting relationships based on respect and truly meeting their needs. He organized meaningful voyages, not just for transportation but also to connect people with the national spirit.
On each trip, he placed small donation boxes where passengers could contribute spare change, helping him maintain and grow the company. This act was not just a way to attract financial support but also created a strong spiritual bond between him and his customers. Many passengers chose his ships over Chinese ones, not only for the service quality but also because of the national pride that Bạch Thái Bưởi embodied.
Innovative Advertising and Business Savvy
Bạch Thái Bưởi wasn’t just a great leader; he was also renowned for his creativity in advertising. He knew how to blend traditional culture with business, using art to engage and persuade customers.
He invited famous xẩm (a type of traditional Vietnamese music) troupes from Hanoi, Haiphong, and Nam Định to perform on his ships. These xẩm performances weren’t just entertainment; they were part of his unique advertising strategy. The lyrics called for national unity and promoted his shipping routes, leaving a deep and lasting impression on every passenger.
One of the famous xẩm songs performed on Bạch Thái Bưởi’s ships included the following lyrics:
“The crimson silk drapes the mirror frame
People of one country should love one another
That girl with rosy cheeks
Wants to go to Hanoi and marry a government official
The journey is treacherous and arduous
The ‘Bạch Thái Bưởi’ ship clears the way for the bride…”
These lyrics were more than just music; they were a message, the voice of an era, showcasing Bạch Thái Bưởi’s creative advertising and his ability to deeply connect with the community.
The Legacy of a Distinguished Entrepreneur
Bạch Thái Bưởi was not just an entrepreneur; he was a symbol of national spirit and steadfastness in preserving Vietnamese values. He built a strong brand not merely for profit but for the deeper connection with the nation and the commitment to delivering sustainable value to the community.
The Khai Trí Tiến Đức Association honored him as “a great man of the North, a respected figure in the business world,” and a model for future generations of Vietnamese entrepreneurs. With foresight and a fervent love for his country, Bạch Thái Bưởi overcame all obstacles, turning the impossible into possible, and laid the foundation for Vietnam’s maritime industry.
Continuing the Legacy of Sustainable Spirit
Inspired by Bạch Thái Bưởi, LuxGroup has continued the story of Vietnamese ships venturing out into the open sea. In 2019, the Heritage Bình Chuẩn ship was revived, carrying forward the dreams and spirit of Bạch Thái Bưởi, the pioneer of Vietnam’s maritime industry. We don’t just continue his journey; we expand the vision, bringing the Vietnamese brand to the world, carrying national pride and a commitment to sustainable development.
Dr. Pham Ha, Chairman and CEO of LuxGroup, is not only a leading expert in the luxury travel industry but also a passionate collector of paintings and antiques. He writes about branding, economics, business management, as well as cultural heritage, history, and art, while inheriting and advancing the sustainable values that Bạch Thái Bưởi left behind.
