ROX Group has been steadily growing from its own internal strength, where innovation has become the lifeblood of its culture, data has become the language of governance, and people are the foundation for creating value from the roots.
Having been with ROX Group for many years, for Ms. Nguyen Thi Yen, the group is not only a workplace but also a place that has helped her mature, gain confidence, and become a refined and distinctive version of herself.
Once a meticulous, disciplined, and somewhat old-fashioned person, she never imagined one day she would lead two of the Group's key digital transformation projects. The dry Excel spreadsheets she once worked with have gradually been replaced with intuitive Power BI dashboards. Processes have been standardized. Agile and Lean methodologies have steadily penetrated every rhythm of operations. Each small change has created a greater impact, spreading and resonating to become part of a truly “Graceful & Stylish" work culture.
For her, ROX Group is like “the Harvard of my life," a place that not only teaches how to work but also how to reflect, to innovate from the roots, to respect differences, to learn to collaborate with those very different from herself, and to master digital thinking and a spirit of openness.
Such transformations would not be possible if the business's governance mindset had remained stagnant. Behind every individual innovator lies an organization profound enough to nurture innovation. ROX Group is evolving with a comprehensive governance mindset, integrating operational efficiency with human development, data with culture, and technology with a spirit of service.
“Every step forward at ROX is not only about growth but also about spreading positive value to society," shared Mr. Tran Xuan Quang, Chief Executive Officer of ROX Group.
Amid a constantly shifting market and increasingly fierce global competition, ROX Group is transforming vigorously with an innovation-driven leadership mindset, guided by sustainable development as its core orientation. The leadership board regards governance innovation as vital to sustaining efficiency, maintaining speed, adapting flexibly to fluctuations, and proactively shaping the future.
Since 2023, ROX Group has embarked on a comprehensive restructuring program to preserve and enhance its nearly three-decade legacy while establishing its position as a globally recognized brand. ROX has chosen a holistic and sustainable approach, deeply integrating data governance, technology investment, risk management, and corporate culture building.
“At ROX Group, governance innovation initiatives are not isolated projects but part of a continuous improvement chain, distilled from experience and practice throughout our development journey," emphasized Mr. Quang.
Enhancing Governance through Technology
According to ROX Group's leadership, innovation cannot be separated from the ability to listen to what data reveals. From work performance and cultural maturity to the development pace of technology and people, everything needs to be consistently captured and monitored.
ROX is moving toward a data-driven operating system. Decisions are not based on sentiment but grounded in clear, quantitative indicators. Data is not only collected daily, weekly, and monthly, but also analyzed to identify issues, optimize operations, and forecast growth potential.
Tools such as key performance indicators (KPI) and service level agreements (SLA) are not merely measurement systems but anchors that align the entire organization on objectives, instill discipline in processes, and ensure consistency in evaluating performance.
“When every effort is measured transparently, the organization operates more effectively while fostering a mindset of continuous improvement at all levels," affirmed the CEO of ROX Group.
CEO Tran Xuan Quang speaking at the Agile Community kick-off at ROX Group
At the business conference earlier this year, ROX introduced its virtual assistant, Effi, for the first time. Effi supported direct data extraction from reporting systems, automatically compiling information, presenting delegate statistics, and summarizing key discussion points in real-time. Its instant responsiveness and real-time data processing gave delegates a clearer picture of the organization's data maturity.
With the goal of making “data talk," ROX Group is focusing on building a robust data system and developing multi-level analytics capabilities for each business unit. The ability to process data proactively and view challenges from multiple dimensions is seen as a key competitive advantage, paving the way for breakthrough growth amid the nation's sweeping transformation.
Artificial intelligence technology is also being deeply integrated into reporting and decision-making processes across units such as ROX Living, ROX iPark, and ROX Key.
In 2024, innovation efforts delivered positive results. The Organizational Health Index (OHI) improved comprehensively across various aspects, with workplace environment scoring 86 and organizational capability scoring 87. Cultural maturity rose by 13 points compared to the previous year, reflecting clear shifts in internal mindset and behavior. Brand awareness and preference also approached near-perfect levels.
To truly make data “speak," a business must first establish a strong technological foundation capable of real-time collection, analysis, and response. At ROX, the data story is inseparable from a disciplined technology investment journey.
“We regard technology as indispensable in governance innovation, directly linked to employee progress, the experiences of staff and customers, and the creation of the best possible products," stated Mr. Quang.
For ROX Group's leadership, technology only proves effective when coupled with strategy, aligned with actual business needs, and matched with the organization's absorption capacity. Investments made merely to follow trends risk waste and may even steer a company away from its core operational strengths.
ROX's technology strategy focuses on solutions that create real value. From enterprise resource planning (ERP) systems and facility management (FM) systems to business intelligence (BI) analytics tools, all are aimed at improving operational efficiency and building a solid foundation for governance innovation.
The Group has also taken the initiative to develop critical data platforms internally—such as the Enterprise Data Warehouse (EDW), Customer Data Platform (CDP), and risk management systems—instead of relying on external solutions. To ensure investments are on the right track, ROX applies Gartner's reference frameworks for each stage of development while advancing the digitalization of its operations and investing in research and development.
In 2024, ROX Group launched the ROX Connect mobile application, enabling employees to easily access corporate information, enjoy HR and welfare benefits, use administrative services, manage risk, and participate in surveys on a digital platform.
Technology is present in employees' daily routines. Requesting leave, booking business trips, or reserving flight tickets now takes only a few steps, while any process-related questions can be instantly answered by an internal chatbot. In 2024 alone, the internal chatbot handled more than 2,800 inquiries with an automation rate of 79%. Nearly 1,400 standardized operational scenarios were deployed synchronously, significantly enhancing the work experience of thousands of employees.
Technology thinking does not stop at the corporate level. At subsidiaries such as ROX Living, ROX iPark, and ROX Key, technology and AI applications are also being integrated into business reporting, data analysis, and service quality improvement.
Within this ecosystem, ROX Key serves as the unit that maintains operational rhythm and connects valuable user experiences. After more than a decade of development, ROX Key has built strong in-house technology capabilities with integrated solutions such as T.SIE (smart industrial parks), S-Plus (urban resident connectivity), T.FM (asset lifecycle management), and the C-Product digital governance platform.
Technology is not only a tool for management but also the material for creating living experiences. Every service experience—from carefully curated living spaces to resident connections through community activities—carries the distinctive signature of “living beautifully, living distinctly" that the brand has steadfastly pursued.
Application of a virtual MC at the ROX Up 2025 business conference
People as the Foundation
Alongside technology, ROX Group defines people as the central pillar for building an efficient and sustainable operating system.
Employees are nurtured through intensive training programs, tailored flexibly to the specifics of each department. Middle managers receive support in enhancing vision and leadership capacity through competency assessments and targeted training to bridge capability gaps. At the senior level, executives participate in customized development programs co-designed by ROX and the international consulting firm McKinsey, tailored to each individual's needs.
The spirit of human development is also deeply reflected in the way ROX fosters its internal culture.
For ROX Group's leadership, corporate culture is not only the soul but also a soft governance tool that drives performance and ensures organizational alignment. The ROX cultural stream has been continuously nurtured for nearly three decades, institutionalized since 2019, and updated with the ROX DNA during the restructuring in 2023.
With three core values—innate integrity, proactive responsibility, and ultimate efficiency—the ROX DNA has become the adhesive aligning the entire organization.
Every year, ROX leadership defines a clear cultural theme to spread its central message. In 2025, the theme “Data Talks" was chosen once again, reaffirming the central role of data in every organizational activity, from operations to human development.
The ROXMei 2025 cultural campaign, held to celebrate the Group's anniversary, not only strengthened internal bonds but also spread a sense of responsibility to the community. Simple acts such as sharing a meal, visiting employees' families, or writing an inspiring article about the brand were all recognized through “A Life of Grace" badges. For every badge awarded, ROX contributed to the ROX Share fund as a way of spreading compassion.
In her article, Ms. Thanh Huyen shared that some values can only be truly felt when tested by challenges. She began her career at ROX during the most stressful period of the COVID-19 pandemic. She still remembers the sense of reassurance from seamless remote work support, clear daily health reporting, timely vaccine assistance, and meaningful online engagement activities.
“Amid countless worries as a newcomer, I never felt lost. ROX welcomed me not just as an employee but as part of a family," Ms. Huyen shared.
The mission of “Creating Convenient and Beneficial Values for Life" is realized by ROX Group through three layers of value. These include living beautifully with humanity and compassion; living distinctly, reflected in products and services with depth that inspire a healthy, balanced lifestyle; and living luxuriously, embodied in international standards of governance, operations, and product design.
In urban and industrial development, ROX Group creates ecosystems that accompany investors from initial procedures to factory construction, landscaping, and green transition promotion.
In real estate, ROX is not only building houses but also shaping lifestyles, creating communities, and delivering values that fulfill residents both materially and spiritually. Even in services, ROX aims to offer customers a fuller, more meaningful living experience.
Seeking to spread beauty beyond the space of its products, ROX also partners with artistic programs such as classical concerts, Tchaikovsky nights, and performances honoring academic music. This is how ROX nurtures emotions, elevates life experiences, and contributes to enriching the community's spiritual well-being.
“A Life of Grace & Style" has made the “Convenient and Beneficial Values for Life" more tangible, helping life become better. This is also the ultimate and most important goal that the Group pursues," emphasized Ms. Nguyen Thi Nguyet Huong, Chairwoman of the Board of Directors of ROX Group, during the ROXMei 2025 Gala.
In a world in constant motion, organizations that embed innovation into their cultural lifeblood will go the farthest. ROX Group is proving this with its modern governance foundation, profound data mindset, clear technology strategy, and a cultural identity of “A Life of Grace & Style" that is truly unique.