Over three decades of creating convenience and benefits, ROX Group has matured through hands-on market experience and real-world business operations. Trusting in its internal strength, the Group enters its 30th year with a firm footing and confident mindset to realize its aspiration of reaching further on the journey ahead.
30 Years of Creation: Choosing the Hard Path for the Long Run
At the ROX Up 2026 Business Conference themed “Creation - Expansion," ROX Group's leadership reflected on the 30-year development journey as one shaped by steadfast choices: pioneering new sectors, daring to undertake large-scale initiatives, and persistently pursuing the aspiration of making long-term contributions to the nation.
That consistency has enabled ROX to gradually build a value-driven ecosystem spanning industrial parks, urban developments, energy, services, and operations management, delivering refined, high-quality, and premium offerings to thousands of domestic and international customers.
The year 2025 proved to be a major test for the Vietnamese business community as it faced simultaneous impacts from comprehensive administrative reforms and unpredictable global fluctuations. In that context, ROX Group proactively transformed itself to adapt flexibly and break through.
The Group carried out a clear restructuring along its business pillars, while investing strongly in people, technology, and processes. Positive changes across the entire ecosystem reflect a marked maturation in governance capability, sense of responsibility, and team coordination.
CEO Tran Xuan Quang speaking at the Conference
Real estate continues to play the role of ROX Group's leading pillar, with ROX Living and ROX Signature as two strategic spearheads.
Overcoming numerous challenges, ROX Living has focused on resolving bottlenecks in project development, accelerating business activities, and enhancing amenities to improve resident experience, thereby laying the foundation for sustainable growth in the medium and long term.
ROX Signature entered the market with a positioning aimed at conquering the high-end segment through product and operational standards. In its very first year, projects such as The Legend Danang and ROX Tower Goldmark City created strong resonance in the market. Amid the real estate sector's filtering cycle, ROX Signature has maintained growth momentum through a consistent strategy: transparency as the foundation, standardized execution as the commitment, and a well-defined product criteria framework as the backbone for long-term development.
In the industrial park segment, ROX iPark advances steadily by proactively promoting investment, engaging international tenants, flexibly adjusting strategies, and optimizing operations to enhance experience and accompany customers over the long term within industrial parks.
As business sectors accelerate, ROX Group's operations services arm has been elevated accordingly to meet increasingly diverse market demands. In 2025, ROX Key focused on maximizing ecosystem strengths, affirming outstanding operational capabilities, while expanding business activities and delivering greater value to customers through comprehensive solutions.
Other sectors are also selectively invested in by ROX Group to reduce cyclical dependence and expand long-term growth potential.
Ready to Break Through and Go Further on a New Journey
At the ROX Up 2026 business conference, company leaders stated, “Over the past 30 years, on the journey of creating shared benefits, ROX Group has continuously strived, made efforts, and learned from real life and business practice to grow with time. ROX Group believes in its internal strength to confidently ignite the dream of going further and flying higher."
In 2025, with the spirit of “Expansion," ROX Group aligned with the Government's and Ministry of Industry and Trade's orientation on international economic and trade cooperation, proactively seeking opportunities in overseas markets, including Central Asia. Based on systematic research and focused selection, the Group has gradually approached and explored these markets in key sectors such as real estate and energy. Entering 2026, ROX Group aims to leave its mark through tangible results, step by step bringing Vietnamese value to the world.
ROX Group senior leaders discussing “Creation - Expansion" in 2026
Behind an increasingly expansive business ecosystem lies a solid foundation that ROX Group has persistently cultivated over many years: operational capability, data, and people.
ROX Group's internal strength is further embodied through the implementation of a Customer Experience Management (CXM) model, the establishment of dedicated teams, standardized processes, and the operation of a multi-channel customer listening system—forming the basis for shifting from reactive responses to proactive experience governance. The entire system is designed for seamless operation, rapid deployment, and scalability in any new market.
Consistently high customer satisfaction indices demonstrate growing coherence across the system. This serves as a critical foundation enabling ROX Group to strengthen its resilience and be ready to go further in subsequent development cycles.
Entering 2026, the milestone year marking 30 years of formation and development, the message “Creation - Expansion" is emphasized by ROX Group as a concrete strategic requirement: to create capabilities, people, and systems; and to go further in mindset, standards, and governance capacity. This will be a phase of selective acceleration—focusing on enhancing operational efficiency, leveraging core competencies, accelerating in the domestic market, and gradually expanding into new markets through international partnerships.