From the “Living Beautifully" badges of ROXMei 2025 to its innovative CSR model and human-centered ecosystem of products and services, at ROX Group, living beautifully is not only an intrinsic cultural value but also a sustainable business philosophy that defines its brand identity.
Living Beautifully – A Foundation for an Innovative CSR Model
This May, the spirit of “Living Beautifully" is spreading strongly across the ROX Group family as thousands of employees enthusiastically participate in a series of cultural and sporting events in celebration of the Group's 29th Anniversary.
From football tournaments, pickleball matches, and prideful relay races to warm lunch gatherings, heartfelt home visits, and collective pride in the brand, ROX employees are nurturing health, connecting spirits, and spreading positive energy together.
Football Tournament in Celebration of ROXMei 2025 Traditional Festival
Notably, the Culture Board will recognize employees' “Living Beautifully" actions and convert them into acts of kindness for the community. Each such act corresponds to a contribution to the Group's charitable fund. Within just a few weeks of launching the initiative, the converted donations have already amounted to tens of millions of VND. Also this May, ROX Group will present 20 gift sets worth VND 100 million to child patients at the Vietnam National Children's Hospital.
These small but meaningful gestures exemplify a major strategy that ROX Group has consistently pursued over the years: integrating social responsibility as a core component of corporate culture, executed through a systematic, creative, and sustainably impactful approach.
In line with a modern governance mindset, ROX Group has designated its community engagement programs as a major cultural touchpoint under the name ROX Share. With two main initiatives—“Accompany You to School," supporting underprivileged children, and “Sharing Love," assisting low-income households, the elderly, and the sick—ROX Share serves as a bridge that deepens the spirit of living beautifully from within the organization to the broader community.
The 'Back to School with You' initiative is one of the two key branches of the ROXShare program series.
ROX Group regularly organizes gratitude programs such as caring for Heroic Vietnamese Mothers, visiting families of war invalids and martyrs, and gifting former youth volunteers. The humanitarian blood donation drive “Drop of Love" is also held regularly, drawing strong participation from staff members.
Internally, team-building and collective bonding activities are organized in a spirit of sharing, serving as a “relay station of love" where employees voluntarily contribute to provide scholarships and bicycles for disadvantaged students.
The 'Drops of Compassion' blood donation drive attracted strong participation from ROX Group employees and its member units.
During the turbulent 2021-2025 period, ROX Group allocated over VND 200 billion to implement hundreds of CSR programs nationwide. In 2023-2024 alone, the Group spent over VND 20 billion on 40 ROX Share activities, extending from the Northern highlands to the Mekong Delta, focusing on education, healthcare, and emergency relief.
The successful development of an innovative CSR model has earned ROX Group recognition from the judging panel of the Asia-Pacific Stevie Awards. Its consistency in words and actions aligned with a long-term development strategy helped the Group win the award in the category of “Innovation in Corporate Social Responsibility."
A Human-Centered Business Philosophy
Beyond spreading the spirit of living beautifully through community engagement, ROX Group affirms this humanistic philosophy in each of its business sectors. From real estate, industrial parks, and commercial services to clean energy, every product and service within the Group's ecosystem is geared toward improving quality of life, fostering sustainable development, and connecting communities.
For example, in real estate projects developed by ROX Living, each urban area is not only comprehensively planned with infrastructure and amenities, but also emphasizes green spaces, harmonious living environments, and community bonding activities. All aim to foster a modern, healthy lifestyle that collectively nurtures community values.
The 14 industrial parks developed by ROX iPark are becoming attractive destinations for investors pursuing sustainable development models. Investment in intelligent operation technologies helps save energy and reduce environmental impact.
ROX Energy is accelerating investments in renewable energy, contributing to national energy security and a more sustainable future for the next generation.
ROX Key offers a comprehensive service ecosystem, where each service enhances quality of life and strengthens community connections.
In the localities where ROX operates, the Group's projects contribute to sustainable local economic development, creating direct and indirect employment for thousands of workers.
On its 29-year journey of enabling convenient and beneficial innovation, ROX Group is gradually shaping itself into a modern Vietnamese enterprise model: human-centered, spreading the value of living beautifully, and growing harmoniously with the community. This is the foundation that enables ROX Group to stand strong today and boldly reach new business sectors and potential markets in the future.