Named an “Inspirational Brand” at the Asia Pacific Enterprise Awards (APEA) for three consecutive years, ROX Group is taking its brand philosophy beyond Vietnam as it expands into international markets. The recognition not only acknowledges the Group’s achievements to date, but also highlights the efforts of a Vietnamese enterprise to adapt to international markets and create value that reflects local needs and identities.
Ms Nguyen Hai Ha, Director of Communications and Marketing at ROX Group, receives the 2026 “Inspirational Brand” award on behalf of the Group.
From Corporate Philosophy to Practical Value
On 15 October, ROX Group was named “Inspirational Brand” for the third consecutive year at the Asia Pacific Enterprise Awards (APEA) 2026. The prestigious regional award recognises the Group’s achievements and the inspirational value it creates, helping bring the profile of Vietnamese businesses to the international stage.
As it develops a multi-sector ecosystem, ROX Group pursues its philosophy of “Create a More Convenient Life” which emphasises practical solutions to the needs of customers, business partners and communities. This approach is reflected in activities spanning industrial parks, urban development, energy and community responsibility.
In industrial park development, ROX Group aims to provide investors with an integrated range of support services, from initial procedures and factory construction to landscaping and green transition solutions. The objective is not simply to provide infrastructure, but also to make it easier for investors to establish and operate their manufacturing businesses.
Alongside industrial park infrastructure, ROX Group aims to provide a range of services to support investors.
Ryoichi Nakagawa, Chairman of BTD Japan LLC, which has partnered with ROX in industrial park development for nearly three decades, has praised the Group’s willingness to listen, understand needs and work collaboratively to resolve issues. Around 90 Japanese companies currently operate in industrial parks developed by ROX Group. This long-standing relationship highlights the importance of understanding partners and consistently honouring commitments.
In real estate, projects such as Goldmark City, GoldSeason, GoldSilk Complex, The GoldView and dozens of low-rise developments under the ROX Living brand have helped establish ROX Group’s presence in the urban property market. Beyond housing, the Group focuses on amenities, landscaping and shared spaces—factors that contribute to residents’ quality of life.
In the energy sector, three solar power plants in south-eastern Vietnam have extended ROX Group’s activities into clean energy.
Meanwhile, ROX Share serves as a channel through which the Group delivers community initiatives. In 2025 alone, the programme carried out more than 30 activities, focusing on education and support for people facing hardship. Over the past five years, more than VND 220 billion has been allocated to social responsibility initiatives.
From living environments and energy to community programmes, “Create a More Convenient Life” is translated into practical initiatives tailored to the sectors in which ROX Group operates and the people it serves.
However, as the Group expands beyond Vietnam, maintaining a consistent philosophy while adapting to different business environments presents a more complex challenge. How can capabilities developed at home be translated into approaches suited to the needs and circumstances of new markets?
Go Global: Preserving Identity While Adapting to Local Markets
As it enters international markets, ROX Group must translate experience gained in Vietnam into approaches suited to different local contexts.. In Kyrgyzstan, this approach is reflected in two projects in urban development and energy.
In the capital, Bishkek, Royal Central Park is being developed as an all-in-one urban destination integrating living spaces, amenities, entertainment and cultural activities. Through arts performances, musical fountains and fireworks at weekends, on public holidays and during seasonal events, the project aims to become Central Asia’s first “Happy Urban Area”, offering residents a diverse range of experiences within their own neighbourhood.
An artistic performance at Royal Central Park.
The first phase of the ROX Issyk-Kul Solar Farm, with a capacity of 175 MWp, was inaugurated on 14 June 2026. The facility is expected to generate approximately 295 million kWh of electricity annually. The project is planned to reach a total capacity of 1,900 MWp, with estimated total investment of around US$1.4 billion.
ROX Issyk-Kul Solar Farm is planned to reach a total capacity of 1,900 MWp.
Alongside its business activities in Kyrgyzstan, ROX Group also contributes to social welfare, urban planning and public infrastructure. The Group has provided more than US1.24millionforcommunitysupportprogrammesandallocatednearlyUS1 million to support the preparation of Bishkek’s master plan. Under its commitments to the Kyrgyz government, ROX plans to invest approximately US$25 million in the construction of three schools and three kindergartens, helping improve educational infrastructure and local quality of life.
Through its member companies, ROX Group also actively promotes cultural exchange in Kyrgyzstan. The Group supported the 2026 World Nomad Games, helping showcase local culture. It has also sought to strengthen ties between Vietnam and Kyrgyzstan through the placement of a statue of President Ho Chi Minh in the square at Royal Central Park and through community activities.
“Doing business internationally is like steering a boat at sea: the person at the helm must observe the currents, the wind and changes in the surrounding environment. Data and analysis are essential, but they are not enough without an understanding of local culture and everyday life,” said Mr Nakagawa.
This perspective highlights that experience in a company’s home market is an advantage, but cannot replace the need to understand a new one. Businesses must identify the core values they intend to uphold while adapting how they put them into practice to suit each context.
For ROX Group, “Create a More Convenient Life” is not only a guiding principle for creating practical value; it also requires the Group to apply that principle flexibly in line with the needs, culture and conditions of each market. As its international presence grows across more than 10 countries and territories, the Group must continue to strengthen execution, select partners carefully and navigate local regulatory frameworks to turn its strategic ambitions into tangible outcomes.
The “Inspirational Brand” title at APEA 2026 marks another milestone in ROX Group’s brand development. As ROX Group expands internationally, “Create a More Convenient Life” serves both as an expression of its brand identity and as a test of its ability to turn experience gained in Vietnam into solutions that resonate with local markets.