The Gala Night celebrating the 29th anniversary of ROX Group concluded with resounding applause under dazzling stage lights. This year's ROXMei Traditional Day, themed “Grace & Style," inspired each and every employee to continue writing the brand's story through their own journey of living beautifully and meaningfully.
ROX People Simultaneously “Switched On" Their Inspiration Mode
Throughout the two summer months, thousands of ROX Group employees shared heartfelt stories, everyday images, and humorous yet meaningful videos in response to the ROX Brand Echo campaign.
Ms. Nguyen Thi Yen, a long-standing member of the Group, described her journey at ROX as the path where she became the most graceful and stylish version of herself. It was a genuine story of transformation—from being a “meticulous, disciplined, and somewhat old-fashioned" individual to becoming the Director of two key digital transformation projects, a leader who truly embodies a spirit of innovation—graceful and stylish in every sense.
Ms. Nguyen Thi Yen (in green) at the “Happy Hour" program at ROX Group.
Starting from dry Excel files, she and her team gradually built an intuitive Power BI dashboard system, standardized processes, and introduced a digital culture along with Agile–Lean methodologies into each project. Each change not only improved work efficiency but also generated value that could be spread—“stylish" enough to make a clear difference, and “graceful" enough to be scaled across the Group.
She likened ROX Group to “the Harvard of her life," a place that teaches not just how to work, but how to innovate from the roots, respect differences, foster multidimensional collaboration through digital thinking, and lead with a liberating mindset.
Joining ROX at the height of the COVID-19 pandemic, Ms. Thanh Huyen still remembers the reassurance she felt being supported to work remotely without disruption, guided daily through health declarations, promptly vaccinated, and engaged in meaningful online bonding activities.
Ms. Thanh Huyen at the “Afternoon Tea with ROX Leaders" event
“Among all the worries of a newcomer, I never felt alone. ROX welcomed me not just as an employee but as part of a family. It is no coincidence that ROX Group has been honored for many consecutive years by HR Asia—Asia's leading HR magazine—as one of the Best Companies to Work for in Asia. To me, ROX is not just a workplace... it's a place to grow, to mature, and to be grateful," she wrote.
Mr. Do Van Luan considers himself a companion to the dreams of homeownership and career-building for millions of families across the country as part of ROX Living, a member of the ROX Group ecosystem.
He shared, “At ROX Living, every day is a journey of creating modern urban areas in the heart of the city and cultivating civilized communities in peaceful countryside settings. I am proud to contribute to building more graceful and stylish places from even the smallest things: a green walking path, a sunlit apartment, a neighborhood that truly feels like home."
It is precisely these authentic stories from employees that are shaping the distinctive “Grace & Style" spirit of ROX Group—a spirit that not only inspires but also becomes a guiding compass for the long-term development journey of both individuals and the collective.
Grace & Style – A Brand Value That Inspires, from ROX
It was no coincidence that ROX Group chose “Grace & Style" as the theme for the 29th Traditional Day celebration series. These are the two values representing the brand identity that the company began emphasizing in 2025.
“Grace & Style" have clarified the concept of Benefit & Convenience—the values that make life better, which are the Group's ultimate and most important goals," emphasized Ms. Nguyen Thi Nguyet Huong, Chairwoman of the Board of Directors of ROX Group, during the ROXMei 2025 Gala Night.
Chairwoman of the Board delivering an inspiring speech at the ROXMei 2025 Gala.
At ROX Group, “grace" is not just about appearances, but about refinement from thought to action. “Style" is not something extravagant, but the courage to choose a life of integrity, innovation, and sustainability.
For example, when developing industrial zones, the company creates an entire ecosystem that supports investors from initial paperwork to factory construction, landscaping, and green transformation support.
In the field of real estate, ROX Group doesn't just build homes—it curates lifestyles, fosters connected communities, and provides utilities that enable residents to live fully and harmoniously in material, physical, and mental well-being.
In services, the company is also nurturing a wholesome and meaningful living experience for residents day by day.
Additionally, ROX Group supports exceptional artistic programs such as “Masterpieces of Classical and Romantic Music" and “Tchaikovsky Night." This is how ROX nourishes the soul, elevates life experiences, and reaffirms its commitment to a humane and sustainable society.
ROXMei 2025 Gala sublimates with classical music splendor.
The “Grace & Style" Gala concluded a vibrant ROXMei 2025 season with music, embedding the brand spirit more deeply into every employee. This spirit will continue to accompany each individual's growth journey and manifest in the products and services that ROX Group delivers to its customers.