Innovation & Benefits

​ The brand name change from TNS Holdings Trading Services Joint Stock Company (Stock symbol: TN1) to ROX Key Holdings Joint Stock Company (ROX Key) was formally disclosed by the company on February 27, 2024. The brand transformation is accompanied by an unprecedented narrative that is anticipated to propel ROX Key forward in every aspect of its operations. 

A turning point in development strategy

TNS Holdings, a constituent of the multi-industry conglomerate ROX Group (previously TNG Holdings Vietnam), has experienced substantial growth over the past decade. Comprising of 7 member entities, the conglomerate offers all-encompassing services to banks, enterprises, real estate investors, and investors.

Prior to this, TNG Holdings Vietnam formally declared the change in name to ROX Group on January 27, 2024. The significant rationale behind the brand alteration is that the TNG name is not eligible for trademark registration protection in the primary sectors where the Group and its member firms are making substantial investments, both at home and abroad. The name change is in accordance with the brand development strategy and forthcoming business strategy developments of the organization.

With the approval of the General Meeting of Shareholders on February 26, 2024, TNS Holdings officially changed its brand to ROX Key, along with a new brand identity. Thus, after ROX Living (formerly TNG Realty), ROX Cons Vietnam (formerly known as TNCons Vietnam), ROX Capital (formerly known as TNG Capital), ROX Asset (formerly known as TNG Asset), ROX Key is the next corporation to announce a brand change under the new name of ROX Group.

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ROX Key brand officially launched

ROX Key is an acronym composed of two components. ROX has acquired its foundation from ROX Group, signifying that the cornerstone serves as a robust and enduring structure. At the same time, ROX signifies excellence, embodying the ethos of perpetual progress and unwavering determination in the face of challenges. A key denotes a universal key, which grants access to an array of solutions. Additionally, Knowing Emotion in You is represented by the acronym Key, which represents the fundamental principle of an organization whose mission is to provide remarkable customer experiences by comprehending their requirements and emotions in order to deliver exceptional products and services.

In addition to the ROX Group's ROX gene's superiority in terms of a strong foundation and exceptional products, ROX Key possesses the distinctive attributes of Key, which include the provision of a wide range of business solutions and an unwavering commitment to comprehending the emotions of partners, customers, and employees in order to develop services that are second to none.

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New logo and slogan of ROX Key

Creating convenient and beneficial value for life is the ROX Key mission during the new development phase. The brand name ROX Key and a flower composed of four orange-yellow V letters enclosed in a solid rectangular frame comprise the new logo, which represents a unified, powerful, and inseparable whole. Additionally, ROX Key positions its brand model as that of a Responsible individual with a International, Humanity, and Innovation persona. 

Capacity improvement, scale expansion 

In an effort to perfect the business ecosystem and broaden its scope and domain of operations, the brand transformation infuses ROX Key with renewed vitality and a fresh narrative. Our expectation is that all ROX Key personnel will collaborate in the near future to generate advantageous outcomes for customers and partners while delivering the highest quality of service, stated the general director of the organization, Mr. Bui Quoc Khanh.

Mr. Khanh stated that the future objective of ROX Key's operations is to attain market leadership as an outstanding operating unit. As per the strategic plan, this organization will persist in its growth and leverage numerous real estate utility services within the upper market segment. In 2024, the member unit of TNPM intends to collaborate with international operating units in an effort to enhance capacity, service quality, and participation in foreign investor operating initiatives in Vietnam. ROX Key intends to extend its operations management services in the high-end hotel market as its next development priority.

ROX Key's building and shopping mall operations segment aims to expand into a more high-end segment.

ROX Key, a provider of multidisciplinary services encompassing human resources, technology, real estate management and operations, and hotel accommodations, derives its competitive edge from the synergy exhibited by its constituent entities. As an illustration, TNTech, a member unit, possesses 12 years of experience facilitating digital transformation in the real estate, hotel, and building operation management sectors, in addition to industrial parks, shopping malls, and urban areas. This experience will assist ROX Key in enhancing its capabilities in these domains.

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An industrial park managed by IMC, a member company managed by ROX Key.

ROX Key values people significantly, given that its primary offering is a multi-industry service and an ecosystem encompassing numerous disciplines, including technology, operations management, hygiene, and security. A member unit of TNTalent offers all-encompassing human resource management solutions, including assistance with personnel recruitment and training in accordance with industry standards and the updating of team capabilities to reflect the current environment. Furthermore, the personnel of ROX Key undergo training to instill three fundamental principles—integrity, proactive responsibility, and effectiveness to the end—into the corporate culture.

By consistently delivering practical and advantageous value for daily life, ROX Key is progressively solidifying its distinctive standing in the Vietnamese market. It is anticipated that the pivotal moment in the brand development strategy will also generate a push for future development and promote more societally and communally beneficial values.