The next generation of Minh Long: A new vision built on core values.

Preserving heritage - innovating the way we do things

For nearly six decades, Minh Long has been known as a quintessential Vietnamese ceramics brand, built on the cultural heritage and craftsmanship of generations of artisans. As it enters a transitional phase, the most important question for the company is how the next generation can continue to thrive in a business environment that is vastly different from before.

For Mr. Ly Huy Buu, the biggest challenge lies not in maintaining the legacy, but in operating the business to the standards of the modern market. Graduating and growing up in an international educational environment, he brings a new approach to Minh Long: data, technology, and user experience design thinking. This has become the foundation for the company's transformation, from a traditional production model to an integrated management system, automation, and a digital factory.

Mr. Ly Huy Buu – General Director of Minh Long Company.

Generational transition: from trust to substantive change

Minh Long's continued success stems from the convergence of the founding generation's experience and the fresh perspective of the younger generation. The children of businessman Ly Ngoc Minh not only inherited the fruits of their father's long labor but also clearly understood the limitations of the old model – where handcrafted production was a key element but also a barrier to scaling up.

Mr. Buu and his young team have implemented many systemic changes: digitizing processes, upgrading production technology, expanding research and development departments, and establishing new management standards. These steps are not aimed at breaking with tradition, but at making tradition operate more effectively in the context of the modern economy .

Notably, the transfer at Minh Long did not follow the "father gives - son receives" model, but rather a spirit of cooperation. The father bestowed trust; the son demonstrated competence through tangible results. This is considered the foundation of a transfer process that was less turbulent than many other private enterprises in Vietnam.

Three pillars of development: culture - market - technology

Under the leadership of Mr. Ly Huy Buu, Minh Long repositioned its strategy based on three clear pillars.

Firstly, there's culture. For him, Vietnamese culture is the material and soul of ceramic products. This element is not only expressed in patterns or shapes, but is incorporated into the entire user experience. This orientation directly inherits the philosophy of previous generations, while expanding to suit the aesthetic sensibilities of today's consumers.

The 1.70m tall porcelain statue of a young girl is on display at the Minh Long Ceramic Museum.

Secondly, there's the youth market. Young customers are seen as a new driving force for consumption: they have modern aesthetic tastes, care about quality, and are experienced. To reach this group, Mr. Buu promotes minimalist, modern, and multi-layered emotional product lines, but without losing the Vietnamese identity in materials and design.

Thirdly, technological innovation is key. Minh Long invests heavily in automation, data management, and operational optimization. In particular, the single-firing technology at 1,380°C – Minh Long's core differentiator – continues to be considered a crucial technical foundation by Mr. Buu. Mastering this challenging technique allows products to achieve higher durability, cohesion, and safety, while optimizing energy consumption and shortening production cycles. Furthermore, the digital factory system and closed-loop production lines enable the company to improve quality, control raw materials, and more flexibly meet the demands of both domestic and international markets.

Looking towards the future with a new symbol.

Minh Long's transformation extends beyond technology and products, also reflected in its new brand identity. The logo, featuring a sail filled with wind, marks a turning point: a new generation proactively expanding into international markets, carrying the aspiration to bring Vietnamese ceramic products to the world based on advanced technology and Vietnamese cultural identity.

From a pragmatic perspective, Mr. Ly Huy Buu did not view succession as a title, but rather as a responsibility towards the achievements of the previous generation and the demands of the new era. Preserving the essence and innovating methods are two parallel factors that have helped Minh Long enter a new phase of growth without losing the core values that have made its name.

Source: https://doanhnghiepvn.vn/doanh-nhan/the-he-ke-thua-minh-long-tam-nhin-moi-tren-nen-gia-tri-cot-loi/20251208044910239