"Truly serving the community is at the core of a brand's success."

At the recently held forum "Bringing Vietnamese Brands to the World and Suggestions for the Banking System," Labor Hero Thai Huong - Chairwoman of the Strategic Council of TH Group and General Director of Bac A Commercial Bank, shared meaningful insights into the origins of the renowned TH true MILK brand. The businesswoman also discussed the strategic vision of Bac A Commercial Bank (BAC A BANK), where she currently leads.

- TH is a national brand with explosive growth, and can be considered a national enterprise, a pioneer in the process of innovation and green economic development. Along with its domestic ecosystem, TH has expanded globally with projects in Russia and Australia. Madam, in the strategy of elevating the brand to a global level, what is the most core value that TH is building?

Labor Hero Thai Huong: As the consultant and "chief architect" of the TH brand, I would like to recount the story of the birth of TH true MILK. It was in 2008, the melamine-contaminated milk incident in China truly broke my heart, as it posed a risk of kidney bleeding to millions of children. The very next morning, I convened the investment council (of the Bank) and proposed entering the field of dairy farming and milk processing. I decided that I had to produce truly clean, fresh milk for children with all the heart and soul of a mother.

TH's project in Australia.

Your question reminds me of the 2019 World Knowledge Forum in South Korea, where I also received the question, "What has allowed the TH brand to achieve such rapid growth?" or, as you put it, "rapid progress." I affirm that TH's first core value is "For public health." When TH true MILK was launched, the market had around 500 milk brands with ambiguous information. TH chose the simplest, most unassuming, yet profound and humane approach: "For public health." We also chose the word "True" as our positioning; "True Happiness" was born from "Authentic Happiness." No matter where you are, what language you speak, or what skin color you have, the most important thing for everyone is health. For a brand to thrive, its first value must be "For public health." Especially in the food industry, if we want to achieve long-term sustainability, we must consider this core value as a human virtue.

TH true MILK's giant "automatic arm" irrigation system.

To ensure the brand's rapid yet sustainable growth, in line with global trends, I also emphasize the principle: "Cherish Mother Nature – She will give you everything." TH takes Mother Nature as its foundation, places people at the center, and follows a sustainable development strategy; this is the core formula for the brand's success. We advised TH true MILK to implement a green economic model, utilizing advanced science , technology, and management to produce world-class quality products at reasonable costs.

And “True Happiness,” TH’s slogan, encompasses happiness for all living things, including not only humans but also nature. TH is keeping pace with the new consumer revolution: safe and green, socially responsible, while cherishing Mother Nature. We are very happy that two of TH Group’s key production companies, TH Milk Joint Stock Company and Nui Tien Pure Water Company Limited, have been certified as carbon neutral according to PAS 2060:2014 standards.