Ahead of the 2024 Annual General Meeting of Shareholders (AGM), Thien Long Group announced its “Glocalisation” strategy. Under this vision, 2025 is identified as a pivotal year when the Group begins to implement “Glocalisation” in earnest. Thien Long aims to transform into a truly international enterprise (Global) built on a strong foundation from the Vietnamese market (Local).

Specifically, Thien Long (TLG) will accelerate its business operations abroad to maximize growth potential, particularly in Southeast Asia—a region with strategic geography and demographic, cultural, and economic similarities.

Building on its proven experience, strong brand reputation, and a high-quality product portfolio, the company will flexibly adapt business strategies to suit each key market. The goal is to establish intelligent, efficient business models and to localize both products and sales programs for each destination market.

Bringing Global Standards Back Home

At the same time, TLG will also introduce international products, ideas, and high-quality standards into the Vietnamese market, bringing domestic consumers a more diverse range of products that align with global trends.

Key Highlights of 2024

In 2024, Thien Long’s international business recorded impressive growth, generating VND 1,000 billion in revenue, an increase of nearly 25% compared to 2023. Consolidated net revenue reached VND 3,759 billion, fulfilling 99% of the AGM’s target. Consolidated net profit after tax (excluding minority interest) came in at VND 461 billion, achieving 121% of the plan. These results demonstrate the Group’s effective operations and strategic management capabilities.

One standout achievement was Thien Long’s e-commerce segment, which grew 2.6 times year-on-year, positioning the company as the leader in Vietnam’s online stationery market.

Brand Recognition and Product Innovation

Alongside financial growth, Thien Long has continued to elevate its brand both domestically and internationally, especially across Southeast Asia. In 2024, the company’s brand value reached VND 1,000 billion, earning recognition as a “favorite brand among young consumers” and receiving 20 major awards at home and abroad.

Product development was also a bright spot, with 83 new products launched. Several gained strong market reception, including Flexio, Demon Slayer, Akooland, and Eco Style. Each product reflected the company’s creativity, in-depth research, and commitment to delivering the best consumer experiences.

Thien Long continued to accelerate production and supply chain optimization in 2024, improving productivity, cutting costs, and moving toward a green and sustainable manufacturing model. Beyond production, the company streamlined its supply chain, partnered with strategic suppliers, and optimized logistics to reduce transportation costs and emissions.

2024 also saw major progress in digital transformation, with improvements to operational systems and the introduction of artificial intelligence (AI) in management processes, such as automated order processing and AI-based invoice information extraction.

Thien Long reaffirmed its commitment to investing in people, not only as a workplace but as an environment where employees can connect and develop holistically. The company was named among Vietnam’s Top 50 Best Places to Work, according to Aphabel.

Business Plan for 2025

For 2025, the AGM approved the following business targets:

• Net revenue: VND 4,200 billion

• Net profit after tax: VND 450 billion

• Dividend: 35% of par value