📋 Tender Overview
At the Van Xuan Awards 2025, the Vietnam Creative Advertising Awards (Van Xuan Awards) 2025, which took place on the evening of December 19, 2025, Ms. Mai Kieu Lien, Member of the Board of Directors and General Director of Vinamilk, was honored as Inspirational Leader for her role in leading creativity and creating an innovative environment at Vinamilk. Ms. Mai Kieu Lien - Member of the Board of Directors and General Director of Vinamilk was honored as an inspirational creative leader at the Van Xuan Awards 2025 - Photo: VGP/Minh Anh. At the same time, Vinamilk Green Farm is the first brand to change its identity after the brand repositioning strategy and continues to be named in the Pioneer Creative Brand category. Symbol of Vietnamese intelligence, bravery and aspiration. Located within the framework of construction and advertising activities. Promoting national brands, Van Xuan Awards 2025, with the coordination of the Ministry of Culture, Sports and Tourism, Ho Chi Minh City Peoples Committee and Vietnam Advertising Association, has attracted the participation of more than 1,500 works, nearly 400 brands and more than 200 creative experts. One of the notable new features of this years award system is the addition of the Brand and Inspirational Leadership categories, honoring leaders. Directors are holding creative leadership roles at large enterprises. These are individuals who not only manage strategy but also create an environment for new ideas to be nurtured, challenged and breakthroughs. With persistent contributions in building the brand as well as initiating landmark innovations of Vinamilk over the past 50 years, Ms. Mai Kieu Lien is one of 4 individuals honored in the Brand and Inspirational Leadership category. She is a symbol of Vietnamese intelligence, bravery and aspiration, from the desire for independence in the difficult early days to the position of a national brand reaching the world level. Her image is associated with the belief in sustainable values, business ethics and green development, according to the organizers assessment. Belonging to the first generation of Vietnamese businessmen after the countrys unification, Ms. Mai Kieu Lien is known for her role in running the No. 1 dairy brand in Vietnam and is a talented businesswoman. Long-term vision, sharp thinking. With the famous saying creativity is survival, she launched and promoted many changes that played a decisive role in the formation of the billion-dollar enterprise Vinamilk. The new brand identity clearly demonstrates Vinamilks spirit of innovation and creativity, under the leadership of Ms. Mai Kieu Lien - Photo: VGP/Minh Anh. Under her leadership, Vinamilk pioneers sustainable development, applies green technology, reduces carbon emissions, builds the Stand Tall Vietnam Milk Fund, the School Milk program and is one of the first businesses committed to achieving Net Zero by 2050, humane actions. literature that nourishes the body and spirit of future generations. She is also the initiator of the brand repositioning strategy with the identity Vinamilk - Est 1976, carrying a youthful spirit but rich in Vietnamese identity, symbolizing the journey of nearly half a century of attachment to the country. This design not only resonates domestically but also attracts special attention from global creatives, contributing to significantly raising brand value. In a recent sharing, a representative of the global brand valuation unit Brand Finance said that this strategy makes an important contribution to bringing Vinamilk into the group of 5% of the worlds strongest brands, with an AAA+ rating, the highest level on the brand rating scale. Vinamilks burning desire in the past 50 years is to put Vietnamese brands on the world dairy map. I think, if Vietnamese brands want to go global, they need to pay attention to three factors: quality, Vietnamese identity and kindness. At that time, Vietnamese brands will be respected wherever they go, Ms. Mai Kieu Lien shared. Vinamilk Green Farms multi-sensory experience space makes a strong impression on consumers and creatives - Photo: VGP/Minh Anh Along with pioneering steps in affirming the brand, one of the demonstrations of Vinamilks spirit of innovation and creativity, under the leadership of Ms. Mai Kieu Lien, is the strategy of repositioning Vinamilk Green Farm. While many people believe that modern fresh milk production technology has reached its limit and cannot be improved further, the Vinamilk team is still diligently unlocking nature by applying the latest scientific achievements. A typical example is dual vacuum technology, a revolutionary initiative in the fresh milk processing industry, because it has successfully solved the problem of preserving the nutrition and fresh flavor of milk. Next is the ultra-microfiltration technology that accurately adjusts the ratio of protein, fat, and lactose right from pure fresh milk, helping the product have high protein content without the need to add any other protein sources, which with traditional technology is impossible. As well as the creations in taste experiences with Greek yogurt combined with super grains and a unique open face design or thick drinking yogurt with 6 strains of yeast and probiotics. From the perspective of reaching consumers, businesses also haveAdvancing the brand spirit according to its own identity. Not following trends, Vinamilk Green Farm attracts attention with its intrinsic values and ambition to do unprecedented things in Vietnam. Not using cliches, the brand chooses to attract attention with creative visual experiences and speak with proven scientific information. Vinamilk Green Farms multi-sensory experience space makes a strong impression on consumers and creatives - Photo: VGP/Minh Anh. Vinamilk Green Farm not only wins the hearts of discerning consumers but also conquers the professionals. At the Van Xuan Awards 2025, the brands Natures origin - breakthrough technology campaign was name
