At the Leadership Summit 2026, which gathered 150 CEOs and senior executives on March 4, GELEX\u2019s story of reshaping its corporate culture was highlighted as a notable case study on how culture can serve as a foundation that goes hand in hand with strategy execution.\/em>\/strong>\/p>\n

Transforming to accelerate growth\/strong>\/p>\n

After 35 years of development (1990 – 2025), GELEX is entering a new phase of growth, accelerating its transformation into a holdings model with an expanded investment portfolio and a governance system aligned with international standards.\/p>\n

With the strategic goal of becoming Vietnam\u2019s No.1 investment group, a key question emerged for GELEX\u2019s leadership: does the organization have the internal momentum to keep pace with its strategy?\/em> To address this, GELEX launched the \u201cI Change\u201d initiative as a strategic cultural project. The initiative aims to shape a new cultural DNA defined by agility, high-performance operations, and a strong spirit of innovation from within.\/p>\n

Launched in June 2025, GELEX\u2019s corporate culture initiative, titled \u201cI Change,\u201d does not follow the traditional path of a purely communication-driven campaign. Instead, the Group focuses on turning culture into a shared way of working. The core idea is a ripple effect from individuals to the entire organization: when each employee actively changes their mindset and skills, the organization as a whole gains collective strength.\/p>\n

\
Ms. Mai Minh Thu, Chief Human Resources Officer of GELEX Group, shared the project\u2019s approach at Leadership Summit 2026.\/figcaption>\/figure>\n

According to Ms. Thu, the initiative has been implemented through multiple layers of activities, ranging from internal communications and training programs to integrating cultural values into HR processes and performance evaluation systems. One of the project\u2019s key principles is translating culture into specific behaviors that can be practiced and repeated in daily work.\/p>\n

\u201cThe essence of culture lies in behavior – behaviors that are redesigned, practiced by many people, and repeated consistently. When behaviors change, the organization can truly transform,\u201d\/em> she noted.\/p>\n

Through this initiative, GELEX builds upon the achievements it has already made while moving toward a more flexible and effective working environment. Leaders at all levels play a role in driving change, employees act based on shared values, and the organization operates like a living system: connected, empowered, and able to adapt proactively in line with strategic direction.\/p>\n

The initiative was also recognized at Leadership Summit 2026 as an example of how Vietnamese enterprises can cultivate a culture of innovation and operational excellence in line with sustainable development.\/p>\n

Strong leadership engagement\/strong>\/p>\n

The \u201cI Change\u201d initiative at GELEX has been implemented through a series of practical and creative actions. These include establishing a \u201cGuiding Team\u201d to pioneer the transformation journey, organizing regular training and coaching programs, integrating cultural values and behaviors into internal regulations and HR policies, and hosting quarterly Town halls. Other initiatives include culture walls placed throughout workspaces, the regular cultural newsletter, and a \u201cCulture Passport\u201d recognition card where colleagues acknowledge each other\u2019s positive changes.\/p>\n

\
Ms. Nguyen Hong Nhung, Director of Communications at GELEX Group, shared insights on overcoming leadership barriers in corporate culture initiatives.\/figcaption>\/figure>\n

According to Ms. Nhung, one of the distinctive factors at GELEX is that the leadership team clearly understands and values the role of corporate culture in executing strategy, and therefore commits significant resources, time, and effort to the initiative.\/p>\n

Images of leaders actively participating in discussions within the Guiding Team, hosting quarterly culture roundtables, and even serving as trainers in internal learning programs have created a new source of energy, motivating individuals across the organization to embrace change.\/p>\n

Ms. Nhung also noted that the biggest challenge in spreading a culture initiative is creating an environment where leaders feel comfortable sharing their real experiences. \u201cPeople often say that leadership can be a lonely role. That\u2019s why it\u2019s important to create a safe space where leaders can share their real stories and employees can listen and understand. When that level of trust exists, cultural communication can truly resonate,\u201d \/em>she said.\/p>\n

Numbers that tell the story\/strong>\/p>\n

After its initial phase, the \u201cI Change\u201d initiative has delivered encouraging results, helping to align understanding and establish a shared cultural direction across the Group. Through practical and tangible activities, the project has gradually translated GELEX\u2019s mission, vision, and core values into consistent actions throughout the organization.\/p>\n

After the first 180 days of implementation, GELEX recorded several notable shifts in awareness and behavior among employees. The proportion of staff who clearly understand the cultural transformation increased from around 70% to 88%. Meanwhile, 94% of senior leaders committed to the change, and 90% of employees now understand the Group\u2019s Vision, Mission, and Core Values. As many as 98% of employees reported applying the new cultural behaviors in their daily work. All employees participated in the training programs, reflecting a shared commitment to making learning an integral part of the company\u2019s culture. Many individuals have voluntarily embraced change, striving to become better versions of themselves each day, both professionally and personally.\/p>\n

Behind these figures lies the most meaningful outcome: a positive transformation within the people of GELEX. Employees are becoming more connected, collaborative, and strongly committed to the organization.\/p>\n

The \u201cI Change\u201d initiative helps GELEX strengthen its internal capabilities while gradually building an organization aligned with its long-term vision toward 2030 and beyond. At GELEX, corporate culture is seen as a competitive advantage, a sustainable resource, and a critical pillar of governance. \u201cI Change\u201d is not just a project. It is GELEX\u2019s commitment to change not only to adapt, but to lead and contribute to a stronger and more prosperous Vietnam.\/p>\n

The experience of GELEX shows that investing in corporate culture is a strategic step that enables companies to adapt to market changes while building strong internal capabilities, creating the foundation for Vietnamese enterprises to grow and break through.\/p>\n

PR DEPARTMENT\/strong>\/p>\n","protected":false},"excerpt":{"rendered":"

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