Ho Chi Minh City, Vietnam, 12 March 2026 – The Brand Promise Group, a global branding firm headquartered in Ho Chi Minh City, announced its next phase of strategic evolution at the Partners’ Briefing, Spring 2026, held on the evening of 06 March 2026. Now in its third consecutive year, the annual Partners’ Briefing has become a company tradition, bringing together partners to align on strategic perspectives and shape upcoming initiatives.
This year’s edition marked a defining moment in The Brand Promise’s journey, as it evolves from a boutique branding firm into a broader platform for partnerships and cross-industry collaboration. The Group’s expanding ecosystem now connects global and local partners across core pillars in branding, education and training, and lifestyle, with initiatives designed to link industries and communities in Vietnam, the wider Asian region, and globally.
New horizons for global key accounts
Heading into 2026, The Brand Promise deepens its collaboration with long-standing global partners across hospitality, travel, and business advisory.
Club Med, a pioneer of the all-inclusive vacation concept with more than 70 resorts across 40 countries, continues to strengthen regional travel flows through Vietnam as one of the key gateways in Southeast Asia. Building on this momentum, Club Med is set to expand its footprint with the opening of Club Med Borneo, Kota Kinabalu in late 2026, further enriching the region’s portfolio of immersive holiday destinations.
STONE Accounting Group, an Australian-based accounting and advisory firm, has laid the foundation for its North American expansion with the establishment of its first head office in Toronto, Canada, following the development of its offices in Sunshine Coast, Australia and Kobe, Japan. The Brand Promise supports STONE’s strategic communications as the firm strengthens its global network and prepares for the next wave of professional standards in the accounting sector.
SODÅ, which is evolving from a hotel management platform into its new identity as SODÅ | Hospitality Partner, is entering a renewed phase of growth, expanding its role across the full hotel lifecycle. From development and pre-opening to operations and market positioning, SODÅ | Hospitality Partner is opening up broader opportunities for integrated, long-term collaborations with its hotel partners.
Preparing Vietnam’s next generations of leaders
Investing in human capital forms a core part of The Brand Promise Group’s direction for 2026, as it expands its education and training pillar.
Self-leadership Lab is an empirical leadership development program created by professors at the University of Geneva, cultivating self-awareness for professional growth and modern leadership practice at different stages of their careers. Through a curated series of leadership development and professional training initiatives, The Brand Promise will bring this approach to organisations in hospitality, services, and beyond.
Complementing this educational focus, The Brand Promise is also expanding its in-house lifestyle platform through Beyoutiful Vietnam, Vietnam’s first lifestyle concierge and educational service brand dedicated to women. Now part of The Brand Promise Group, Beyoutiful Vietnam continues to work with selected partners to develop curated programmes and services across lifestyle experiences, hospitality and travel, wellness, fashion, and education in support of personal development and purpose-driven living.
Together, these initiatives underscore The Brand Promise’s commitment to preparing Vietnam’s next generation of leaders to grow with self-awareness, global perspective, and values-led decision-making.
Leading the waves of change in hospitality, wellness and lifestyle services
Beyond branding and leadership, The Brand Promise is cultivating a vibrant lifestyle ecosystem, bringing together partners across gastronomy, wellness, hospitality, culture, and technology to shape how modern consumers experience quality and creativity.
Wiking Group, a real estate and development corporation, hosted the Spring 2026 gathering across two distinctive venues: Wiking Golf, an urban golf experience inspired by the spirit of a “backyard golf course,” and Wiking Salon, a contemporary art space designed for cultural and creative gatherings. Rheinland-Pfalz.Gold, an international branding initiative connected by the Business Representation of the German Federal State of Rhineland-Palatinate (RLP) in Vietnam, introduced guests to Germany’s largest wine-producing region and its heritage of more than 2,000 years of winemaking tradition. Global Café contributed its expertise as one of Vietnam’s leading food service providers, drawing on over 25 years of experience serving international schools and guided by its “Eat Well, Live Well” philosophy, to deliver nutritious dining and thoughtful catering services for the event.
Hospitality and wellness partners also played a central role in illustrating Vietnam’s evolving experience economy. voco Scenia Bay Nha Trang by IHG, set to open in 2026, will bring the brand’s distinctive lifestyle approach to Vietnam’s central coast with a 250-room bayfront hotel; Garrya Mu Cang Chai offers a serene mountain retreat amid northern Vietnam’s terraced rice fields, guided by a philosophy of mindful living; Namia River Retreat, located on a peaceful islet along the Thu Bon River in Hoi An, is envisioned as a sanctuary of “living well;” whereas Fusion Resort & Villas Da Nang presents a contemporary beachfront retreat emphasising wellness-inspired experiences and privacy.
The event was co-created with lifestyle brands who joined in designing and delivering the evening’s curated experience: Bittersweet Chocolatier, a Phu Quoc-based artisan chocolatier producing handcrafted chocolates from Vietnamese cacao and operating a hidden cocktail bar concept; Got It, a Vietnamese technology company specialising in digital vouchers, loyalty platforms, and gifting solutions redeemable at thousands of locations nationwide; alongside ETUHandkraft, La Gougah, Eastern Journeys, and AIMWell.
A collaborative vision for the future
The Brand Promise – Partners’ Briefing, Spring 2026 brought together partners across hospitality, gastronomy, wellness, lifestyle, and education, reflecting the growing alignment between sectors within Vietnam’s evolving experience economy. With its expanding network of partners and in-house brands, The Brand Promise Group continues to foster an ecosystem where cross-industry collaboration contributes to tailored, high-value experiences and hospitality initiatives in Vietnam, across Asia, and globally.
The Brand Promise
The Brand Promise is a global branding firm with headquarter in Ho Chi Minh City, dedicated to authentic storytelling, strategic growth, and impactful partnerships across industries. Our commitment to evolving quality standards and nurturing communities of hand-picked, like-minded and long-lasting partners ensures that every promise made is honored through our dedication to excellence and shared dedication to turn potential into reality.
Media Contact
Louise Linh Pham (Ms.)
louise@thebrandpromise.group
Australian Hospitality Alumni Network Vietnam 