The Tân Hiệp Phát Beverage Group (THP) is Vietnam’s leading privately held FMCG (fast-moving consumer goods) company. How it got there can be credited to principles and strategies based on Tran Family values; THP’s success can be found in the family dynamics that built it.

"I’ve learned from personal experience, watching my father and mother grow THP, that family businesses can succeed, but not without struggling at times," said Tan Hiep Phat Group Deputy CEO Phương Uyên Trần. 

VNF - Jack Trout, a marketing master once said “Marketing is a battle of perceptions, not products”. However, each firm has its own way to occupy the heart of consumers. Tan Hiep Phat does have a strange way to carry out that.