SCG and PRIME Ngoi Viet Launch “Celica“ - Vietnam's First Modern Luxury Ceramic Roof Tile

Prime Ngoi Viet, one of Vietnam’s leading glazed ceramic roof tile companies, and SCG, a leading global conglomerate, has officially launched CELICA, a modern-luxury ceramic roof tile engineered for contemporary and Japanese-inspired architecture in Vietnam. This launch sets a new benchmark for design and performance in Vietnam’s roofing industry, expands the modern-luxury segment, and reinforces both brands’ leadership in innovation and quality.

CELICA - a ceramic roof tile for modern-luxury and Japanese-inspired architecture, featuring a water-flow curved profile and refined finish.

Built upon a twelve-year collaboration between Prime Ngoi Viet and SCG, CELICA is Vietnam’s first ceramic roof tile created specifically for premium modern architecture. Its design draws inspiration from flowing water - a symbol of prosperity in Vietnamese culture - expressed through a distinctive curved profile that blends modern sophistication with cultural harmony. It embodies a harmonious blend of Vietnamese tradition and modern technology, expressing a vision to create refined living spaces that remain culturally resonant while being sustainable and luxurious.

"Over the past years, SCG has partnered with Prime Ngoi Viet toward a clear mission: delivering ceramic roofing solutions tailored to Vietnamese needs while meeting international standards. CELICA stands as proof of that journey, co-engineered with shared technology to deliver a water-inspired modern-luxury tile that lifts design and performance benchmarks.” said Mr. Chanon Sangkaew, Export Manager from SCG Thailand. “We believe CELICA will become a symbol of modern living in Vietnam, embodying the aspiration to create refined and sustainable living spaces, and we remain committed to investing, innovating, and partnering to support the sustainable development of the country’s architectural landscape.”

The strategic partnership leverages SCG's 80+ years of roofing expertise with Prime Ngoi Viet's specialized Vietnamese ceramic manufacturing knowledge. Building on SCG’s world-class innovation capabilities and Prime’s agility and design expertise, the two companies have continuously advanced Vietnam’s building materials industry. This technology-sharing collaboration delivers superior quality through advanced manufacturing processes that exceed traditional industry benchmarks.

CELICA comes in eight curated, colorfast shades that unify minimal and Japanese-inspired palettes into an elegant, modern roofline.

Leveraging shared innovation and advanced manufacturing, CELICA stands out with: Revolutionary water-flow inspired curved design creating Vietnam's first modern luxury ceramic tile category; Superior quality through advanced shared technology exceeding traditional benchmarks; Design flexibility with eight curated colors supporting minimal and Japanese architectural styles; Market-first positioning as Vietnam's only ceramic roof tile engineered for the modern luxury segment

Earlier, on August 25, 2025, Prime Ngoi Viet and SCG hosted an exclusive launch event at Sonaga Beach Resort Phu Quoc. The event marked a significant milestone in modern-luxury roofing innovation. Initial reception exceeded expectations, with immediate recognition of CELICA’s trend-setting potential. Its strong fit with minimal and Japanese-inspired design approaches further bolstered market confidence and sparked anticipation for future product developments.

Beyond a product launch, CELICA is a testament to the enduring partnership between SCG and Prime Ngoi Viet. This partnership integrates SCG’s roofing know-how, world-class industrial systems, and innovation platform with Prime’s Vietnamese ceramic manufacturing expertise, design agility, and local insight through ongoing technology sharing. Together, the companies have delivered solutions that address consumer needs and raise industry benchmarks in Vietnam. With CELICA’s unveiling, both companies strengthen their leadership in Vietnam’s premium contemporary roofing segment and plan to broaden availability to meet the nation’s evolving architectural preferences.

By Van Luong, Vietnam Business Forum