Shining Journey of DOJI: Advancing Multi-Sector Ecosystem Guided by Philosophy “For People and Toward People”

Starting from the jewelry industry, DOJI Group has expanded into real estate and banking, building a strong three-pillar ecosystem that meets both the aesthetic and practical needs of its customers.

Mr. Do Minh Phu, Chairman of the Founding Council of DOJI Gold & Gems Group and Chairman of TPBank

At the center of DOJI’s integrated ecosystem is its core vision and mission: “For People and Toward People.” This is not just a slogan but a guiding principle that directs every strategic decision of the group.

From product design, material choice, and technology use to creating living spaces and improving financial services, every detail focuses on giving people the best experience and value.

The connection among DOJI’s three distinct sectors in jewelry, real estate, and banking has become the foundation for building a brand that is both visually appealing and sustainably valuable.

This forward-thinking approach has been led by Do Minh Phu, Chairman of the Founding Council of DOJI Gold & Gems Group and Chairman of the Board of Directors of Tien Phong Commercial Joint Stock Bank (TPBank). A visionary entrepreneur with sharp strategic vision, he has directed the group’s growth across all business pillars. He believed that in a time of national transformation, businesses cannot stand still; they must evolve, adapt, and advance.

In the newly released CafeF List 2025, DOJI Group ranked among the Top 10 Private Enterprises in Retail and Distribution and the Top 50 Largest Private Taxpayers. DOJILAND, a member of DOJI Group, was listed among the Top 20 Real Estate Enterprises, while TPBank was recognized among the Top 20 Banks with the largest tax contributions in Vietnam.

DOJI Jewelry: Leading the trend game

Within DOJI’s multi-sector ecosystem, gold, silver, and gemstones remain the core of the group and the field that best defines its brand identity. DOJI’s founder has moved beyond the traditional idea of selling gold or gemstones, redefining the value of Vietnamese jewelry through a strategy built on three pillars: design as the product’s soul, crafting technology as the mark of distinction, and customer experience as the ultimate goal.

DOJI has established itself as a pioneer in modernizing 24K gold, long seen as a traditional symbol, by applying advanced 3D and 5D crafting technologies. These innovations address the natural limitations of pure gold, which is soft, easily deformed, and hard to shape. Collections such as Vu Quy (Bridal Dowry Jewelry), featuring lotus and hydrangea motifs for weddings, and Hat Thoc (Rice Grain) and Hoa Huong Duong (Sunflower), break tradition with lightweight, elegant, and durable designs suitable for daily wear while preserving the full value of pure gold. The combination of modern shaping techniques and creative design gives each piece both style and lasting worth.

24K Gold Wedding Bangle

Beyond traditional 24K gold, DOJI also focuses on diamond jewelry collections that reflect changing beauty trends. The TrenD line represents DOJI’s modern vision. Rather than defining a single style, TrenD encourages modern women to express themselves in different ways: Lady Boss embodies strength and confidence; Darling Girl conveys charm; The Muse reflects romance and imagination; and Highlight Me emphasizes individuality. Each collection is carefully developed based on market insights and refined through advanced craftsmanship to ensure durability, brilliance, and precision.

The key to DOJI’s success lies in its transformation from selling products to offering experiences. With premium retail spaces, personalized consulting, and consistent brand communication, DOJI has become a symbol of trust and sophistication, appealing to younger customers who value both beauty and investment potential.

Through visionary leadership and bold innovation, Do Minh Phu, founder of DOJI Group, has built a strong jewelry empire, reshaped consumer habits, set new trends, and reinforced DOJI’s leading position in Vietnam’s jewelry market.

From Jewelry to “Gem Real Estate”: DOJI’s unprecedented path in Vietnam

If DOJI creates masterpieces in jewelry to honor individual beauty, then bringing the refinement and elegance of goldsmithing into real estate marks a bold and groundbreaking move by DOJI and its Chairman, Do Minh Phu.

DOJILAND, a member of DOJI Gold & Gems Group, has pioneered the concept of Gem Real Estate, real estate inspired by the artistry of jewelry making. Taking inspiration from the craftsmanship of fine jewelry, DOJILAND brings soul and sophistication to each project, turning every building into a living work of art that combines signature architecture, high-quality materials, and unique aesthetics.

DOJI Tower

The most distinctive feature of Gem Real Estate is its “jewelry DNA.” This identity is visible in crown-shaped architecture, diamond-inspired motifs, and smooth, refined lines. Each DOJI project is easily recognized for its signature luxury, reflecting a brand long associated with gold, silver, and gemstones. Its lasting value, however, lies deeper in the very essence of its craftsmanship: precision, careful attention to detail, and a constant pursuit of perfection, like a jeweler patiently polishing each facet of a diamond to achieve flawless brilliance.

This philosophy is exemplified by DOJI Tower, a landmark that encapsulates the spirit of Vietnam’s leading jewelry brand. Designed in the shape of a giant diamond, DOJI Tower radiates a distinctive light effect in the heart of Hanoi, earning its place as an architectural icon on the city’s real estate map.

Continuing that spirit, Diamond Crown Hai Phong, a distinctive diagrid-structured building inspired by a diamond crown, redefines conventional architecture through its fluid curves that balance strength and grace. More than just a building, it serves as a visual landmark that gives Hai Phong a new symbol of prestige.

Similarly, Golden Crown Hai Phong continues to apply jewelry-making artistry to architecture. Its façade details resemble gemstone inlays, while carefully selected materials reflect light to create a shimmering, jewel-like surface. Every angle and element is designed to satisfy both function and aesthetic emotion.

By applying the mindset and exacting standards of fine jewelry craftsmanship to real estate, DOJI has created projects that combine both function and artistry. This approach follows a growing global trend among the elite, who are willing to pay premium prices for spaces that are not only practical but also iconic and timeless, like gemstones.

For DOJI, each real estate project is a precious gem that not only creates economic value but also shapes urban landscapes and enhances every location where Gem Real Estate projects rise, built under the vision and commitment of Chairman Do Minh Phu, the “chief architect.”

TPBank exemplifies successful restructuring through cash flow, governance, and operational strength

TPBank – The financial pillar in DOJI’s circle of value

From jewelry, where DOJI creates value through craftsmanship and aesthetics, to real estate, where its “jewelry DNA” is transformed into architectural icons, DOJI has completed its ecosystem with the third pillar: banking, as a major shareholder participating in the restructuring of TPBank.

With DOJI’s strategic support, TPBank stands as a vivid example of a successful restructuring built on three key fundamentals: cash flow, governance, and operational capability.

Once a struggling bank burdened with rising bad debts and losses amounting to trillions of dong, TPBank underwent a rapid transformation fueled by strong capital resources, a long-term vision, and the reform-minded leadership of Chairman Do Minh Phu.

Billions of dong were invested in upgrading core banking systems, digital banking, AI, and robotic technologies, enabling TPBank to become the first bank in Vietnam to apply electronic Know Your Customer (eKYC) and to pioneer LiveBank, a 24/7 automated banking model. As Chairman Do Minh Phu said, “Branchless banking models already exist worldwide. This is the key for TPBank to accelerate growth.” His words reflect the foresight and pioneering mindset that have guided TPBank’s growth.

Beyond financial support during its restructuring phase, DOJI also brought its customer-focused retail philosophy to the banking sector, turning financial transactions into personalized, seamless experiences.

The TPBank mobile app, built around the brand message “Convenience at its Peak - Living at its Best,” goes beyond traditional banking. It acts as a multifunctional lifestyle platform, linking users with DOJI’s wider ecosystem, from purchasing jewelry to accessing real estate credit solutions. By combining financial discipline with the precision of jewelry craftsmanship, TPBank has become a youthful, tech-driven, yet approachable and reliable bank.

At a time when many Vietnamese businesses seek breakthroughs but lack a flexible support ecosystem, DOJI Group, under the vision of founder Do Minh Phu, has made a significant contribution by redefining multi-sector connections to form a circle of value where products, services, and finance strengthen one another, creating a sustainable advantage in the market.

By Nguyet Tham, Vietnam Business Forum