HoaBinh Group aims for 'MICE Made in Vietnam' to win over Nordic clients
With the philosophy that “MICE is not just about organizing events, but about creating sustainable connections” HoaBinh Group - a pioneer in Vietnam’s MICE industry is steadily promoting the “MICE Made in Vietnam” brand in high-standard markets such as the Nordics.
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In an interview with our reporter, Ms. Pham Hoang Lan, CEO of HoaBinh Group (the MICE leader), shared insights into the company’s integration strategy and vision to position Vietnam as a leading MICE destination in the region.
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| CEO Hoabinh Group (The MICE leader) Pham Hoang Lan. (Photo: Hoabinh Group) |
Why has HoaBinh Group (the MICE leader) chosen the Nordics as a strategic market for 2025–2030?
The Nordic region is currently at the forefront of global trends in green transition, digital governance, and strong economic-political linkages. Countries such as Sweden, Finland, Norway, and Denmark are widely regarded as role models for sustainable development and innovation directions that align closely with HoaBinh Group’s strategy in developing a premium MICE ecosystem in Vietnam.
The official visit of Prime Minister Pham Minh Chinh to Sweden (June 11–13, 2025) highlighted the importance of strategic cooperation between Vietnam and Nordic partners in three core areas: Trade and Investment, Green Transition and Digitalization, and Sustainable Development. This milestone not only strengthens high-level diplomatic relations but also paves the way for interdisciplinary MICE initiatives, in which HoaBinh Group plays a leading organizational role.
We see the Nordics not only as a high-potential customer base but also as a model partner whose transparency, ESG focus, and digital integration represent the highest standards. Our strategic objective is to create a two-way exchange: importing world-class MICE practices into Vietnam, while exporting Vietnamese event organization expertise and sustainable thinking to the global stage.
With over 15 years of experience and thousands of international conferences and events under our belt, we believe now is the perfect time to bring “MICE Made in Vietnam” abroad—starting with a challenging and pioneering market like the Nordics.
How does HoaBinh Group approach a demanding and high-standard market like the Nordics?
HoaBinh Group applies an ecosystem-based approach, built on standards that the Nordic market truly values. This includes internationally recognized benchmarks in sustainable event management, integrating environmental, social, and economic factors into every phase from planning to post-event evaluation with continuous monitoring to ensure accountability and transparency.
Adhering to such standards not only demonstrates our commitment to professional governance but also proves our capability to deliver responsible, results-driven MICE services that meet the rigorous expectations of Nordic clients.
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| The VECONAC 2025 forum - an ASEAN economic event was praised for HoaBinh Group's professionalism. (Photo: Hoabinh Group) |
We go beyond simple event organization by crafting holistic MICE journeys. Each event is designed as a cultural experience where guests are immersed in community values and local identity. By harmonizing ISO-based management practices and ESG principles with indigenous cultural elements, HoaBinh Group delivers not only efficient programs but also builds authentic, trustworthy, and distinctly "Made in Vietnam" experiences for global partners.
Which recent events reflect HoaBinh Group’s international MICE capabilities?
Over the years, HoaBinh Group has organized hundreds of domestic and international MICE events. Recent standout examples highlight our global capabilities.
These include the International Conference on Sustainable Ocean Economy in May 2022, co-hosted with the UNDP and the Norwegian government, which brought together over 400 delegates from 70 countries; the 2024 and 2025 Vietnam Fetal Medicine (VFM) Conferences - leading events in the medical field attracting international experts; and the 2024 Pharmaceutical Science Conference in Ninh Binh, which welcomed over 1,200 attendees and combined technical workshops with local tourism experiences.
Additionally, the VECONAC 2025 forum - an ASEAN economic event was praised for its professionalism. We’ve also managed conferences for EuroCham, international exhibitions, trade-tourism promotion events, and large-scale MICE trips for major international corporations, hosting up to 50,000-60,000 participants, such as the Thai Binh Home Coming Day.
These projects prove that HoaBinh doesn’t just execute high-level events, we design them with a thoughtful blend of technical content, community impact, and rich cultural experience. This reflects our philosophy of “integrated and in-depth MICE.”
Effectiveness comes not only from rigorous processes but also from embedding cultural value—like the “Pink Lotus” Gala that fuses traditional Vietnamese art with cutting-edge lighting technology, or curated local tours. This is how we transform events into authentic journeys, reinforcing the brand identity of “MICE Made in Vietnam” in a way that deeply resonates with Nordic clients.
What message would you like to send to Nordic partners?
Vietnam is no longer a distant or unfamiliar market, and HoaBinh Group stands ready to be a trusted guide for Nordic partners exploring Vietnam and Southeast Asia.
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| HoaBinh Group have also managed large-scale MICE trips for major international corporations, hosting up to 50,000-60,000 participants, such as the Thai Binh Home Coming Day. (Photo: Hoabinh Group) |
We don’t just organize events- we create journeys that leave lasting impressions. Backed by nearly 500 experienced professionals and a comprehensive MICE ecosystem that includes conferences, tourism, technical equipment, logistics, and transportation, HoaBinh Group is well-positioned to work with Nordic businesses that share our commitment to trust, sustainability, and long-term cooperation.
Vietnam is becoming a rising star in Southeast Asia thanks to synchronized infrastructure development, institutional reforms, and policies that welcome international business. HoaBinh Group is prepared to serve as a dependable bridge, helping Nordic companies tap into Vietnam and the broader ASEAN region safely, systematically, and strategically.
Unlike many providers who focus solely on surface-level event logistics, we design entire MICE journeys with meaning- connecting enterprises with local cultural context and sustainable development values. Every stage, from pre-event planning to execution and operation, reflects our ethos of genuine connection and social responsibility.
HoaBinh Group is eager to partner with Nordic businesses on the basis of trust, transparency, and strategic long-term collaboration. This is not merely a statement of our capability, it is a pledge of accountability, integrity, and the sustainable mindset that guides all of our international partnerships.
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