Phu & Em Co., Ltd – Journey of innovation, development and affirming brand reputation

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Experiencing the development journey, Phu & Em Co., Ltd has now grown to become one of the leading companies in the sales of high-end beverage products in Vietnam.

Phu & Em was founded by Ms. Bui Thi Ngoc Dinh, formerly known as Ngoc Dinh Co., Ltd with 06 members in total, focusing on the main business of exporting food (Rice paper wrapper, prawn cracker,…) to the European market and importing Beverages. The company’s head office is located at 489 Xo Viet Nghe Tinh Street, Ward 26, Binh Thanh District, Ho Chi Minh City. Only 05 years later, thanks to the leadership of Ms. Ngoc Dinh, Phu & Em have imported products from many countries such as France, Australia, USA, Chile, Italy, Spain …


Ms. Bui Thi Ngoc Dinh was awarded the title “The first woman to bring wine culture to Vietnam” chosen by the Asian Wine Association

In 2000, it marked a big turning point of Ngoc Dinh Company with a series of important changes: The company officially changed its name to Phu & Em Co., Ltd., under the management of Mr. Tran Thanh Sang (Ms. Ngoc Dinh’s son) and established a representative office in the US by Mr. Tran Long Phu (eldest son) which is responsible for dealing with foreign partners in Europe and America. Both are highly trained and experienced in the industry.


Mr. Tran Thanh Sang – The successor of Phu & Em Company. He graduated in the US with major in IT, currently holds the position of Chairman of Phu & Em Company and founder of LaCave Brand


Phu & Em has a workforce (used to live abroad) with over 15 years’ experience (North, Central and South of Vietnam), able to capture and be sensitive to the market, especially has long – term commitment to the company

With the relentless efforts of the next generation of Phu & Em, over a 25-year journey, the company has affirmed its position, the company’s products are present in most of the famous Hotel/Resort in the world, in major provinces and cities across the country, especially becoming indispensable products in big and well-known restaurants. The human resources team has also been significantly enhanced with over 60 people across the country, trained and served consumers professionally.




Phu & Em’s products have covered all over Vietnam with nearly 3,000 customers, including 900 units including hypermarkets such as Mega, Lotte, Vinmart, Aeon, Mesa, … large & medium supermarkets and 1100 customers in Horeca system, wholesale and retail shops

To achieve such great success, the strategic steps that the Board of Directors have set out to differentiate the brand by covering the market across all distribution channels, especially supermarket and wholesale channels throughout the country; focus on branding and build image of the company…


Phu & Em’s booth at King & Queen Party 

On January 9th, 2020, Phu & Em also accompanied and contributed to the success of the King & Queen Party organized by Women Leaders International Networking – WLIN Global and Business Style International Networking – BSIN. Through the program, Phu & Em has brought its products closer to the domestic and international businessmen community.


Ms. Bui Thi Ngoc Dinh – Representative of Phu & Em Company (2nd on the right) receives thank-you flowers from the Organizing Committee

At present, Phu & Em has been present throughout the provinces of Vietnam through wholesale & retail systems. Phu & Em are also starting to expand their markets to Cambodia and Laos. Currently, Phu & Em is implementing a plan to develop premium food and beverage products from Japan for the entire system of restaurants, hotels, and supermarkets across the country.


Ms. Bui Thi Ngoc Dinh and Runner-up Mrs World Nguyen Thu Huong – President of WLIN Global

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