Ho Chi Minh City, October 5, 2026 – Dien May Xanh Investment Joint Stock Company (DMX) officially launched its new AI & Robotics category and introduced House of Future (HOF). After nearly two decades of providing what a home needs today, House of Future is DMX’s next step: preparing for what a home will need tomorrow, and turning once-distant technologies into an everyday reality.

Vietnamese consumers learn early through screens, but experience late

Vietnamese consumers update new global technology trends very quickly, yet opportunities to directly experience next-generation devices remain limited. Home robots, living spaces with self-adjusting light and temperature, or AI-integrated devices that learn user habits appear increasingly at international tech expos. However, for most Vietnamese people, these products still mainly stop at videos and news stories.

From this reality, DMX poses the question: "How long after a new technology appears globally can Vietnamese people actually experience it?" Instead of waiting for these technologies to become widespread, DMX proactively accesses early products that are likely to feature increasingly in Vietnamese living spaces over the next 5 to 10 years.

Not just another store, but an experiential space

Mr. Doan Van Hieu Em, Executive Board Member and CEO of DMX, announced this information on his personal page on October 5. He affirmed: "We are not opening more stores. We are bringing a Future Experience Space directly into your hands."

DMX's CEO stated: "I believe it is time for tech retailers to go beyond merely selling products. Not just selling technology, but bringing the world’s latest technology to Vietnamese people as quickly as possible."

HOF was born to bring technologies expected to become popular in 5 or 10 years or even further to Vietnamese consumers starting today. HOF is positioned as the physical space realizing the AI & Robotics strategy, centered on hands-on experience. Customers do not just look at products or read specifications; they can directly touch, command, interact, and observe how technology operates in real-life situations.

From home assistance robots and AI systems that understand family routines to smart bedrooms optimizing sleep and healthcare solutions once seen only in science fiction movies.

"AI is no longer just on news pages, and robotics is no longer just behind screens," shared Mr. Doan Van Hieu Em. With House of Future, DMX strongly asserts the message: "Whatever the world has, DMX has."

Starting from user needs instead of revenue targets

According to Mr. Hieu Em, over the past decade, DMX has opened numerous stores, tested various models, and undergone countless transformations. The core difference with HOF is that its objective does not begin with the question of how much will be sold, but rather with the user's need for direct experience.

To illustrate this new approach, he recalled the story of TopZone, a model created with the ambition to bring the latest iPhones to Vietnamese consumers as early as possible. "When starting with the user in mind, we have well over 100% confidence to push forward to the end," he shared.

Core business platform maintains positive growth

DMX introduced the new category while the main Dien May Xanh chain enjoys strong growth momentum. August revenue for the chain reached the second-highest level since the beginning of 2026 surpassed only by the peak Lunar New Year season, up 14% MoM and 28% YoY.

Cumulative results reflect steady MoM expansion: first-half revenue reached VND 65,279 billion (up 31% YoY, SSSG +32%, completing 53% of the annual target); 7-month revenue reached VND 75,474 billion (up 29% YoY, completing 62% of the annual target, SSSG +30%); and after 8 months, revenue hit VND 87,050 billion (up 29% YoY, completing 71% of the annual target, with SSSG maintaining a solid +30%).

Building on positive growth momentum from the 8-month review at The Kick-off DMX 2026 event, executive management forecasts Q3 performance to exceed the average of the first two quarters, driven by the end-of-year shopping peak. To realize the strategic direction "Outperforming each year – Doubling value in 5 years", DMX has raised its 2026 net profit target to over VND 10,000 billion, far exceeding its initial commitment of VND 7,350 billion.

Leveraging existing retail and service infrastructure

The boundary between "future technology" and "household appliances" is gradually narrowing. AI is increasingly integrated into TVs, kitchen appliances, healthcare products, smart home systems, and domestic robots. Therefore, selling in this product category does not stop at putting devices on shelves, but must also involve helping users understand how to operate them, evaluate their suitability, and resolve issues arising during daily use.

DMX leverages the infrastructure built over many years including consulting, delivery, installation, post-sales support, and payment solutions as a bridge to bring these novel products to users more easily.

House of Future simultaneously serves as a "market test lab." Here, users become familiar with new technologies, the enterprise captures real-world demand, and sufficiently useful products gain the opportunity to transition from experiential concepts to mass consumer adoption.

House of Future marks a new milestone for Dien May Xanh in pioneering the AI & Robotics industry. Although details regarding launch dates, operating locations, or product line-ups remain unannounced, Mr. Doan Van Hieu Em confirmed this will be "a very different move" for the enterprise.

Expressing determination to break away from traditional retail models, he shared: "When doing something the market already has, we can look at others to learn. But with a completely unprecedented direction, the only way to measure success is to roll up our sleeves and take action."