CEO of Dien May Xanh Doan Van Hieu Em has just announced The Next DMX’s strategic move, officially named "House of Future." The project has drawn significant attention as it raises expectations of enabling Vietnamese consumers to access emerging global technology at the same time as consumers worldwide.

CEO Doan Van Hieu Em Officially Names "House of Future" as "The Next DMX"

Prior to the official announcement of "House of Future," Dien May Xanh CEO Doan Van Hieu Em published a post on his personal page addressing "Vietnam’s Tech Gap with the World." He pointed out a paradox where Vietnamese people may know everything about newly launched technology, yet their opportunity to see, touch, and experience it usually comes much later.

He defined this distance between knowing about a technology and actually experiencing it as the "Tech Gap," raising the question of who will bridge that gap. According to him, modern retailers need to look beyond the role of merely selling products to bring the latest technology to Vietnamese consumers faster. He affirmed that this is precisely what he has been contemplating for the next chapter of Dien May Xanh.

While Mr. Hieu Em has not yet disclosed the full details of what "House of Future" will entail, he affirmed that it will be a fundamentally distinct move for Dien May Xanh. In fact, throughout his leadership at DMX, this is not the first time the CEO has faced a major decision that was widely perceived as ambitious and bold.

This context is reminiscent of the establishment of TopZone nearly five years ago. The chain was launched in October 2021 with its first 4 stores in Hanoi and Ho Chi Minh City, at a time when Apple-authorized stores were already present in the market. What made TopZone stand out was not just the arrival of a new retail chain, but the immense ambition set forth by Mr. Doan Van Hieu Em from day one.

When TopZone was still a "newcomer," the executive set a goal for the network to completely transform the way Apple views the Vietnamese market. Such a bold statement inevitably faced skepticism. Public opinion continuously questioned what TopZone would do to turn the tide, especially when Apple-standard stores had long existed in Vietnam without creating any distinct breakthrough.

TopZone launched its first 4 stores in 2021, accompanied by the ambition to help redefine how Apple perceives the Vietnamese market.

Despite Vietnamese Apple fans being notoriously willing to spend, eager to be among the first to handle new iPhone generations, and even willing to pay premiums for grey-market imports to own devices early, the market at that time lacked an official retail network of sufficient scale to satisfy that demand and add weight to Vietnam’s standing in Apple’s eyes.

Nearly five years later, TopZone completely addressed those doubts by growing from 4 stores to over 80 points of sale nationwide, surpassing $1 billion in revenue with over 50% market share, and bringing official Apple experiences closer to users across numerous provinces and cities. TopZone was also the primary driver in elevating Vietnam into Apple's Tier 1 market group. Starting from the iPhone 17, Vietnamese consumers can pre-order and receive official devices at the same time as key global markets such as the US and Singapore. An ambition once met with skepticism has thus translated into concrete benefits for domestic customers.

The launch of the TopZone chain contributed significantly to solving the challenge of delivering official Apple products to Vietnamese users simultaneously with top global markets. Recently, the Tech World 2026 event organized by the company brought together thousands of young individuals to explore the era of artificial intelligence alongside more than 20 leading brands. Both achievements were driven by a core objective: the desire to deliver comprehensive technology experiences and keep pace with global trends for domestic consumers.

Dien May Xanh has organized numerous platforms for young people to connect, learn, and rapidly adapt to the shifting trends of the digital world.

The CEO of Dien May Xanh once candidly shared: "Previously, I thought the market wasn't ready. This time, I choose to think differently: if no one else does it, we take the lead." This sentiment demonstrates not only a willingness to step outside the comfort zone but also a sharp market-shaping mindset. When building a business model that already exists, an enterprise can easily look to others to learn; however, with a pioneering direction, the only way to validate success is to dive straight into execution.

TopZone’s track record provides a strong foundation for consumers to place high expectations on "House of Future." The parallel between both journeys originates directly from Mr. Doan Van Hieu Em himself, who personally defines the challenge and ambition for each phase. With TopZone, his goal was to bring new iPhones to Vietnamese users earlier and shift how Apple views the domestic market. With House of Future, it is the vision of "Whatever the world has, DMX has," closing the "Tech Gap."

From what has been unveiled, it is evident that DMX is pouring substantial dedication into House of Future. For the public, the main interest now lies in how Dien May Xanh will materialize the message "Whatever the world has, DMX has," and what surprises remain to be disclosed behind this "mega project."

If that ambition is translated into tangible value just as TopZone did on its journey, House of Future could very well become the next turning point for Dien May Xanh.

Source: CafeF