The TechWorld 2026 flagship technology experience event was held on 20–21 June 2026 at Tan Binh Stadium (HCMC). For Dien May Xanh (DMX), this was more than a technology festival — it was Pillar 01 – Growth through Quality made tangible: deepening operational growth on the existing platform, the chain's guiding direction throughout 2026–2030.

Rethinking the business model

Under Pillar 01, DMX is shifting decisively from traditional retail toward a model that creates deeper customer value. TechWorld 2026 is where that shift came through most clearly, through two core changes.

From "the sale as the end of a transaction" to "the sale as the start of the customer lifecycle." Rather than selling a device outright, DMX drew tens of thousands of students — tomorrow's consumer generation — to hands-on experiences, where experts showed young visitors how to self-learn and turn AI into a capable assistant. Each experience is a first touchpoint, opening a loyal, long-term customer lifecycle anchored in the DMX ecosystem.

From "competing on promotions and discounts" to "competing on financing and after-sales solutions." According to a DMX commercial representative, the biggest barrier for young people today is not a lack of tools, but a mindset for applying technology. So instead of entering a price war, DMX offers a complete solution: connecting users with experts and technology KOLs to guide effective ways of working, paired with flexible financing solutions and optimised after-sales policies ahead of the coming back-to-school season. This is also how DMX protects its margins — selling solutions and value-added services rather than eroding profit through discounting.

A proving ground for initiatives that optimise the existing platform

TechWorld 2026 operated as a real-world stage for the core action plans under Pillar 01.

Privileged products and the TopZone ecosystem. The event brought together more than 20 global technology brands — Google, Microsoft, HP, ASUS, Lenovo, Dell, Acer, MSI, Samsung and Apple. By showcasing the latest generation of AI-integrated smartphones and laptops — high-value products that are hard to find elsewhere — DMX reaffirmed its strength in distributing a privileged portfolio through its existing network and the premium authorised chain TopZone. This product group both raises average order value and reinforces the chain's positioning in the premium segment.

Technology and a customer-centric service culture. DMX did not merely display hardware; it turned the event space into a place to share real-world experiences. Visitors received direct advice from leading experts, removing the "fear of change" around adopting AI. They left not only with discount vouchers, but with a new technology mindset to optimise their daily lives.

Familyship and a commitment to sustainable development

The close partnership between DMX, major technology brands and media outlets (Thanh Nien, Tuoi Tre) was reinforced by a humanitarian gesture: the announcement of a VND 1 billion scholarship fund supporting orphaned students overcoming hardship.

This is not only proof of the core Familyship value, but also an ESG commitment tied to long-term strategy — investing in the very consumer generation DMX is accompanying, and building lasting value for the community.