Thiên Long’s Strategic Positioning: A GT Distribution Network of 60,000 Retail Outlets, VND 12 Billion in Daily Revenue, and the 2026 Roadmap Following Its Partnership with Japan
With a brand value reaching VND 1.7 trillion, Thiên Long recorded a clear acceleration in revenue during the last six months of the year, averaging nearly VND 12 billion per day from its stationery business.
According to Brand Finance, Thiên Long’s brand value surged from VND 1 trillion (approximately USD 40 million) in 2024 to VND 1.7 trillion (equivalent to USD 63 million) this year. Thanks to this performance, Thiên Long climbed to 59th place in the Top 100 Most Valuable Brands in Vietnam, up 21 positions year-on-year, and notably became the only stationery company featured on the list.
Domestic revenue remains the core pillar, generating nearly VND 12 billion per day
Thiên Long has announced its business results for the first 11 months of the year, reporting net revenue of VND 3,808 billion, up 9.8% compared to the same period last year. On average, the company generates nearly VND 12 billion in revenue per day from stationery sales.
The domestic market continues to serve as the main pillar, contributing nearly VND 2,800 billion in revenue, representing growth of around 9%. Currently, Thiên Long operates a network of approximately 60,000 retail points nationwide (the GT system). Traditional trade channels continue to play a central role, creating a competitive advantage that is difficult to replace thanks to deep market penetration and direct access to end consumers.
During the year, the traditional channel was affected by various external factors, including changes in tax regulations, intensified anti-counterfeit campaigns, and the prolonged impact of floods and storms in several localities. Nevertheless, demand has gradually stabilized in recent months, particularly toward year-end.
In modern trade channels, preliminary business results indicate that in 2025, Thiên Long achieved approximately 15% growth year-on-year, driven by standardized merchandising and optimized product assortments across supermarket and bookstore systems nationwide.
At the same time, e-commerce continues to be a bright spot. Preliminary estimates show that revenue from this channel nearly doubled compared to the previous year, helping Thiên Long maintain its position as the No.1 stationery brand on online platforms. Positive performance in modern trade and e-commerce has helped ease pressure on traditional channels and supported the overall growth momentum of the domestic market in the final months of the year.
Across all distribution channels, the distribution system remains Thiên Long’s core strategic advantage—not only generating sales and delivering products to consumers, but also acting as the lifeblood that nurtures and strengthens brand equity. This foundation enables the company to sustain its competitive edge amid increasingly intense competition in both traditional and modern channels.
Partnering with a Japanese group, accelerating a Glocalization strategy with a 25% export growth target for 2026
Thiên Long is currently the leading stationery group in Vietnam and a household name among domestic consumers. In a recent strategic move, Kokuyo—a Japanese corporation with a long-standing history in stationery, office furniture, and workspace design—announced the establishment of a deep partnership with Thiên Long. This collaboration is part of Kokuyo’s global expansion strategy, aiming to become Asia’s leading brand by 2030, while simultaneously opening up new growth opportunities for Thiên Long under its “Glocalization” roadmap—combining local capabilities with international standards and expertise.
According to Thiên Long’s representatives, the synergy between Kokuyo’s strengths in product development, marketing, and portfolio management and Thiên Long’s large-scale manufacturing and distribution capabilities is expected to create sustainable growth momentum for both parties. Within Kokuyo’s regional strategy, ASEAN has been identified as the next key market after Japan, China, and India.
Partnering with a global corporation like Kokuyo also provides Thiên Long with significant opportunities to expand internationally, including access to advanced technologies, design trends, product development capabilities, as well as Japanese-style management practices and operational standards.
In 2025, Thiên Long’s export revenue grew by approximately 17% year-on-year. The company’s products are currently available in 75 countries and territories worldwide. Looking ahead to 2026, Thiên Long targets around 25% growth in its international business segment, which will continue to serve as one of the key growth drivers of the entire Group.
Long Sơn
Market Life (Nhịp Sống Thị Trường)
