In the 1970s, a young girl was sent from Vietnam to the Soviet Union to study dairy processing.

That woman is Mai Kieu Lien, the current CEO of Vinamilk.

Today, Vinamilk is the sixth largest dairy brand globally. It's valued at $3B with 16 factories and 14 dairy farms.

Mai’s leadership turned Vinamilk into the dairy giant it is today.

So, how did Vinamilk grow from a small operation to a global dairy brand?

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🥛 Dairy roots

Mai Kieu Lim attended the Moscow University of Meat & Milk Processing Technology. She worked hard to learn the science behind dairy production. 

After graduating in 1976, she returned to Vietnam and joined a new state-owned dairy company. 

Vinamilk started with a few factories, producing condensed milk. Mai quickly proved her potential. 

Just one year into her job, Mai was promoted to manager. Four years later, she was promoted again to deputy director. 

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👣 A smart step forward

Vinamilk grew, and Mai saw more opportunities for innovation.

So, in 1983, Mai made a bold move, launching a yogurt product. People were not confident because households still made their own yogurt. 

"But my concern was the level of nutrition that was good for the body," said Mai, who herself has yogurt daily.

The product was an instant hit!

Mai became CEO in 1993. Vinamilk began to introduce new products and expand.

In 2003, the company became a joint-stock company. By 2006, it was listed on the Ho Chi Minh City Stock Exchange.

They also hired Tran Bao Minh, who used to work at PepsiCo Vietnam. He knew a lot about American marketing. Marketing expenses rose from 2% to 6% of the budget. 

They launched a new slogan: “Milk nourishes adults, not just children.” This helped the company appeal to a broader audience.

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🚀 Milking it

The company’s success in Vietnam pushed them to look for new markets outside of Vietnam.

In 2010, it invested in a dairy farm in New Zealand, and in 2014, it acquired another supplier in California. Making international investments exposed the company to higher standards and better technologies.

At the same time, they improved their distribution model. Salespeople sell directly to supermarkets and stores instead of wholesalers, cutting out the middleman.

They supply 230,000 shops and restaurants and have 100 of their own stores.

Three years later, Vinamilk appeared on Forbes’ “Fab 50” list of top companies in Asia.

They were named on "200 Best Over A Billion" list in Forbes 2019, the only Vietnamese food brand recognized.

But Vinamilk realized they needed a fresh look to stay relevant in a modern market.

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👀 A new look

That’s why in 2023, Vinamilk underwent a major rebrand.

The new brand identity showcases determination, boldness, and authenticity. 

They created a new logo with a smile on the "i" to show care and added a milk drop in the "a" to highlight their dairy roots. 

The packaging for their liquid milk products was redesigned. New graphics included hand-crafted visuals to reflect authentic Vietnamese life.

At the end of 2023, net profits increased by VND 472B (~$18.5 million)!

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🌟 A lasting legacy

Vinamilk is committed to growth and innovation. It's the core of their corporate culture. Employees are encouraged to seek help within 24 hours if they face challenges.

This drive led to operating 15 dairy farms and 17 factories today. They export to over 60 countries worldwide!

Vinamilk offers more than 250 products of all kinds. The top product categories are liquid milk, yogurt, condensed milk, and powdered milk.

They are the number one food brand in Vietnam. Their products are exported to 60 countries globally.

But they’re not stopping there.

They have pledged to reach net-zero carbon emissions by 2050. 

Mai has come a long way from studying dairy overseas to becoming the CEO of a multi-billion-dollar global company.

Her leadership shows that innovation, adaptability, and a commitment to sustainability can help a business not only thrive in the present but also leave a lasting legacy.