WIPO: Sun Star is a source of inspiration for businesses wanting to conquer international markets

Herbal health care stories

Ms. Nguyen Thi Huong Lien - Vice President and CEO of Sao Thai Duong Joint Stock Company (Sao Thai Duong) was honored to be invited by the World Intellectual Property Organization (WIPO) to participate in an interview. The article was posted on the official website of WIPO with the title: "Natural treasures from Sao Thai Duong - Herbs for health care".

At the beginning of the article, WIPO mentioned the story of herbal health care of Sao Thai Duong.

From a passion for herbs and a desire to find a chemical-free solution to protect health, in 2000, two pharmacists Nguyen Huu Thang and Nguyen Thi Huong Lien founded Sao Thai Duong Joint Stock Company, carrying out the mission of providing herbal products to everyone.

Sao Thai Duong works closely with farmers to ensure raw materials meet strict organic standards, contributing to strengthening the company's reputation in the field of natural products.

With a strategic vision, Sao Thai Duong has now developed into a strong enterprise with a team of more than 1,000 doctors, pharmacists, sales staff, factory workers and office staff. In 2024, the enterprise brought in an impressive revenue of 32 million USD, proving their success.

With a rich product portfolio of more than 200 products, Sao Thai Duong is widely distributed at nearly 80,000 points of sale nationwide, from pharmacies, cosmetic stores, supermarkets to grocery stores as well as e-commerce platforms.

This category includes cosmetics, personal care products, dietary supplements and 19 herbal medicines.

Sao Thai Duong products are widely distributed at nearly 80,000 points of sale nationwide.

Analyzing the factors that make up Sao Thai Duong's success, WIPO wrote: Sao Thai Duong's success stems from its unwavering commitment to caring for human health through quality, innovative and sustainably sourced products.

“We are always focused on meeting the health needs of our customers, while considering environmental sustainability and supporting long-term development goals.

We have preserved and improved traditional processing methods such as roasting, soaking and distilling herbs. We cherish traditional medicine based on natural medicinal herbs, and at the same time apply modern technology from the West to enhance the effectiveness and value of domestic herbs. Sao Thai Duong conducts preclinical studies and clinical trials, cooperating closely with leading universities, research institutes and hospitals in Vietnam. Through continuous innovation and scientific research, we optimize product formulas to ensure the highest level of safety," WIPO quoted Ms. Nguyen Thi Huong Lien as saying.

Ms. Nguyen Thi Huong Lien - Vice President and CEO of Sao Thai Duong Joint Stock Company (Sao Thai Duong) was honored to be invited by the World Intellectual Property Organization (WIPO) to participate in an interview.

Sao Thai Duong’s sense of environmental responsibility is clearly demonstrated through its raw material procurement policy. The company prioritizes the use of organic, sustainable raw materials and invests in farming activities, working closely with local farmers to ensure raw materials meet strict organic standards, contributing to strengthening Sao Thai Duong’s reputation in the natural product sector.

Not only focusing on product quality, Sao Thai Duong is also active in charity activities, supporting people in rural areas. The company contributes to building schools and giving pharmaceuticals to people in difficult circumstances, demonstrating a strong commitment to the community.

Up to now, Sao Thai Duong has become a familiar brand, not only in Vietnam but also reaching out to the international market.

Brand building journey

Referring to the journey of building a brand, WIPO said that the brand name SAO THAI DUONG means "lucky star", which has a deep meaning for Vietnamese people. According to Ms. Huong Lien, "Every year, we have a star that shines on us. Every 10 years, we have a 'Sun' - a lucky star. We want our products to bring happiness and luck to everyone, at all times".

In 2003, the two founders Nguyen Huu Thang and Nguyen Thi Huong Lien registered the trademark "THAI DUONG" at the Vietnam Intellectual Property Office, marking the beginning of the journey to expand the brand to the international market.

Sao Thai Duong always upgrades the quality management system to meet the strict standards of the international market.

Through the Intellectual Property Office, Sao Thai Duong has discovered the Madrid System - an international trademark protection mechanism that helps businesses expand product exports to the world.

Referring to Sao Thai Duong's international expansion strategy, WIPO said that Sao Thai Duong upgraded its quality management system to meet the strict standards of the US and Europe. Protecting the trademark "THAI DUONG" globally. By filing an international application in English through the Madrid System, Sao Thai Duong successfully protected the trademark "THAI DUONG" in 5 markets across Africa, America, Asia, Europe and Oceania. The company built a local distribution network to bring products to international consumers.

“The Madrid System helps us save costs and be flexible in protecting our trademarks in many countries. I am really grateful for this system. WIPO experts have organized seminars, training courses and guides that are extremely useful for us. Any business that wants to reach out to the global market should learn about the Madrid System," said Ms. Huong Lien.

According to WIPO, Sao Thai Duong's journey to build its brand has not always been smooth. The company has learned many valuable lessons during its development.

Ms. Nguyen Thi Huong Lien shared: "We realized that the name THAI DUONG was quite difficult to pronounce for non-Asian customers. Therefore, we needed a complementary brand name for the international market, which is more recognizable but still retains our core values".

After testing nearly 30 names over four months, the company settled on “NATURE QUEEN.” “Nature” represents the natural origin of the product, while “Queen” represents quality and value. This name makes it easier for European customers to connect with the brand, increasing the product’s competitiveness in the international market.

At the end of the article, WIPO emphasized: Sao Thai Duong's story is certainly a source of inspiration for any business looking to conquer the international market.

It is known that WIPO's article on Sao Thai Duong will be translated into 7 languages ​​other than English: Arabic, Chinese, French, Japanese, Russian, Spanish and Vietnamese, and will be widely published on WIPO's system and the Madrid international trademark registration system.

Moonlight

Source: https://doanhnghiepvn.vn/doanh-nhan/wipo-sao-thai-duong-la-nguon-cam-hung-cho-cac-doanh-nghiep-muon-chinh-phuc-thi-truong-quoc-te/20250404035037753