In his third year at the Faculty of Measurement and Automatic Control (Hanoi University of Science and Technology), Dinh Van Hien made a significant income by purchasing old electronics at scrap prices and transforming them into timers and thermometers, selling them at half the price of new products on the market, yet earning a 500% profit compared to the manufacturing cost.

Hien then became a lecturer at the Hanoi College of Electronics and Refrigeration, then a researcher at the Institute of Electronics, Informatics, and Automation, under the leadership of Prof., Dr. Nguyen Xuan Quynh, Vietnam's first automation professor. He quickly earned trust and was tasked with managing the automation system installation for 54 workshops at the Apatite Lao Cai plant.

In 2000, Hien's desire to tackle challenges led him to establish the DKNEC Measurement and Automation Electrical Company, where he assumed the role of General Director.

"The company name combines the initials of the founders' last names: D - Dinh, Dang; K - Khong; N - Nghiem, Nguyen; E can stand for Electrical, Engineering, or Energy, and C can stand for Center, Company, or Corporation... The name reflects our broad and long-term vision," Hien humorously explained.

Over two decades, DKNEC served as the general contractor for electromechanical and automation projects in Vietnam.

From 2003 to 2005, thanks to DKNEC's consultancy, Saigon Beer plants in Dak Lak, Binh Duong, and Hanoi Xuan Phuong, under the general contractor POLYCO, became highlights for button-less, switch-less control centers.

After more than 20 years as DKNEC's general contractor in the beer, alcohol, and beverage industry, Hien handed over the CEO position to his wife while assuming the role of Chairman of the Board of Directors of DKNEC Group.

Pursuing a new dream with automation in ginseng

In 2022, someone asked Hien for advice on building a ginseng plant. Remembering his grandmother's ginseng-growing expertise, he decided to pursue a new dream: producing Vietnamese-branded ginseng.

In the same year, he established the Loc Hoang An Ginseng Group, named after his hometown Quynh Loc commune, Hoang Mai district, Nghe An province.

Hien recalled seeing his grandmother planting ginseng and learning that while ginseng is now widely grown in Bo Chinh, Quang Binh province, it is often sold in raw form.

"Ginseng is a valuable medicinal herb. For many years, Vietnam has imported a lot of expensive Korean ginseng. Imported ginseng is costly, making it unaffordable for many. Seeing Korean people using ginseng like vegetables sparked my desire for 100 million Vietnamese people, including the poor, to enjoy Vietnamese ginseng," Hien shared.

Focusing on producing branded products instead of selling raw materials, Hien decided that Bo Chinh ginseng alone would not compete with Korean, Japanese, or Chinese ginseng.

"As an automation expert, I approached it with an automated mindset: integrating three types of ginseng to create a unique product. We had to research the components and ratios thoroughly because some products might be safe individually but harmful when combined.

As a result, An Binh ginseng combines Bo Chinh ginseng with Ngoc Linh ginseng, the world's most expensive with high saponin content, and Canadian ginseng, which has a harmonizing effect, preventing cold stomach," Hien explained.

To make ginseng accessible to the poor, Loc Hoang An Ginseng introduced An Tam, a ginseng energy bar priced at only 22,500 VND ($1) per pack.

Starting a new business at 53, Hien adopted a 5.0 startup model: no need for much money, many people, factory investment, warehouse investment, or borders.

Instead of investing hundreds of billions in building factories, Hien found suitable partners for each product to produce according to his requirements, including leading pharmaceutical brands like Traphaco, Sao Thai Duong, and Bach Thao Duoc, and reputable food brands like Hai Chau.

Hien also employed retired foreign experts as high-quality human resources.

"We participate in the international scientific community and know many top professors. When needed, I can find the right person. They are sincere, providing accurate feedback and working until we achieve the desired result. Some retired professors even donated product formulas," Hien sob shared.

Research and development (R&D) of ginseng products is complex, requiring numerous trials for scent, color, and taste. Failures and costs are inevitable.

Japanese experts are assisting in formulating Sathachi ginseng powder, combining ginseng, cordyceps, and lingzhi mushrooms. The powder has a fineness of 10-7, dissolving instantly in water, with particles larger than micro but smaller than nano. Eighteen samples have been sent to Hien but are still being refined.

In line with digital economy and digital transformation trends, Hien utilizes 500 AI robots for research and market analysis. These AI virtual assistants, developed by DKNEC's strategic partner AIDU, can answer questions across various production and business fields. Each Loc Hoang An Ginseng employee is given an AI account to enhance work efficiency.

AIDU conducts weekly training sessions to help Hien's team maximize the AI ​​virtual assistants' potential.

Bringing unique products to the international market

"Not only are we gradually realizing the dream of making ginseng accessible to 100 million Vietnamese people, including the poor, but we are also accelerating efforts to introduce Vietnamese-branded ginseng to the world. Loc Hoang An Ginseng products have reached Germany, the Czech Republic, Russia, Japan, Thailand, and more through unofficial channels.

For upcoming shipments, we will meet criteria for organic products, green production, and QR code traceability for official exports. Conquering demanding markets like Japan and Europe will serve as proof, facilitating our entry into other markets," Hien stated.

He emphasized that Loc Hoang An Ginseng's international strategy focuses on uniqueness, avoiding price competition.

The team is currently finalizing a product line targeting the Japanese market, with packaging and labels in Vietnamese and Japanese.

Hien revealed some encouraging signs: "More than 20 ambassadors have repeatedly purchased Loc Hoang An Ginseng products. Representatives from various friendship associations with countries like Russia, Korea, Japan, Cambodia, and Laos have expressed their appreciation and high regard for our products after using them. These are effective bridges to help Loc Hoang An Ginseng achieve its goal of officially exporting to these countries by 2025."

Binh Minh