VietNamNet Bridge - Tuan Chau, Vingroup, Hoan Cau and FLC – the biggest real estate groups – are trying to build their brands and polish their images by organizing beauty contests. 

In late February 2016, state management agencies granted FLC Group a license to organize the Miss Vietnam Global Identity 2016 beauty contest.

The contest welcomes Vietnamese contestants from all over the world. Besides the 
prizes worth billions of dong, the Miss Vietnam Global Identity will be FLC branding ambassador who will participate in social activities organized by FLC Group in the future.

Most recently, Tuan Chau Group has received a license to host the Miss Sea Vietnam pageant in 2016.

Prior to that, many property groups became better known after getting involved in beauty pageants in different roles – organizers or sponsors.

Hoan Cau Group, the conglomerate that injects money into many different business fields, became better known after the Miss Universe contest which was for the first time organized in Vietnam in 2008. 

Tuan Chau, Vingroup, Hoan Cau and FLC – the biggest real estate groups – are trying to build their brands and polish their images by organizing beauty contests.

In 2015, the group hosted the Miss Universe Vietnam 2015. All the events were organized at Diamond Bay City in Nha Trang City, one of its investment projects.

Being Vietnam’s leading real estate group, Vingroup has many times backed beauty contests. In 2006, the group hosted the Miss Vietnam final at Vinpearl Land in Nha Trang City. This was also the venue where the Miss Vietnam World contest took place in 2007 and 2010.

Declining to give information about plans to sponsor beauty contests, the representatives of companies which have invested in resort real estate on Phu Quoc Island, Nha Trang and Vung Tau Cities, namely Eurowindow, Thaigroup, C.E.O Group, said it was an effective but costly communication method.

The representative from an enterprise said that sponsoring beauty contests was a part of its media campaigns to popularize its brand and project.

“Some beauty contests are open to Vietnamese girls all over the globe. If we participate in these events, we will not only have opportunities to introduce our products to domestic clients, but to Viet Kieu (overseas Vietnamese) and foreigners as well,” he said.

In early 2016, the investor of a big project in HCM City organized a music program which gathered five Vietnamese divas – Thanh Lam, Hong Nhung, My Linh, Tran Thu Ha and Thu Phuong.

Tang Thanh Ha has become the representative of Pho Dong Village project, Miss Vietnam Pham Huong for Novaland, Tu Anh, the first runner at Miss Vietnam for a project of Tan Hoang Minh.


VNE