On the evening of October 16, at the National Convention Center (Hanoi), Tan Son Nhat Airport Services Joint Stock Company (SASCO) was honored at the 10th Vietnam National Brand Announcement Ceremony 2026.

Having earned the Vietnam National Brand title for six consecutive selection periods, SASCO marks a decade of sustainable development associated with innovative experiences, international quality and the promotion of Vietnamese identity.

A decade of affirming its position as a National Brand 

In 2016, SASCO was included in the list of Vietnam National Brands for the first time, just one year after its equitization. At that time, the company had more than two decades of experience at Tan Son Nhat International Airport and was repositioning itself as a professional service provider rather than merely an operator of commercial spaces.

The journey that followed was not always smooth. During the pandemic years, international flights came to an almost complete standstill, passenger traffic through the airport fell sharply, and SASCO’s business performance declined significantly. Nevertheless, the company retained its workforce, maintained service standards and continued to be recognized as a Vietnam National Brand in the 2020 and 2022 selection periods. According to many industry experts, it is precisely during challenging times that the true value of a brand becomes most evident.

Mr. Vũ Lê Quân, Chief of Office of SASCO, receives the Vietnam National Brand symbol at the 2026 announcement ceremony.

As the aviation market recovered, SASCO rebounded rapidly. In 2025, the company recorded total revenue of more than VND 3,500 billion and profit before tax of VND 844 billion, up 67% year-on-year and the highest level since its equitization.

This growth momentum has continued into the current year. According to estimates announced at the Extraordinary General Meeting of Shareholders in early October, profit before tax for the first nine months reached approximately VND 660 billion, up 62% year-on-year. Thus, after just three quarters, SASCO had achieved more than 80% of its full-year target.

Alongside growth, SASCO has consistently placed community interests at the heart of its development strategy. 2026 marks the fifth year the company has partnered with Thanh Niên Newspaper in the Accompanying Children on Their Journey Forward program. The program provides sponsorship for 25 children orphaned by the COVID-19 pandemic until they graduate from university.

At the same time, investments in green transformation, human resources and governance are gradually becoming part of the company’s competitive capabilities, adding greater depth to its brand.

Creating differentiation through experiences rooted in Vietnamese identity

Upon entering SASCO’s shopping spaces, visitors are welcomed by the essence of Vietnam within a modern airport setting, through the country’s distinctive regions, regional specialties, culinary delicacies, gifts and traditional handicrafts.

Across its business lounge system, Vietnamese identity is expressed through architecture, interior design, cuisine and service style. Familiar cultural elements are transformed into an experiential space where passengers can appreciate the distinctive character of Vietnam at the gateway to international air travel.

From the store environment to individual products, every item at SASCO Shop is carefully selected and associated with stories of Vietnamese culture. 

Alongside its cultural identity, operational quality is enhanced through international partnerships. The ROSE Lounge is the result of a long-term strategic partnership between SASCO and Airport Dimensions, a global leader in airport experiences. In 2026, ROSE Business Lounge continued to receive recognition at the PAX International Readership Awards in the Asia's Best Airport Lounge category, becoming the fourth lounge in the SASCO system to receive this award.

Combining domestic market expertise with international service standards enables the company to develop products that meet passengers’ diverse needs while strengthening its competitiveness in the business lounge segment.

ROSE Business Lounge, a collaborative product between SASCO and Airport Dimensions.

Airport Dimensions experts provide direct training to SASCO staff in accordance with international standard procedures.

Towards a passenger experience ecosystem

The development of the aviation industry is gradually transforming the role of airports. Beyond transportation, airports are increasingly integrating a wide range of commercial, relaxation, dining and entertainment activities. 

This creates room for growth for businesses capable of providing multiple services within a single ecosystem. SASCO connects its services and supports passengers throughout their entire journey, with digital technology serving as the foundation. Within this ecosystem, Vietnamese culture, cuisine and hospitality become an integral part of the experience.

The SASCO Airport Lounge Privileges card gives customers access to more than 30 lounges nationwide. The SASCO Infinite Club membership program connects lounges, retail, duty-free shopping, dining and other amenities within an ecosystem of exclusive privileges. At the same time, data and technology are being applied more extensively in management, enabling service personalization and greater operational efficiency.

SASCO’s growth opportunities are expanding in line with its strategic vision of identifying Long Thanh International Airport as a key market, while proactively preparing its workforce and development plans for core business areas. According to Chairman of the Board of Directors Nguyễn Hạnh, although SASCO’s market share at Long Thanh may be lower than at Tan Son Nhat, the airport’s anticipated large passenger volumes in the future are expected to create significant growth opportunities for the company.

The Vietnam National Brand title in 2026 marks another milestone in SASCO’s development journey, while also raising expectations for new values from a service ecosystem capable of accompanying the country’s new aviation infrastructure and continuing to deliver international-quality services infused with Vietnamese identity at every touchpoint of the passenger journey.

On their next flight through Tan Son Nhat, passengers can visit SASCO’s service facilities or join SASCO Infinite Club to experience for themselves why a non-aviation services brand has maintained its national standing for a decade.