Dressed impeccably in formal business attire, his eyes lit up with excitement as he spoke about the new version of SASCO at Terminal 3, more modern but also more authentic.

Mr. Nguyen Van Hung Cuong, CEO of Southern Airport Services Joint Stock Company (SASCO)

Dear Mr. Cuong, SASCO has just unveiled its new version at Terminal 3. As the leader steering this direction, could you share the core element of this strategy?

"Chạm - In touch with Vietnam’s quintessence" is the idea we chose to form the spirit of the entire service experience at Terminal 3. SASCO wishes to honor the authentic beauty of Vietnamese culture and bring them closer to all passengers.

"Chạm" (in English: “touch”) represents a deep connection between culture, people and technology. It is the emotional journey combining the heritage, service art and technology to provide a complete cultural experience. More importantly, at Terminal 3, SASCO recreates new spaces with new implications, yet keeping the core of the steadfast mission - connecting passengers with the origin of Vietnam right from the first touch points at the airport.

With the investment in new lounges, SASCO wants passengers to "touch" the ultimate quintessence of cuisine and art on every journey at Terminal 3.

How would you make the "Chạm" idea happen at Terminal 3?

When it comes to "Chạm", it is not simply a physical contact but a brand philosophy that SASCO developed to redefine the experience at the modern airport. You are in the space that best represents this philosophy, The SENS Lounge.

"Chạm" is expressed through the design of multi-layered emotions. First, touching the culture, the design inspired from silk - a traditional craft product of different materials, patterns, and color palette. Then, touching the nature through delicate decorations and lighting, creating a space that combines the balance of modernity and identity.

Third, touching the visual arts of looms, silk threads and handicrafts... Just like an artisan cherishing each silk thread, SASCO meticulously curate every moment to make passengers feel they are entering a cultural space, not just an ordinary lounge.

Many people consider SASCO to be a "modern craft village", where each service is a cultural work. Do you agree with this?

I would take that as a compliment. For example, SASCO developed the silk lounge concept based on the relationship of "traditional materials – artisans - emotional touch points". Silk has long been a symbol of luxury, elegance and reflected the talent of many generations of artists.

In this space, silk is an inspiration for creativity and every service provider is an artisan, "weaving" memorable moments for an ultimate journey. Therefore, "Chạm" is the pride of SASCO in contributing to the story of silk through the service that we are preserving and developing.

The cuisine at Terminal 3 is considered the quintessence of Vietnamese culinary culture.

At Terminal 3, SASCO launches a full combination of restaurants for dine-in and takeaway, souvenir shops and CIP lounges, where each product is created with passion and skill like a traditional craft village. For SASCO, every tourism service is truly a cultural product.

As for international passengers or the young generation in Vietnam, what helps them truly "connect" with the national culture only by getting access to the airport for a short time?

Sometimes impression takes only just a glimpse. The important thing is that each "touch" point conveys a unique story of sophistication, bringing all the liveliness into passengers’ experience.

Rather than telling the culture by displaying it, SASCO chooses to suggest, so that passengers can feel it with their own senses. A cup of fragrant lotus tea, a piece of soft silk in design, or a piece of folk music in the lounge space... all are like small "needles", skillfully embroidering nostalgic emotions about Vietnam.

Passengers relax in SASCO’s luxurious CIP lounge at Terminal 3 before boarding.

For the youth, technology could also be considered as a means of connection, through which they can explore information about craft villages as well as the origin of products via QR codes, or keeping a piece of memorable moments by taking photos at an authentically Vietnamese space. SASCO creates a vivid cultural experience so that everyone could easily save a piece of memory about Vietnam.

Thank you for your precious time. We look forward to more cultural values from SASCO ​​in the upcoming journey.

The aspiration to elevate, pioneer in conquering new lands at Tan Son Nhat Terminal 3 and further at Long Thanh International Airport, we would try our best to make them all happen. Meanwhile, we wish to bring Vietnamese culture to the world, so that every passenger can "touch" the difference and experience unlimited world-class services.