On the threshold of 25 years old, the country is entering a new era, CEO Group clearly understands the once-in-a-lifetime opportunity, but also recognizes unprecedented challenges. To move forward firmly, we need something more than strategy or resources. What CEO Group needs is a method to implement the strategy with a resource that is always limited – that is its own path – CEO Group Way, based on the corporate culture of One CEO Group, One Family, One Team (One CEO, One Family, One Team). And Fansipan – the roof of Indochina (3,143 m), was chosen to test that spirit.

The journey of will

At 4 a.m., Sa Pa was immersed in a thick fog. The cold seeped through each layer of clothing, but everyone’s eyes were bright and full of excitement for the road ahead.

The morning of the 2nd day was still gentle with gentle slopes, green bamboo forests and the sound of babbling streams. But when we reached 2,100m, the real challenge began. The road was steep. The jungle rain poured down suddenly, freezing cold. The ground was slippery. Many sections required us to cling to iron ladders or wade through small streams.

Flashlights tore through the mist, guiding us through the Fansipan mountains and forests

But amidst that hardship, we saw the most beautiful things: The strong person supporting the weak person. The person in front turned around and held out his hand to the person behind. The flashlight of one person lit up the other. At that time, “One Team” was no longer a slogan. It lived, existed, and guided every step.

Amidst the jungle rain and slippery ground, just a handshake was enough to give us the courage to continue together

The night at the 2,800m station was an unforgettable memory. No electricity, no phone signal, no hot water, no blankets, no pillows, each person only had a thin sleeping bag and a headlamp. The temperature was 5°C, the wind whistled through the wooden cracks, and the door of the hut banged loudly against the wall from time to time.

After a quick dinner, we stood around singing together and laughing loudly in the mountains and forests. It was around 6:30 pm but it had been dark for a long time. Normally, all the birds would have fallen asleep. But today, they had to sleep late. Around 7 pm, the whole group returned to the hut to sleep and wake up at 5 am the next morning. But if we didn’t sleep early, there was nothing to do in this cold mountain forest. The low temperature and high humidity made people feel cold.

Each room had 4 people, separated by a wooden wall as high as the wall, open at the top. Someone whispering in the next room could be heard. Thanks to the lack of phone signal, everyone had space and time to connect happily. In that sudden cold, in the middle of the wild mountains and forests, we felt more deeply than ever the meaning of the two words “Family”.

Touching the clouds and touching ourselves

5am. It was still raining. The fog was thick. The temperature was only 7°C. We ate egg noodles, drank ginger tea, put on raincoats, put on thermal pads and prepared for the final stretch.

6am, the whole group gathered. The shouts echoed through the mountains and forests:

“1, 2, 3 – CEO!”

“1, 2, 3 – Overcome the challenge!”

“1, 2, 3 – Reach the peak!”

I told my brothers: “What we see in front, behind, left or right – is nothing compared to the strength inside each of us. When we conquer Fansipan, it means we have stood higher than it.”

The sound of applause and laughter echoed through the mountains and forests. Perhaps we had woken up even the most sleeping birds on this mountain.

The steeper the climb, the more determined our steps – the spirit of “One Team” never retreats

The closer we got to the top, the wind and rain got stronger and colder. God added “spices” to test us. And then the moment came: 8:52 am, October 21, 2025 – we reached the top of Fansipan. We walked in the clouds, in the thick fog, the wind howled in gusts. Everything seemed frozen, shivering with cold. But the CEOs’ hearts were warmer than ever.

The whole team lined up enthusiastically to take photos. The national flag and the CEO flag fluttered on the roof of Indochina. The chants were louder than at the start: 1,2,3 CEO; 1,2,3 Overcoming the challenge; 1,2,3 Reaching the summit!

We hugged each other. Sweat, rain, dew, wind mixed with smiles.

No one was injured. No one was left behind. Everyone conquered their own peak.

To celebrate, right after that, we rewarded ourselves with ice cream bars shaped like the Fansipan peak milestone. Together, cold outside, cold inside, but extremely warm. Enjoy the wonderful warm fish-shaped custard cakes that Sun served to customers. If you go to Fansipan peak, you should try this very chill ice cream and cake.

The national flag and CEO Group flag flutter on Fansipan peak – a testament to the strength of will and team spirit

When leaving Fansipan, we carried with us the belief that the journey will continue – on new roads, new projects, new lands, in the New Era.

Fansipan is not just the highest mountain in Indochina. It is a symbol of the will and belief of CEO Group, where every person becomes one, where the spirit of “One CEO, One Family, One Team” becomes the guiding force for the future.

And as I always say to my brothers: Nothing can compare to human imagination, vision, and will.

The journey to conquer Fansipan has ended, but the journey to conquer the future has just begun./

Dr. Lawyer Doan Van Binh – Chairman of CEO Group