Binh Tien Consumer Goods Manufacturing Limited Company, commonly known as Biti’s, was established in 1982 as a small workshop with only 20 workers in District 6, Ho Chi Minh City. Over the decades, it has grown into one of Vietnam’s leading footwear brands, employing around 8,500 people across four factories, six business branches, and more than 200 retail stores nationwide. With 800 distribution channels and exports to over 40 countries, including the USA, Russia, Japan, and Italy, Biti’s has become a global symbol of Vietnamese craftsmanship and innovation. Beyond footwear, the company has expanded into the hospitality and real estate sectors, showcasing its adaptability and forward-thinking approach.
A Culture of Happiness and Well-Being
Biti’s places employee well-being and happiness at the core of its corporate culture. In 2018, it introduced the “Happy Biti’s” initiative, transforming its workplace environment from a strict discipline-based model to a more inclusive and supportive one. This program fosters personal happiness through meaningful connections with oneself, others, and nature, emphasizing self-awareness, empathy, and mindfulness. Inspired by Bhutan’s Gross National Happiness framework, Biti’s integrates balance across essential life domains, implementing mindfulness sessions, sharing circles, and annual retreats that help employees cultivate well-being in their personal and professional lives.
Investing in Growth and Leadership
Biti’s promotes career growth through its Learning and Development Garden, which provides structured pathways for professional advancement. This initiative consists of three zones. The Nurturing Zone creates personalized development plans that align with company values. The Research Zone integrates reflective learning and individual development plans, allowing employees to grow through experience. The Incubation Zone cultivates future leaders, ensuring a strong talent pipeline for the organization. By fostering professional and personal growth, Biti’s attracts and retains top talent, reinforcing employee loyalty and engagement.
Commitment to Social Responsibility
Social responsibility is deeply embedded in Biti’s corporate ethos. The long-running “Embracing Vietnamese Talents” scholarship program has supported thousands of students, including employees’ children and disadvantaged youth. Through its partnership with the Eurasia Learning Institute, Biti’s implements the “Happy Schools” project, which focuses on social and emotional education. Environmental efforts include installing water filtration systems in rural areas, providing clean drinking water to employees and low-income communities, and afforestation projects that have resulted in nearly 20,000 trees being planted across Vietnam.
A Sustainable Future
Sustainability is at the heart of Biti’s production and operations. The “Còn Gì Dùng Đó” collection promotes eco-conscious consumption by repurposing production scraps into new products. In its factories, Biti’s has transitioned from coal to renewable energy sources, including rooftop solar systems, earning the Renewable Energy Certificate (i-REC) for its efforts. The company actively measures and reduces greenhouse gas emissions, striving to create a greener working environment for its employees.
A Resilient Path Forward
Biti’s resilience amid global supply chain disruptions and economic downturns stems from its commitment to employee well-being, social responsibility, and sustainable business practices. Anchored by the Happy Biti’s initiative, the company seamlessly integrates business growth with workforce and community well-being. This approach fosters a dynamic and motivated team, securing strong consumer loyalty and driving long-term success. With a steadfast focus on people and innovation, Biti’s continues its journey toward becoming a leading Asian brand that embraces happiness in every step.
