Happiness and Innovation Drive Biti’s Forward.
Binh Tien Consumer Goods Manufacturing Limited Company, commonly known as Biti’s, was established in 1982. It began as a small workshop with only 20 workers in District 6, Ho Chi Minh City. Over the decades, Biti’s has grown to become one of Vietnam’s leading footwear brands. Biti’s employs around 8,500 people across its operations, managing four factories, six business branches, and more than 200 retail stores through 800 distribution channels spread nationwide. Biti’s products—ranging from sneakers to sandals, slippers, and specialized insoles—cater to a diverse range of consumers, including children, young families, and older adults. Beyond footwear, the company has ventured into the hospitality and real estate sectors. With exports reaching over 40 countries, including the USA, Russia, Japan, and Italy, Biti’s stands as a symbol of Vietnamese craftsmanship and innovation on the global stage.
Biti’s emphasizes employee well-being, development, and happiness at the core of its operations. In 2018, the company introduced the “Happy Biti’s” initiative, shifting from a strict, discipline-based culture to a more inclusive and supportive environment. The program fosters personal happiness through meaningful connections with oneself, others, and nature, promoting self-awareness, empathy, and mindfulness. Communal well-being follows Bhutan’s Gross National Happiness (“GNH”) framework, encouraging balance across essential life domains. These principles are reflected in daily mindfulness sessions, sharing circles, and annual GNH retreats, which guide the organization in evaluating and improving employee well-being. This holistic approach cultivates a thriving, motivated workforce ready to embrace future challenges.
Biti’s promotes career growth through its Learning and Development Garden, offering employees structured opportunities for professional advancement. This program is divided into three zones. The Nurturing Zone helps employees overcome barriers to learning by creating personalized development paths aligned with the company’s mission and values. The Research Zone integrates reflective practices and individual development plans (IDPs), allowing employees to learn through experience and continuously improve. In the Incubation Zone, future leaders are cultivated through targeted skill development, ensuring a sustainable talent pipeline that strengthens the organization. These efforts attract and retain top talent, fostering loyalty among employees who feel supported in their professional and personal growth.
Biti’s also emphasizes social responsibility, engaging deeply with the community through multiple initiatives. Its long-running “Embracing Vietnamese Talents” scholarship program has supported thousands of students, including the children of employees and disadvantaged youth. Biti’s also partners with the Eurasia Learning Institute to implement the “Happy Schools” project, focusing on social and emotional education. The company’s environmental efforts include installing water filtration systems in rural areas, distributing clean drinking water to employees and low-income communities, and organizing afforestation projects that have resulted in the planting of nearly 20,000 trees across Vietnam.
Sustainability is integrated into Biti’s production and operations, reflecting the company’s commitment to minimizing environmental impact. Its “Còn Gì Dùng Đó” collection exemplifies the use of recycled materials, creating products from production scraps and promoting eco-conscious consumption. In its factories, Biti’s has replaced coal with renewable energy sources, including rooftop solar systems, and has been recognized with the Renewable Energy Certificate (i-REC) for its efforts. The company actively measures and reduces greenhouse gas emissions, striving to create a green working environment for its employees.
Biti’s has stayed resilient amid global supply chain disruptions and economic downturns by balancing employee well-being, social responsibility, and sustainable practices. Anchored by the Happy Biti’s initiative, the company integrates business goals with the well-being of its workforce and community. This approach fosters a motivated, dynamic team, securing strong consumer loyalty and driving sustained growth in competitive markets. 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.
