A Vuu to Market Domination
Cindy Vuu Le Quyen of Binh Tien Consumer Goods Manufacturing Limited Company (Biti’s) leads this 38-year-old Vietnamese footwear brand with a strong legacy. Based in Ho Chi Minh City, Vietnam, Biti’s has cemented its place as a national icon in the footwear industry, thriving in a country that ranks as the world’s second-largest footwear manufacturer.
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Embracing Vietnamese Feet
Biti’s has distinguished itself by catering to an entire generation of customers, offering quality footwear that supports every stage of life from a child’s first steps to stylish and comfortable shoes for young adventurers. With a diverse product range for various market needs, the brand remains deeply rooted in its people-centric approach. The tagline “Embracing Vietnamese Feet” reflects Biti’s commitment to being a one-stop footwear destination for the entire family.
Biti’s has also championed the Proudly-Made-in-Vietnam movement, promoting not only Vietnamese craftsmanship but also the country’s culture, cuisine, and national identity. Through this initiative, the brand has solidified its position as a source of national pride.
Expanding Global Footprint
With a strong domestic presence, Biti’s has expanded its reach to Cambodia, Laos, China, Russia, and most recently, the United States. The company has also established itself as a trusted original equipment manufacturer, producing footwear for global brands such as Clarks, Decathlon, Skechers, John Lewis, Kappa, and Jack Wolfskin.
Under Vuu’s leadership, Biti’s has garnered over 20 prestigious marketing and advertising awards from organizations such as Google, MMA Global, PR Asia, The One Show, and Tangram, reinforcing its global standing.
A Legacy of Passion and Perseverance
A Chemical Engineering graduate from the University of Toronto, Vuu believes that while education provided a solid foundation, real learning comes from hands-on experience. She likens her business journey to an endless adventure, inspired by the values instilled by her parents—passion, dedication, hard work, courage, and perseverance.
These principles are evident in Biti’s Corporate Social Responsibility initiatives, which focus on supporting underprivileged communities through scholarships and disaster relief programs, education and training initiatives to empower future generations, and environmental protection efforts such as afforestation and natural regeneration programs.
Leadership and Vision
Vuu draws inspiration from visionaries like Bill Gates, Steve Jobs, and Elon Musk, leaders who disrupt industries and create meaningful impact. For her, success is not just about prosperity but about living a fulfilled life, contributing to society, and developing one’s full potential. She attributes much of Biti’s success to her team of 8,700 dedicated employees who share her vision and work alongside her to achieve new milestones.
Cindy Vuu Le Quyen embraces a servant leadership style, deeply involved with her team, understanding their capabilities, and fostering an environment where they can thrive. Her employees, in turn, embody her dream of building a workforce that is loving, positive, authentic, and committed to serving the community.
From the success and employee satisfaction at Biti’s, it is clear that Cindy Vuu has built more than a business—she has built a movement - Shanggari Balakrishnan, Chief Executive Officer, MORS Group
