Phu Nhuan Jewelry lands two wins at Retail Asia Awards 2025

It bagged the Marketing Initiative of the Year - Vietnam and the Pop-up Retail Project of the Year - Vietnam categories in the awards programme.

Leading jewellery manufacturer and retailer Phu Nhuan Jewelry received two major accolades in the coveted Retail Asia Awards 2025 for its God of Wealth campaign that has redefined gold buying by integrating gamification and visibility, as well as its Jewelry Journey Across Vietnam 2024 that has engaged customers by highlighting regional characteristics and blending aesthetic desires with financial growth.

The God of Wealth campaign has leveraged the techno-creativity concept to create a ‘shoppertainment’ experience through an online-to-offline approach. Consumers are engaged via multiple touchpoints, including games, activities on social media, and offline events which stimulate participation.

Specifically, its "Fortune Puzzle" has exemplified Phu Nhuan Jewelry’s gamification strategy, breaking away from conventional retail approach by integrating digital interactivity into the gold shopping experience.

The game has encouraged customers to collect virtual God of Wealth pieces, unlocking exclusive rewards and purchase incentives whilst reinforcing the cultural significance of buying gold for wealth accumulation.

The campaign has mobilised two million participants to contribute VND2b to community development, embracing the message of spreading fortune and receiving prosperity in return. Gamification and cultural traditions have also encouraged organic engagement. This approach has fostered lasting emotional connections and a sense of community, creating a deeper and more lasting impact than conventional marketing.

Quantitatively, the campaign has delivered key performance results. Revenue has increased by 35%, foot traffic has risen by 48%, and the conversion rate has improved to 38% despite economic challenges. Customer engagement has also seen significant growth, with a surge in new and returning customers.

The campaign has also played a pivotal role in consumer habits around gold jewellery shopping, successfully persuading customers to embrace the concept of seeking prosperity, good fortune through gold investment, particularly amongst new and younger customers. Simultaneously, it has educated consumers on the long-term value of gold jewellery, highlighting its dual value as an elegant accessory and a stable, appreciating asset for wealth accumulation investment.

“By pioneering technology through gamification, the God of Wealth campaign reinvents traditional strategies, transforming gold shopping into a highly engaging and interactive experience. Its flexible and tailored approach seamlessly integrates innovation with cultural values, enabling Phu Nhuan Jewelry to adapt to diverse customer needs across regions,” the company said.

Phu Nhuan Jewelry earned the Marketing Initiative of the Year - Vietnam accolade in the awards programme for these stellar results.

Redefining retail with hyperlocal marketing

Meanwhile, the company’s Jewelry Journey Across Vietnam 2024 project addresses market challenges and the cautious spending mindset of consumers.

Its innovative approach in the project has evolved from traditional mass to localised marketing, ultimately pioneering a hyperlocal marketing strategy to engage diverse customer segments, particularly in rural areas. Travelling through every corner of 27 provinces in Vietnam, the campaign has introduced a fleet of customised vans as moving billboards, showcasing regional landmarks and cultural elements.

At each stop, the company has organised special localised events, integrating product line diversification, region-specific promotions and tailored activations. This initiative has achieved extensive reach, established high-visibility touchpoints, sparked curiosity and created a strong emotional connection with locals.

It has also collaborated with top-tier singers to expand brand visibility and engage various consumer segments at the mini concerts. The combined influence of singers, fandoms, and participants has created a contagious virus effect that drove organic community engagement and sparked widespread excitement.

Through extensive insight research, Phu Nhuan Jewelry has rolled out "customer magnet" through tailor-made activations and promotions for each region. It has also incorporated entertainment elements, including mini concerts, jewellery fashion shows, and interactive booths that made each stop more immersive.

The campaign has seen exceptional business results, with revenue climbing 28% and return on investment surging 300%. Foot traffic has also grown 65%, and conversion rates have recorded a 38% uplift, driving significant sales impact. The company has also expanded its market reach, growing its customer base by 24%, with 60% of new customers coming from rural areas.

At the same time, online engagement has soared, generating 74.7 million social media impressions, 3.3 million website visits, and an earned-to-paid media ratio of 21%. Offline events have also drawn over 15,000 attendees, further strengthening brand visibility and deepening consumer connections.

“By leveraging a tailor-made approach, Phu Nhuan Jewelry has effectively engaged various regions and customer segments. As a lifestyle retailer, Phu Nhuan Jewelry offers a product diversification, each carefully customised to fit specific consumer preferences. From localised promotions to region-specific experiences, every aspect of the campaign has been tailored to enhance the personalised shopping journey,” the company said.

Phu Nhuan Jewelry scores the Pop-up Retail Project of the Year - Vietnam category for this project.

Retail Asia Awards 2025 recognises outstanding achievements, innovations, and excellence within the retail industry across the Asia-Pacific region.

The Retail Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2026 awards programme and be acclaimed for your company's exceptional products or initiatives in the Retail industry, please contact [email protected].