Showing loved ones that they mean something important is essential and thoughtful gifts help communicate this effectively. The traditional gifting segment is experiencing a big shift as consumers continue to prefer personalized products more. These gift options are gaining more and more attention, opening avenues for businesses to add a unique touch to gifting. Creative gifts such as greeting cards, chosen with care and love show how much thought you put into making the person feel special, elevating the gift’s value in the receiver’s eyes. Within this segment, Vietnam-based HMG Popup Paper is the vision of two creative individuals with a love for art that stands out.
Founded in 2013 by experienced architects Hana Phung who serves as the Co-Founder and Sales Manager, and Nguyen Xuan Chung, Founder and Director, who have been running the firm since inception, HMG Popup Paper is dedicated to crafting happiness. Driven by its motto ‘inspire happiness’, the team passionately curates unique greeting cards which help consumers share joy, offer encouragement, and celebrate life’s special moments.
Making Celebrations Special
A prominent manufacturer of greeting cards, HMG Popup Paper is building a culture of happiness and inspiration both within and outside the organization. Inspiring happiness across all activities from internal culture to organizing production, the company takes cognizance of critical factors of human satisfaction. With this approach, the firm believes that every card created by happy people will bring and spread that positive energy to the recipient and the community. This approach has allowed the firm to serve innumerable clients over the years, spreading joy and comfort with every product delivered.
The firm is rooted in the foundational values of happiness, effectiveness, and meaning, which enables it to focus on striking the right balance of artistic bend and commercial profitability. In a highly competitive market, the firm strives to integrate efficient practices which help ensure that the market demands for aesthetically pleasing greeting cards are continually fulfilled.
A large player in this segment, the company has an expansive product portfolio featuring exquisite popup cards across diverse categories. The business offers themed cards, animal cards, country cards, cards for various occasions, and also corporate cards. Apart from its broad range of beautiful cards, the company also allows consumers to customize cards to best match what they are looking for.
“Imagine a world where greetings surprise and delight. A world where cards become keepsakes, sparkling smiles and igniting imaginations. That’s the experience we curate as Vietnam’s most creative pop-up card manufacturer, pouring passion and inspiration into every design”, shares Hana Phung, Co-Founder & Sales Manager, HMG Popup Paper.
Renowned for the seemingly unlimited creativity that the bright minds bring, the company takes careful measures to continually improve and innovate. The company organizes monthly and quarterly training and kaizen programs which empower the team members to align their creative approach to the evolving market demands. The company emphasizes continuous learning and internal sharing habits, which prove pivotal for driving innovation and seamlessly integrating upgraded technology features.
Powered by dedicated R&D and production capacities, the firm conducts ongoing market research which helps guide its design activities. Client feedback also plays a pivotal role as the firm strives to continually craft unique product lines.
Over the years, HMG Popup Paper has achieved a number of milestones, growing from a small team of six to a team of eighty members
Leveraging technological tools for devising jaw-dropping designs, the company benefits from additional data support from AI for the new designs. As such, the new designs curated by the team have more multi-dimensional perspectives. However, technology utilization is limited to this as the firm maintains a manual production process, bringing a human touch and extra love to every card.
Journey & Future Roadmap
Formed and shaped by two passionate interior designers, the company has grown into a dynamic and dedicated organization focused on creativity, but a lot more. Supporting the cause of sustainability, the firm takes measures like participating in industry-relevant workshops and seminars. Moreover, it is certified by FSC and complies with EUDR regulations, as per which, it chooses raw material vendors carefully. The firm works with fully certified suppliers, contributing to the sustainability of paper mining activities.
Over the years, HMG Popup Paper has achieved a number of milestones, growing from a small team of six to a team of eighty members. The firm has also expanded its geographical footprint, expanding from the domestic market to creating an international presence, serving clients across the world.
“We met our first international partners by chance and started exporting to EU and US markets in 2015. This set the foundation for our business going forward to the international market and still remains a close relationship that we cherish to this day”, adds Hana.
Still equally zealous as the day the company was founded, the team has robust plans for future growth and expansion. In the short term, the organization is working towards expanding its product offerings even further, launching new product collections and striving to increase its market share. However, its long-term goal goes back to the idea of creating meaningful products which help in spreading happiness around the world. As a female-led organization, the company is also dedicated towards improving avenues for Vietnamese women, providing them with a meaningful and effective job.
Hana Phung, Co- Founder & Sales Manager, HMG Popup Paper
Hana Phung is the Co-Founder and Sales Manager of HMG Popup Paper. She holds a Bachelor of Design in Architecture and Construction from Hanoi University of Architecture, where she studied from 2001 to 2006. Additionally, she has participated in business administration courses in Vietnam. Throughout her career, Hana Phung has gained significant experience, spending six years in architectural and interior design. Since 2013, she has worked as a Sales Manager at HMG Popup Paper, where she continues to lead the company’s growth. Hana Phung was also awarded the Best Style Award in the RNI Talk VN competition.
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