GalaxyDNA #06 – From individual impact to the goal for a multi-experience co-brand card ecosystem

As digital finance enters a phase where competition is driven by experience rather than products alone, co-brand cards have moved beyond their traditional role as payment tools. They have become a strategic intersection between banks, airlines, retail, and entertainment – where user data, behaviors, and emotions converge.  

At Galaxy Holdings, GalaxyJoy is the unit contributing to the reshaping of this “shared language” for the market – through co-brand cards that not only generate transactional value but also open seamless experience journeys for millions of users. Behind this journey is Nguyen Thanh Hai Thi – Card Director, GalaxyJoy – a female leader who consistently pursues the belief: “Co-brand cards are the starting point of an ecosystem powered by data and a deep understanding of people.”  

Co-brand Cards – From a “Collaboration Challenge” to a Competitive Advantage for the Market  

The launch of the Vikki SkyJoy co-branded credit card in late 2024 is regarded as a significant milestone for GalaxyJoy. Not only because it is a “2-in-1” card integrating digital banking and airline loyalty, but also because it demonstrates a new collaboration model operating smoothly in practice.

According to Ms. Hai Thi, the greatest challenge of co-brand cards has never been technology, but rather how to correctly define the point of value intersection among all parties:

Banks, airlines, and card organizations operate under very different standards. Our challenge is to ensure that every party sees added value, while customers enjoy a seamless and memorable experience. 

The key to her and the team’s success can be summed up in one word: Ownership. 

“Every member of the Co-brand Card team approaches their work as a true owner of the product. We do not simply fulfill our professional roles; we constantly place ourselves in the position of our partners to understand them, and in the position of our customers to truly feel their experience.  

It was this mindset that enabled GalaxyJoy not only to bring the product to market on schedule, but also to shorten the time required to achieve KPIs, while laying the foundation for a new approach to co-brand card development in Vietnam: placing the overall experience at the center, rather than merely stacking incentives.

Ms. Hai Thi’s success with the Vikki SkyJoy project stands as the clearest testament to the core DNA of Galaxy Holdings: a readiness to take responsibility, a strong commitment to trust and credibility, and an unwavering dedication to delivering work at the highest standard.

GalaxyJoy: Continuing the Journey of Creating “Happy Cards”

If Ms. Hai Thi’s leadership with the Vikki SkyJoy card was an impressive opening “shot,” then what the GalaxyJoy team accomplished in 2025 truly sparked a revolution in user experience. Building on the success of previous projects, GalaxyJoy went on to introduce two strategic card lines: HDBank – Vietjet (2025 upgraded version) and the YOJO card.

The debut of HDBank – Vietjet has been likened to a “privileged passport” for the premium customer segment and frequent travelers. Further enhanced in 2025, the card goes beyond point accumulation to offer tailored privileges such as fast-track services and SkyPoint accumulation for future journeys. GalaxyJoy has skillfully transformed a payment tool into a symbol of a premium, on-the-move lifestyle.

At the more dynamic end of the spectrum, the YOJO card represents GalaxyJoy’s answer to Gen Z and trend-leading young consumers in 2025. This is not merely a bank card, but a lifestyle symbol. YOJO connects users to a broad ecosystem of entertainment, dining, and shopping. With its modern design and intelligent reward algorithms based on real spending behavior, YOJO is redefining how young people interact with finance: no longer as dry numbers, but as a form of enjoyment and personal expression.

Co-brand Cards – A Strategic Piece in the Galaxy Digital Ecosystem

The consecutive launches of card lines from Vikki SkyJoy to HDBank–Vietjet and YOJO demonstrate GalaxyJoy’s consistent vision. Each card is not only a financial bridge but also a critical “link” in collecting multi-touch behavioral data, enabling GalaxyJoy to build sharp customer profiles, support experience personalization, and optimize customer lifetime value (CLV).

From a long-term perspective, what GalaxyJoy is building goes beyond individual card products. It contributes to the completion of the digital transformation landscape of the Galaxy Holdings Digital Ecosystem – where technology is designed to serve people, data is used to personalize experiences, and the ecosystem is connected through real value.

Across all projects, Hai Thi’s most distinctive imprint lies not in her executive role, but in the way she has built the card development culture at GalaxyJoy. Each team member works as a product owner – understanding partners as insiders and empathizing with customers as real users.

This spirit of ownership has enabled GalaxyJoy to turn procedural, legal, and operational barriers into transparent dialogue, thereby accelerating implementation while maintaining a balanced alignment of interests among all ecosystem stakeholders.

As GalaxyJoy enters a new phase, with leaders like Hai Thi and her team, co-brand cards are no longer merely “financial products,” but are evolving into experience platforms – helping to shape how the market perceives digital finance in Vietnam.