{"id":13435,"date":"2026-01-09T11:11:04","date_gmt":"2026-01-09T04:11:04","guid":{"rendered":"https:\/\/galaxyholdings.co\/?p=13435"},"modified":"2026-01-09T16:15:35","modified_gmt":"2026-01-09T09:15:35","slug":"galaxydna-06-from-individual-impact-to-the-goal-for-a-multi-experience-co-branded-card-ecosystem","status":"publish","type":"post","link":"https:\/\/galaxyholdings.co\/en\/galaxydna-06-from-individual-impact-to-the-goal-for-a-multi-experience-co-branded-card-ecosystem\/","title":{"rendered":"GalaxyDNA #06 \u2013 From individual impact to the goal for a multi-experience co-brand card ecosystem"},"content":{"rendered":"

As digital finance enters a phase where competition is driven by\u00a0<\/span><\/span>experience rather than products alone<\/span><\/span>, co-brand cards have moved beyond their traditional role as payment tools. They have become a strategic intersection between banks, airlines, retail, and entertainment \u2013 where user data, behaviors, and emotions converge.<\/span><\/span>\u00a0<\/span><\/span>\u00a0<\/span><\/p>\n

At Galaxy Holdings,\u00a0<\/span><\/span>GalaxyJoy<\/span><\/span>\u00a0is the unit contributing to the reshaping of this \u201cshared language\u201d for the market<\/span>\u00a0\u2013 t<\/span>hrough co-brand cards that not only generate transactional value but also open seamless experience journeys for millions of users. Behind this journey is\u00a0<\/span><\/span>Nguyen Thanh Hai\u00a0<\/span>Thi<\/span> \u2013 Card Director, GalaxyJoy \u2013<\/span><\/span><\/strong>\u00a0a female leader who consistently pursues the belief:\u00a0<\/span><\/span>\u201cCo-brand cards are the starting point of an ecosystem powered by data and a deep understanding of people.\u201d<\/span><\/span><\/strong>\u00a0<\/span><\/span>\u00a0<\/span><\/p>\n

 <\/p>\n

Co-brand Cards \u2013 From a \u201cCollaboration Challenge\u201d to a Competitive Advantage for the Market<\/span><\/span>\u00a0<\/span><\/span>\u00a0<\/span><\/h4>\n

\u00a0<\/span><\/p>\n

The launch of the Vikki SkyJoy co-branded credit card<\/strong> in late 2024 is regarded as a significant milestone for GalaxyJoy. Not only because it is a \u201c2-in-1\u201d card integrating digital banking and airline loyalty, but also because it demonstrates a new collaboration model operating smoothly in practice.<\/p>\n

\"\"<\/span><\/p>\n

According to Ms. Hai\u00a0<\/span>Thi<\/span>, the greatest challenge of co-brand cards has never been technology, but rather how to correctly\u00a0<\/span><\/span>define the point of value intersection<\/span><\/span> among all parties:<\/span><\/span><\/p>\n

\n

Banks, airlines, and card organizations <\/span>operate<\/span>\u00a0under\u00a0<\/span>very different<\/span> standards. Our challenge is to ensure that every party sees added value, while customers enjoy a seamless and memorable experience.<\/span><\/span>\u00a0<\/span><\/p>\n<\/blockquote>\n

The key to her and the team\u2019s success can be summed up in one word: <\/span><\/span>Ownership<\/span><\/span>.<\/span><\/span><\/strong>\u00a0<\/span><\/p>\n

\u201cEvery 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<\/em><\/i>.\u00a0<\/i>\u00a0<\/span><\/p><\/blockquote>\n

\"\"<\/p>\n

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<\/strong> at the center, rather than merely stacking incentives.<\/p>\n

Ms. Hai Thi\u2019s success with the Vikki SkyJoy<\/strong> 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.<\/p>\n

\u00a0<\/span><\/p>\n

GalaxyJoy: Continuing the Journey of Creating \u201cHappy Cards\u201d<\/strong><\/h4>\n

 <\/p>\n

If Ms. Hai Thi\u2019s leadership with the Vikki SkyJoy card was an impressive opening \u201cshot,\u201d 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 \u2013 Vietjet (2025 upgraded version)<\/strong> and the YOJO card<\/strong>.<\/p>\n

The debut of HDBank \u2013 Vietjet<\/strong> has been likened to a \u201cprivileged passport\u201d 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.<\/p>\n

\"\"<\/span><\/p>\n

At the more dynamic end of the spectrum, the YOJO card<\/strong> represents GalaxyJoy\u2019s answer to Gen Z and trend-leading young consumers in 2025<\/strong>. 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.<\/p>\n

\"\"<\/a><\/p>\n

\u00a0<\/span><\/p>\n

Co-brand Cards \u2013 A Strategic Piece in the Galaxy Digital Ecosystem<\/strong><\/h4>\n

 <\/p>\n

The consecutive launches of card lines from Vikki SkyJoy<\/strong> to HDBank\u2013Vietjet<\/strong> and YOJO<\/strong> demonstrate GalaxyJoy\u2019s consistent vision. Each card is not only a financial bridge but also a critical \u201clink\u201d in collecting multi-touch behavioral data, enabling GalaxyJoy to build sharp customer profiles, support experience personalization, and optimize customer lifetime value (CLV).<\/p>\n

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 \u2013 <\/strong>where technology is designed to serve people, data is used to personalize experiences, and the ecosystem is connected through real value.<\/p>\n

Across all projects, Hai Thi\u2019s 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 \u2013 understanding partners as insiders and empathizing with customers as real users.<\/p>\n

This spirit of ownership<\/strong> 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.<\/p>\n

As GalaxyJoy enters a new phase, with leaders like Hai Thi and her team, co-brand cards are no longer merely \u201cfinancial products,\u201d but are evolving into experience platforms \u2013 helping to shape how the market perceives digital finance in Vietnam.<\/p>\n

 <\/p>\n\n\n\n
\n

GalaxyJoy<\/strong>\u00a0is a member of Galaxy Holdings under Sovico Group. The company develops and operates Vietjet SkyJoy \u2013 Vietjet\u2019s coalition loyalty program that delivers positive and rewarding experiences through extensive opportunities to earn and redeem points both domestically and internationally. Since its launch in May 2023, SkyJoy has grown rapidly, reaching\u00a0more than 17 million members<\/strong>\u00a0and becoming one of Vietnam\u2019s leading airline and travel loyalty programs, with a network of\u00a0over 250 trusted partners<\/strong>\u00a0across travel, dining, entertainment, and retail.<\/span><\/p>\n

Learn more about\u00a0GalaxyJoy<\/strong> \u2013 Vietnam\u2019s No.1 Digital Aviation Loyalty Platform with a Global Reach here<\/a><\/span><\/strong>.<\/span><\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n","protected":false},"excerpt":{"rendered":"

As digital finance enters a phase where competition is driven by\u00a0experience 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 \u2013 where user data, behaviors, and emotions converge.\u00a0\u00a0 At Galaxy Holdings,\u00a0GalaxyJoy\u00a0is the unit contributing to the reshaping […]<\/p>\n","protected":false},"author":3,"featured_media":13474,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[34],"tags":[82],"class_list":["post-13435","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-galaxy-dna-en","tag-galaxy-joy"],"acf":[],"_links":{"self":[{"href":"https:\/\/galaxyholdings.co\/en\/wp-json\/wp\/v2\/posts\/13435","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/galaxyholdings.co\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/galaxyholdings.co\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/galaxyholdings.co\/en\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/galaxyholdings.co\/en\/wp-json\/wp\/v2\/comments?post=13435"}],"version-history":[{"count":10,"href":"https:\/\/galaxyholdings.co\/en\/wp-json\/wp\/v2\/posts\/13435\/revisions"}],"predecessor-version":[{"id":13476,"href":"https:\/\/galaxyholdings.co\/en\/wp-json\/wp\/v2\/posts\/13435\/revisions\/13476"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/galaxyholdings.co\/en\/wp-json\/wp\/v2\/media\/13474"}],"wp:attachment":[{"href":"https:\/\/galaxyholdings.co\/en\/wp-json\/wp\/v2\/media?parent=13435"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/galaxyholdings.co\/en\/wp-json\/wp\/v2\/categories?post=13435"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/galaxyholdings.co\/en\/wp-json\/wp\/v2\/tags?post=13435"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}