The ESG Legacy of CEO Tran Thanh Phuong and ExtendMax

When a company receives an international award, the headlines often focus on the trophy. But for those of us behind the scenes, the real story is not about the stage — it’s about the steps taken to get there.

For me and my team at ExtendMax, the Green Leadership Award at AREA 2025 is more than recognition. It is a reflection of a decade of consistent effort to integrate Environmental – Social – Governance (ESG) values into every service we provide, every solution we design, and every relationship we build — from national policy engagement to helping global brands like LEGO launch their most ambitious sustainable projects in Vietnam.

This is not just a story about an award. It is the story of a Vietnamese company that chose to grow differently — not by expanding fast, but by growing right.

ExtendMax - the Green Leadership Award winner at AREA 2025

The Early Days: From a Small Office to a Big Vision

When I founded ExtendMax in 2015, I didn’t have capital strength or an established network. What I had was conviction — that Vietnam deserved a world-class consulting firm specialized in legal compliance and market access for high-tech products.

At the time, most companies viewed compliance as a necessary evil — a burden rather than a strategic asset. But I believed the opposite: done right, compliance is not just a shield — it’s a passport. A passport to enter competitive markets, to build trust with regulators, and to create long-term value for clients.

That belief became the foundation of ExtendMax’s ESG mindset — long before the acronym became a global trend.

Tran Thanh Phuong - CEO and Founder of ExtendMax

The LEGO Chapter: Laying the Legal Foundation for a $1.3B Green Dream

Among the milestones of our journey, the LEGO green factory project stands out not only for its scale but for what it symbolizes.

In 2022, LEGO announced its plan to build a $1.3 billion carbon-neutral factory in Vietnam — their largest and most sustainable production site globally. It was a project that excited the world — and quietly, it became one of the most legally complex cases ExtendMax ever took on.

From day one, our team was brought in to analyze, classify, and clear the legal path for importing hundreds of ICT devices — many of which included encryption, wireless transmission, and cybersecurity functions that fall under some of Vietnam’s strictest controls.

As the project unfolded, LEGO’s newly established Vietnamese entity had not yet fulfilled the legal conditions to import these high-tech products. That’s when ExtendMax stepped up, not just as a legal advisor but as the Importer of Record (IOR) — taking full legal responsibility with customs, signing on behalf of LEGO, and ensuring every shipment passed compliance audits with zero delay.

It wasn’t just about ticking boxes. It was about enabling LEGO’s vision for sustainability to become a legal and operational reality in Vietnam.

And the best part? We did it without compromising a single ESG principle — because they weren’t optional; they were the foundation.

LEGO green factory project: The ESG Legacy of CEO Tran Thanh Phuong and ExtendMax

Why LEGO Chose Us: Meeting Global CSR Standards, the Vietnamese Way

LEGO applies one of the world’s strictest Supplier Codes of Conduct, encompassing business ethics, labor practices, environmental protection, and governance.

To be selected as a partner, we had to do more than comply — we had to prove that a Vietnamese consulting firm could meet and exceed global CSR standards. And we did.

Through transparent project management, clear legal accountability, and deep domain knowledge of Vietnam’s import regulations, ExtendMax earned LEGO’s trust. Not as a vendor — but as a partner in building a green supply chain.

A Decade of ESG in Action – Not in Slogans

Our journey with ESG didn’t start in a boardroom. It started in the field.

Since 2015, ExtendMax has been one of Vietnam’s pioneers in energy labeling advisory under the national program VNEEP. We helped hundreds of companies certify their electronic products, enabling them to comply with national regulations and compete internationally.

I’ve always viewed energy labels not as paperwork — but as “green passports”. They say to the world: this product is efficient, responsible, and ready for the future.

This mindset has shaped how we design every service — from cryptographic product licensing to IOR/EOR services. Every legal detail is an opportunity to align business with sustainability.

A Decade of ESG in Action – Not in Slogans

Bangkok: A Moment, A Milestone

When our team landed in Bangkok for the AREA 2025 awards, we were quiet. We knew the trip wasn’t just about an event — it was the closing of one chapter, and the beginning of another.

I still remember standing in the ballroom at the Athenee Hotel, suit pressed, heart racing. When the host announced “Green Leadership Award – ExtendMax Vietnam,” I paused. I looked at my team — those who stayed up late refining documents, resolving legal gaps, and building trust one regulation at a time.

In that moment, I felt something deeper than pride: responsibility. To continue. To lead. To mentor the next generation of ESG professionals in Vietnam.

In my speech, I shared:

“ESG is not a buzzword for us. It’s the way we build value — for clients, for regulators, for society. If we embed ESG at the root of every process, Vietnamese businesses can become global players, not just global suppliers.”

Green Leadership Award – ExtendMax Vietnam

Turning Inward: ESG Is Also About People

One thing I’m especially proud of is our internal transformation.

In the last 18 months, over 80% of our team received ESG training, from legal updates to digital risk control. We implemented cloud-based project systems, automated legal alerts, and created internal ESG guidelines that mirror the standards we advise clients on.

ESG is not just what we offer — it’s how we operate.

And as a result, we’ve seen better talent retention, improved project delivery, and most importantly, a culture of responsibility that sustains itself.

ESG Is Also About People

From Vietnam to the World – A Strategic Future

Winning the AREA award and supporting LEGO’s factory were not endpoints. They were signals — that Vietnamese companies can lead in ESG, not just follow.

ExtendMax’s long-term vision is to elevate Vietnam’s presence in global supply chains — not only through legal compliance but through strategic ESG integration. We want to help local firms build their ESG readiness from the R&D stage, not after problems arise. That’s the only way to be future-proof.

Closing Thoughts: The Real Reward

When I started ExtendMax, I didn’t imagine receiving international awards. What I dreamed of was changing the perception of compliance — from a roadblock to a roadmap.

And now, standing at this intersection between past and future, I’m more convinced than ever: when you lead with integrity, growth follows. Not always fast — but always strong.

This is our story. This is our commitment. And this is just the beginning.

About the AREA Awards

The Asia Responsible Enterprise Awards (AREA), organized by Enterprise Asia since 2011, is Asia’s most prestigious recognition program for businesses that champion sustainability, social impact, and responsible innovation. Each year, the awards receive over a thousand submissions across categories such as Green Leadership, Investment in People, Corporate Governance, Health Promotion, Social Empowerment, and Responsible Business Leadership

Winners are selected by an independent panel of international experts, with emphasis on long-term ESG commitment, measurable impact, and industry leadership.

In 2025, ExtendMax became one of the few Vietnamese companies to receive the Green Leadership Award, affirming our role as a key enabler in Asia’s transition to a sustainable economy.