40 years a journey

Hong Kieu Paint's journey began in the 1980s, when Taiwanese experts pioneered the introduction of high-quality PU paint for wooden furniture to Vietnam. Inheriting and developing that legacy, in 2014, Hong Kieu Paint Co., Ltd. was officially established and successfully registered the SOHOKI brand. Through many ups and downs, we have maintained our commitment: using 100% imported raw materials and advanced technology to create products of superior quality, worthy of the trust of Vietnamese consumers.

English Name

HONG KIEU PAINT COMPANY LIMITED
Abbreviation

HONG KIEU PAINT CO., LTD
Vietnamese Name

HONG KIEU PAINT COMPANY LIMITED

1980

INITIATIVE

The owner of Hong Kieu PU paint company from Taiwan came to Vietnam and introduced PU paint to carpentry workshops, replacing the popular cockroach-colored varnish at that time. Hong Kieu PU paint became a new, more durable solution, bringing a luxurious appearance and outstanding durability to Vietnamese wooden furniture sets. Wood workshops in Hanoi and Dong Ky - Bac Ninh were the first to experience this product, opening a new era for the interior wood furniture finishing industry.

2014

OFFICIALLY ESTABLISHED

The Hong Kieu PU paint brand was transferred and an official company opened in Vietnam, aiming to expand the distribution system and reach more customers in the Northern provinces. SOHOKI packaged products systematically and opened a large-scale factory and showroom in Bac Ninh.

2018

EXPAND DISTRIBUTOR NETWORK

SOHOKI has covered the entire North, building warehouse systems at: Vinh Phuc; Hanoi (Thach That); Nam Dinh; Thanh Hoa Create a widespread distribution network, accompanying thousands of wood workshops and painters.

2021

TRANSFORMATION

Complete specialized PU paint product line for each region in the North, suitable for production and climate characteristics. Promote research on fast-drying paint lines that keep wood grain clear, prevent yellowing, meet European REACH standards, and target the export market.

2019 to present

TARGET

Target revenue of 50 billion in 2025, growth of 30%/year. Become the number 1 wood paint company in Asia. 100% online brand coverage, book launch and painter training academy nationwide. Positioning assertion: “Hong Kieu Paint – Paint for every home in Vietnam, a durable solution for the wood industry, reaching out to Asia.”

Providing comprehensive wood painting solutions: Not only selling products (primer, clear coat, matte paint, hardener, paint thinner), but also accompanying customers in the entire painting process , from surface treatment to finishing. Providing production optimization solutions to help customers save costs, increase productivity and achieve the highest product quality.
Giving value - accompanying painters and wood businesses: Putting painters and workshop owners at the center, accompanying and sharing knowledge so that they can confidently create and create beautiful and durable wood products. Committed to "giving without expecting anything in return" , contributing to improving skills, pride in the painting profession and the value of Vietnamese products.
Bringing sustainable quality and international standards: Hong Kieu's PU paint products dry quickly, are durable, scratch-resistant, keep wood grain clear , meet European REACH standards and are environmentally friendly. Make a difference by constantly innovating technology, researching and developing environmentally friendly paint lines, safe for users' health.
Building a strong painting community: Create playgrounds, organize programs (e.g., the “My Painter” contest) to honor painters, increase engagement, and build professional culture. Develop an online academy system, instructional materials and videos, helping Gen Z successors have a solid knowledge base instead of relying solely on word-of-mouth experience.
Positioning a prestigious Vietnamese brand, reaching international level: Building Hong Kieu Paint into the brand "Paint for every home in Vietnam" , associated with prestige, dedication and efficiency.

Hong Kieu Paint's mission is to accompany painters, wood workshops and Vietnamese businesses with international quality PU paint solutions, fast drying - durable - environmentally safe, to improve productivity, save costs and honor the natural beauty of wood. The company is committed to imparting knowledge and value to the painting community, building a prestigious Vietnamese brand, reaching out to Asia.

Sohoki Team's Efforts

SOHOKI - More than 40 years accompanying the Vietnamese Wood & Paint Industry (Since 1980).

Trademark protected exclusively in 2014.

2000+
Staff & Collaborators
20
Distributor
10000+
Partners & Customers
250+
Trusted wood company and factory

Operations Team

Son Hong Kieu's operations team is the backbone that ensures all activities from production, warehousing to delivery run smoothly and accurately. With the criteria of "fast - accurate - dedicated", we are committed to bringing customers and partners outstanding service experiences. All orders are processed professionally, ensuring product quality is intact and delivery time is as committed. Professional - Dedicated transportation system

To commit to accompany the development of customers and distributors nationwide, Son Hong Kieu Company systematically invests in a team of professional transport vehicles , ensuring the following criteria:

Sales & Marketing Team

Son Hong Kieu's sales and marketing team are brand storytellers, connecting the hearts of businesses with the hearts of consumers. Deploying inbound marketing and outbound sales. Operating digital channels (Fanpage, TikTok, Zalo OA) to reach Gen Z successors in the wood industry. With constant creativity, we not only bring products closer to customers through digital platforms, but also create humane values and sustainable trust. Each campaign and each image is meticulously crafted to spread the spirit of "Improving quality - Spreading true value" of Son Hong Kieu.

R&D and quality control department

R&D department specializes in environmentally friendly, quick-drying, UV-resistant PU paint . Cooperate with European research institutes and experts to develop REACH-compliant products. Build a quality testing lab in Vietnam to meet export standards.

Customer care team

SOHOKI not only sells paint but also has a customer care department specializing in consulting on spraying processes for each type of wood. This team also takes on the function of building the Hong Kieu Paint Academy (online + offline) to train: PU painters. Young successor workshop owners (Gen Z) and deeply connect with distributors nationwide.

Shipping & Warehouse Team.

Warehouse managers (Quynh - Vinh Phuc, Sen - Thach That, Tam - Nam Dinh, Duc - Thanh Hoa) are responsible for managing goods, receiving and supporting customers. Strengths: quick response when customers need urgent goods . With a professional transportation system, a dedicated team of specialists, committed to accompanying the development of customers and distributors nationwide, Son Hong Kieu Company systematically invests in a team of professional transportation vehicles , ensuring the following criteria:

Specialized vehicles, closed containers ensure goods are intact, not crushed or lost.
Enthusiastic, dedicated driver, supports gentle, proper and professional loading and unloading.
Flexible routes, meeting all urgent delivery needs, large quantity delivery.

Leadership Team

The leadership team of Hong Kieu Paint Company Limited (SOHOKI) are dedicated, experienced individuals with a broad strategic vision. The company's leadership has continuously oriented and created breakthrough developments, making the brand one of the leading pioneers in the field of providing painting and finishing solutions for wooden furniture in the Vietnamese and regional markets.

Dam Thi Van Anh
Chief Executive Officer
Dam Thuan Quang
Production Manager

Corporate culture

1. Core philosophy

“I am the cause, everything that comes to me is the result.” Each employee considers today’s actions as sowing good causes for tomorrow. Customer service mindset: selling paint not only for profit, but also to help customers have beautiful, durable, and safe wood products.

2. Cultural values

Give without expecting anything in return → spread in all activities (consulting, training, customer support).
Continuous innovation → always update new paint technology, apply AI and data to business.
Prestige and dedication → keep promises to customers, products must meet committed quality.
Learning & sharing → organizing training sessions, sharing case studies from reality.

3. Working style

Fast – Accurate – Dedicated: suitable for the insight "customers need goods immediately".
Lean – efficient: optimize the process from warehouse to customer, reduce waste.
Technology application: deploy CRM, AI chatbot, Ocas platform for automatic customer care.

4. Cultural building activities

“My painter” contest: honoring workers, spreading the spirit of the profession.
CSR program: “Repainting schools in mountainous areas” – painting desks, chairs, and classroom doors for students.
Internal training: sales closing course, AI marketing course, corporate culture training.
Engagement activities: teambuilding, warehouse appreciation, customer appreciation on holidays.

Join the team

Painter Reveals

To bring the most authentic and vivid experiences, Son Hong Kieu media team has launched a special video series: "Stonemaker Reveals" directly operating, evaluating and "revealing" all the advantages of each product.

Situations are simulated realistically and closely
Learn tips and tricks on how to use paint properly.
Visual illustrations help painters and workshop owners easily evaluate and choose.

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