2026: when customers wake up, and the path of Right Livelihood

At the start of 2026, while analyzing consumer behavior in depth for the fundraising deck, I saw a picture full of paradox but also full of opportunity. On one side, demand for healthy living keeps rising. On the other, anxiety about food safety.

Consumers have changed

In the past, many people handled health reactively: only when a problem appeared did they look for a solution. This year the wind has turned. Customers are more informed and more demanding:

• They are wary of food quality and tired of empty advertising claims.
• They have begun asking more fundamental questions: how are my daily eating and living habits, and how should I adjust them properly?

They are looking for "green oases" of safety, and for a proactive way to look after their health that starts from daily habits.

HOPE's philosophy: Right Livelihood

Against this backdrop I set one core principle for HOPE: do the right thing, deliver real value, receive the rewards that follow. We chose the path of Right Livelihood (chanh mang in Vietnamese): sustaining the business through honest work that does no harm to people or to the world.

Instead of selling at any cost, HOPE builds a Body - Mind - Wisdom ecosystem:

• Body (products made with care): dietary supplements of natural origin, accompanying a healthy daily diet and lifestyle.
• Mind (community): a place where people share, support one another and keep their spirits balanced.
• Wisdom (education): instead of using fear to sell, we equip customers with knowledge so they understand their own habits and bodies.

Why this is the right moment

In investing, catching the right rhythm is everything. Models that chase short-term profit may rise fast but are soon filtered out by the market. I believe decency is the most sustainable business model.

Proactive health care and health education are among the major trends of this decade, and HOPE chooses to move early, building lasting healthy habits rather than chasing short-term reactions.

We do not see customers as prey. We see them as family. And the peace and wellbeing of the community is the highest success HOPE aims for, with our mission: "Elevating the health of the Vietnamese people."