Thien Long and its nearly 45-year journey of maintaining its position as a 'national brand'

Every school year, the image of Thien Long’s new pens, notebooks or school bags evokes familiar memories for millions of Vietnamese families. Not just the name of a stationery brand, Thien Long has become a part of the memories, a close companion on the journey of knowledge of many generations of students.

Exciting atmosphere of the back to school season

Since the first ballpoint pen was produced in 1981, Thien Long has affirmed its position as a symbol of trust, combining stable quality, affordable prices and constant creativity. For nearly 45 years, this national brand has always maintained its leading position every school year, while inspiring persistent learning through each product.

Accompanying the young generation, keeping up with new trends

Gen Z today is not only looking for learning tools, they are looking for inspiration, personality and new experiences. Understanding that, Thien Long continuously improves design, upgrades quality and diversifies products so that each pen, notebook or bag becomes a "companion" that inspires creativity.

Not only attached to the memories of many generations, Thien Long always listens and understands the needs of today's young generation, especially Gen Z, who have strong personalities, desire to express themselves and seek new experiences. From here, the brand continuously innovates, enhances design, improves quality and diversifies shopping experiences. The goal is for each product to not only be a learning tool, but also a source of inspiration, a "companion" of millions of Vietnamese students.

Learning inspiration starts from Thien Long products

Thien Long's 2025 Back to School Campaign is oriented to focus on evoking positive emotions for students and parents. A series of outstanding products are launched and comprehensively improved from core quality to creative appearance:

● New generation gel pen and ballpoint pen ecosystem: stands out with the Butter Gel pen line that is smooth, dries quickly, and reduces hand fatigue.

● Flexio Scientific Calculator: integrated curriculum support features, user-friendly.

● Strive Backpack: Dynamic student backpack, super light poly fabric, water-repellent and dirt-resistant

● Creative art products: from washable markers to the new 70-color Fiber Pen set, encouraging unlimited creativity.

Refreshing shopping experience on both offline and online channels

Along with product innovation, Thien Long focuses on enhancing the shopping experience, an increasingly important factor for modern parents who care about convenience, clear quality and transparent origin.

At more than 56,000 points of sale nationwide, products are displayed scientifically, prominently, and easy to find. The consulting team at the point of sale helps parents and students choose suitable products. Many attractive incentive programs are implemented during the back-to-school season, creating conditions for consumers to shop more economically and easily.

Modern shopping on LazMall

On the e-commerce channel, from August 1, 2025, Thien Long will launch a special promotion program at genuine stores on the website Thienlong.vn and e-commerce platforms. Particularly on LazMall - Lazada's premium genuine store, consumers can easily identify and shop for genuine products with many incentives. In particular, on the occasion of Brand Day August 21, Thien Long applies a promotion of 9,000 VND discount for orders from 139,000 VND, 18,000 VND discount for orders from 299,000 VND, 35,000 VND discount for orders from 559,000 VND, along with a 3% LazCoin discount (subsidy from the floor up to 10%) and free shipping for all orders from 20,000 VND.

Thien Long representative said: "Not stopping at product coverage, we want every touch point, from traditional stores to online booths, to bring a convenient, reliable shopping experience and inspire learning."

Continue to maintain the position of "friend" of Vietnamese students

From a small ballpoint pen factory to the leading brand in the Vietnamese stationery industry, Thien Long has proven that a Vietnamese brand can both preserve traditional values and keep up with the pace of modern life.

In the 2025 back-to-school season, this brand once again affirms its position as a trustworthy friend, following and inspiring millions of journeys to conquer knowledge.

Source: https://tienphong.vn/thien-long-va-hanh-trinh-gan-45-nam-giu-vung-vi-the-thuong-hieu-quoc-dan-post1770839.tpo