Massko officially repositions under the House of Brands model
Following the announcement of "Creation 2026–2030", Massko has officially repositioned under a House of Brands model, marking a shift in its development direction. Instead of placing many product lines under one name, Massko is building an ecosystem of specialized brands. Each serves a distinct customer group with its own positioning and value while sharing the company vision and mission.
House of Brands – A model for the new stage
Massko now develops and manages the brand portfolio. Every brand has a dedicated strategy, experience, and positioning, allowing resources to focus on customer understanding, suitable products, and a consistent experience for each audience.
The model reflects a long-term direction: brands can grow independently while forming one coherent ecosystem and contributing to shared corporate value.
Each brand has its own mission
In the first stage of "Creation 2026–2030", Massko begins with Joystar and Meup.
Joystar is positioned for children, while Meup serves older adults. Although their audiences differ, both put people at the center, provide solutions suited to each life stage, and strengthen family connections.
From a single brand to a brand ecosystem
Repositioning is more than a structural change; it creates a new approach to products and customer experience. Each brand can conduct in-depth research for its own audience and deliver more relevant, distinctive value.
At company level, the brands remain connected in one ecosystem and work toward sustainable value for Vietnamese families under "Creation 2026–2030".
A foundation for long-term development
The House of Brands repositioning is an important step in the 2026–2030 roadmap. Massko will continue investing in brands, product research, customer experience, and progressive ecosystem expansion.
House of Brands is both an organizational model and a foundation for an ecosystem that accompanies Vietnamese families, where every brand contributes its strengths to lasting shared value.