Galaxy CineX - Hanoi Centre, Galaxy Studio's first flagship cinema, began operations in mid-12/2025, featuring diverse screening rooms such as Aqualis, Romantico, Lagom, and Cine de Kids, and incorporating technologies like Imax with Laser, Samsung Onyx Cinema LED, and Dolby Atmos sound.

During this period, Nguyen Thi Mai Hoa, CEO of Galaxy Studio, spoke with VnExpress, offering insights into the Vietnamese cinema market, her company's expansion strategy, brand repositioning, and how the enterprise is adapting to maintain its standing against international competitors.

Trends shaping the cinema market

"Could you analyze the current landscape of the Vietnamese cinema market?"

"After a period of volatility due to Covid-19, the domestic cinema market is in a strong recovery phase, showing many positive signs in both audience numbers and film quality."

"Encouragingly, the habit of going to the cinema among Vietnamese people is stabilizing, especially among young audiences who view cinema not just as entertainment but as a part of their lifestyle, connection, and emotional expression."

"Additionally, local filmmakers are transforming, with a series of well-invested productions, where image quality and storytelling are increasingly meeting regional standards. This factor makes the film industry more vibrant and promising."

"However, this period demands greater selectivity from the market, as audiences are becoming more sophisticated and have higher expectations for experiences, services, and emotional value. I believe "experience" will be the keyword shaping the future of Vietnamese cinema, and local brands like Galaxy have an advantage in understanding and personalizing this journey."

Galaxy CineX - Hanoi Centre, the first flagship cinema, launched on 12/12/2025. Photo: Galaxy Studio

"How is the trend of enhancing experiences through diversified spaces and cinema technology impacting competition in the film exhibition industry?"

"The trend of enhancing experiences through diversified spaces and cinema technology is a natural progression for the Vietnamese market, especially as audience incomes, aesthetic tastes, and expectations grow."

"Competition now extends beyond location or ticket prices; it encompasses the overall quality of the experience—from technology and service to the emotions the cinema evokes. Viewers want to feel respected and inspired in every detail. This trend compels brands to innovate their models and invest in more diverse experiences."

"For us, it's not simply about investing more in aesthetics, but rather a philosophy of comprehensively elevating the experience for Vietnamese people—where sophistication and understanding become the differentiating factors leading the race."

"How does Galaxy maintain its position against international competitors?"

"The presence of international brands motivates Galaxy to continuously improve. Our strength lies in understanding our domestic audience—from their entertainment habits and film tastes to their expectations for space and service. By understanding them, we can design cinema models suitable for each region and customer group, ensuring every experience feels familiar yet fresh and refined."

"Furthermore, another advantage is our long-standing presence as a Vietnamese brand in the domestic market, allowing us to react quickly and flexibly to trends, and innovate products."

"We do not see ourselves as competitors to anyone, but simply as companions to Vietnamese audiences on their cinematic journey. Daily listening, refinement, and creativity have allowed Galaxy to maintain its unique and sustainable position for over two decades."

Vision from the first flagship cinema complex

"Could you provide an example of your quick response and product innovation capabilities, as you just mentioned?"

"On 12/12/2025, we launched Galaxy CineX, marking a strategic step in our expansion journey into the North, aiming to lead the premium cinema segment in Vietnam. Galaxy CineX also signifies Galaxy Studio's transformation: from a mass-market cinema chain model to a multi-experience cinema brand."

"As the first flagship complex, Galaxy CineX - Hanoi Centre embodies the spirit of 'CineXperience - Beyond Cinematic Limits'—where experience, emotion, and culture coexist. We aim to create more refined cinematic spaces, helping audiences feel the blend of technology, emotion, and Vietnamese cultural identity."

"From a strategic perspective, CineX inaugurates a phase of brand maturity for Galaxy, moving towards developing a multi-layered entertainment ecosystem—from mass-market to personalized, catering to the increasingly diverse needs and tastes of Vietnamese audiences."

Ms. Mai Hoa states that Galaxy CineX is not just a new model, but a transformation for Galaxy Studio. Photo: NVCC

"Which audience segment does the flagship model target, and what is its market share scale?"

"The Galaxy CineX flagship model is designed for individuals who prioritize quality experiences and emotions, specifically those seeking more than a typical movie screening: to enjoy, relax, and connect in a more private, complete setting."

"In terms of scale, Galaxy CineX is a vital component of Galaxy Studio's entertainment ecosystem, where cinema models ranging from popular to premium coexist and complement each other, helping the brand expand its market share in depth rather than merely by quantity."

"With this model, we can offer suitable choices for each audience segment, while naturally and sustainably raising the standard of cinematic experience in Vietnam, bearing the unique mark of a Vietnamese brand."

"What percentage of revenue is Galaxy CineX estimated to contribute in its initial phase?"

"In the initial phase, we are not heavily focused on revenue but rather on building a distinct operational model and experience for audiences. Galaxy CineX is positioned to open a new development direction within the Galaxy Studio system, where brand value is elevated through new experiences, services, and operational standards."

"Once Galaxy CineX stabilizes, we believe it will contribute positively to the system's total revenue, not only through direct figures but also through a ripple effect, thereby increasing the average value per customer and motivating other models within the Galaxy ecosystem."

"In the long term, through this strategic pilot, we will gain experience and refine the formula for replicating suitable models in other major cities."

"After Hanoi, which market is next for the Galaxy CineX flagship chain?"

"Galaxy CineX - Hanoi Centre is the strategic first step in perfecting the premium model. After Hanoi, we are targeting Ho Chi Minh City and Da Nang—potential markets with a large number of customers who have modern tastes and high entertainment demands. However, we will expand selectively, ensuring each cinema reflects local cultural identity and connects with audiences."

"Each Galaxy CineX will be a "stop" telling its own story, consistent with the brand's philosophy and contributing to elevating entertainment culture in major cities."

Phu Cat