Nguyen Truong Song Pha, a representative for ARTA by PNJ, emphasized this idea when discussing the art of gifting, which is "beautiful in form, profound in meaning". In social interactions, especially for valued relationships, the most precious gift lies not in its extravagance or price, but in the sentiment and story it conveys.

"A standard social gift is a harmonious combination of many factors: the right person, the right time, and the appropriate context", Song Pha explained, "When these elements align, the gift becomes a silent language, implying gratitude, acknowledging past companionship, and paving the way for more sustainable connections in the future".

Amidst the bustling pace of life, gifting is not merely a social ritual but an art of conveying sincerity. *Photo: ARTA by PNJ*.

In its article on multicultural etiquette, Reuters highlighted that the art of social gifting is not just about the item exchanged, but also reflects the giver's aesthetic taste and value system. Groups that prioritize subtle communication often have strict standards when seeking exquisite, unique creations. They believe a gift that is "beautiful in form, profound in meaning" can win over recipients, primarily through the giver's understanding and appreciation for the relationship.

In the article "Global Etiquette - Gifting" on Luxe Beat Magazine, author Maralyn Hill discussed gift-giving across various cultures, emphasizing that a gift should reflect an understanding of culture, values, and the relationship, rather than being merely an item.

Eastern Eye also pointed out that gifts are not just polite gestures but reflect culture, social values, and how a society assesses a gift's meaning. For example, who gives, when, and what is given all carry profound social messages.

Pursuing this philosophy of profound social interaction, the ARTA by PNJ brand launched its Thien Ma Dang Hoa collection, inspired by the image of a celestial horse in full stride. The designs depict a powerful spirit, a sense of freedom, and the courage to break through limits, ready to conquer the path ahead.

"The image of the 'celestial horse' rearing on a mountaintop, facing the sun, embodies the beauty of craftsmanship", a brand representative explained, "It represents 'dang hoa' – the most brilliant moment, when all efforts are rewarded, breaking through limits to achieve success".

The "Thien Ma Dang Hoa" collection implies a desire for breakthroughs, paving the way for a successful new year. *Photo: ARTA by PNJ*.

According to the brand representative, crafted from 24K gold, each engraved line holds layers of cultural significance: the horse with nine flowing manes, inspired by the concept of "ngua chin hong mao" (a horse with nine red hairs), signifies preciousness and rising fortune; its five tail tufts symbolize the balance of the five elements (ngu hanh), forming a foundation for prosperity and sustainability. The majestic rearing posture of the horse conveys wishes for a prosperous new year.

The brand also focuses on packaging design to complement the item inside. "The gift box appears solemn, and when opened, it resembles an artistic stage", the representative said, "elevating the gifting ritual and strengthening relationships".

With multiple versions, forms, and crafted from 24K gold, the Thien Ma Dang Hoa collection is suitable for all gifting contexts, including new year celebrations or partnership milestones.

The creations honor culture and unique value. *Photo: ARTA by PNJ*.

"Established with the vision of being an art brand that elevates social interaction, ARTA by PNJ takes gifts beyond material confines, deeply imprinting the giver's mark and serving as a commitment to accompany recipients in creating brilliant successes", the unit's representative added.

Phu Cat