Biti’s CEO discusses pressures of F2 succession in Vietnam

The second generation (F2) of Vietnamese family businesses faces unique pressures compared to their predecessors. While the first generation (F1) built enterprises during the Doi Moi era through hardship, the F2 generation is often highly educated in modern, digital, and green economic frameworks.

Biti’s CEO Vưu Lệ Quyên highlights that the primary challenge for F2 leaders is not wealth creation, but rather preserving the legacy and reputation built by their parents. She describes this as ‘overcoming comfort being harder than overcoming hardship.’

Reflecting on her transition to leadership, Vưu Lệ Quyên noted she was given only two weeks to decide whether to accept the role of General Director in 2018. She ultimately accepted the responsibility driven by a desire to provide a happy working environment for the company’s 8,000 employees and to uphold the family's reputation.