Trao Group

What Trao Group does

Trao Group is a Hanoi-based private Vietnamese company (Công ty Cổ phần Trao Group, tax code 0107455190) that operates a diversified gift and lifestyle business built around sustainable, experiential seed-based products under its "Gieo" sub-brand. Founded in 2016, the company pioneered the "Lì xì Hạt giống" (lucky seed envelopes) category in Vietnam—red envelopes containing seeds instead of cash, marketed as sustainable alternatives for Lunar New Year and corporate gifting. The portfolio spans four consumer-facing divisions: Gieo (seed gifts including lucky seed envelopes, seed packets, seed planting kits, and seed bombs), Trao Books (publishing copyrighted storybooks and creative games), Trao Studio (music production including the Album Cọp and the Tet 2026 MV 'Lì Xì Mùa Xuân'), and Trao Gourmet & Gifts (Hibiscus/Roselle-based tea, wine, jam, and syrup made from company-owned plantations), plus Trường Hạt, a professional training program built around the proprietary "THE TRAO WAY" methodology.

The core technology consists of seed processing and packaging operations combined with a proprietary "Nghi thức 9 bước gieo hạt" (9-step seed planting ritual) that frames each product as an experiential, educational journey. Revenue is generated through one-time product sales across multiple pricing tiers (MINI, TIẾT KIỆM, THIẾU NHI, CAO CẤP) plus professional services for green event organization and custom corporate gifting. The company sells through direct B2B sales to enterprise clients, its own e-commerce platform (trao.com.vn), Shopee marketplace for B2C, and on-site event/corporate sales.

Trao Group serves four primary customer segments: schools and educational institutions (1,000+ since 2016, a primary vertical), corporate/B2B clients including Fortune 500 firms (Toyota, BMW, Manpower, Microsoft, Abbott, Shopee, Vingroup, FPT, AXON), individual consumers purchasing for personal gift occasions, and food service/hospitality businesses (Intercontinental, Sheraton, New World, JW Marriott, Paris Baguette, Highlands Coffee, Trung Nguyên) supplied with Hibiscus ingredients. Geographic reach is domestic across all three regions of Vietnam with Hibiscus products also supplied to international hotel chains. The firm is privately held with no disclosed external funding and operates with an 11-50 employee headcount band; revenue is not publicly disclosed.

Name

Trao Group

Legal name

Công ty Cổ phần Trao Group

Website

https://trao.com.vn

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Sustainable Gift Products

NAICS

Gift, Novelty, and Souvenir Retailers (45942), Gift, Novelty, and Souvenir Retailers (459420)

SIC

Costume Jewelry & Novelties (3960)

akta.pro industry

PRIMARYHSACACAM

Party Favors, Gifts & Custom Merchandise

Home & Personal Services/Event & Personal Concierge Services/Party & Social Event Services

SECONDARYCRAFABAN

Flowers, Gifts & Specialty Occasion Marketplaces

Consumer Products & Retail/E-commerce & Marketplaces/Vertical/Specialist Marketplaces

Keywords

• Seed gift products
• Corporate gifting services
• Hibiscus food products
• Children's storybooks publishing
• Sustainable gift packaging

Headquarters

HQ city

Hanoi

HQ country

Vietnam

HQ region

Asia

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Product Sales - Seed Gifts: Sale of seed-based gift products including Lì xì Hạt giống (seed envelopes), Bộ kit gieo hạt (seed planting kits), Phong bao Hạt giống (seed packets), and Bộ kit Bom hạt giống (seed bombs) across various price tiers.
2. Product Sales - Books & Combos: Sale of Trao Books storybooks and gift boxes containing books and seed products. Trao Books publishes copyrighted books and creative games about compassion and love.
3. Corporate/B2B Custom Orders: Custom corporate gift solutions for businesses including branded seed kits, event gifts, and sustainable corporate social responsibility products. Served major Fortune 500 clients.
4. Event Services: Green event organization services including sustainability-themed corporate events, seed bombing activities, and environmental awareness campaigns.
5. Hibiscus-based Food Products: Original Roselle/Hibiscus product collections including tea, wine, jam, syrup, and culinary ingredients. Products sourced from Trao Group's own plantations and supplied to restaurants and hotels.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels9 records

Core offering

Trao Group, through its flagship sub-brand Gieo, designs, packages and sells seed-based gift products including lucky seed envelopes (Lì xì Hạt giống), seed packets, seed planting kits and seed bombs that replace traditional cash gifts. The company also operates Trao Books (copyrighted children's storybooks and creativity games), Trao Studio (music production for multi-sensory gifting), Trao Gourmet & Gifts (Hibiscus/Roselle-based tea, wine, jam and syrup made from its own plantations), and Trường Hạt (professional training using the Trao Way methodology), and organizes green corporate events.

Product overview

Trao Group operates as a diversified gift and lifestyle company with four main product divisions. The core offerings include: (1) Gieo – seed gift products (lucky seed envelopes, seed packets, planting kits, seed bombs) that promote green living and dream planting; (2) Trao Books – publishing copyrighted books and creativity games about compassion; (3) Trao Studio – music production creating multisensory gifting experiences; and (4) Trao Gourmet & Gifts – Hibiscus-based food and beverage products (tea, wine, jam, syrup). Additionally, Trường Hạt provides professional training using THE TRAO WAY methodology. The company also offers event organization services for green/sustainable events and a 'Book Week' companion service through Trao Books.

Differentiator

Problem solved

Functional benefit

Products and services

• Lì xì Hạt giống (Lucky Seed Envelopes) Red envelopes containing seeds instead of money, designed as sustainable lucky money gifts for Lunar New Year and special occasions, with educational planting instructions and seed germination guidance.
• Phong bao Hạt giống (Seed Packets) Decorated envelopes containing seeds available in versions for children (THIẾU NHI), savings (TIẾT KIỆM), premium (CAO CẤP) and combo sets, sold for personal and corporate gifting.
• Bộ kit gieo hạt trồng cây (Seed Planting Kits) Complete seed planting kits containing seeds, soil and educational planting instructions in multiple tiers for different occasions and price points.
• Bom hạt giống (Seed Bombs) Clay balls containing seeds and nutrients that can be thrown or planted, used for reforestation, environmental education and green event activities.
• Hộp Quà Tặng (Gift Boxes and Combos) Curated gift sets combining books, seed products and accessories for corporate gifting and special occasions such as Lunar New Year, weddings and birthdays.
• Trao Books (Copyrighted Books and Creative Games) Copyrighted children's storybooks and creative games focused on themes of compassion and love, distributed through Trao's own shop and gift combos.
• Trao Studio Music Productions Music production studio that creates songs and music videos (including the Album Cọp) to support multi-sensory gifting experiences and brand campaigns such as Tet 2026.
• Trao Gourmet & Gifts (Hibiscus Food and Beverage Products) Hibiscus Sabdariffa-based tea, wine, jam, syrup and culinary ingredients produced from the company's own Hibiscus plantations and supplied to retail customers, restaurants and hotels.
• Dịch vụ tổ chức sự kiện XANH (Green Event Organization Service) Service for organizing sustainability-themed corporate events, team-building activities, seed bombing campaigns and environmental awareness events for enterprises and schools.
• Tuần lễ sách cùng Trao Books (Book Week Companion Service) Companion service from Trao Books supporting schools and organizations in running book week events, workshops and reading activities based on Trao Books titles.
• Trường Hạt (Professional Training using THE TRAO WAY methodology) Professional development school that teaches the proprietary 'THE TRAO WAY' methodology to help working professionals earn more with less effort through improved work and management methods.

Quantifiable outcome

• Spread to 1,000+ schools and businesses since 2016
• +3 more outcomes

Named customers16 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Seven partnerships are on record, tiered core, flagship and minor.

• AXON Technology GroupcoreGTM or Marketing Partner · 22 April 2026Earth Day partnership where AXON selected Gieo seed planting kits as employee gifts. Demonstrates AXON's commitment to sustainability and corporate social responsibility through green gift choices.
• Vingroup (Quỹ Vì Tương Lai Xanh)flagshipStrategic or Co-development Partner · 1 April 2026Strategic partnership with Vingroup's Green Future Foundation for the 'Thứ 4 Ngày Xanh' (Green Wednesday) campaign. Gieo provides seed packets for nationwide environmental events at Vincom shopping centers and community activities. The partnership enables Gieo products to reach millions of participants across Vietnam through recycling-for-seeds exchange programs and environmental awareness activities.
• FPTflagshipStrategic or Co-development Partner · 13 March 2026Partnership for FPT's community day event 'Để điều tử tế bay xa' (Let Kindness Fly Far). Gieo facilitated seed bombing activities for thousands of FPT employees across 3 locations (Hanoi, Da Nang, Ho Chi Minh City). The event combined FPT's technology strength with Gieo's planting philosophy to create a powerful green movement.
• ShopeecoreGTM or Marketing Partner · 1 March 2026Partnership for International Women's Day 8/3 where Shopee distributed Gieo seed planting kits to female employees. Combines Shopee's orange brand color with Gieo's green products for a meaningful celebration.
• AbbottcoreGTM or Marketing Partner · 1 March 2026Custom branded 'Gieo biết ơn' (Sowing Gratitude) seed planting kits created for Abbott's employee appreciation program. Thousands of units with Abbott's branding distributed to employees, aligning with Abbott's health and wellness mission.
• Báo Giáo dục và Thời đạiminorOthersMedia coverage partnership where Báo Giáo dục và Thời đại (Education and Times newspaper) reported on Gieo's activities in Truong Sa (Spratly Islands), featuring student seed envelope making workshops.
• Paris BaguetteminorChannel Partner/ Reseller/ DistributorFood service partnership where Paris Baguette uses Trao Group's Hibiscus products as ingredients in their bakery items.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Etsy: Etsy is a global marketplace for handmade, custom, and giftable goods, including a robust corporate gifting program. It is comparable to Trao Group as a broader marketplace incumbent in the thoughtful, customizable gifting space, competing for the same B2C and SMB gift budgets.
• The Body Shop: The Body Shop is a global retailer of ethical, sustainably-sourced beauty and lifestyle products, frequently purchased as gifts. It is comparable to Trao Group as a broader incumbent in sustainability-led, giftable consumer retail with a strong values narrative.
• Lush Fresh Handmade Cosmetics: Lush is a global retailer of handmade, ethically-sourced cosmetics and bath products with strong gift-giving appeal. It is comparable to Trao Group as a broader incumbent in values-led, experiential, giftable retail — particularly for corporate and seasonal gifting — though Lush is beauty-focused.
• 1-800-Flowers.com: 1-800-Flowers.com is a US gifting retailer offering flowers, gift baskets, and curated corporate gifts. It is comparable to Trao Group as a broader incumbent in occasion-driven gifting with both B2C and B2B (corporate) channels.
• Hallmark Cards: Hallmark is a major greeting card and gift retailer, dominant in occasion-based gifting in the US. It is comparable to Trao Group as a broad incumbent in the seasonal/occasion gifting category, though Hallmark focuses on cards while Trao focuses on experiential physical gifts.

Emerging players

• Bombas: Bombas is a US apparel brand built on a 'one-for-one' giving model and strong social mission. It is comparable to Trao Group as an emerging player in mission-driven consumer products sold partly through corporate gifting and B2B channels.

Direct peers

• Teak & Twine: Teak & Twine is a curated corporate and client gifting company that builds branded gift boxes for enterprises. It is comparable to Trao Group because both monetize custom-branded gift experiences for corporate clients, including Fortune 500 buyers, using direct sales motion.
• Loop & Tie: Loop & Tie is a sustainable corporate gifting platform offering curated, eco-friendly gift collections for businesses. It is comparable to Trao Group because both sell sustainability-themed gift products to corporate buyers seeking values-aligned alternatives to traditional hampers.
• Moonpig: Moonpig is a personalized greeting card and gift platform selling customizable products to consumers and corporates. It is comparable to Trao Group because both monetize occasion-driven gifting (Lunar New Year, birthdays, weddings) and operate an e-commerce plus B2B sales motion.
• Sendoso: Sendoso is a B2B corporate gifting and direct mail platform that helps enterprises send personalized gifts to customers, prospects, and employees. It is comparable to Trao Group because both operate in the corporate gifting motion — supplying branded, customized gift items to Fortune 500-style buyers — though Sendoso is software-led while Trao delivers physical seed-based gift products.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@gieodieuky
• Facebookfacebook.com/traogroup
• LinkedInlinkedin.com/company/trao-group

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Trao Group