Ta Xuan Hien

Ta Xuan Hien served as CEO of VinFast Middle East, overseeing the Vietnamese electric vehicle manufacturer's strategic entry into the Middle East market. Under his leadership, VinFast established its regional headquarters in Dubai's Jebel Ali Free Zone and executed a major market expansion across the Gulf region.

In his role, Hien led VinFast's official brand launch in the Middle East at Bluewaters Island in Dubai in October 2024, showcasing the company's electric vehicle lineup including the VF 6, VF 7, VF 8, and VF 9 models. He negotiated strategic partnerships, including exclusive dealership agreements with Al Tayer Motors in the UAE and Al Mana Holding in Qatar. The launch included VinFast's first dealership in Dubai, covering over 1,000 square meters with showroom and service facilities.

Prior to his VinFast appointment, Hien served as CEO and founder of Joolux.com, an e-commerce platform specializing in luxury secondhand goods. He holds a Master's degree in Environment from South Korea and a PhD in Construction from the United States.

Career history

• CEO, VinFast Middle East (2024-present)
• Founder & CEO, Joolux.com — luxury secondhand e-commerce platform

What Ta Xuan Hien could bring to VinFast Middle East: Hien's background combines international business development experience from scaling a Vietnamese tech startup (Joolux) with advanced technical education in construction and environmental disciplines. His track record of establishing dealer networks and regional partnerships, combined with his fluency in navigating Vietnamese-international business contexts, positions him well to accelerate VinFast's penetration into high-growth Gulf markets where premium EV adoption is accelerating.