From Zero to Factory: How I Brought Pocari Sweat to Vietnam’s Fast Lane

In business, like in racing, victory doesn’t come from playing it safe. It comes from knowing when to accelerate, when to adapt, and who to trust in your corner. Thirteen years ago, I took a chance on a hydration drink with a name that raised eyebrows: Pocari Sweat. Today, Vietnam is home to one of only eight Pocari factories in the world. This is how we got there, and what the journey taught me about leadership, execution, and building something that lasts.

It started with a name no one understood. Today, it’s a brand that leads the category. Pocari Sweat is what happens when purpose meets performance.

Building a Brand from Scratch

Back then, Pocari Sweat was unknown in Vietnam. The name sounded strange. There was no infrastructure. No awareness. No safety net.

But I believed in the product—and more importantly, I believed in the process. I applied everything I’d learned from my time launching Coca-Cola in Vietnam and drew from years of experience building teams, shaping brand identities, and making tough calls in uncertain conditions. I didn’t just see a product—I saw potential.

"Your target audience doesn’t see your PowerPoint. They only see what you do in the marketplace." — Rich Pham

This wasn’t theory. This was execution. That’s the difference between a consultant and a leadership coach grounded in real-world results.

Lessons From the Track

My time as a race car driver and team owner taught me more about business than any MBA ever could. It’s about performance under pressure. It’s about reading conditions in real time and adapting fast. And it’s about teamwork—because even the best driver loses without a great pit crew.

Launching Pocari in Vietnam required the same mindset. Every day was high-stakes. We had to pivot quickly, make smart decisions, and outpace competitors who had deeper pockets and more established names.

The Power of People

One of the most important business leadership lessons I’ve learned is this: great companies are built by great people, not perfect plans.

At Pocari, we didn’t always have the most polished team on paper. But I found hungry, mission-driven people and gave them room to grow. One of our top sales performers was someone others had written off because of his accent and quiet demeanor. But he had grit, skill, and loyalty. I backed him—and he delivered.

That’s team building strategy 101: hire for mindset, train for skill, and lead with purpose.

From First Hire to Factory

Being the first employee at Pocari Sweat in Vietnam meant taking responsibility for everything—regulatory approvals, hiring, distribution, and brand positioning. There were no shortcuts, only smart risks and relentless consistency.

After more than a decade of pushing through challenges, navigating market shifts, and doubling down on execution, we’ve built something that lasts. A world-class factory. Vietnam is now home to one of only eight Pocari Sweat factories in the world—a testament to what’s possible when you lead with purpose and execute with precision.

Actionable Takeaway

There’s no such thing as a perfect product or flawless company. What matters is how you navigate the track. Build the right team. Execute relentlessly. Own your brand in every detail—from your strategy to how your trucks show up on the street.

If you’re in the middle of your own race, focus on what you can control. Be the leader your company needs right now. And never underestimate the value of consistency, clarity, and momentum.

Because the real win isn’t just launching a product. It’s building a legacy that lasts.