Building a Legacy with the 'Xà Bông Cô Ba' Brand
Xà Bông Cô Ba was a pioneering Vietnamese soap brand founded by Trương Văn Bền, who saw a gap in the market. With smart advertising and patriotic messaging, it quickly overtook imported French soaps. The brand dominated the Indochinese market for decades but declined after years of absence. Despite its fall, Xà Bông Cô Ba remains a symbol of Vietnamese entrepreneurship.