The company said the buyback recognizes contributions from employees who joined in its early growth phase while reinforcing the credibility of its long-term incentive structure.
Launched to mark Chicilon’s 10th anniversary, the 2015 stock option program was designed to attract and retain core talent to support expansion.
Since then, the company has built an urban media network centered on elevator and supermarket advertising. The current buyback applies to stock option shares that have met exercise conditions.
Chicilon’s board said the repurchase price is close to 10 times the original exercise price.
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Advertising screens installed an office lobby. Photo courtesy of Chicilon Media |
In effect, the shares have reached a conversion value at that level, translating earlier policy commitments into tangible financial returns for employees. The company said this completes the incentive cycle from grant to payout.
The move also improves transparency and is expected to strengthen employee confidence in the firm’s compensation framework.
Le Viet Hai Son, CEO of Chicilon Media, said the company remains committed to a human resources philosophy of “valuing performance and rewarding contribution.”
“At Chicilon Media, value is not only assessed but also translated into a real benefit-sharing system,” Son said.
Alongside its personnel policies, Chicilon continues to pursue a development strategy focused on building media platforms with strong real-world visibility.
As Vietnam’s advertising market undergoes structural shifts, the company reiterated its core philosophy—”making sure brands are truly seen”—while expanding its network and focusing on measurable advertising effectiveness.
Company representatives said that in an era of information overload and fragmented attention, the challenge is not the lack of media channels or impressions, but whether advertisements are actually noticed.
Repetition builds recall, and only remembered advertising delivers real impact, they said.
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Dual advertising screens installed in office lobby. Photo courtesy of Chicilon Media |
Marking its 20th anniversary this year, Chicilon plans to allocate around 8% of its shares, equivalent to a valuation of about $20 million, to attract and incentivize talent.
The company has also put in place a buyback mechanism ahead of any potential listing, allowing employees to realize value consistently over time.
As part of its long-term talent strategy, Chicilon is sharpening its recruitment focus on experienced sales professionals with established client networks, seasoned managers in advertising and media, and candidates willing to take ownership of results and commit for the long term.
Qualified hires may participate in equity-sharing schemes, aligning individual incentives with the company’s growth.
Chicilon has identified two core operational priorities.
Externally, it aims to develop media platforms where brands are truly seen, bringing them closer to consumers.
Internally, it continues to refine stock option mechanisms that convert individual contributions into measurable financial rewards.
Son said these policies not only support internal development but also contribute to raising overall human resource quality in the market.
“There are many media channels, but not many where advertising is truly seen. Media that integrates into daily living spaces delivers the most reliable effectiveness,” he said.
“Only by investing in channels where advertising is genuinely seen can marketing budgets achieve real efficiency,” he added.
From an employee’s perspective, joining a company is not only about income but also about being part of a system capable of transforming individual contributions into long-term value. This helps strengthen employee engagement and creates a stable foundation for the sustainable development of both individuals and the organization.
For further information, contact via email: contact@chicilonmedia.com or hr@chicilonmedia.com
