With over 122,000 m² of floor space, TTC Plaza Da Nang integrates commercial, accommodation, hotel, office, and service functions. The effectiveness of this model is expected to come from the synergy between the functions, contributing to an enhanced user experience and maintaining the property's competitiveness over time.
Sharing with the 'Leading Values' series, Mr. Nguyen Thanh Chuong, Chairman of the Board of Directors of TTC Land, said that the company mobilizes domestic and international partners based on the expertise of each unit, while also taking into account management and operational requirements during the project development process.
01. FROM URBAN NEEDS TO THE OPERATIONAL CHALLENGE OF MULTI-FUNCTIONAL COMPLEXES
Sir, why did TTC Land choose to develop TTC Plaza Da Nang as a comprehensive ecosystem encompassing commerce, accommodation, offices, hotels, and services?
Mr. Nguyen Thanh Chuong: TTC Plaza Đà Nẵng có ý nghĩa đặc biệt khi là dự án đầu tiên của TTC Land tại Đà Nẵng, đánh dấu sự hiện diện của doanh nghiệp tại một trong những đô thị năng động của khu vực miền Trung.
The choice of a multi-functional complex model also demonstrates a proactive approach to embracing the trends of modern urban real estate, where the needs for shopping, accommodation, work, entertainment, and services are increasingly converging in a single location.
Da Nang is both a tourist city and an important economic, commercial, and service center. Along with the city's development, the needs of residents, tourists, and the business community are increasingly intertwined. This is the basis for TTC Land's choice of an integrated model for TTC Plaza Da Nang, connecting a shopping mall, hotel, serviced apartments, offices, and other amenities within a single complex.
Our value lies not in assembling multiple functions into one project, but in the ability to create linkages and mutual support, thereby enhancing operational efficiency, increasing user experience, and maintaining the long-term competitiveness of the property. At the same time, TTC Land expects TTC Plaza Da Nang to add quality products and amenities, revitalize the area, and contribute to the overall attractiveness of the city.
| TTC Plaza Da Nang is a multi-functional complex developed by Saigon Thuong Tin Real Estate Joint Stock Company (TTC Land, HOSE: SCR), located at 46 Dien Bien Phu Street, Thanh Khe Ward, Da Nang City. The project has a total floor area of over 122,000 m², comprising 18 above-ground floors and 2 basement floors, integrating commercial, accommodation, hotel, office, and service functions. In 2026, the project will mark operational milestones with the opening of AEON MALL Da Nang Thanh Khe in July, followed by the inauguration of TTC Plaza Da Nang and the opening of TUI SUNEO Da Nang Hotel in September. These activities mark the commencement of operations for the various components of the complex. |
At TTC Plaza Da Nang, the Aeon Mall shopping center is a component that can generate customer traffic and contribute to the overall vibrancy of the entire complex..
Based on the experience of developing TTC Plaza Da Nang, what opportunities and challenges does TTC Land identify when organizing and operating multiple functions within a single project in the heart of Da Nang?
Mr. Nguyen Thanh Chuong: The multi-functional model opens up many opportunities, but also places higher demands on development, management, and operational capabilities. This is a challenge involving the coordination of multiple entities within the same value chain.
The key opportunity lies in the ability to create synergy. Foot traffic from the shopping mall can drive demand for services and accommodation; hotels and serviced apartments supplement the customer base for the commercial sector, while offices form a regular working community. When these customer flows are properly connected, the business performance of each function can be enhanced, while increasing the attractiveness of the entire complex.
However, the more functions a system has, the more complex the operation becomes. Each type of system has different standards, customer behavior, and technical characteristics. Therefore, the biggest challenge is organizing multiple systems to work together smoothly.
Through the practical implementation of TTC Plaza Da Nang, TTC Land has further recognized that the ability to manage and operate the asset throughout its lifecycle is a crucial factor in maintaining operational efficiency and long-term competitiveness. Completing the project is only the first step; the value of the project is proven through its stable operation and the tangible results it generates over time.
02. ORGANIZING A CHAIN OF PARTNERS AROUND LONG-TERM EXPLOITATION GOALS
To realize this model, what solutions and partners did TTC Land select during the project's development and operation?
Mr. Nguyen Thanh Chuong: Our ancestors had a saying, 'In business, you need partners; in trade, you need a community.' In modern business, I think that spirit still holds true, only today's collaborations require greater specialization and higher standards. A business doesn't need, and shouldn't, try to do everything itself. The important thing is to know where you are strong, what capabilities you need to improve, and choose the right partners for each task.
With TTC Plaza Da Nang, TTC Land acts as the developer, establishing the overall direction and standards of the project and organizing resources for its implementation. From the outset, we identified areas requiring specialized partners, particularly in commerce, hospitality, operational management, design, construction, engineering, and finance.
Project area perspective
Each partner was selected based on their actual capabilities and role in the overall value chain. AEON MALL Vietnam is involved in the development and operation of the shopping mall; TUI Hotels & Resorts provides consulting and hotel management services according to TUI SUNEO standards; and PMC handles management within the scope of the cooperation.
During the development process, the project also involved Coteccons as the general contractor, Kume in design, Apave as the technical consultant, BIDV Bank in finance, and many other consulting and professional units.
Each party possesses its own strengths, but effectiveness is only fully realized when those strengths are aligned towards a common goal. This is also how TTC Land enhances its project development capabilities: proactively mobilizing resources, collaborating with partners possessing specialized expertise, and gradually participating more deeply in domestic and international value chains.
During the development of TTC Plaza Da Nang, which decisions, details, or stories best illustrate how TTC Land creates value for the project, sir?
Mr. Nguyen Thanh Chuong: For me, a good investment decision must withstand the test of the market and time. Some things may not yield immediate results, but if done correctly from the start, their value will become very clear when the project is implemented.
At TTC Plaza Da Nang, one of the key decisions was to have a strong 'driving force' to generate customer traffic for the entire complex. AEON MALL was viewed not only as a commercial partner, but as a component capable of generating customer traffic and contributing to the vitality of the entire complex. AEON MALL Da Nang Thanh Khe officially opened its doors to customers in July 2026 and recorded over 63,000 visitors on its opening day before the grand opening ceremony.
Another decision was to integrate management and operation into the development process. The selection of PMC – a professional management and operation unit formed through a collaboration between the Vietnam Post and Telecommunications Group and Biken Techno (Japan) – and the early preparation of operational standards demonstrate our view that operation is an integral part of asset value, not something to be considered after the project is completed. Similarly, the collaboration with TUI Hotels & Resorts from the development stage also aimed to incorporate international standards into the project early on.
03. NẮM BẮT NHU CẦU MỚI, DUY TRÌ GIÁ TRỊ TÀI SẢN DÀI HẠN
How does TTC Land view the changing demand for integrated shopping, accommodation, work, and service spaces in tourist cities like Da Nang in the coming years?
Mr. Nguyen Thanh Chuong: From the research and development process of TTC Plaza Da Nang, we have observed that the need for urban space is becoming increasingly flexible. A trip can combine work and leisure, businesses may simultaneously need offices, reception areas, and accommodation for experts, while tourists are increasingly concerned with convenience and quality of experience throughout their journey.
That change was one of the reasons TTC Land chose an integrated model for TTC Plaza Da Nang, where commercial, accommodation, office, hotel, and service functions are connected within the same ecosystem.
For TTC Land, the long-term advantage of a project is created by its ability to organize functions rationally, providing a seamless experience and maintaining operational efficiency over time. Therefore, from the development stage, we have placed operational challenges and adaptability at the heart of our project's direction.
Tui Suneo Hotel
TTC Plaza Da Nang is expected to meet current needs while also adapting to the city's development in the coming years. This is also how TTC Land concretizes its development orientation towards assets with practical use value and long-term vitality.
So, what factors make TTC Plaza Da Nang stand out in today's market with so many options, sir?
Mr. Nguyen Thanh Chuong: TTC Plaza Da Nang's uniqueness stems from a combination of well-organized factors, from its location, scale, and development model to the quality of its partners, operational capabilities, and adaptability over time.
TTC Plaza Da Nang has the advantage of a prime location on Dien Bien Phu Street, a floor area of over 122,000 m², and an integrated model of commerce, accommodation, hotel, office, and services. But these factors are only necessary conditions.
More importantly, the project is gradually forming a functioning ecosystem, with AEON MALL Da Nang Thanh Khe shopping center already operational, and TUI SUNEO Da Nang hotel along with other accommodation, office, and service areas continuing to complete the overall project.
For TTC Land, a project only truly establishes its position when it generates efficiency in its operation, meets the needs of customers, partners, investors, and the community, and makes a positive contribution to urban development. TTC Plaza Da Nang has been oriented towards this approach from the very beginning.
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Source: According to Vietnam Real Estate Electronic Magazine (REATIMES)
