On August 31, 2025, at Hotel Gajoen Tokyo, the inauguration of the Nippon Omotenashi Beauty Association (NOBA) took place in a grand and memorable setting, marking the official presence of an international organization in the beauty industry.
As a proud sponsor and partner, LYYM Beauty is honored to be part of this milestone, contributing to the mission of spreading the humanistic and sustainable values of beauty.
NOBA – From the Spirit of Omotenashi to a Greater Mission
“Omotenashi” – the art of service delivered with thoughtfulness and sincerity – is a hallmark of Japanese culture. When applied to the beauty industry, Omotenashi is not merely about customer service, but becomes a core philosophy: bringing beauty through care, respect, and meticulous attention to every detail.
With this spirit, NOBA was founded as a pioneering organization that combines Omotenashi with Japan’s advanced beauty techniques. Its vision extends beyond vocational training, aiming to build an international ecosystem where professionals, academies, salons, and students from different countries can come together to learn, exchange, and grow.
Through its programs in training, certification, and cultural exchange, NOBA seeks not only to elevate professional standards, but also to spread humanistic values—viewing beauty as a way for people to connect, share, and develop sustainably. This is the foundation for Japanese beauty to go beyond its borders, becoming a bridge of culture and a global source of inspiration.
The Pioneering Role of LYYM Beauty and Ms. Ly My Dung
During the ceremony, Ms. Ly My Dung – Founding Chairwoman of NOBA and CEO of the LYYM Beauty ecosystem – shared her vision and aspiration for a beauty industry where skills and character go hand in hand. Having lived and worked in Japan for many years, she has contributed to bringing Japan’s highest standards of aesthetics to Vietnam.
Under her leadership, LYYM Beauty has grown into a diverse ecosystem, including LYYM Beauty Academy, LYYM Cosme, and LYYM Hair Salon, offering students the opportunity to access internationally recognized training programs. The synergy between NOBA and LYYM Beauty further affirms the company’s pioneering role in elevating Vietnam’s beauty industry while promoting the Omotenashi philosophy to the global community.
In 2022, Ms. Ly My Dung, on behalf of LYYM Beauty, signed a partnership with the Japan Esthetics Association (AJESTHE), laying the foundation for bringing Japanese-standard training programs to Vietnam. This was a significant step that led to the establishment of LYYM Beauty Academy – the first and only academy in Japan accredited by AJESTHE for international learners.
Therefore, the launch of NOBA can be seen as a natural continuation of the vision that LYYM Beauty has consistently pursued: bringing beauty beyond borders, connecting people through knowledge, sophistication, and compassion.
The inauguration was not only an occasion to award certificates to NOBA’s first students and honor its Diamond and Gold sponsors, but also a touching moment of humanity. A highlight of the event was when Ms. Ly My Dung made a charitable donation to Kim Long Charity Hospital (Hue, Vietnam) – a gesture that underscored the message: beauty is not only to be admired, but also to be shared.
As both a sponsor, LYYM Beauty is committed to continuing its journey with NOBA in developing and nurturing high-quality human resources for the beauty industry, and in advancing a sector that is humanistic, refined, and sustainable.
