THE FIRST FOLD
Turning a Designer’s Passion
into a World of Pop-Up Art
Every magnificent structure begins with a single, difficult foundation. HMG Pop Up Paper was not born from easy market trends; it was born from a deep, almost stubborn commitment to creating something better than what existed.
In 2013, two interior designers in Hanoi—driven by a shared love for art, precision, and the power of a heartfelt message—recognized a profound gap: the global greeting card market lacked true, intricate artistry. Cards were often generic, lacking the surprise, complexity, and soul that only dedicated hand-craftsmanship could provide.
We didn’t just want to make cards; we wanted to engineer a feeling. We sought to bottle the emotion of a truly breathtaking surprise. That requires meticulous effort – the ultimate price of genuine happiness – and we committed to paying it in every fold.
– Hana Phung, Co-Founder & Visionary –
12 Years of Inspiring Happiness
2013
Connected with Shark Daymond John at an Alibaba exhibition in Las Vegas, initiating a collaboration with The Shark Group and opening new opportunities for the future.
2014
Expanded into the EU market through a partnership with German clients Rafael and Michael. A rapid 2-day turnaround on a design request led to a long-term collaboration, supplying nearly 700 retail stores across Germany.
2017
Successfully pivoted to the domestic market by partnering with Paradise Ha Long. This move opened opportunities to serve major corporate clients in Vietnam such as Marriott, FPT, and VinUni
2020
Established a significant partnership with a US client during the COVID-19 pandemic. HMG built trust through effective online support and systematic processes, leading to strong growth post-pandemic.
2024
Attracted a new client from the UK, Vimtal, who discovered HMG via YouTube. Impressed by the company’s authentic “happiness energy” and culture, the client decided to work exclusively with HMG.
2025
Connected with Shark Daymond John at an Alibaba exhibition in Las Vegas, initiating a collaboration with The Shark Group and opening new opportunities for the future.
3D Facility Virtual Tour