In a world where leadership is often defined by numbers and titles, Rabie H. Issa stands out for his quiet strength and purposeful clarity. As CEO of La Vie – Nestlé Water & Premium Beverages Vietnam, he has redefined what it means to lead with empathy, turning sustainability and innovation into a human story.

“I began my career in Montreal,” Issa reflects, “and every stop along the way from the Middle East to Africa and now Asia taught me to listen deeply, make bold but informed decisions, and embrace change as a constant.”

For Issa, climbing the corporate ladder was never about titles or hierarchy. It was about developing people, solving real problems, and understanding what drives both business and human connection. His transition to CEO of La Vie was, in his words, “a natural evolution — a chance to apply global learning to a brand deeply rooted in nature, with enormous potential to impact Vietnamese lives for the better.”

The Global Mind, the Local Heart

Leading teams across East, Central, and West Africa taught Issa that diversity is not a challenge, it’s a strength. Each culture, he says, brings its own rhythm, its own way of solving problems.

“I see my role as a facilitator,” he explains. “Leadership isn’t about imposing a system; it’s about unlocking potential. When people feel inspired, trusted, and valued, excellence becomes second nature.”

This belief in empowerment has become a defining element of his leadership at La Vie. As he stepped into the role, Issa’s first priority was clarity: aligning the company’s purpose with Nestlé’s global vision while tailoring it to the Vietnamese way of life. “We asked ourselves a simple but powerful question: What truly matters to Vietnamese consumers today, and how can La Vie bring meaning to their lives? That question continues to shape everything we do from innovation to sustainability to communication.”

A Glocal Brand with a Living Purpose

Under Issa’s leadership, La Vie thrives as what he calls a “Glocal brand” — global in standards but proudly local at heart. Every decision from design to pricing to partnerships reflects a deep understanding of Vietnamese consumers’ aspirations.

“We are deeply committed to providing naturally sourced mineral water of the highest quality,” he says. “But equally important is staying in tune with Vietnamese lifestyles and values. Our mission is to bring global excellence into local relevance.”

At La Vie, that mission is lived out every day – not through slogans, but through initiatives that blend sustainability, innovation, and social impact.

Sustainability Beyond Conservation

“Water is life and protecting it is our greatest responsibility,” Issa emphasizes. For him, sustainability isn’t about preservation alone; it’s about regeneration.

Under his guidance, La Vie became the first company in Vietnam certified under the International Water Stewardship Standard, marking a historic milestone in responsible water management. But for Issa, recognition is secondary to impact.

Among La Vie’s key initiatives are installing filtration systems in 28 rural schools, bringing clean water to over 10,000 students and staff; helping local businesses recycle and save more than 20 million litres annually; and partnering with Long An Water Supply Company to extend clean surface water to 150,000 households, significantly reducing groundwater extraction and salinity.

“Each of these actions brings us closer to a regenerative future,” Issa says with conviction, “where water, nature, and community thrive together.”

Innovation with Purpose

Issa believes that innovation isn’t about being first, it’s about being meaningful. His track record across markets proves that belief. During his tenure in Nigeria, he led the relaunch of Nestlé Pure Life, not as a typical brand refresh, but as a mission-driven solution to a national health challenge.

“In Nigeria, zinc deficiency was a major public health issue, especially among children and women,” he recalls. “Instead of seeing it as a limitation, we saw an opportunity to innovate with purpose.” The result was Nestlé Pure Life “Protect” with Zinc, a product that delivered both hydration and essential nutrients, a small bottle with a big social impact.

That same philosophy now guides his work in Vietnam. “Innovation is not about creating noise,” Issa explains. “It’s about solving real consumer problems.” This principle led to one of La Vie’s most popular new products (the La Vie Big Bottle (18.5L) with Tap). It’s a simple yet clever design that allows families to pour water directly from the bottle, eliminating the need for dispensers.

“It’s an innovation designed around people’s daily rhythm,” he says with a smile. “Not just new, but useful.”

Making Hydration a Way of Life

At La Vie, Issa has woven Nestlé’s global philosophy of healthy hydration into the fabric of daily life. But rather than campaigns or corporate messages, he focuses on creating experiences that connect hydration with mindfulness.

One of his favorite examples is the “Yên Một Chút” campaign — which translates to “Take a Pause.” The idea is simple: to invite people to slow down, reconnect with nature, and find balance amid Vietnam’s fast-paced urban life.

“It’s not just about drinking water,” he says. “It’s about transforming hydration into a ritual of well-being. Every sip can be a reminder to recharge, to breathe, to reset.”

Through such initiatives, La Vie has become more than a beverage brand and it’s evolving into a symbol of mindful living and natural connection.

Protecting Water, Protecting Life

Environmental responsibility runs deep in Issa’s leadership philosophy. “At La Vie, we believe that caring for water means caring for life,” he affirms. “Our responsibility doesn’t end at the factory gate — it extends to every drop, every community, and every generation that depends on this precious resource.”

Under his direction, La Vie became the first company in Vietnam to be certified under the Alliance for Water Stewardship (AWS) Standard, reinforcing its position as a pioneer in water sustainability. But Issa insists it’s not just about certifications, it’s about collaboration.

“Meaningful change only happens when people come together around a shared vision,” he says. “That’s why our partnerships with local authorities, NGOs, and community groups are built on transparency and trust. Together, we design programs that tackle local water challenges, enhance livelihoods, and create long-term impact.”

To him, this is more than business — it’s a movement rooted in community. “It’s really a philosophy of all for one and one for all,” Issa adds. “By joining forces, we not only strengthen our initiatives but stay closely connected to the real needs of Vietnamese consumers.”

Leading Through Change

Every leadership journey has its challenges, and for Issa, those challenges have always been opportunities to evolve. The fast-changing market in Vietnam demands agility, and he embraces that reality with calm determination.

“The biggest challenge,” he admits, “is balancing growth and expectations in a world that never stops changing. Consumer habits evolve overnight. The key is to stay alert, agile, and resilient, but never lose sight of people and values.”

For Issa, the solution lies in empathy and empowerment. “When you put your people, distributors, and consumers at the center of every decision, challenges turn into lessons, and lessons turn into momentum.” It is this mindset that has allowed La Vie to maintain stability even during global disruptions.

Resilience Built on Trust

In times of uncertainty, trust becomes a company’s greatest strength. Under Issa’s leadership, La Vie has kept its commitment to product quality and safety unwavering. Every bottle of La Vie follows strict international standards from source to shelf, ensuring that what reaches consumers is consistent and reliable.

“Resilience isn’t built overnight,” Issa explains. “It’s the outcome of consistency, integrity, and trust. Even when the world feels unpredictable, our promise remains the same — we deliver reliability and care in every drop.”

That focus on dependability has helped La Vie strengthen consumer loyalty while navigating global challenges like supply chain disruptions and inflation.

Digital Transformation with Heart

For Issa, technology is not just about modernization but connection. He envisions a brand that listens, learns, and evolves with people through data and digital intelligence.

“Our digital transformation is fearless and data-driven,” he says. “We are connecting every aspect of the business — from e-commerce to media, CRM, and AI — under one unified strategy.”

The goal, as he describes it, is simple: to connect, delight, and maximize relationships at scale. “When we turn data into intelligence, we don’t just reach consumers, we build advocates,” Issa shares. His approach merges efficiency with empathy, ensuring that technology enhances human connection rather than replacing it.

A Vision for the Future

When asked where he sees La Vie and Nestlé’s role in the next decade, Issa’s response carries both optimism and purpose. “Our vision is rooted in one belief: nature regenerates, and so can we.”

For him, La Vie’s purpose goes beyond bottled water. It is about enriching and inspiring Vietnamese lives through the positive power of nature, and supporting sustainable well-being for generations to come.

The Legacy of Leadership

Issa believes that leadership is not about titles, offices, or milestones. It is about people — about how many lives you touch, how many teams you uplift, and how much positive change you leave behind.

“Leadership is not a title, it’s a legacy,” he says thoughtfully. “My goal is to empower people to believe in themselves, to lead with courage and compassion, and to build a culture that lasts beyond any one person.”

Throughout his journey, from the early days in Montreal to leading a national brand in Vietnam, that belief has stayed constant. His success has never been defined by how high he climbed, but by how many he lifted along the way.

Under his guidance, La Vie has evolved from a trusted name in hydration into a movement that celebrates purpose, sustainability, and mindfulness. Every initiative, from the school filtration programs to the “Yên Một Chút” campaign, reflects his philosophy that business can be both profitable and profoundly human.

A Ripple Effect of Purpose

Issa’s story is one of connection — between people and purpose, between innovation and empathy, between business growth and community well-being. He sees leadership as a ripple effect that spreads outward, shaping not only teams and consumers but also the culture of a company and the communities it serves.

“When you believe in something bigger than yourself, work becomes more than a responsibility — it becomes a contribution,” he shares.

At La Vie, that contribution continues to grow. From protecting Vietnam’s natural water sources to encouraging people to pause and reflect on life’s simple moments, the company carries forward a sense of renewal that mirrors Issa’s own philosophy.

The Final Word

As he looks ahead, Rabie H. Issa remains deeply optimistic. He believes that the future of hydration, sustainability, and business itself will be built not by competition, but by collaboration.

“Success is not measured by how far we go alone, but by how far we go together,” he says. “When we lead with integrity and empathy, we create a legacy that inspires others to do the same.”

In every drop of La Vie water, there lies a reflection of this vision — a reminder that nature, like leadership, regenerates best when it is nurtured with care.