Decode Gu-Challe, 1H2026 Slogan

By Nana Nagai, CEO of Money Forward Vietnam

Youtube version (Video): here

Spotify version (Audio): here

Happy New Year, everybody! It’s me again, Nana Nagai, CEO of Money Forward Vietnam. At the beginning of a new year, many of us feel a sense of reflection on where we are and where we want to go this year.

Today, I’d like to talk about the Money Forward Group slogan for this half-year: "Gu-Challe." This comes from the Japanese expression "Guchoku ni challenge suru" (愚直にチャレンジする). It means embracing grit, and continuing to challenge ourselves. That is the meaning of Gu-Challe.

Embracing Hope and Anxiety

As we start a new year, I think many people have mixed feelings—both hope and anxiety. This is natural, especially these days where feelings of hope and anxiety often come from the rapid advancement of AI.

These feelings actually show that we care about what we want to build in the future. For me, the key is not to eliminate that feeling. What's important is to embrace it, because this feeling comes from our desire to do something better and something right for our users and for our teams as well.

Our Unchanging Anchor

Yes, there is something that never changes: our purpose. What we want to achieve cannot be changed. We aim at creating value for our users. In uncertain times, our mission and vision are even more important.

So, let's start by clearly imagining what we want to create in the future. Then, from that future, we work backward and ask: "What should we do now to move in that direction?" In those moments, what matters is to keep moving forward, even with small steps. That’s why every six months, we take time to reflect on our progress and realign our direction together.

The Gu-Challe Spirit in the AI Era

In the AI era, answers come faster than ever, but creating value still requires deep analysis and deep thinking. The "Challe" means continuing to challenge ourselves with honesty and courage, especially when problems are complex and the right path isn't obvious. It is important for us to keep our users in mind and keep moving forward step by step together.

As we begin this new year, AI will keep changing how we work. And that’s exactly why Gu-Challe matters—by staying true to our mission and vision to create value for our users.

Let’s Gu-Challe, everyone! Thanks for reading and watching.