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Forget what you thought you knew about Vietnam. It's no longer that, as you're about to find out. Hit subscribe for conversations about trends, culture and business from one of the world's fastest growing markets: Vietnam. Hosted by Ian Paynton, co-founder of We Create Content, a content agency that builds audiences for global brands in Vietnam.
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What makes Vietnamese dining culture so unique—and why do so many global F&B brands stumble here? In this episode, Ian Paynton speaks with Loan Vu, hospitality expert and co-founder of SNL’s Diner in Hanoi. Loan shares how she’s adapted an American menu to fit Vietnamese tastes, from portion sizes to introducing turkey dinners, and why communal dining changes everything. We dive into the challenges of hiring and keeping staff in Vietnam’s high-turnover F&B sector, the importance of ki...
If you're on LinkedIn and interested in Vietnam, you've probably already heard of Benji Lamb. He's the founder and CEO of Asia Circles, a company that partners with global brands to help them break into Vietnam’s retail market. And one thing's for sure: he knows his stuff when it comes to e-commerce. We dive into his first-hand experience living through Shanghai’s e-commerce revolution and the striking parallels—and differences—he sees in Vietnam today. Benji breaks down modern trade vs. gene...
What’s really going on in Vietnam’s advertising scene? In this episode of You Don’t Know Vietnam, we sit down with creative director Espin Hoan to unpack the fast, loud, and ever-changing world of Vietnamese advertising. We explore why copywriting rhythm matters in a tonal language like Vietnamese, why audio ads are having a golden moment, and what brands can learn from two very different campaigns — one that built genuine brand love, and another that left audiences feeling used (yes, we’re t...
In this episode of You Don’t Know Vietnam, Ian Paynton travels (virtually) to Hai Phong — Vietnam’s third-largest city and rising industrial powerhouse — to speak with Koen Soenens, the Sales & Marketing Director of DEEP C, the European-managed industrial zone developer that’s been helping the shape economic growth in the region for nearly 30 years. Koen shares why Hai Phong is being compared to Shanghai, how Vietnam became a “safe bet” for global business, and what it really takes to suc...
In Vietnam’s fast-paced F&B landscape, where trends explode and vanish overnight, kombucha entrepreneur Faya Nguyen chose a different path — and it’s working. In this episode, Faya shares how she grew her brand Cultra Brewery from her parents’ garage into a premium kombucha supplier trusted by top hotels, restaurants, and wellness-minded consumers across Vietnam. We explore how slowing down helped her build long-term partnerships, why trust and transparency matter in Vietnam’s evolving bu...
Meet Ankita Ghosh, a creative director and stand up comedian who is based in Ho Chi Minh City and runs Saigon International Comedy. In this episode of You Don't Know Vietnam, she talks about the state of stand up comedy in Vietnam right now, what you can joke about and what you can't, and how the comedy scene changes from north to south. She explains what it was like moving from Bangladesh to Vietnam as a creative director in advertising, and talks through her role on the Durex Vietnam accoun...
Vietnam’s Gen Z may get all the attention but there’s another demographic with deep pockets and untapped potential. In this episode, Ian Paynton speaks with Lai Tien Manh, Managing Director of market research and branding agency MiBrand to uncover what global brands often miss when entering Vietnam. From the rise of local brands and the north–south cultural divide to the boom in digital payments and livestream commerce, Manh explains what’s changing fast — and what brands need to do to keep u...
Thomas Binh Do is the Director for Global Business and Cooperation at VINASA, the Vietnam Software and IT Services Association. Using his experience working with more than 600 of Vietnam's tech companies, Thomas explains why Vietnam is so well positioned to become a tech and innovation hub in the region, and the country's vision to redefine the meaning of "Made in Vietnam". He describes the new mindset of Vietnam's young tech start up founders, and describes the sectors experiencing the most ...
On the 50th episode of You Don't Know Vietnam, we talk to PR expert Minh Duc, who shares why 2025 is such a big year for Vietnam's PR and media sector. He reveals what you need to know about Vietnamese patriotism as a global brand and how you can avoid a big, ugly PR scandal. He also talks about how "social seeding" can be used to shift the online narrative in Vietnam (maybe more than you might expect!) and how you can build a good relationship with Vietnamese media professionals. He gives ti...
Ho Thuy Tien and Thue Quist Thomassen from market research agency Decision Lab return to You Don’t Know Vietnam to break down their latest Connected Consumer Report — and what it means for brands. We dive into why Threads is exploding among Gen Z, how brands should approach audio platforms and live commerce, and why Vietnam’s ride-hailing and digital finance sectors are evolving fast. From the rise of Xanh SM to the blurring lines between e-wallets and banking apps, this episode is full of in...
Tammy Thi Phan is a Chief Digital Marketing Officer who spent most of her professional life overseas working for some of the biggest global brands. She spent eight years working at Google in Singapore—first as Head of Strategic Partnerships for Southeast Asia, and later as the Country Head of Marketing for Vietnam. She's now Chief Digital Marketing Officer at one of Vietnam's largest FMCG-retail conglomerates and is based out of Ho Chi Minh City. Today, Tammy shares what's wowed her most abou...
Cris D. Tran is a leading voice in Vietnam's blockchain space. He's the Regional General Manager Web3 (SEA) and Head of Growth (VN) at The Sandbox, a community-driven application that connects brands with gamers in the metaverse. Previously, he held leadership roles at Sovico Holdings, Infinity Blockchain Holding, and Frost & Sullivan, shaping the digital transformation landscape in Vietnam and beyond. Today, Cris tells us why Vietnam is so well positioned to become a blockchain powerhous...
Vietnam's market readiness signals are everywhere. And they are strong. GDP growth is solid YoY with no signs of slowing down, and Foreign Direct Investment is at record highs. But what should CEOs be doing to get beneath the headlines and avoid getting their market entry wrong? Jenny Nguyen, a market entry consultant at Incorp Vietnam has the answers. She helps global businesses and brands with all things compliance when it comes to entering the Vietnam market. In other words, she's got your...
Quang Dung is the Chef Patron of Chapter Dining and Grill and Tales Saigon, which are two restaurants helping to raise the bar and push the boundaries in Vietnam's rapidly changing F&B scene. While Chapter in Hanoi takes its guests on a journey through Vietnam's northern mountains with an EPIC tasting menu and drinks pairing, Tales Saigon is Vietnam's first plant-based and zero waste restaurant, which opened its doors just weeks ago. Today, Dung shares why now is the most exciting time ev...
TK Nguyen is as high energy as the industry he's working in: Esports. As the CEO of GAM Entertainment, TK leads Vietnam's most successful Esports League of Legends team as they continue to represent Vietnam on the world stage. Today, TK tells me about the explosive growth of Esports in Vietnam, and how it's become a legitimate sport and career for Vietnam's young people. He tells me why Esports could be THE thing to put Vietnam on the global entertainment map, and what needs to happen to make...
In this episode of #YouDontKnowVietnam, we speak to HR expert Hanh Ngo, who recruits teams for new hotels for the Intercontinental Hotel Group in Southeast Asia and Korea. With 15 years in HR, Hanh has a lot of insight to share with global brands or business owners who are looking to enter Vietnam to build a team. She explains the difference between a good workplace and bad workplace in Vietnam, and covers that all important topic at this time of the year: the Tet bonus. Is it R...
If your company is looking for a piece of the action in Vietnam this year, this episode is for you. In this instalment of You Don't Know Vietnam, Ian talks to Jerome Buzenet, a business lawyer with 20 years of experience in Vietnam. As Partner at DFDL Vietnam, Jerome helps businesses enter and navigate the Vietnamese market, shedding light on the complexity and fast-paced nature of Vietnam's business landscape. Today, Ian and Jerome discuss key milestones that have shaped Jerome's un...
If anyone knows about Vietnam's foodies it's Dao Chi Anh, the Director of Corporate Brand & Marketing at Golden Gate Restaurant Group. In her role, Chi Anh is across a massive 500 restaurants from 50 brands, from hotpot concepts such as Manwah to BBQ joints like Go Gi, plus steak houses, western restaurants and Vietnamese outlets, too. Today, Chi Anh tells me about her 14-year F&B journey in Vietnam, from a food blogger and entrepreneur and her recent return to the world of corporate....
Angélique Masse Nguyen and Duong Phan founded NOI, an agency that helps brands understand and communicate better with Vietnamese women. In this episode, they explain how Vietnamese women hold most of the purchasing power in Vietnam but still feel underrepresented in Vietnam's advertising and media landscape. They give insight about women's spending behaviours and share tips on how brands and marketers can authentically connect to the head of the family firm. They explore what brands are doing...
On this episode of You Don't Know Vietnam, we have the pleasure of talking to Michael Brosowski, the Founder and Strategic Director of Blue Dragon - a children's foundation that's been doing some of the most important and awe-inspiring work in Vietnam. To date, Blue Dragon has rescued almost 1,700 people from human trafficking. They've helped send 6,400 kids to school, placed almost 500 teens in jobs, and was instrumental in rescue efforts during the recent Typhoon Yagi and the subsequent lan...
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