Advertising in Vietnam: Weathering the storm of capitalism and growing up fast
Asian advertising in 2016: how brands should respond to trends in emerging economies
This article is part of a series on Asian advertising in 2016. Read more.
Among the rising frontier markets of the South East Asia region, Vietnam is an archetypical Mekong star.
Understanding the Vietnam story offers some fascinating insights to investors, corporates and business leaders on building businesses, consumer franchises, supply chains and brands in the vibrant but volatile frontier markets around the world.
Modern Vietnamese consumers are changing faster than ever. They have evolved beyond the initial excitement phase and are more aware of brands, outward looking and are digitally connected to the world outside.
Thus they are rebalancing their priorities, life and work, excess and moderation, consumer goods ownership versus technology ownership, education and life experiences.