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We Create Content Unlock Vietnam. Hyperlocal content for global brands.

27/05/2026

General trade (retail as we once knew it) is getting gobbled up by modern trade (e-commerce).

The brands winning in Vietnam today are focusing less on shelf space and more on digital relevance📱

From TikTok live streaming to discovery-led shopping, RedFern Digital CEO Ryan Molloy breaks down what it takes to succeed in Vietnam’s rapidly evolving retail landscape.

Listen to the full on , episode below 👇 👇

The 70th episode of 🎉And it's a special one. Because few foreigners have been as close to Vietnam’s transformation as ...
05/05/2026

The 70th episode of 🎉

And it's a special one.

Because few foreigners have been as close to Vietnam’s transformation as former US ambassador to Vietnam Ted Osius.

He first arrived in 1996 to help rebuild relations between former enemies. He served as ambassador from 2014–2017 and is now back... to raise his kids here and get stuck into business.

Listen now to learn about...

🇻🇳 Vietnam’s long game (and what’s happening right now)
🇻🇳 The constraints that still matter
🇻🇳 The moment he fell in love
🇻🇳 How US–Vietnam relations evolved behind the scenes
🇻🇳 Why he resigned as ambassador
🇻🇳 Why he’s betting on Vietnam's future

Link to the episode is in the comments! 👇

“That’s what makes Vietnam culturally different from other Southeast Asian countries," says Pencil Group CEO Tien-Huy Ng...
31/03/2026

“That’s what makes Vietnam culturally different from other Southeast Asian countries," says Pencil Group CEO Tien-Huy Nguyen.

The latest episode of is called...

9 cultural truths your brand MUST master to get started in Vietnam.

It's the ideal episode for brand or marketing directors looking at Vietnam as their next growth market...

Actually, it's a decent episode for those who've been on the ground doing business here for a while... consider it a cheeky refresher course 🫰

Listen now! Links to the episode is in the comments! 👇

So you've read the bullish GDP headlines (more than once!).Vietnam is growing fast - we get it. The more intriguing stor...
27/01/2026

So you've read the bullish GDP headlines (more than once!).

Vietnam is growing fast - we get it.

The more intriguing story is HOW it’s changing.

And what do the headlines not tell you?

In this episode of , market entry expert and former Vinfast CEO shares what Vietnam’s 'era of rising' really looks like, on the ground, beyond the flashy stats.

Listen now to learn:

🇻🇳 What this 'era of rising' really means
🇻🇳 The quiet but crucial role of Vietnamese women
🇻🇳 The 4 mistakes companies make when entering Vietnam

Link to the episode in the comments 👇

Let's talk about Tết, baby 🎶 Has Vietnam's biggest holiday changed forever? And if yes, what should brands and marketers...
13/01/2026

Let's talk about Tết, baby 🎶

Has Vietnam's biggest holiday changed forever?

And if yes, what should brands and marketers know?

Links to the episode in the comments ✌️

What do you think of when you hear "Made in Vietnam"?🇻🇳Trainers?Smartphones?Your kid's Lego?Maybe a place to get your so...
21/05/2025

What do you think of when you hear "Made in Vietnam"?

🇻🇳

Trainers?

Smartphones?

Your kid's Lego?

Maybe a place to get your software built on the cheap?

Well... that’s about to change.

🎙️ In this episode of , our host Ian Paynton chats with Thomas (Binh) Do, who works closely with 600+ Vietnamese tech companies in his role at the Vietnam Software & IT Services Association (VINASA) — and he’s here to flip the script on what “Made in Vietnam” really means.

You will learn...

🇻🇳 Why Vietnam can become a hub for innovation — not just outsourcing
🧑‍💻 How Vietnam's new gen start-up founders are thinking
📊 Which sectors are seeing the most exciting innovations
🤝 His top tips for doing business in Vietnam
🧲 How to hire and retain top software talent

🎧 Listen now – link in bio!

hashtag hashtag hashtag hashtag hashtag hashtag hashtag

The patriotic tight rope you walk as a global brand communicating in Vietnam...🇻🇳🇻🇳🇻🇳"Patriotism will be the key media t...
06/05/2025

The patriotic tight rope you walk as a global brand communicating in Vietnam...

🇻🇳🇻🇳🇻🇳

"Patriotism will be the key media trend for 2025 in Vietnam," says PR expert Duc Bui, on the new episode of .

For global audiences who are in the dark, Vietnam just celebrated 50 years of reunification, and 2025 marks 80 years of its independence.

Which means the stories celebrating Vietnamese culture will DOMINATE column inches all year round.

"If companies from other countries want to jump into the Vietnamese market they will need to pay more attention to [patriotism]," adds Duc, who is currently the PR manager at Zalo.

But he warns...

"Tapping into Vietnam's national pride is a double-edged sword... It could be good but it can be harmful if you don't do it carefully."

🔥

Listen to the episode with Duc now to learn about...

✅ What's changing with Vietnam's media landscape
✅ How to tap into Vietnam's national pride... carefully
✅ Some brands that got it wrong
✅ How to avoid your very own PR scandal
✅ Why social media "seeding" is more popular than you think
✅ The secret of building relationships with Vietnam's journos
✅ Tips for getting the most out of US$100,000 PR budget

Link to the full episode is in the description!👇

Why is Threads rising so rapidly in Vietnam?How is Facebook fighting back in the 'live commerce' space?And what's going ...
22/04/2025

Why is Threads rising so rapidly in Vietnam?

How is Facebook fighting back in the 'live commerce' space?

And what's going on with Vietnam's banking app boom?

🤔

Get all the answers in the new episode of as our good friends at Decision Lab return to the podcast 🔥

This time to break down their latest Connected Consumer Report.

In this episode, Ho Thuy Tien and Thue Quist Thomasen chat with our host about:

🚀 Why Threads is rapidly rising in Vietnam
🙋‍♂️ Who's using it (and how!)
🎧 The growth of audio in Vietnam and the challenge for advertisers
💸 How Facebook is fighting back in the live commerce battle
🚗 Is XanhSM REALLY shaking-up the ride hailing game?
🫰 Why price isn't everything for Vietnam's Gen Z
🇻🇳 The blurring lines between Vietnam's banking apps and e-wallets

🎧 Full episode on Spotify & Apple – link in the comments!

On this episode of , we sit down with Tammy Thị Phan, Chief Digital Marketing Officer, who recently moved back to Vietn...
09/04/2025

On this episode of , we sit down with Tammy Thị Phan, Chief Digital Marketing Officer, who recently moved back to Vietnam after over a decade working in Singapore for the likes of Google 🌏.

Not to retire and grow herbs 🌿, but to keep up with the times 🕒.

In this episode, she chats with our host about:

🇸🇬 Her experience transitioning from life in Singapore to Vietnam
⏳ Why she chose to move back now after so many years away
🇻🇳 What she's found to be unique about relationship building in Vietnam
👀 Her observations about Vietnam's rapidly changing consumer market
⚡ Why working at speed is crucial here
🔥 Top tips for global brands to truly connect with Vietnamese consumers

It’s a conversation full of things that are hyperlocal 📍, hyper-relevant🔥, and happening at the pace of a motorbike weaving through Saigon traffic 🛵.

🎧 Don't miss episode 48. Stream it now on Spotify or Apple - link in the comments!

Why do some businesses crush it in Vietnam… while others crash and burn? 🤔🔥On this episode of , we sit down with Cris D...
25/03/2025

Why do some businesses crush it in Vietnam… while others crash and burn? 🤔🔥

On this episode of , we sit down with Cris D. Tran - Regional General Manager Web3 (SEA) and Head of Growth (VN) from The Sandbox, to unpack Vietnam’s meteoric rise in blockchain, gaming, and Web3. 🎮💡

We’re not just talking hype and headlines. We’re talking hard truths about what makes Vietnam tick and what could trip it up. ⚠️

If you think Vietnam is just an "emerging market," think again. This place is already in the race and in some ways, it’s lapping the competition. 🏎️💨

We also dive into...

🇻🇳 Why Vietnam is so promising as a place for blockchain start ups
🔥 What makes its developer talent pool so good
🤔 The challenges faced by Vietnam's web3 world
🚀 How blockchain can be applied as Vietnam races towards its future
🐦 How Vietnam-made Flappy Bird and Axie Infinity changed gaming
📱 Key consumer trends of Vietnamese gamers

🎧 Don't miss episode 47. Stream it now on Spotify or Apple - link in the comments!

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