Shows
You Don't Know VietnamE63: Reduce emissions AND grow economically? Why Vietnam can do bothMichaela Baur is the Country Director of GIZ Vietnam, a German development agency with more than 30 years of experience working in Vietnam. Today, Ian asks the question on the tip of everyone's tongue: Can Vietnam really become a high-income country by 2045 AND reach its net zero target by 2050? Michaela explains why Vietnam is choosing to pursue economic growth and emissions reduction in parallel, not sequentially, and why, while it's very ambitious, it's also very smart. She breaks down Vietnam’s four major reform thrusts for the next decade and why they’re being tackled together rather than in silos. Draw...
2025-12-0945 min
You Don't Know VietnamE62: Keeping soul, changing shape: Vietnam’s evolving identityVietnam is changing shape fast — but its soul hasn’t moved an inch. In this episode, Ian sits down with Vinamilk creative director Chieu Pham to unpack the cultural codes that remain constant beneath the country’s rapid transformation. From ancestor worship and family rituals to emotion-driven storytelling and Vietnam’s unique sense of humour, Chieu explains why global brands so often misread the market — and what they must understand to get it right. She shares 15 years of insight across ad agencies and national brands, and why authenticity beats polished cleverness every time. She also dives into gender dynamics inside Vie...
2025-11-1733 min
You Don't Know VietnamE61: Factory towns, gig work, and the untold side of Vietnam’s economic boomVietnam’s economy is booming. Foreign factories are multiplying, GDP is surging, and global investors are calling it the next Asian powerhouse. But who’s really benefitting from this rapid growth? In this episode of You Don’t Know Vietnam, Ian Paynton speaks with journalist Lam Le, known for going beyond the headlines to tell the human-centred stories behind Vietnam’s economic rise. She explains what life looks like for the factory workers assembling products such as AirPods and MacBooks, and for gig-economy drivers caught in relentless algorithmic cycles. From ageing out of factory work at thirty-five to the quiet am...
2025-11-0432 min
You Don't Know VietnamE60: Why foreign leadership styles fail in Vietnam (and how to fix yours!)Many foreign leaders arrive in Vietnam full of confidence — armed with a leadership style that’s worked everywhere else. But within weeks, frustration sets in. Teams seem hesitant, feedback is quiet, and quick wins are nowhere to be found. In this episode of You Don’t Know Vietnam, cross-cultural leadership expert Julie Sivan joins Ian Paynton to unpack why leadership styles often don’t translate — and what you can do to make sure yours does. Julie explains the key mindset shift every foreign leader needs to make: trust comes before performance in Vietnam. She breaks down how hi...
2025-10-2134 min
You Don't Know VietnamE59: Navigating the grey area that can decide life or death for business in Vietnam"That grey area or that almost darkness within a conversation can be life and death. And if you don’t have the trust to be able to have an honest conversation, you can meet an impasse and never move forward," says CBRE's Lawrence Lennon, in this episode of You Don't Know Vietnam. Lawrence, who is Director of Capital Markets Services at CBRE, tells Ian Paynton about the forces driving Vietnam’s next economic leap. From record-breaking FDI and infrastructure spend to the surge in tourism and manufacturing, He explains why Vietnam’s growth story is one of the most compel...
2025-10-0730 min
You Don't Know VietnamE58: Eat alone? Not in Vietnam — the F&B localisation playbookWhat 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 kindness and culture in retention, and why slow, brand-led marketing beats chasing quick trends. Loan also explains...
2025-09-2336 min
You Don't Know VietnamE57: The future of retail in Vietnam — with e-commerce veteran Benji LambIf 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. general trade and shelf commerce vs. push commerce, making sense of how brands really win in Vietnam’s fast-cha...
2025-09-0944 min
You Don't Know VietnamE56: Copywriting, killer audio ads and a drone show fail — the state of advertising in VietnamWhat’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 talking about that drone show). From Gen Z’s guerrilla-style brand activations to the need for more hea...
2025-08-1331 min
You Don't Know VietnamE55: Can Hai Phong become Vietnam’s Shanghai?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 succeed here: long-term commitment, local understanding, and community engagement. From bamboo diplomacy to air quality challenges, this episode is packed with gr...
2025-07-1437 min
You Don't Know VietnamE54: Why slow is better in speedy Vietnam – with kombucha entrepreneur Faya NguyenIn 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 business culture, and what other founders can learn from resisting the urge to scale fast. If you’ve ever wondered whether patience, craft, and care still h...
2025-07-0127 min
You Don't Know VietnamE53: Meet the stand-up comedian who made Durex Vietnam hilariously hyper localMeet 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 account, which became famous nationwide for its hilarious always-on social...
2025-06-1735 min
You Don't Know VietnamE52: Is Vietnam's richest demographic being ignored by brands?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 up. He also reveals why Vietnam’s over-60s, shaped by decades of war and quiet invest...
2025-06-0426 min
You Don't Know VietnamE51: Redefining "Made in Vietnam" with the rise of homegrown innovationThomas 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 exciting innovations. He also shares his top tips for doing business in Vietnam and explains what you need to...
2025-05-2034 min
You Don't Know VietnamE50: Patriotism and PR disasters: What global brands MUST know about VietnamOn 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 tips for global brands entering the market who...
2025-05-0633 min
You Don't Know VietnamE49: Vietnam’s digital shake-up: Threads, Facebook's fightback and the banking app boomHo 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 insights for anyone looking to stay ahead in Vietnam’s fast-moving digital landscape.Send u...
2025-04-2232 min
You Don't Know VietnamE48: How to make your global brand relevant in Vietnam - with Tammy Thi PhanTammy 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 about her return to Vietnam. We talk about the importance of relationship building, and Vietnam's quickly changing co...
2025-04-0929 min
You Don't Know VietnamE47: Inside Vietnam’s blockchain takeover: Cris D. Tran on grit, growth and gamingCris 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 powerhouse in the region and some of the challenges it faces along the way. He shares some of his favourite Vietnam-made blockchain projects to date...
2025-03-2536 min
You Don't Know VietnamE46: Vietnam market entry updates: 6 tips CEOs must know to avoid failureVietnam'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 ass covered! Today, Jenny shares what businesses need to do before jumping into Vietnam, and gives 6...
2025-03-1135 min
You Don't Know VietnamE45: The delicate art of doing business in Vietnam - with fine dining chef patron Quang DungQuang 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 ever for Vietnam's hospitality sector. He describes the difference between building business trust in Vietnam's cities...
2025-02-2541 min
You Don't Know VietnamE44: Can Esports become Vietnam’s biggest entertainment export?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 this a reality. He breaks down what League of Legends is...
2025-02-1138 min
What about Vietnam - Traveller InsightsWhat About Vietnam - S5-E22 – 10 things travellers may not know about VietnamWhat About Vietnam – Kicking Off 2025 with Ian PayntonTo start the year with a bang, I wanted to explore some essential insights for travelers to Vietnam—things that first-time visitors might not know but, if they did, could make their experience even richer.Joining me for this deep dive is Ian Paynton, a Vietnam enthusiast who has spent years uncovering the country’s hidden gems. Through his podcast, You Don’t Know Vietnam, and his agency, We Create Content, Ian focuses on helping international brands build authentic and engaged audiences in Vietnam...
2025-01-291h 11
You Don't Know VietnamE43: Expert insights for recruiting (and keeping!) talented teams in VietnamIn 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 REALLY compulsory? Why is it SO important? Do staff ex...
2025-01-2140 min
You Don't Know VietnamE42: I've been a business lawyer in Vietnam for 20 years. Here's my tips for newcomers!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 understanding of doing business in Vietnam, including the influx of investment bankers in the early 2000s a...
2025-01-0735 min
You Don't Know VietnamE41: What Vietnamese foodies want from restaurant brandsIf 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. She explores the trends in Vietnam's F&B scene right now, how restaurant brands are adapting, and...
2024-11-1941 min
You Don't Know VietnamE40: Why your brand MUST connect with Vietnamese women (and how!)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 right, what they are doing wrong, and discuss the challenges faced by women entrepreneurs here. Send us a text...
2024-11-0535 min
You Don't Know VietnamE39: Fighting the dark side of Vietnam's rapid development: human traffickingOn 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 landslides that ravaged through communities in northern Vietnam. Today, Michael talks about the darker sides of Vietnam's rapid economic development and...
2024-10-221h 06
You Don't Know VietnamE38: Demonslayer talks Vietnamese creativity in Hollywood and reviving rare 80s V-WaveMeet artist, DJ and producer Dan Nguyen, or Demonslayer. From archiving and reviving Californian V-wave from the 80s to DJing the Hollywood premiere of HBO's The Sympathizer, Dan has been representing Vietnamese creativity for as long as we can remember. Today, he tells us why Vietnam is finally getting the global recognition it deserves, what it was like growing up in a Vietnamese household in L.A, and what shocks him most when he returns. Send us a textIf you enjoy this conversation or think someone in your network could find value in it, p...
2024-10-0834 min
You Don't Know VietnamE37: The challenge of being a modern Vietnamese mum - and why they manage the money!Diep Hoang is a content creator and mother and baby influencer on the channel Love At First Shine. She also has a podcast with her husband where they talk openly about the challenges faced by couples in the modern Vietnamese family. On this episode of You Don't Know Vietnam Diep tells us about the pressures faced by young mums in Vietnam and how she juggles traditional Vietnamese values with modern parenting. She also shares how the Vietnamese family is changing, how Vietnamese women have all the purchasing power, and what brands should consider when attempting to market their products...
2024-09-2428 min
You Don't Know VietnamE36: Why doing business in Vietnam is an uphill battle (and how to win)Marina Tran-Vu is the founder and CEO of EQUO, a Vietnam-based startup that produces eco-friendly products to tackle the big problem of single use plastics. EQUO makes everything from takeaway food containers and cutlery to tote bags, tumblers and super cute pencils you can plant once you're done drawing. Today, Marina tells me why she chose Vietnam as a place to tackle plastic and whether or not Vietnamese consumers care about sustainability. She shares why Vietnam is a difficult place to do business and how -- rather than giving her the boost she needed -- her appearance on Shark...
2024-08-2734 min
You Don't Know VietnamE35: The rise of craft, "speakeasies", and Vietnam's first ever whiskey distilleryMichael Rosen is a co-founder of Về để đi Spirits, a contemporary liquor brand and distillery making craft gin, rum, creme de cacao, triple sec and... wait for it... whiskey. Today, Michael tells me why Vietnam is surprisingly good for distilling whiskey (maybe even better than Scotland?). He tells me why Về để đi celebrates the unpredictable energy of urban Vietnam in its brand positioning, and what's going on with Vietnam's explosion of cocktail bars. He also shares why the time is now for Vietnamese products, brands and culture, and why you'll need resilience with a sprinkling of stupidity to succeed in business...
2024-08-1336 min
You Don't Know VietnamE34: Viet Rap to Viet Rave: Producer Nodey talks Vietnam's soundscapeHailing from the graffitied streets of Paris, Nodey came to Vietnam to explore his Vietnamese roots through music. The result? His unique sound inspired by old school hip hop, high tempo electronic music, and Vietnamese samples. Plus, a great studio album called ":-)", an epic music video for the song Đôi Khi featuring Suboi, as well as regular 3am appearances gracing Vietnam's nightclub scene with his high-energy sounds. Today, Nodey shares why the pandemic was a watershed moment for the Vietnam's homegrown music scene, which Vietnamese artists you should be looking out for now, and all the reasons he is...
2024-07-3030 min
You Don't Know VietnamE33: Communal upbringings, gossip, and their impact on marketing in VietnamLinh Dao Smooke is the COO of Hackernoon, a tech community website that has more than 45,000 contributing writers and millions of readers each month. But today, me and Linh talk about pretty much everything EXCEPT Hackernoon. From how she thinks Vietnam is perceived by people in America, to her experiences being raised the heart of Hanoi's Old Quarter, and what shocks her most when she returns to Vietnam today. We also talk about the importance of brands earning trust with word of mouth and social media in Vietnam, and why stubborn global brand directors often miss the mark with...
2024-07-1639 min
You Don't Know VietnamE32: What do Vietnam's Gen Z look for in a workplace?Thuy Hoang is COO at The Sentry, a collection of co-working and lifestyle spaces that house more than 70 startups and established companies in Ho Chi Minh City. Today, she tells me what young Vietnamese people are looking for in a workplace, the benefits and challenges of managing a young workforce, and the importance of hiring a great middle manager - FAST. We also talk about young people's attitudes to wellbeing and sustainability at work, and the challenges global brands face when entering Vietnam to do business. Send us a textIf you enjoy this conversation o...
2024-07-0236 min
You Don't Know VietnamE31: Positioning “brand Vietnam” on the world stage - with The Lab SaigonMeet Tuan Le and Phuong Anh Nguyen from The Lab Saigon. Tuan is the Co-Founder and Creative Director while Phuong Anh is the Strategic Partnerships Director and partner of The Lab Saigon, an agency made up of its design and creative studio, The Lab Creative, and its venture firm, The Lab Concepts, which invests in (and builds) new brands in Vietnam. Today, we talk about how The Lab Saigon solves problems for its clients and partners. We also chat about Vietnam's newfound focus on branding and creativity as a resource for growth, which has seen the emergence of top-quality...
2024-06-1837 min
You Don't Know VietnamE30: Mental health in Vietnam: family dynamics, social pressures and rising divorce ratesKeira Ngo is a writer, podcast host and research assistant who specialises in the prevention of mental health issues among young people in Vietnam. She recently earned the Fulbright scholarship from the US Embassy to study at the University of Rochester, New York, where she will study a Master's Degree in Psychotherapy for Couples and Families. Today, she talks about the mental health challenges among young people in Vietnam, and how they vary in different parts of the country. She digs into the pressures faced by the modern Vietnamese man and woman (turns out there's an interesting link to Co...
2024-06-0445 min
You Don't Know VietnamE29: Vietnam’s can vs Singapore’s cannot: comparing life, work and cultureMichael Ngo is the General Manager for Southeast Asia and Taiwan at Elsa Corp, a Vietnamese ed-tech start up that's taking the world by storm. Currently responsible for a team of 100 people in Vietnam, Michael offers his insights into managing Vietnam's young and hungry workforce. Given his vast experience working in Vietnam and Singapore, we discuss the differences between managing people and doing business in Vietnam and Singapore. Michael also gives his tips for global brands or businesses who want to enter Vietnam as their next growth market. Send us a textIf you enjoy t...
2024-05-2144 min
You Don't Know VietnamE28: How not to lose face or get cancelled in VietnamPhuc Map, real name Brandon Hurley, has risen to popularity in Vietnam by mastering the art of speaking Vietnamese, and being funny with it on YouTube, TikTok and TV. He's got more than half a million subscribers on YouTube and almost a million followers on TikTok. Today, he tells me what makes his comedy work in Vietnam, why satire is so easy to get wrong, and the important of checking yourself before you wreck yourself with cultural no-nos. He talks me through the six Vietnamese tones, how to address people in the right way, and the kinds of slang...
2024-05-0750 min
You Don't Know VietnamE27: What is Zalo and why is it SO popular in Vietnam?Vinh Xo is the founder of Vat Vo Studio, a team of independent tech reviewers on YouTube with more than 2m subscribers. Today, he tells me why people in Vietnam are so crazy about Apple products, the worrying issues around data security in Vietnam, and his top tips for staying safe online. He breaks down why homegrown app Zalo is so popular with more than 85m users, and offers insights as to how global brands can best build audiences in Vietnam.Send us a textIf you enjoy this conversation or think someone in your...
2024-04-1637 min
You Don't Know VietnamE26: Vietnam's soaring sports and how global brands can unlock love from loyal fansAs a sports journalist and editor, Luu Thien knows all about the sports trends keeping Vietnam buzzing with energy. Today, he talks about the current sports landscape in Vietnam, the growth of Esports and niche sports and what's going on with Vietnamese football on the domestic and international stages right now. He also shares his tips for what global sports brands must do to engage a loyal following of super fans in this sports-loving country of 100,000,000 people. Send us a textIf you enjoy this conversation or think someone in your network could find value i...
2024-04-0252 min
You Don't Know VietnamE25: Why the next chapter of Vietnam's food story is being written RIGHT NOWMeet Jovel Chan, a food and beverage marketer turned blogger, founder and consultant. Jovel landed in Vietnam and quickly made her mark as the go-to authority of Vietnam's evolving food and dining scene in Ho Chi Minh City. She offers insider guides to Vietnam's F&B industry on her website jovelchan.com and is the founder of Saigon Social, the company behind Vietnam’s unique food and drink experiences such as the Saigon Supper Club and Cocktail Cinema. She's also the founder of Banyan Box - a subscription-based snacking box that shares Vietnamese and south east Asian snacks with th...
2024-03-0532 min
You Don't Know VietnamE24: Meet the Vietnamese founder tackling addictive short-form social content"In Vietnam there's a joke... when you say something ridiculous online, people will say it's the consequence of watching more than three hours of TikTok a day," says Bao-Khanh Nguyen, the founder of social audio content platform OnMic.Drained by his own experience with social media doom scrolling and superficial learning, Khanh decided to tackle it - with an app that entertains and educates with long-form audio content.OnMic's users create and/or listen to voice-streaming sessions and exclusive audio series about common interests such as mental health, spirituality, travel, business, dealing with parents, and d...
2024-01-2931 min
You Don't Know VietnamE23: Attract and retain Gen Z staff in Vietnam by doing this, says HR expert Kelvin NguyenNguyen The Cong, or Kelvin Nguyen, is a global talent acquisition expert. In his role as talent advisor at Vinfast, Kelvin is responsible for bringing global talent to Vietnam and hiring for Vinfast in its global markets. He is an angel investor and CEO at YouthPlus, a platform to help young people discover what they want to do, and connect with companies that are hiring. Today, he talks about what foreigners find hard when coming to work in Vietnam, his tips for recruiting and retaining Gen Z talent in Vietnam, and his thoughts on why Vietnam leads the way...
2024-01-1135 min
You Don't Know VietnamE22: Vietnam's young families are changing SO quickly says entrepreneur Dang Thuy TrangDang Thuy Trang is the founder of Vietnamese sleep company RU9, which offers young people solutions for better sleep as they look to prioritise their wellbeing. Today, Trang talks about the importance of sleep in Vietnamese culture, how her customers are changing so quickly, the challenges of doing business in Vietnam, and what it's like to be a female entrepreneur here.Send us a textIf you enjoy this conversation or think someone in your network could find value in it, please share it and hit follow to get notified when the next episode drops.
2024-01-0442 min
You Don't Know VietnamE21: Vietnam's speeding up but its coffee culture is all about slowing down says Lacàph founder Timen SwijtinkOn today's episode of You Don't Know Vietnam, we're talking to Timen Swijtink, the Founder of Vietnamese coffee brand Lacàph. With Lacàph's coffee, coffee shops and coffee experiences in Vietnam, and grand plans to export high quality, branded Vietnamese beans to the world, Timen is on a mission to change the global perception of both Vietnamese coffee and the robusta bean. Today, he talks about what makes Vietnamese coffee culture extra special, traditional "Phin" brewing methods, and what types of Vietnamese coffee you should try. He also explains why the value of Vietnam's coffee is so low de...
2023-12-0646 min
You Don't Know VietnamE20: Can Vietnam's Dat Bike lead Southeast Asia's electric motorbike revolution?Entrepreneur Nguyen Son is the founder and CEO of electric two-wheeler start up, Dat Bike. He's on a mission! To convert 250,000,000 motorbike drivers in Southeast Asia from petrol to electric, starting right here in Vietnam - the land of the motorbike. Today, he talks about why the motorbike is so important to people in Vietnam, why Vietnam has become the perfect place to kick start his Southeast Asian takeover, the challenges he faces, and what Dat Bike must do to succeed. Send us a textIf you enjoy this conversation or think someone in your n...
2023-11-1634 min
You Don't Know VietnamE19: Shoppertainment is a must for retailers in Vietnam says Quang ThaiMeet retail expert Quang Thai, the CEO of direct to consumer (D2C) company DTX Asia. Since moving back to Vietnam from studying in the U.S, Thai has set up a handful of lifestyle brands in everything from fashion, watches and jewellery to men's cosmetics and temporary tattoos. He's seen Vietnam's retail sector move rapidly from social selling to e-commerce and most recently shoppertainment. Today, he talks about the spending behaviours of Vietnam's Gen Z and Millennials, his tips for selling products on TikTok Shop, and what he thinks about the world class mega malls popping up in V...
2023-11-0128 min
You Don't Know VietnamE18: Why Vietnam's thriving F&B scene is more than phở and street foodHa Chu is the founder of Cooked.VN - a rapidly growing F&B school that helps its students learn about branding and marketing in the restaurant business. In today's episode, Ha shares what Vietnamese people really mean when they ask "Have you eaten yet?", why she thinks "phở" won't be Vietnam's poster dish forever, and also shares her three must-try dishes. She talks about the importance of communal eating, the changing landscape of home-cooked meals in Vietnam, and the rapidly evolving F&B scene, which she says is unrecognisable from 10 years ago. Ha shares tips on successful marketing st...
2023-09-2847 min
You Don't Know VietnamE17: Building brand love in Vietnam's changing PR industryIvy Nhi Chau is the CEO and founder of Ivy + Partners - a PR agency based in Ho Chi Minh City that helps global brands share their stories in Vietnam. Today, she talks about how the PR industry in Vietnam is changing. She also shares her tips for winning brand love in Vietnam, what can go wrong, and her five steps global brands should take when entering the Vietnam market to share their brand story and build an audience. I also asked her what she thought about Heineken's global #Ken campaign in Vietnam - a country where Barbie didn't...
2023-08-2947 min
You Don't Know VietnamE16: The explosion of Vietnam's middle class and what it means for global brands, with Thue Quist ThomasenThue Quist Thomasen is the CEO of market research agency Decision Lab in Vietnam. If there's anyone who knows about the trends driving Vietnam forward, it's him. Today, he talks about how the challenge of working in Vietnam is what attracted him to start a business here, what excites him most about Vietnam, and what global audiences tend to misunderstand about this country on the move. He also digs deeper into the results from Decision Lab's most recent financial trends report, which drops amid the 2023 blip in Vietnam's GDP growth story. He uncovers the latest consumer spending, saving and...
2023-08-0141 min
You Don't Know VietnamE15: A looming mental health crisis? The pressures facing Gen Z in VietnamAccording to studies, more than a quarter of young people in Vietnam are depressed and almost 6% have attempted suicide. In this episode of You Don't Know Vietnam, We Create Content's cofounder Ian Paynton speaks to Hanh Ha, the CEO of a new mental health app, SoftenMind. Hanh talks about her own journey with depression and therapy, the state of mental health as a taboo topic in Vietnam, and the pressures facing young Vietnamese people today. Send us a textIf you enjoy this conversation or think someone in your network could find va...
2023-07-2539 min
You Don't Know VietnamE14: "They said the menstrual cup wouldn't work in Vietnam," says Lincup's Linh Bach-HowellLinh brought the menstrual cup to Vietnam. And she had a real challenge on her hands: how to sell menstrual cups in a place where nobody talked about periods? 8 years later, almost 3,000,000 women in Vietnam have bought a Lincup and Linh says they're just getting started. Today, Linh talks about the entrepreneurial spirit and consumer habits of Vietnamese women, the pressures faced by women in Vietnam today, and the importance of brand-building in Vietnam.Send us a textIf you enjoy this conversation or think someone in your network could find value in i...
2023-05-3043 min
You Don't Know VietnamE13: There's no 'call my lawyer' in Vietnam, you have to build trust says entrepreneur Dave BuiSince coming back to Vietnam from studying and working overseas, serial tech entrepreneur Dave Bui has absolutely smashed it. He grew a healthcare information platform called ViCare and sold it to VinGroup in 2018. In 2019, he founded an interactive and super engaging presentation software called AhaSlides, which has more than a million users worldwide. His achievements in a short space of time are really impressive. Today he talks about why trust is so important when doing business in a country as unique as Vietnam, why Vietnam is a great place to build tech products and he also sheds some light...
2023-05-2333 min
You Don't Know VietnamE12: WTF is Vinahouse? Beatboxer and looper Flow.D explainsIn a country where the go-to music is love songs, Flow.D uses only his mouth to produce growly drum n bass with the goal to get Vietnamese audiences out of their comfort zone. Today, he talks about his personal development as a professional beatboxer, his experience working on commercial projects in Vietnam, and what the phở Vinahouse is all about. You will also discover the potential for incorporating traditional Vietnamese music into electronic dance music, and the promising new generation of Vietnamese musicians who are producing their own beats. Send us a textIf you...
2023-05-1651 min
Smarter Podcasting: Making Podcasts BetterSEO: The TRUTH About SEO For Podcasts, with guest Ian Paynton In this episode of Smarter Podcasting, host Niall Mackay explores the controversial topic of SEO in podcasting and its potential to transform your business. Joined by Ian Paynton, an entrepreneur revolutionizing his content agency with podcasting, they break down the essentials of optimizing podcast content for SEO and discuss whether it’s worth the effort. Join Niall and Ian as they change the way we perceive podcasting and navigate the landscape of this dynamic and ever-evolving medium.Key Timestamps:(03:20) Sneak-Peek Moment: Ian reveals how his agency repurposes podcasts into various engaging cont...
2023-05-1546 min
You Don't Know VietnamE11: Evolving tastes and Tik Tok are changing Vietnamese weddings says wedding planner Dang Hien ThaoIf anyone knows about lovers in Vietnam, it's Thao. Along with her team, she's planned more than 500 weddings - most of which in the up-and-coming wedding destination of Danang. Today, she talks about how the traditional wedding is changing in Vietnam, the conflicts Vietnamese couples have with their parents when planning weddings, the evolving tastes of Vietnamese lovers and how Tik Tok is finding its way into Vietnamese ceremonies. Send us a textIf you enjoy this conversation or think someone in your network could find value in it, please share it and hit follow t...
2023-04-2741 min
You Don't Know VietnamE10: Hanoi Rock City's DA on 12 years of setting the stage for Vietnam's indie sceneHanoi Rock City has been giving musicians in Vietnam a platform for more than 12 years. It's an institution that DA has proudly kept alive despite the financial difficulties associated with such grassroots endeavours. Today he talks about how Hanoi Rock City has changed during the years, the newfound success of indie bands in Vietnam, and what his dream is for Vietnam's wealth of talented up and coming musicians. Send us a textIf you enjoy this conversation or think someone in your network could find value in it, please share it and hit follow to g...
2023-04-0950 min
You Don't Know VietnamE09: Filmmaker Quang Nong on Vietnam's new wave of cinemaQuang moved from Vietnam's northern mountains to Hanoi to follow his dream in documentary filmmaking. He created a film about Grindr that was shortlisted for awards - and also banned. Since then, he's produced multiple shorts about Vietnam's queer scene and is now working on a documentary about his sister's journey from mental health challenges to motherhood, which has recently won a grant from Bangkok-based film fund Purin Pictures. In this episode, he talks about why the Oscar-shortlisted documentary "Children of the Mist" is so important for Vietnam (and well worth watching!) and recommends other Vietnamese documentaries t...
2023-03-3139 min
You Don't Know VietnamE08: Music duo Tiny Giant on respecting Vietnam's traditional instruments and how they want to evolve as artistsIf there's an electronic live act to catch coming out of Vietnam, it's Tiny Giant - a genre-defying music duo made up of Linh Ha and Tomes. Their live sets really take you on a journey, with a mixture of electronic beat productions, layered vocal looping, analogue synths and an acoustic instruments. Today, they talk about the influence Vietnam has on their music, being sensitive to cultural appropriation, Vietnam's festival scene, and how they want to evolve their sound and live performances. Image photograph of Tiny Giant by Nicki LaPierre. Send us a textIf y...
2023-03-1954 min
You Don't Know VietnamE07: "Investors, stop asking me stuff you wouldn't ask men," says CEO of tech startup Annie PossibleAnnie Possible is the cofounder and CEO of tech startup Tubudd. It's a local concierge platform that connects Vietnam's foreign visitors with locals to ensure guests have a unique and pleasant experience during their stay. Today, she talks about why people can have a bad time in Vietnam and what it's like to be a woman in Vietnam's growing tech startup scene. Send us a textIf you enjoy this conversation or think someone in your network could find value in it, please share it and hit follow to get notified when the next episode d...
2023-03-1435 min
You Don't Know VietnamE06: Photographer Justin Mott on shooting Vietnam's first billionaire and the changing tastes of clientsJustin Mott has been living in (and photographing) Vietnam for 15 years. He's shot more than 100 assignments for the New York Times and owns a commercial photography business. Today, he talks about why he chose to make Vietnam home, the changing tastes of clients, and what he's most excited about for Vietnam's future. Send us a textIf you enjoy this conversation or think someone in your network could find value in it, please share it and hit follow to get notified when the next episode drops. This podcast is brought to you by We...
2023-02-2828 min
You Don't Know VietnamE05: "Vietnamese rap is blowing up and it's an opportunity for everyone," says Dunkare's Tran Tien DungDung's been at the heart of Vietnam's hip hop scene for 20 years. He's witnessed hip hop culture trickle into Vietnam in the form of breakdancing, graffiti and emceeing over American beats, to the vibrant, popular and commercially viable rap scene that can be found in Vietnam today. In this episode, he talks us through the origins of his project Dunkare Magazine, underground rap artists to be looking out for, and what popular TV shows like Rap Viet means for Vietnam's hip hop culture. Send us a textIf you enjoy this conversation or think someone i...
2023-02-2326 min
You Don't Know VietnamE04: Arts and culture journalist Uyen Ly: Vietnam's leaders are looking at creativity to fuel growthUyen Ly has been at the heart of Vietnam's arts and culture scene for more than 20 years as a journalist. Now, as editor of arts and culture platform Hanoi Grapevine, Ly is witnessing a seismic shift as Vietnam's leaders look towards art and creativity as a resource for growth. Today, she talks about the challenges and opportunities this holds for artists and brands and what you should be looking out for in Vietnam's art scene right now. Send us a textIf you enjoy this conversation or think someone in your network could find value i...
2023-02-1445 min
You Don't Know VietnamE03: Travel writer Joshua Zukas: The Orientalist fantasy surrounding Vietnam doesn't match realityJoshua Zukas is the go-to guy for everything travel in Vietnam. Today, he talks about what people overseas misunderstand about Vietnam, the issues with Vietnam's tourism brand, and what business travellers can do to really get to know the country when they visit. Send us a textIf you enjoy this conversation or think someone in your network could find value in it, please share it and hit follow to get notified when the next episode drops. This podcast is brought to you by We Create Content, the content marketing agency that builds a...
2023-02-0949 min
You Don't Know VietnamE02: Adman Hoang Pham talks creativity in Vietnam and the foreign brands getting it rightHoang Pham moved from Hanoi to Ho Chi Minh City to pursue a career in advertising. He's absolutely smashing it. In this episode, he talks about the state of advertising and creativity in Vietnam, which foreign brands are getting it right, and his experience with gender transition. Send us a textIf you enjoy this conversation or think someone in your network could find value in it, please share it and hit follow to get notified when the next episode drops. This podcast is brought to you by We Create Content, the content ma...
2023-02-0142 min
You Don't Know VietnamE01: BOO's CEO Do Viet Anh on appealing to Gen Z for survival in VietnamFrom a small skate shop to a multi-million dollar fashion brand, Do Viet Anh has been on a 20-year journey with his company BOO in Vietnam. But it hasn't always been easy. In the very first episode of You Don't Know Vietnam, Viet Anh talks about how appealing to the younger generation saved his business, the pressures facing young people in Vietnam today, and some of the trends making the Vietnam's fashion scene tick. Send us a textIf you enjoy this conversation or think someone in your network could find value in it, please sh...
2022-12-1331 min