You Don't Know Vietnam

Michaela 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. Drawing on GIZ's experience in Vietnam, Michaela shares concrete examples of the agency's high impact work. She also gives five things outsiders must know about getting things done in Vietnam – from genuine curiosity about the country and its history, to working at eye level with Vietnamese partners. If you care about climate, growth, or doing business in Vietnam, this episode shows why Vietnam might just become a global example for how to do both. Send us a text If 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 audiences for global brands in Vietnam. You can follow our host, Ian Paynton, on LinkedIn , and follow the podcast on Instagram , TikTok and X . A special thanks to DJ Jase at The Beats Saigon for the soundtrack, and to YOU for listening.

Vietnam 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 Vietnam’s creative industry, the rise of influencers, and the future of Vietnamese cinema. Send us a text If 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 audiences for global brands in Vietnam. You can follow our host, Ian Paynton, on LinkedIn , and follow the podcast on Instagram , TikTok and X . A special thanks to DJ Jase at The Beats Saigon for the soundtrack, and to YOU for listening.

Vietnam’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 ambitions of women retraining as beauticians, Lam paints a vivid picture of the people powering Vietnam’s rise — and offers advice for global businesses looking to employ here responsibly. Send us a text If 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 audiences for global brands in Vietnam. You can follow our host, Ian Paynton, on LinkedIn , and follow the podcast on Instagram , TikTok and X . A special thanks to DJ Jase at The Beats Saigon for the soundtrack, and to YOU for listening.

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 hierarchy really works (it’s a roof , not a wall ), why silence doesn’t mean agreement, and how to build trust through consistency, presence, and care. You’ll also hear: 🇻🇳 The biggest traps foreign leaders fall into — and how to avoid them 🇻🇳 How to decode hierarchy, respect, and feedback in Vietnamese workplaces 🇻🇳 Three things to do in your first 30 days to earn credibility and connection 🇻🇳 What not to do if you want to keep trust intact Whether you’re leading a team in Hanoi, managing a regional office in Ho Chi Minh City, or planning to expand your business into Vietnam, this episode is your field guide to cross-cultural leadership that lands. Send us a text If 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 audiences for global brands in Vietnam. You can follow our host, Ian Paynton, on LinkedIn , and follow the podcast on Instagram , TikTok and X . A special thanks to DJ Jase at The Beats Saigon for the soundtrack, and to YOU for listening.

"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 compelling in Asia right now. But beyond the numbers, he reveals the unseen dynamics that matter most: why trust is the real insurance policy in Vietnam’s business culture, how relationships unlock opportunities that data alone can’t, and what global investors often miss when they view Vietnam only through spreadsheets. Whether you’re an investor, entrepreneur, or just curious about the future of Vietnam, this episode offers a rare look at both the hard data and the hidden human factors shaping the country’s momentum. Send us a text If 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 audiences for global brands in Vietnam. You can follow our host, Ian Paynton, on LinkedIn , and follow the podcast on Instagram , TikTok and X . A special thanks to DJ Jase at The Beats Saigon for the soundtrack, and to YOU for listening.

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 kindness and culture in retention, and why slow, brand-led marketing beats chasing quick trends. Loan also explains why some of the world’s biggest F&B names, like McDonald’s and Starbucks, have struggled in Vietnam—and what global entrants can learn from it. If you’re in food & beverage, hospitality, or just curious about Vietnam’s fast-moving market, this episode is full of insights about localisation, resilience, and building a business that lasts. Send us a text If 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 audiences for global brands in Vietnam. You can follow our host, Ian Paynton, on LinkedIn , and follow the podcast on Instagram , TikTok and X . A special thanks to DJ Jase at The Beats Saigon for the soundtrack, and to YOU for listening.

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. general trade and shelf commerce vs. push commerce , making sense of how brands really win in Vietnam’s fast-changing retail scene. We also get personal: what’s it been like for him setting up shop here? And is it OK to show vulnerability as a leader in front of your Vietnamese team? If you’re interested in the future of retail and e-commerce in Vietnam, this one’s packed with on-the-ground insights you won’t want to miss. Send us a text If 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 audiences for global brands in Vietnam. You can follow our host, Ian Paynton, on LinkedIn , and follow the podcast on Instagram , TikTok and X . A special thanks to DJ Jase at The Beats Saigon for the soundtrack, and to YOU for listening.

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 talking about that drone show). From Gen Z’s guerrilla-style brand activations to the need for more heart and less ego in creative work, Espin shares her take on where Vietnam’s advertising is winning, where it’s losing, and how it can raise the bar. Send us a text If 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 audiences for global brands in Vietnam. You can follow our host, Ian Paynton, on LinkedIn , and follow the podcast on Instagram , TikTok and X . A special thanks to DJ Jase at The Beats Saigon for the soundtrack, and to YOU for listening.

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 grounded insights on navigating Vietnam’s business culture and future potential. Whether you're exploring Vietnam as a China +1 strategy, expanding your manufacturing footprint, or just curious about life beyond Hanoi and Ho Chi Minh City, this one’s for you. Send us a text If 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 audiences for global brands in Vietnam. You can follow our host, Ian Paynton, on LinkedIn , and follow the podcast on Instagram , TikTok and X . A special thanks to DJ Jase at The Beats Saigon for the soundtrack, and to YOU for listening.

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 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 have a place in fast-moving Vietnam — this one’s for you. Send us a text If 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 audiences for global brands in Vietnam. You can follow our host, Ian Paynton, on LinkedIn , and follow the podcast on Instagram , TikTok and X . A special thanks to DJ Jase at The Beats Saigon for the soundtrack, and to YOU for listening.

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 account, which became famous nationwide for its hilarious always-on social media content that tapped into real time global trends to generate buzzy local conversation. Send us a text If 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 audiences for global brands in Vietnam. You can follow our host, Ian Paynton, on LinkedIn , and follow the podcast on Instagram , TikTok and X . A special thanks to DJ Jase at The Beats Saigon for the soundtrack, and to YOU for listening.

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 investment, may be the richest and most overlooked consumer group in the country. Whether you're building a product, planning a campaign, or just trying to make sense of Vietnam's shifting market — this episode is packed with insight. Send us a text If 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 audiences for global brands in Vietnam. You can follow our host, Ian Paynton, on LinkedIn , and follow the podcast on Instagram , TikTok and X . A special thanks to DJ Jase at The Beats Saigon for the soundtrack, and to YOU for listening.

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 exciting innovations. He also shares his top tips for doing business in Vietnam and explains what you need to do to if you want to hire and retain top software talent. Send us a text If 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 audiences for global brands in Vietnam. You can follow our host, Ian Paynton, on LinkedIn , and follow the podcast on Instagram , TikTok and X . A special thanks to DJ Jase at The Beats Saigon for the soundtrack, and to YOU for listening.

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 tips for global brands entering the market who want to make an impact and describes what he would do with a $100,000 PR spend vs his approach for limited budgets. Send us a text If 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 audiences for global brands in Vietnam. You can follow our host, Ian Paynton, on LinkedIn , and follow the podcast on Instagram , TikTok and X . A special thanks to DJ Jase at The Beats Saigon for the soundtrack, and to YOU for listening.

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 insights for anyone looking to stay ahead in Vietnam’s fast-moving digital landscape. Send us a text If 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 audiences for global brands in Vietnam. You can follow our host, Ian Paynton, on LinkedIn , and follow the podcast on Instagram , TikTok and X . A special thanks to DJ Jase at The Beats Saigon for the soundtrack, and to YOU for listening.

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 about her return to Vietnam. We talk about the importance of relationship building, and Vietnam's quickly changing consumer market. She also offers her top tips for global brands that want to get their marketing right in Vietnam. Spoiler alert: hyperlocal wins. Send us a text If 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 audiences for global brands in Vietnam. You can follow our host, Ian Paynton, on LinkedIn , and follow the podcast on Instagram , TikTok and X . A special thanks to DJ Jase at The Beats Saigon for the soundtrack, and to YOU for listening.

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 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, why Vietnam is the perfect gaming market, and his vision for Web3 applications in different sectors as Vietnam races full throttle into its future. Send us a text If 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 audiences for global brands in Vietnam. You can follow our host, Ian Paynton, on LinkedIn , and follow the podcast on Instagram , TikTok and X . A special thanks to DJ Jase at The Beats Saigon for the soundtrack, and to YOU for listening.

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 ass covered! Today, Jenny shares what businesses need to do before jumping into Vietnam, and gives 6 tips to avoid market entry failure. She outlines 2025's Q1 tax updates that you should be on top of, and reveals what the biggest challenges are (and unexpected costs!) for companies when landing in Vietnam to get amongst the action. Send us a text If 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 audiences for global brands in Vietnam. You can follow our host, Ian Paynton, on LinkedIn , and follow the podcast on Instagram , TikTok and X . A special thanks to DJ Jase at The Beats Saigon for the soundtrack, and to YOU for listening.

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 ever for Vietnam's hospitality sector. He describes the difference between building business trust in Vietnam's cities compared to building trust with his foragers in the countryside. He gives his tips for global audiences looking to come to Vietnam to do business, shares what he thinks the biggest mistake is that foreigners make, and drops massive insight bombs on how he manages and retains talent in his finer dining establishments. Send us a text If 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 audiences for global brands in Vietnam. You can follow our host, Ian Paynton, on LinkedIn , and follow the podcast on Instagram , TikTok and X . A special thanks to DJ Jase at The Beats Saigon for the soundtrack, and to YOU for listening.

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 and why it's so popular in Vietnam: 67% of Esports players choose to play League of Legends and 68% of Esports fans choose to watch it. He also reveals what he's doing with GAM sports on social media to truly connect with Vietnam's Gen Z and Gen Alpha audiences. Send us a text If 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 audiences for global brands in Vietnam. You can follow our host, Ian Paynton, on LinkedIn , and follow the podcast on Instagram , TikTok and X . A special thanks to DJ Jase at The Beats Saigon for the soundtrack, and to YOU for listening.

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 REALLY compulsory? Why is it SO important? Do staff expect a whole month's salary? And will they do a runner if your business can't deliver? Listen now to find out. Plus: 🇻🇳 Her top 5 tips for recruiting (and keeping!) staff in Vietnam 💡 The mindset you need when recruiting a team here 🤔 Why Vietnamese employees like to work in teams 🎯 The current trends driving Vietnam's hospitality sector Send us a text If 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 audiences for global brands in Vietnam. You can follow our host, Ian Paynton, on LinkedIn , and follow the podcast on Instagram , TikTok and X . A special thanks to DJ Jase at The Beats Saigon for the soundtrack, and to YOU for listening.

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 and the first private equity investment in the country. They explore the challenges faced by international businesses in Vietnam, such as differences in respecting intellectual property and dealing with bureaucracy. The conversation also touches on the unique role of Vietnamese women in the workforce, the importance of embracing Vietnamese culture and work practices, and the significance of trust and building long-lasting relationships. Topics discussed: 🇻🇳 The complexity and fast-paced nature of Vietnam's business landscape 🇻🇳 Key milestones shaping understanding of doing business in Vietnam 🇻🇳 Challenges faced by international businesses in Vietnam 🇻🇳 The role of Vietnamese women in the workforce 🇻🇳 Embracing Vietnamese culture and work practices 🇻🇳 Building trust and long-lasting relationships Send us a text If 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 audiences for global brands in Vietnam. You can follow our host, Ian Paynton, on LinkedIn , and follow the podcast on Instagram , TikTok and X . A special thanks to DJ Jase at The Beats Saigon for the soundtrack, and to YOU for listening.

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. She explores the trends in Vietnam's F&B scene right now, how restaurant brands are adapting, and what makes Vietnam's foodies unique. She also unpacks what really happened at The Kafe (her pioneering restaurant group that fell apart almost as quickly as it shot to fame) and shares key learnings for global brands coming to Vietnam to do business. Send us a text If 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 audiences for global brands in Vietnam. You can follow our host, Ian Paynton, on LinkedIn , and follow the podcast on Instagram , TikTok and X . A special thanks to DJ Jase at The Beats Saigon for the soundtrack, and to YOU for listening.

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 If 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 audiences for global brands in Vietnam. You can follow our host, Ian Paynton, on LinkedIn , and follow the podcast on Instagram , TikTok and X . A special thanks to DJ Jase at The Beats Saigon for the soundtrack, and to YOU for listening.

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 landslides that ravaged through communities in northern Vietnam. Today, Michael talks about the darker sides of Vietnam's rapid economic development and describes which communities are most at risk. He tells the story of how Blue Dragon began, recounts the first ever rescue mission, and outlines what success looks like for Blue Dragon in Vietnam. He also give tips for global business to ensure their migrant works aren't being exploited, and talks about the best ways to give back to Vietnam sensitively through CSR initiatives. Head over to www.bluedragon.org to learn more about what Michael and Blue Dragon do in Vietnam. Donate at bluedragon.org/donate to support Vietnamese children in crisis. Send us a text If 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 audiences for global brands in Vietnam. You can follow our host, Ian Paynton, on LinkedIn , and follow the podcast on Instagram , TikTok and X . A special thanks to DJ Jase at The Beats Saigon for the soundtrack, and to YOU for listening.