You Don't Know Vietnam Sun, 08 Mar 2026 06:07:54 -0400 https://wecreatecontent.vn/podcasts en-gb © 2026 You Don't Know Vietnam yes Vietnam 620e775d-175f-569c-8834-9eee9764d837 ian@wecreate.vn Ian Paynton - We Create Content episodic false 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.

]]> Buzzsprout (https://www.buzzsprout.com) Ian Paynton - We Create Content ian@wecreate.vn https://storage.buzzsprout.com/arlf0ef4d8g9laurhwfv66rtol0z?.jpg You Don't Know Vietnam https://wecreatecontent.vn/podcasts E67: Growing IRONMAN Vietnam: lessons in community, planning and reading the room E67: Growing IRONMAN Vietnam: lessons in community, planning and reading the room Triathlon participation in Vietnam has grown nearly 30x in a decade. And Danang is about to host its first full-distance Ironman. In this episode, Ian Paynton speaks to Rob Zamacona, the General Manager of Sunrise Events Vietnam, about what it really takes to build an event of that scale here. We unpack what Ironman's growth reveals about modern Vietnam: the power of community, how nothing important happens overnight, and why “reading the room” might be the most valuable business skill you can develop for getting things done in Vietnam.

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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.

]]> Triathlon participation in Vietnam has grown nearly 30x in a decade. And Danang is about to host its first full-distance Ironman. In this episode, Ian Paynton speaks to Rob Zamacona, the General Manager of Sunrise Events Vietnam, about what it really takes to build an event of that scale here. We unpack what Ironman's growth reveals about modern Vietnam: the power of community, how nothing important happens overnight, and why “reading the room” might be the most valuable business skill you can develop for getting things done in Vietnam.

Send 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.

]]> Buzzsprout-18773992 Tue, 03 Mar 2026 07:00:00 +0700 1855 Vietnam, Ironman, Triathlon, Sports, Health, Society, Business 1 67 full false E66: Building a life in Vietnam: identity, business, and the search for home E66: Building a life in Vietnam: identity, business, and the search for home In this episode of You Don’t Know Vietnam, Ian Paynton is joined by Gauthier D'haenens, a Vietnamese-born Belgian adoptee who returned to Vietnam as an adult searching for his biological parents — and instead found a very different sense of belonging.

Gauthier shares his deeply personal journey of growing up feeling like an outsider in Europe, returning to Vietnam to reconnect with his roots, and ultimately choosing to build a life here despite never fully fitting into one box or another. Together, Ian and Gauthier explore what it means to live between cultures, how Vietnam can strip away old identities and force new ones to emerge, and why grief, distance, and belonging are some of the least talked-about realities of long-term life abroad.

The conversation also dives into Vietnam’s evolution beyond the usual Hanoi–Ho Chi Minh City narrative, why Danang is emerging as a serious tech and lifestyle hub, and what global leaders consistently misunderstand about building businesses and teams in Vietnam.

This is a reflective, honest episode about adoption, ambition, wonder, and the quiet sacrifices that come with choosing Vietnam — and why, for many, the country has a way of confronting you… and changing you.

In this episode, we cover:

  • Growing up Vietnamese in Europe and returning to Vietnam as an adult
  • Searching for biological parents — and making peace with not finding them
  • Identity, belonging, and the emotional cost of living far from home
  • Why Hanoi can break you — and why that matters
  • Danang’s rise beyond tourism into tech and innovation
  • What Vietnam’s future could look like, and what it risks losing along the way

Send 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 is joined by Gauthier D'haenens, a Vietnamese-born Belgian adoptee who returned to Vietnam as an adult searching for his biological parents — and instead found a very different sense of belonging.

Gauthier shares his deeply personal journey of growing up feeling like an outsider in Europe, returning to Vietnam to reconnect with his roots, and ultimately choosing to build a life here despite never fully fitting into one box or another. Together, Ian and Gauthier explore what it means to live between cultures, how Vietnam can strip away old identities and force new ones to emerge, and why grief, distance, and belonging are some of the least talked-about realities of long-term life abroad.

The conversation also dives into Vietnam’s evolution beyond the usual Hanoi–Ho Chi Minh City narrative, why Danang is emerging as a serious tech and lifestyle hub, and what global leaders consistently misunderstand about building businesses and teams in Vietnam.

This is a reflective, honest episode about adoption, ambition, wonder, and the quiet sacrifices that come with choosing Vietnam — and why, for many, the country has a way of confronting you… and changing you.

In this episode, we cover:

  • Growing up Vietnamese in Europe and returning to Vietnam as an adult
  • Searching for biological parents — and making peace with not finding them
  • Identity, belonging, and the emotional cost of living far from home
  • Why Hanoi can break you — and why that matters
  • Danang’s rise beyond tourism into tech and innovation
  • What Vietnam’s future could look like, and what it risks losing along the way

Send 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.

]]> Buzzsprout-18654149 Tue, 10 Feb 2026 13:00:00 +0700 2112 Market entry, Vietnam, Business, Culture 1 66 full false E65: What GDP headlines don’t tell you about Vietnam’s 'era of rising' E65: What GDP headlines don’t tell you about Vietnam’s 'era of rising' Vietnam is no longer just a fast-growing economy or a low-cost manufacturing hub. It is entering what many local leaders now call an era of rising — defined not only by economic momentum, but by diplomatic agility, cultural confidence, and a new generation reshaping the country’s future. In this episode of You Don’t Know Vietnam, Ian Paynton speaks with Hang Vu, Managing Partner at RSI Consulting, about what Vietnam’s rise really looks like on the ground — beyond GDP headlines and investor hype. Drawing on her experience as a corporate leader turned market-entry advisor, we unpack

  • What Vietnam’s rapid growth looks like on the ground — from mindset shifts to changing consumer behaviour
  • The move from resilience to reinvention in Vietnamese business culture
  • The rise of cultural confidence and creative industries
  • The role of Vietnamese women as both guardians of tradition and pioneers of change
  • Common mistakes international companies make when entering Vietnam
  • Bamboo diplomacy and how it shapes Vietnam’s global positioning
  • What success could look like for Vietnam’s era of rising over the next decade

This episode is essential listening for global business leaders, investors, and anyone seeking a deeper, more human understanding of where Vietnam is heading — and what it takes to succeed here in the years ahead.

Send 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 no longer just a fast-growing economy or a low-cost manufacturing hub. It is entering what many local leaders now call an era of rising — defined not only by economic momentum, but by diplomatic agility, cultural confidence, and a new generation reshaping the country’s future. In this episode of You Don’t Know Vietnam, Ian Paynton speaks with Hang Vu, Managing Partner at RSI Consulting, about what Vietnam’s rise really looks like on the ground — beyond GDP headlines and investor hype. Drawing on her experience as a corporate leader turned market-entry advisor, we unpack

  • What Vietnam’s rapid growth looks like on the ground — from mindset shifts to changing consumer behaviour
  • The move from resilience to reinvention in Vietnamese business culture
  • The rise of cultural confidence and creative industries
  • The role of Vietnamese women as both guardians of tradition and pioneers of change
  • Common mistakes international companies make when entering Vietnam
  • Bamboo diplomacy and how it shapes Vietnam’s global positioning
  • What success could look like for Vietnam’s era of rising over the next decade

This episode is essential listening for global business leaders, investors, and anyone seeking a deeper, more human understanding of where Vietnam is heading — and what it takes to succeed here in the years ahead.

Send 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.

]]> Buzzsprout-18569327 Tue, 27 Jan 2026 11:00:00 +0700 2024 Vietnam, Growth Market, Market Entry, Market Insight, Business, Culture 1 65 full false E64: Let’s talk about Tết, baby — has Vietnam’s biggest holiday changed forever? E64: Let’s talk about Tết, baby — has Vietnam’s biggest holiday changed forever? Tết has always been Vietnam’s most important moment of the year — culturally, emotionally, and commercially. For some categories, it can account for up to 40–45% of annual sales. But something feels different now.

In this episode of You Don’t Know Vietnam, Ian Paynton sits down with Cimigo's Richard Burrage, a long-time Vietnam resident and one of the country’s most experienced consumer insight leaders, to unpack how Tết is changing — and why many brands and marketers haven’t caught up.

Drawing on nationwide consumer research and focus groups, Richard explains why Vietnam is spending differently, gifting less, celebrating more quietly, and approaching Tết with a very different mindset.

For senior leaders looking beyond the hype, this episode offers a grounded, on-the-ground view of cultural change — and why understanding the “new Tết” may be critical to getting Vietnam right.

Send 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.

]]> Tết has always been Vietnam’s most important moment of the year — culturally, emotionally, and commercially. For some categories, it can account for up to 40–45% of annual sales. But something feels different now.

In this episode of You Don’t Know Vietnam, Ian Paynton sits down with Cimigo's Richard Burrage, a long-time Vietnam resident and one of the country’s most experienced consumer insight leaders, to unpack how Tết is changing — and why many brands and marketers haven’t caught up.

Drawing on nationwide consumer research and focus groups, Richard explains why Vietnam is spending differently, gifting less, celebrating more quietly, and approaching Tết with a very different mindset.

For senior leaders looking beyond the hype, this episode offers a grounded, on-the-ground view of cultural change — and why understanding the “new Tết” may be critical to getting Vietnam right.

Send 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.

]]> Buzzsprout-18487914 Tue, 13 Jan 2026 06:00:00 +0700 1834 Vietnam, Maket Insight, Consumer Research, Tet, Lunar New Year 1 64 full false E63: Reduce emissions AND grow economically? Why Vietnam can do both E63: Reduce emissions AND grow economically? Why Vietnam can do both 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 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.

]]> 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 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.

]]> Buzzsprout-18315026 Tue, 09 Dec 2025 06:00:00 +0700 2721 Energy transition, 1 63 full false E62: Keeping soul, changing shape: Vietnam’s evolving identity E62: Keeping soul, changing shape: Vietnam’s evolving identity 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 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 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.

]]> Buzzsprout-18202160 Tue, 18 Nov 2025 05:00:00 +0700 2016 Advertising, Marketing, Vietnam, Culture, Business, Creative 1 62 full false E61: Factory towns, gig work, and the untold side of Vietnam’s economic boom E61: Factory towns, gig work, and the untold side of Vietnam’s economic boom 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 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 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.

]]> https://wecreatecontent.vn/podcasts Ian Paynton - We Create Content Buzzsprout-18121988 Tue, 04 Nov 2025 06:00:00 +0700 1955 Vietnam, Market Insights, Development, Journalism, Workforce, 1 61 full false E60: Why foreign leadership styles fail in Vietnam (and how to fix yours!) E60: 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 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 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 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.

]]> Ian Paynton - We Create Content Buzzsprout-18040384 Tue, 21 Oct 2025 06:00:00 +0700 2074 Leadership, Vietnam, Coaching, HR, Workplace 1 60 full true E59: Navigating the grey area that can decide life or death for business in Vietnam E59: 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 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 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 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.

]]> Buzzsprout-17949257 Tue, 07 Oct 2025 13:00:00 +0700 1819 Vietnam, Market Insight, Real Estate, Business 1 59 full false E58: Eat alone? Not in Vietnam — the F&B localisation playbook E58: Eat alone? Not in Vietnam — the F&B localisation playbook 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 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 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.

]]> Buzzsprout-17882925 Tue, 23 Sep 2025 06:00:00 +0700 2189 Vietnam, Market Insight, F&B, Marketing, Branding, Localisation 1 58 full false E57: The future of retail in Vietnam — with e-commerce veteran Benji Lamb E57: The future of retail in Vietnam — with e-commerce veteran Benji Lamb 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.

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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.

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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.

]]> Buzzsprout-17806077 Tue, 09 Sep 2025 06:00:00 +0700 2679 ecommerce, retail, Vietnam, market insights, China, 1 57 full false E56: Copywriting, killer audio ads and a drone show fail — the state of advertising in Vietnam E56: Copywriting, killer audio ads and a drone show fail — the state of advertising in Vietnam 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.

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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.

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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.

]]> Buzzsprout-17657348 Wed, 13 Aug 2025 06:00:00 +0700 1871 Vietnam, Advertising, Marketing, Creative, Copywriting 1 56 full false E55: Can Hai Phong become Vietnam’s Shanghai? E55: 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 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.

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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.

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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.

]]> Buzzsprout-17499986 Mon, 14 Jul 2025 17:00:00 +0700 2221 Hai Phong, Industrial Zones, Manufacturing, Market Insights, Business, Culture, Vietnam 1 55 full false E54: Why slow is better in speedy Vietnam – with kombucha entrepreneur Faya Nguyen E54: Why slow is better in speedy Vietnam – with kombucha entrepreneur Faya Nguyen 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.

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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.

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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.

]]> Ian Paynton - We Create Content Buzzsprout-17421810 Tue, 01 Jul 2025 08:00:00 +0700 1624 Vietnam, Market Insights, F&B, wellness, kombucha 1 54 full false E53: Meet the stand-up comedian who made Durex Vietnam hilariously hyper local E53: Meet the stand-up comedian who made Durex Vietnam hilariously hyper local 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. 

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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. 

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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.

]]> Buzzsprout-17344000 Tue, 17 Jun 2025 07:00:00 +0700 2132 Comedy, Vietnam, Social Media, Durex 1 53 full false E52: Is Vietnam's richest demographic being ignored by brands? E52: 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 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.

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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.

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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.

]]> Ian Paynton Buzzsprout-17272639 Wed, 04 Jun 2025 06:00:00 +0700 1567 Vietnam, Market Insights, Consumer Behaviour, Branding, Research, 1 52 full false E51: Redefining "Made in Vietnam" with the rise of homegrown innovation E51: Redefining "Made in Vietnam" with the rise of homegrown innovation 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. 

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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. 

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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.

]]> Ian Paynton - We Create Content Buzzsprout-17186186 Tue, 20 May 2025 07:00:00 +0700 2060 Vietnam, Market Insights, Tech, Innovation, Made in Vietnam, 1 51 full false E50: Patriotism and PR disasters: What global brands MUST know about Vietnam E50: Patriotism and PR disasters: What global brands MUST know about Vietnam 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. 

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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 a text

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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.

]]> Buzzsprout-17099584 Tue, 06 May 2025 07:00:00 +0700 1991 PR, Marketing, Vietnam, Market Insights 1 50 full false E49: Vietnam’s digital shake-up: Threads, Facebook's fightback and the banking app boom E49: Vietnam’s digital shake-up: Threads, Facebook's fightback and the banking app boom 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.

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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.

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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.

]]> Ian Paynton - We Create Content Buzzsprout-16980395 Tue, 22 Apr 2025 07:00:00 +0700 1962 Vietnam, Market Research, Consumer Marketing 1 49 full false E48: How to make your global brand relevant in Vietnam - with Tammy Thi Phan E48: How to make your global brand relevant in Vietnam - with Tammy Thi Phan 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. 

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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. 

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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.

]]> Ian Paynton - We Create Content Buzzsprout-16928449 Wed, 09 Apr 2025 07:00:00 +0700 1795 Digital Marketing, Consumer Trends, Vietnam 1 48 full true E47: Inside Vietnam’s blockchain takeover: Cris D. Tran on grit, growth and gaming E47: Inside Vietnam’s blockchain takeover: Cris D. Tran on grit, growth and gaming 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.

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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 a text

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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.

]]> Ian Paynton - We Create Content Buzzsprout-16838670 Tue, 25 Mar 2025 07:00:00 +0700 2175 Vietnam, Blockchain, Web3, Market Insight, 1 47 full true E46: Vietnam market entry updates: 6 tips CEOs must know to avoid failure E46: Vietnam market entry updates: 6 tips CEOs must know to avoid failure 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.  

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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.  

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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.

]]> Ian Paynton - We Create Content Buzzsprout-16763345 Tue, 11 Mar 2025 07:00:00 +0700 2120 Vietnam, Compliance, Tax, Human Resource, Market Entry, Consultancy 1 46 full false E45: The delicate art of doing business in Vietnam - with fine dining chef patron Quang Dung E45: The delicate art of doing business in Vietnam - with fine dining chef patron Quang Dung 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. 

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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 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.

]]> Buzzsprout-16681223 Tue, 25 Feb 2025 07:00:00 +0700 2511 Vietnam, F&B, Consumer Insights, Human Resources, Fine Dining, Restaurants 1 45 full false E44: Can Esports become Vietnam’s biggest entertainment export? E44: 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 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.

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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 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.

]]> Ian Paynton - We Create Content Buzzsprout-16593351 Tue, 11 Feb 2025 08:00:00 +0700 2299 Vietnam, Esports, League of Legends, LOL, Gaming, Market Insights, Social Media 1 44 full false E43: Expert insights for recruiting (and keeping!) talented teams in Vietnam E43: Expert insights for recruiting (and keeping!) talented teams in Vietnam 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 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 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.

]]> Ian Paynton - We Create Content Buzzsprout-16467716 Tue, 21 Jan 2025 07:00:00 +0700 2427 Hospitality, Human Resources, Recruitment, Insights, Business, Culture 1 43 full true E42: I've been a business lawyer in Vietnam for 20 years. Here's my tips for newcomers! E42: 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 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 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 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.

]]> Buzzsprout-16387837 Tue, 07 Jan 2025 07:00:00 +0700 2112 Business, Legal, Vietnam, Market Insights, 1 42 full false E41: What Vietnamese foodies want from restaurant brands E41: What Vietnamese foodies want from restaurant brands 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 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 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.

]]> Buzzsprout-16124803 Tue, 19 Nov 2024 07:00:00 +0700 2498 Vietnam, Marketing Insights, F&B, Restaurants 1 41 full false E40: Why your brand MUST connect with Vietnamese women (and how!) E40: 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 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 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.

]]> Ian Paynton - We Create Content Buzzsprout-16030163 Tue, 05 Nov 2024 07:00:00 +0700 2116 Vietnamese, Consumer insights, Marketing, Vietnamese women 1 40 full false E39: Fighting the dark side of Vietnam's rapid development: human trafficking E39: Fighting the dark side of Vietnam's rapid development: human trafficking 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 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 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.

]]> Ian Paynton - We Create Content Buzzsprout-15929413 Tue, 22 Oct 2024 07:00:00 +0700 3998 Blue Dragon, Charity, Children's Foundation, Vietnam, CSR, Human Trafficking 1 39 full false E38: Demonslayer talks Vietnamese creativity in Hollywood and reviving rare 80s V-Wave E38: Demonslayer talks Vietnamese creativity in Hollywood and reviving rare 80s V-Wave Meet 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 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 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 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.

]]> Buzzsprout-15840964 Tue, 08 Oct 2024 08:00:00 +0700 2087 Vietnam, California, Music, Creativity, V-Wave 1 38 full true E37: The challenge of being a modern Vietnamese mum - and why they manage the money! E37: 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 to them.

Send 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.

]]> 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 to them.

Send 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.

]]> Ian Paynton Buzzsprout-15798421 Tue, 24 Sep 2024 08:00:00 +0700 1681 Parenthood, Vietnamese families, Vietnam, consumer insights, marketing 1 37 full false E36: Why doing business in Vietnam is an uphill battle (and how to win) E36: 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 Tank Vietnam dramatically dented her confidence as a founder.

Send 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.

]]> 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 Tank Vietnam dramatically dented her confidence as a founder.

Send 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.

]]> Ian Paynton - We Create Content Buzzsprout-15641526 Tue, 27 Aug 2024 07:00:00 +0700 2050 Sustainability, Vietnam, Business 1 36 full false E35: The rise of craft, "speakeasies", and Vietnam's first ever whiskey distillery E35: The rise of craft, "speakeasies", and Vietnam's first ever whiskey distillery Michael 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 here. 

Send 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.

]]> Michael 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 here. 

Send 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.

]]> Ian Paynton - We Create Content Buzzsprout-15555663 Tue, 13 Aug 2024 07:00:00 +0700 2190 Craft, Vietnam, F&B, Insights, Cocktails, Mixology, Business 1 35 full false E34: Viet Rap to Viet Rave: Producer Nodey talks Vietnam's soundscape E34: Viet Rap to Viet Rave: Producer Nodey talks Vietnam's soundscape Hailing 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 very happy calling Vietnam home... for now. Listen and follow Nodey on Spotify and Apple.

Send 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.

]]> Hailing 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 very happy calling Vietnam home... for now. Listen and follow Nodey on Spotify and Apple.

Send 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.

]]> Ian Paynton - We Create Content Buzzsprout-15492406 Tue, 30 Jul 2024 07:00:00 +0700 1832 Vietnam, music, rap, rave, electronic, market insights, DJ 1 34 full true E33: Communal upbringings, gossip, and their impact on marketing in Vietnam E33: Communal upbringings, gossip, and their impact on marketing in Vietnam Linh 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 their local marketing efforts.

Send 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.

]]> Linh 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 their local marketing efforts.

Send 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.

]]> Ian Paynton - We Create Content Buzzsprout-15414362 Tue, 16 Jul 2024 07:00:00 +0700 2345 Vietnam, Market Insights, Marketing, Social Media 1 33 full false E32: What do Vietnam's Gen Z look for in a workplace? E32: 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. 

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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.

]]> 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 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.

]]> Ian Paynton - We Create Content Buzzsprout-15347010 Tue, 02 Jul 2024 08:00:00 +0700 2193 Vietnam, Insights, Workplace, HR, Gen Z, Co-working 1 32 full false E31: Positioning “brand Vietnam” on the world stage - with The Lab Saigon E31: Positioning “brand Vietnam” on the world stage - with The Lab Saigon Meet 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 locally-built brands give global imports a run for their money in recent years. As a cheeky thought exercise, we also kick around some ideas as to how "Brand Vietnam" could be positioned on the world stage.

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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 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 locally-built brands give global imports a run for their money in recent years. As a cheeky thought exercise, we also kick around some ideas as to how "Brand Vietnam" could be positioned on the world stage.

Send 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.

]]> Buzzsprout-15261195 Tue, 18 Jun 2024 07:00:00 +0700 2223 Vietnam, Market Insights, Branding, Agency 1 31 full false E30: Mental health in Vietnam: family dynamics, social pressures and rising divorce rates E30: Mental health in Vietnam: family dynamics, social pressures and rising divorce rates Keira 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 Confucianism here!) and explains what could be done to help reduce the rising divorce rates in Vietnam. 

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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.

]]> Keira 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 Confucianism here!) and explains what could be done to help reduce the rising divorce rates in Vietnam. 

Send 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.

]]> Buzzsprout-15161777 Tue, 04 Jun 2024 07:00:00 +0700 2720 Vietnam, mental health, society, education 1 30 full false E29: Vietnam’s can vs Singapore’s cannot: comparing life, work and culture E29: Vietnam’s can vs Singapore’s cannot: comparing life, work and culture Michael 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.  

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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.

]]> Michael 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 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.

]]> Buzzsprout-15098600 Tue, 21 May 2024 07:00:00 +0700 2648 Vietnam, market insights, Singapore, Gen Z 1 29 full true E28: How not to lose face or get cancelled in Vietnam E28: How not to lose face or get cancelled in Vietnam Phuc 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 being used by Gen Z in Vietnam today. 

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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.

]]> Phuc 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 being used by Gen Z in Vietnam today. 

Send 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.

]]> Ian Paynton (We Create Content) Buzzsprout-15014287 Tue, 07 May 2024 07:00:00 +0700 3006 Vietnamese language, Vietnamese culture, TikTok, YouTube, Market Insights, 1 28 full true E27: What is Zalo and why is it SO popular in Vietnam? E27: 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.

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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.

]]> 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 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.

]]> Ian Paynton (We Create Content) Buzzsprout-14897669 Tue, 16 Apr 2024 14:00:00 +0700 2244 Vietnam, Market Insights, Technology, Apple, Zalo 1 27 full false E26: Vietnam's soaring sports and how global brands can unlock love from loyal fans E26: Vietnam's soaring sports and how global brands can unlock love from loyal fans As 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.  

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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.

]]> As 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 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.

]]> Ian Paynton (We Create Content) Buzzsprout-14804089 Tue, 02 Apr 2024 08:00:00 +0700 3175 Vietnam, Sports, Market Insights 1 26 full false E25: Why the next chapter of Vietnam's food story is being written RIGHT NOW E25: Why the next chapter of Vietnam's food story is being written RIGHT NOW Meet 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 the world. Today, Jovel explains what's going on in Vietnam's food and dining scene right now, why Vietnam's young and experimental chefs are writing the next chapter of Vietnam's food story, and what global F&B brands should consider when looking to launch in Vietnam.

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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 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 the world. Today, Jovel explains what's going on in Vietnam's food and dining scene right now, why Vietnam's young and experimental chefs are writing the next chapter of Vietnam's food story, and what global F&B brands should consider when looking to launch in Vietnam.

Send 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.

]]> Buzzsprout-14575602 Tue, 05 Mar 2024 07:00:00 +0700 1948 1 25 full false E24: Meet the Vietnamese founder tackling addictive short-form social content E24: 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 dating.

On the latest episode of #YouDontKnowVietnam, Khanh reveals:

🎤 What 200,000 young Vietnamese OnMic users are talking about right now

🎧 The type of long-form content they're diggin' (and why)

💡 Tips for hiring Gen Z talent in Vietnam

⚔️ Why Vietnam's Lunar New Year (Tết) is 'a bloody battlefield' for businesses trying to grab the attention of consumers

🇻🇳 What he's most excited about for Vietnam (and the country's drawbacks!)

Listen to episode 24 with Khanh - I've linked it in the comments 👇

#YouDontKnowVietnam #Vietnam #consumerinsights

Send 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 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 dating.

On the latest episode of #YouDontKnowVietnam, Khanh reveals:

🎤 What 200,000 young Vietnamese OnMic users are talking about right now

🎧 The type of long-form content they're diggin' (and why)

💡 Tips for hiring Gen Z talent in Vietnam

⚔️ Why Vietnam's Lunar New Year (Tết) is 'a bloody battlefield' for businesses trying to grab the attention of consumers

🇻🇳 What he's most excited about for Vietnam (and the country's drawbacks!)

Listen to episode 24 with Khanh - I've linked it in the comments 👇

#YouDontKnowVietnam #Vietnam #consumerinsights

Send 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.

]]> Buzzsprout-14395585 Mon, 29 Jan 2024 14:00:00 +0700 1863 Vietnam, Gen Z, Tech Start Ups, Lunar New Year, 1 24 full true E23: Attract and retain Gen Z staff in Vietnam by doing this, says HR expert Kelvin Nguyen E23: Attract and retain Gen Z staff in Vietnam by doing this, says HR expert Kelvin Nguyen Nguyen 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 in Asia for the participation of women in the workforce.

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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.

]]> Nguyen 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 in Asia for the participation of women in the workforce.

Send 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.

]]> Buzzsprout-14290348 Thu, 11 Jan 2024 16:00:00 +0700 2130 Vietnam, Market Insights, HR, Gen Z, Recruitment 1 23 full false E22: Vietnam's young families are changing SO quickly says entrepreneur Dang Thuy Trang E22: Vietnam's young families are changing SO quickly says entrepreneur Dang Thuy Trang Dang 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.

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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.

]]> Dang 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 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.

]]> Ian Paynton (We Create Content) Buzzsprout-14244861 Thu, 04 Jan 2024 09:00:00 +0700 2556 Vietnam, Market Insights, PR, Brand, Marketing 1 22 full false E21: Vietnam's speeding up but its coffee culture is all about slowing down says Lacàph founder Timen Swijtink E21: Vietnam's speeding up but its coffee culture is all about slowing down says Lacàph founder Timen Swijtink On 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 despite it being one of the world's largest exporters, what climate change means for Vietnam's robusta bean production, and what he's learned about doing business in Vietnam - a place he loves to call home.


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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 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 despite it being one of the world's largest exporters, what climate change means for Vietnam's robusta bean production, and what he's learned about doing business in Vietnam - a place he loves to call home.


Send a text

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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.

]]> Ian Paynton (We Create Content) Buzzsprout-14097115 Wed, 06 Dec 2023 10:00:00 +0700 2791 Vietnam, Market Insights, Coffee, Branding 1 21 full false E20: Can Vietnam's Dat Bike lead Southeast Asia's electric motorbike revolution? E20: 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.  

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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.

]]> 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 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.

]]> Buzzsprout-13975245 Thu, 16 Nov 2023 10:00:00 +0700 2064 Vietnam, Market Insights, Automotive, EVs, Dat Bike, Trends, Business 1 20 full false E19: Shoppertainment is a must for retailers in Vietnam says Quang Thai E19: Shoppertainment is a must for retailers in Vietnam says Quang Thai Meet 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 Vietnam. 

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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 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 Vietnam. 

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A special thanks to DJ Jase at The Beats Saigon for the soundtrack, and to YOU for listening.

]]> Buzzsprout-13886687 Wed, 01 Nov 2023 12:00:00 +0700 1732 Vietnam, Market Insights, Business, Retail, Shoppertainment 1 19 full false E18: Why Vietnam's thriving F&B scene is more than phở and street food E18: Why Vietnam's thriving F&B scene is more than phở and street food Ha 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 strategies for restaurants in Vietnam, and uncovers how global brands can win the hearts and tastebuds of Vietnamese consumers. 


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A special thanks to DJ Jase at The Beats Saigon for the soundtrack, and to YOU for listening.

]]> Ha 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 strategies for restaurants in Vietnam, and uncovers how global brands can win the hearts and tastebuds of Vietnamese consumers. 


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A special thanks to DJ Jase at The Beats Saigon for the soundtrack, and to YOU for listening.

]]> Ian Paynton (We Create Content) Buzzsprout-13671291 Thu, 28 Sep 2023 12:00:00 +0700 2833 Vietnam, Market Insights, F&B, Food and Beverage, Marketing, Branding 1 18 full false E17: Building brand love in Vietnam's changing PR industry E17: Building brand love in Vietnam's changing PR industry Ivy 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 actually make it to the big screen. Was this a wasted campaign by the beer brand? Should they have localised it more? Or not run it at all given the context here? I loved her answer! 

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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.

]]> Ivy 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 actually make it to the big screen. Was this a wasted campaign by the beer brand? Should they have localised it more? Or not run it at all given the context here? I loved her answer! 

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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.

]]> Ian Paynton (We Create Content) Buzzsprout-13481579 Tue, 29 Aug 2023 08:00:00 +0700 2876 Vietnam, Market Insights, PR, Brand, Marketing 1 17 full true E16: The explosion of Vietnam's middle class and what it means for global brands, with Thue Quist Thomasen E16: The explosion of Vietnam's middle class and what it means for global brands, with Thue Quist Thomasen Thue 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 investment behaviours, and how financial brands are responding. He also talks about the upcoming Connected Consumers Report, which looks into all the ways Vietnam is using social media to stay connected, be entertained and make purchases.

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A special thanks to DJ Jase at The Beats Saigon for the soundtrack, and to YOU for listening.

]]> Thue 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 investment behaviours, and how financial brands are responding. He also talks about the upcoming Connected Consumers Report, which looks into all the ways Vietnam is using social media to stay connected, be entertained and make purchases.

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A special thanks to DJ Jase at The Beats Saigon for the soundtrack, and to YOU for listening.

]]> Buzzsprout-13307059 Tue, 01 Aug 2023 08:00:00 +0700 2470 Vietnam, Market Insights, Consumer Trends, Financial Services, Social Media 1 16 full false E15: A looming mental health crisis? The pressures facing Gen Z in Vietnam E15: A looming mental health crisis? The pressures facing Gen Z in Vietnam According 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. 


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A special thanks to DJ Jase at The Beats Saigon for the soundtrack, and to YOU for listening.

]]> According 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. 


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A special thanks to DJ Jase at The Beats Saigon for the soundtrack, and to YOU for listening.

]]> Ian Paynton (We Create Content) Buzzsprout-13256487 Tue, 25 Jul 2023 08:00:00 +0700 2375 Vietnam, Market Insights, Mental Health, Gen Z 1 15 full false E14: "They said the menstrual cup wouldn't work in Vietnam," says Lincup's Linh Bach-Howell E14: "They said the menstrual cup wouldn't work in Vietnam," says Lincup's Linh Bach-Howell Linh 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.

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A special thanks to DJ Jase at The Beats Saigon for the soundtrack, and to YOU for listening.

]]> Linh 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.

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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.

]]> Buzzsprout-12935850 Tue, 30 May 2023 08:00:00 +0700 2588 Vietnam, Market Insights, Business, Women in Vietnam, Marketing, Brand 1 14 full false E13: There's no 'call my lawyer' in Vietnam, you have to build trust says entrepreneur Dave Bui E13: There's no 'call my lawyer' in Vietnam, you have to build trust says entrepreneur Dave Bui Since 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 on the work that's still to be done for Vietnam to compete on a global scale. 

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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.

]]> Since 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 on the work that's still to be done for Vietnam to compete on a global scale. 

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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.

]]> Buzzsprout-12894214 Tue, 23 May 2023 08:00:00 +0700 2007 Vietnam, Market Insights, Tech Start Ups, Business, Culture 1 13 full false E12: WTF is Vinahouse? Beatboxer and looper Flow.D explains E12: WTF is Vinahouse? Beatboxer and looper Flow.D explains In 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. 

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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 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. 

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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.

]]> Buzzsprout-12827735 Tue, 16 May 2023 08:00:00 +0700 3106 Vietnam, Beatboxing, Drum n bass, Vinahouse, Market Insights 1 12 full false E11: Evolving tastes and Tik Tok are changing Vietnamese weddings says wedding planner Dang Hien Thao E11: Evolving tastes and Tik Tok are changing Vietnamese weddings says wedding planner Dang Hien Thao If 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. 

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A special thanks to DJ Jase at The Beats Saigon for the soundtrack, and to YOU for listening.

]]> If 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. 

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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.

]]> Buzzsprout-12710145 Thu, 27 Apr 2023 06:00:00 +0700 2488 Vietnam, Trends, Weddings, Danang, Market Insights 1 11 full false E10: Hanoi Rock City's DA on 12 years of setting the stage for Vietnam's indie scene E10: Hanoi Rock City's DA on 12 years of setting the stage for Vietnam's indie scene Hanoi 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. 

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A special thanks to DJ Jase at The Beats Saigon for the soundtrack, and to YOU for listening.

]]> Hanoi 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. 

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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.

]]> Buzzsprout-12604740 Sun, 09 Apr 2023 09:00:00 +0700 3006 Vietnam, Market Insights, Arts, Culture, Creativity, Music 1 10 full true E09: Filmmaker Quang Nong on Vietnam's new wave of cinema E09: Filmmaker Quang Nong on Vietnam's new wave of cinema Quang 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 to look out for.  

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A special thanks to DJ Jase at The Beats Saigon for the soundtrack, and to YOU for listening.

]]> Quang 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 to look out for.  

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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.

]]> Ian Paynton (We Create Content) Buzzsprout-12553903 Fri, 31 Mar 2023 12:00:00 +0700 2388 Vietnam, Documentary, Filmmaking, Children of the Mist 1 9 full true E08: Music duo Tiny Giant on respecting Vietnam's traditional instruments and how they want to evolve as artists E08: Music duo Tiny Giant on respecting Vietnam's traditional instruments and how they want to evolve as artists If 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. 

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A special thanks to DJ Jase at The Beats Saigon for the soundtrack, and to YOU for listening.

]]> If 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. 

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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.

]]> Ian Paynton (We Create Content) Buzzsprout-12468301 Sun, 19 Mar 2023 17:00:00 +0700 3284 Vietnam, Arts, Culture, Creativity, Electronic Music, Festivals, 1 8 full false E07: "Investors, stop asking me stuff you wouldn't ask men," says CEO of tech startup Annie Possible E07: "Investors, stop asking me stuff you wouldn't ask men," says CEO of tech startup Annie Possible Annie 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. 

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A special thanks to DJ Jase at The Beats Saigon for the soundtrack, and to YOU for listening.

]]> Annie 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. 

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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.

]]> Ian Paynton (We Create Content) Buzzsprout-12436612 Tue, 14 Mar 2023 15:00:00 +0700 2123 Vietnam, Market Insights, Business, Tech, Startups 1 7 full false E06: Photographer Justin Mott on shooting Vietnam's first billionaire and the changing tastes of clients E06: Photographer Justin Mott on shooting Vietnam's first billionaire and the changing tastes of clients Justin 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. 

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A special thanks to DJ Jase at The Beats Saigon for the soundtrack, and to YOU for listening.

]]> Justin 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. 

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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.

]]> Ian Paynton (We Create Content) Buzzsprout-12342575 Tue, 28 Feb 2023 10:00:00 +0700 1707 Vietnam, Market Insights, Business, Photography, Hospitality 1 6 full false E05: "Vietnamese rap is blowing up and it's an opportunity for everyone," says Dunkare's Tran Tien Dung E05: "Vietnamese rap is blowing up and it's an opportunity for everyone," says Dunkare's Tran Tien Dung Dung'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.  

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A special thanks to DJ Jase at The Beats Saigon for the soundtrack, and to YOU for listening.

]]> Dung'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.  

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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.

]]> Ian Paynton (We Create Content) Buzzsprout-12310053 Thu, 23 Feb 2023 10:00:00 +0700 1580 Vietnam, Rap Music, Hip Hop Culture, Marketing 1 5 full false E04: Arts and culture journalist Uyen Ly: Vietnam's leaders are looking at creativity to fuel growth E04: Arts and culture journalist Uyen Ly: Vietnam's leaders are looking at creativity to fuel growth Uyen 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. 

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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.

]]> Uyen 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 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.

]]> Ian Paynton (We Create Content) Buzzsprout-12247954 Tue, 14 Feb 2023 12:00:00 +0700 2749 Vietnam, Market Insights, Arts, Culture, Creativity 1 4 full false E03: Travel writer Joshua Zukas: The Orientalist fantasy surrounding Vietnam doesn't match reality E03: Travel writer Joshua Zukas: The Orientalist fantasy surrounding Vietnam doesn't match reality Joshua 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. 

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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.

]]> Joshua 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 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.

]]> Ian Paynton Buzzsprout-12216450 Thu, 09 Feb 2023 12:00:00 +0700 2949 Vietnam, Market Insights, Tourism, Marketing, Branding 1 3 full false E02: Adman Hoang Pham talks creativity in Vietnam and the foreign brands getting it right E02: Adman Hoang Pham talks creativity in Vietnam and the foreign brands getting it right Hoang 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. 

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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.

]]> Hoang 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 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.

]]> Ian Paynton Buzzsprout-12159765 Wed, 01 Feb 2023 10:00:00 +0700 2537 Vietnam, Market Insights, Creativity, Advertising, Marketing, Brand 1 2 full true E01: BOO's CEO Do Viet Anh on appealing to Gen Z for survival in Vietnam E01: BOO's CEO Do Viet Anh on appealing to Gen Z for survival in Vietnam From 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. 

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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.

]]> From 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 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.

]]> Ian Paynton / Do Viet Anh Buzzsprout-11862269 Tue, 13 Dec 2022 12:00:00 +0700 1872 Vietnam, Market Insights, Business, Fashion, Marketing, Brand 1 1 full false