Vietnam is one of the fastest-growing markets in the world right now, but most global audiences and brands still don’t understand how it actually works.

In a recent episode of the You Don’t Know Vietnam podcast, Huy Nguyen, Group CEO of Pencil Group, unpacks the 9 cultural truths every global business needs to master before entering the market.

Because brands that fail to adapt to Vietnam’s unique ways don’t last long.

1. Culture as infrastructure, not decorations

While many see Vietnamese culture through the surface-level lens of street food and heritage sites, Huy argues that culture is actually the underlying infrastructure of society – it is the foundation upon which innovation and growth are built.

To truly resonate, brands must move beyond "decoration" and understand how to align their core values with the local mindset, ensuring their presence adds meaningful value.

For any global brand entering Vietnam, the challenge is to learn how to incorporate their global identity into local traditions. Understanding how to portray their values in a way that aligns with local perceptions is essential for long-term survival and relevance.

2. Why localisation matters in Vietnam

One of the most common mistakes global brands make is treating Vietnam as a singular market. In reality each region possesses unique beliefs and consumer behaviors. While they share a national identity, their nuances are significant.

When designing a launch campaign for a consumer market as diverse as this, hyper-localisation is crucial. Cultural sensitivity toward regional differences can make the difference between a campaign that feels authentic and one that feels out of touch.

3. Never underestimate family values

Family dynamics are evolving and younger generations are seeking more independence. However, collectivism remains crucial in Vietnamese culture. Family decisions are rarely made in isolation, they are often the result of a structured hierarchy where various generations weigh in.

Brands must recognise that they are often marketing to an entire household rather than a single individual, making it vital to consider every family member’s point of view.

Ignoring these familial ties is a missed opportunity to build genuine trust with Vietnamese consumers.

4. Vietnam is not a version of China

Huy stresses a critical point for foreign entrepreneurs: Vietnam is not a "mini China."  While there are historical overlaps, the modern Vietnamese identity is fiercely distinct. 

Applying strategies that worked in China to the Vietnamese market is a frequent and costly error. Success requires a dedicated strategy built specifically for the local context and the unique sensibilities of the Vietnamese people.

5. National pride is more than a sentiment

Vietnamese people have deep respect for their history and a desire to see their country succeed on the global stage. This pride translates into strong support for brands that celebrate Vietnamese identity.

However, incorporating cultural elements into marketing can backfire significantly if a brand appears to be exploiting symbols. As Huy puts it, brands must "respect symbolic icons" through authentic and respectful execution to truly win over the public.

When done correctly, tapping into this pride creates a bond that goes far beyond a simple transaction.

6. Optimism is the secret ingredient

What sets Vietnam apart is its sense of optimism. 

Despite historical challenges, Vietnamese people are remarkably resilient. They see opportunities where others might see a crisis, this collective positivity is a source of immense national strength.

Brands that can reflect this optimism and show a genuine commitment to making "people’s lives better" will find a highly receptive and supportive audience in the local community.

7. Agility over perfection

In Vietnam's fast-paced environment, speed often beats perfection. The country is in a constant state of transformation, and the market rewards those who can adapt quickly to changing conditions. Whether it's navigating new regulations or shifting consumer trends, agility is a prerequisite for success.

While the political and economic systems continue to evolve, the underlying theme is one of rapid progress. Brands must be prepared to move at the speed of the market.

8. Nuance of Vietnamese politeness

Communication in Vietnam is layered with social etiquette. A "yes" might be a polite acknowledgment rather than an agreement, and silence doesn't necessarily mean "no." As Huy notes, "you can feel more than you hear" in everyday interactions.

To succeed in business, one must look for the hidden signals and "dig deeper" into conversations to understand true intentions. Cultural intelligence is a significant and often overlooked business advantage in this market.

9. Relationships before transactions

In Vietnam, business is personal. Trust is the primary currency, and it is built through long-term relationships rather than quick transactions.

Investing in people, through personal conversations, reputations, and shared experiences, is the only way to build a sustainable presence. There is no shortcut to building trust, it requires a genuine commitment to the individuals behind the business.