The Vietnamese are crazy about sports. However, the era of easily getting someone to become your fans is over. Nowadays, sports fans are more picky, says sports editor Luu Thien.
On this podcast episode of You Don’t Know Vietnam, Thien shares his insights on the current sports landscape in Vietnam and provides invaluable tips for global sports brands looking to win over the hearts of Vietnam's sports enthusiasts.
1. Be humble
Thien’s advice begins with a call for humility — an essential virtue for any brand seeking success in Vietnam's distinctive market.
No matter of your club's success on the field, or its success in other markets, listen to what Vietnamese fans want and craft local positioning and messaging accordingly - a cookie cutter approach won't make a dent in this unique market
“Listen to the fans or the audience you want to reach… It's very different from everything you have experienced so far.”
Recognizing and respecting the uniqueness of the Vietnamese audience is paramount to building meaningful connections and fostering brand loyalty. Brands should note that what works in Thailand, Malaysia, Indonesia isn't necessarily going to work in Vietnam.
2. Think long term
Next up, Thien stresses the importance of having a long term vision. Building a loyal fanbase in Vietnam requires patience and perseverance. It's not about quick wins; it's about fostering genuine connections that stand the test of time. Building an audience of genuine super fans in Vietnam won't happen by focusing on one event, or hopping on a social media trend every now and then. Adopt a long term vision and be consistent.
Think long term, instead of just taking advantage of some temporary events or trends on social media.
Luu Thien
Sports editor
3. Find a trusted local partner
Find your 'scouts on the ridge' - a collaborative and solid partner who shares your beliefs and can be an extension of your own team on the ground. Navigating the intricacies of the Vietnamese market can be a daunting task, but with the right allies by your side, success becomes much more attainable.
“There are more and more unspoken rules that even people who live here for a long time don't know about,” he explains.
“That's why finding reliable local partners becomes the utmost priority, the most important thing you have to consider before you enter the market… Because of the unpredictable nature, the unwritten rules, the culture of business.”
4. Be part of everyday conversations
Earn relevance in the DAILY lives of Vietnamese fans - not just during big games, when you want to promote an event, or for notable local calendar events.
It's not enough to make occasional appearances; brands need to be woven into the fabric of everyday life, sparking conversations and capturing attention on a daily basis.
Not just a ‘chuc mung nam moi’ post when it's the Lunar new year, not just good luck Vietnam's national football team post… Or when your club has an event to promote. It's all about creating as much resonance as possible on a daily basis with Vietnamese fans, entertaining them, generating conversation.
5. Enable local creativity and experimentation
Trusting local partners to get creative is highly recommended. Allowing your Vietnamese content team to experiment with creative ways of deeply engaging fans with your content assets is key. Give them space to learn what works and what doesn’t, and how to hit with more and miss with less. It's a sure-fire way to supercharge audience growth.
Together, these five tips form a comprehensive playbook for global sports brands looking to make their mark in Vietnam. With humility, foresight, strategic partnerships, consistent engagement, and a dash of creativity, success is well within reach in Vietnam's sports-crazed landscape.
