Maps, memes, and a $100,000 PR budget — Vietnam’s media scene in 2025 is not for the faint-hearted.

Let’s say you’ve got a global brand. You’ve got your budget. You’ve got your campaign ready to go live in Vietnam.

But then... someone notices the map on your website. It’s just a graphic — right?

Not in Vietnam.

Enter: boycott.

Welcome to Vietnam’s PR reality — where national pride is powerful, and getting it wrong can end you overnight. 

Just ask Chagee, a Chinese tea brand that got kicked off the market before the opening of their first store in Vietnam for showing the wrong maritime boundaries on a map.

In this episode of You Don’t Know Vietnam, we sit down with Minh Duc - a seasoned PR strategist, media insider, and communications fixer — who’s been quietly steering brand reputations in Vietnam for over a decade to understand the “mystery” behind this.

Chagee had a store. A billboard. A launch plan.
And now? Nothing.

They were gone even before they opened.

One map. One mistake. One PR disaster.

A year of patriotism and pressure

Vietnam is celebrating the 50th anniversary of reunification, and the mood across the media is one of reflection and reverence. 

Think films like We Are Vietnamese People, viral memes about national spirit, and a growing spotlight on the beauty of everyday Vietnamese life.

“It’s a central theme this year,” says Duc. “You can’t just ‘tap into’ patriotism. You have to mean it.”

Because in Vietnam, pride isn’t a marketing angle. It’s a value. A legacy. A line you don’t want to cross unless you understand what’s on the other side.

Don't exploit. Don't assume. Don't wing it.

Foreign brands often fall into a trap: performative love.

They show up, post something vague about loving pho, or wear an áo dài once for a photoshoot — and call it connection.

But Vietnamese audiences can sniff out insincerity a mile away.

“It’s not about how you dress,” Duc says. “It’s about how you show up for the country — how you give back, how you respect the culture, how you engage with our history without trying to monetise it.”

He brings up Katina — a drink brand that tried to donate a tiny portion of proceeds during a typhoon. It backfired badly. 

“Good intent must be paired with good execution,” he says. “It’s not just what you do — it’s how and when you do it.”

Seeding: The shadow game of Vietnamese PR

You’ve heard of influencer marketing. But have you heard of seeding?

In Vietnam, it’s a common (and cheap) PR tactic. You hire people - or bots - to comment on posts en masse. 

Say the same thing.

Over and over. 

Make it look viral. 

Get noticed. 

Catch the media’s attention.

Why? 

Because today’s newsrooms follow trends — and those trends often start on Facebook.

“Journalists don’t initiate topics anymore,” says Duc. “They follow what’s trending on social. That’s why brands pour money into social seeding.”

It’s not pretty. But it works.

Relationships over press releases

Think you can just drop a press release and call it a day? Not here.

Vietnam’s media landscape is built on relationships — and if you haven’t nurtured those, you might not even make it to print.

Send a thank you note. Check in regularly. Don’t just ask for favours — build actual connections. And don’t forget Vietnam Journalists’ Day (June 21st).

“It’s a two-way street,” says Duc. “If you want journalists to help you, you have to help them too.”

The $100,000 question

So, if given a six-figure PR budget, what would Duc do?

His answer is simple yet effective: Spend most of it on social.

Influencers. Communities. Creative campaigns with legs. The rest? Maybe a bit on traditional media. Maybe.

But what if there’s little to no budget? Which, is the reality for the majority of PR campaigns in Vietnam.

Then it’s all hustle. Write your own content. Use your network. Seed if you have to. Find a way.

In Vietnam, details are everything

Whether it’s a tiny line on a map or a 1,000 VND donation in a crisis, Vietnam’s PR landscape doesn’t forgive carelessness.

Brands who treat the market like a test run won’t last long. 

But brands who come with respect, authenticity, and cultural curiosity? 

They’ll find a place.

Duc puts it best: “If you want to do business and succeed in PR here — you need to love my country.”

And in Vietnam, love always shows.