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Top 11 Marketing Trends in Vietnam for 2023

AJ Marketing - Top 11 Marketing Trends in Vietnam for 2022

Are you looking to expand your business in Vietnam? You're in luck! Vietnam is a great market for international businesses with its steadily growing GDP and third-largest population in South East Asia. However, with hundreds of local and global competitors, it's important to make your mark by implementing the best advertising and marketing strategies.

While there are countless ways to market your product, the most effective strategies in Vietnam come from internet, social media, and digital marketing. In fact, success stories in this country revolve around the use of social media platforms like YouTube, TikTok, Facebook, and Instagram, as well as collaborations with influencers and experts. It's no surprise considering that over 79% of the Vietnamese population use the internet and 71% are active on social media.

AJ Marketing - Top 11 Marketing Trends in Vietnam for 2022 - Adoption and Use of Digital Services in Vietnam 2022

But don't be fooled into thinking that internet and social media marketing is a one-size-fits-all solution. There are countless subgroup strategies that a brand can use to make the most impact. Luckily for you, we've streamlined these strategies down to the most effective ones for the Vietnamese market.

In this list, we've compiled the top marketing trends in Vietnam that can help your brand make a successful entrance in this market. With thousands of competitors, standing out is crucial. So, keep reading and discover the strategies you can implement to achieve your goals.

Top 11 Marketing Trends in Vietnam ⬇️

1. Bust those rhymes

Use V-Rap in your marketing campaigns

Have you heard of the latest marketing trend that's taking Vietnam by storm? Brands are turning to rap influencers to promote their products after the incredible success of rap programs like King of Rap and Rap Viet. And it's no wonder why! Vietnamese rappers are known for their creativity and ability to express a brand's message in a memorable and engaging way. The power of rap music's composition makes it easy for a brand message to stick, making campaigns more effective.

Just take the example of Momo, Vietnam's popular e-wallet service. They collaborated with Binz, one of the mentors from Rap Viet, and the result was incredible. Binz created a music video that garnered 10 million views in just two weeks, connecting Momo with his loyal fan base.

So, if you're looking for an innovative and creative way to promote your brand in Vietnam, consider partnering with a talented Vietnamese rapper. You never know, your brand might just become the next big thing in the V-Rap scene!

2. Add to cart

Prioritize e-commerce and launch live shopping campaigns

The COVID-19 lockdown experience has revolutionized the way we shop. With physical stores closed, online shopping became the only way to buy goods and services from the comfort of our homes. It wasn't just an option anymore; it was a necessity.

This shift to online shopping has given rise to a new trend: live shopping and livestreams. These platforms speed up the buying process, increase customer loyalty, and build trust by bringing consumers closer to brands.

As a result, more and more brands are jumping on the live shopping bandwagon. From Instagram and TikTok to YouTube, companies are taking advantage of the benefits of live shopping. Even big e-commerce platforms like LAZADA and Shopee are getting in on the action with their own live shopping features, LazLive and ShopeeLive. In fact, Lazada has already attracted more than 150 brands to use their live shopping feature in 2022.

If you want to ensure success for your brand online, it's time to shift your focus to live shopping. Make sure your products are easy to add to consumers' carts and watch as your brand loyalty and customer confidence skyrocket.

3. The influence that counts

Collaborate with micro and nano influencers

AJ Marketing - Top 11 Marketing Trends in Vietnam for 2022 - Micro Influencer in Vietnam to boost your conversion rate

Are you looking for a way to boost brand awareness, build relationships with your audience, or connect with younger generations like millennials and Gen Zs? Look no further than influencer marketing!

In Vietnam, there are countless influencers across all social networking platforms. But if you're looking for a cost-effective approach, consider working with micro and nano influencers.

Not only do micro and nano influencers tend to have higher engagement rates of up to 7%, they also come at a lower cost compared to mega influencers. While celebrities and KOLs (Key Opinion Leaders) are great for branding and awareness, micro and nano influencers have higher conversion rates thanks to their organic engagement.

Don't let their smaller audience size fool you. The impact of micro and nano influencers is powerful. Their relationship with their followers is unmatched in terms of closeness, loyalty, and authenticity. These influencers can be found on various platforms, including TikTok, Instagram, and YouTube!

So, if you're looking to make a real connection with your target audience, consider partnering with these influencers to achieve your goals.

4. Brand identity

Give your brand a fun and relatable voice through meme marketing

AJ Marketing - Top 11 Marketing Trends in Vietnam for 2022 - Durex' Vietnam Poster inspired by Avengers End Game

If you're looking for a fun and effective way to market your brand in Vietnam, look no further than meme marketing! Memes are the hilarious, relatable, and entertaining visual content that we all love online.

And while memes may have started out as just a fun way to pass the time, they're now showing real potential for marketing and advertising. In fact, they're so powerful that even the most boring and rigid brands can stand out with the right meme marketing strategy.

Big brands like Gucci, Highlands, and Durex Vietnam have already jumped on the meme marketing bandwagon, and for good reason. When Marvel's Avengers Endgame hit theaters in 2019, Durex Vietnam created a genius piece of content by incorporating their product illustrations into superhero costumes. It brought a smile to internet users and garnered thousands of engagements.

So, if you're looking to make a splash in the Vietnamese market, consider incorporating memes into your marketing strategy. You never know, your brand might just go viral!

5. Sing to the tune of the market

Make use of music marketing

Making music with commercial elements can be a bold move, but it's a growing trend in Vietnam's marketing industry. Just take a look at Dove's successful musical TVC, which struck a chord with women all over the country. By collaborating with singer Trang, Dove created a song that inspired women to embrace their individuality and share their stories.

And Dove isn't the only brand that has found success through commercial music productions. Strongbow and Den Vau's "Bai nay chill phet", Samsung and Truc Nhan's "Thay Tet Ion, mung Tet Ion", and Honda and Black X JustaTee's "Di ve nha" are just a few examples of commercials that have made a positive impact through music.

So, if you're looking for a creative and engaging way to connect with your audience in Vietnam, consider incorporating music into your marketing strategy. With the right message and the right artist, you might just create a hit that resonates with your target market.

6. Artificial Intelligence

Learn to implement chatbots and AI influencers

AJ Marketing - Top 11 Marketing Trends in Vietnam for 2022 - Toc Tien Clear Head AI Campaign by T&A Ogilvy and Clear Vietnam

From chat-bots to AI influencers, the use of artificial intelligence for marketing is achieving incredible results. With AI marketing, brands can maximize data collection, personalize content, identify data trends, and provide a convenient customer experience.

In Vietnam, T&A Ogilvy is leading the charge in AI marketing with their innovative Toc Tien Al Clear Head campaign. As part of this campaign, they created an AI version of Toc Tien, one of Vietnam's top singers. The AI persona has its own separate Facebook account and actively engages with social media users. It even acts as a brand ambassador, gaining traction and popularity across the internet.

By leveraging AI technology, brands like T&A Ogilvy are showcasing the potential of AI marketing and how it can benefit both brands and consumers. It's an exciting glimpse into the future of marketing and technology, and we can't wait to see what other creative campaigns emerge as a result.

7. Comic influencers

Prioritize visual marketing

AJ Marketing - Top 11 Marketing Trends in Vietnam for 2022 - Mot Chut Cute: Vietnam Comic Influencer for Shopee Vietnam

What's cuter than a comic strip with a meaningful message? Vietnamese comic artists have been creating amazing comic strips to encourage their online community to take action.

Using comic influencers to promote brands has been incredibly successful in Vietnam. The comic characters are relatable and resonate with everyday life, making them the perfect marketing tool. The combination of cuteness and relatability is unbeatable.

So, if you're looking for some comic influencers to keep an eye on, here are a few in Vietnam: Thăng Fly Comics, Chấm Comics, Quỳnh Aka, Một Chút Cute và Nhật Ký Chống Dịch, and Một chút cute. Trust us, you won't be able to resist their adorable messages!

8. Level up

Level up your game by collaborating with gaming influencers

If you thought gaming was just a hobby, think again! Big brands like Samsung, LG, Mentos, and Warrior have discovered the power of gaming influencers and the results have been incredible.

Gaming influencers are not just sought after to promote mobile apps, social networks, or devices; they have the ability to impact the habits of millions of consumers. This means that pro-gamers with celebrity-like status are not exclusive to collaborations in the gaming and tech industry. Even brands in the energy drink industry have found success in partnering with these influencers.

To ensure authenticity, brands usually let gaming influencers experience the product beforehand, resulting in honest and trustworthy reviews that lead to higher conversion rates. So, if you're looking for a unique and effective way to promote your brand in Vietnam, consider partnering with a gaming influencer.

9. Capture, Caption, and Post

Use your online channels to promote your physical offline stores

AJ Marketing - Top 11 Marketing Trends in Vietnam for 2022 - The Coffee House Vietnam Interior

In Vietnam, online marketing may be all the rage, but creating a unique offline location and promoting it online can work wonders for your brand. It can be anything from a store interior to a pop-up exhibition - as long as it's eye-catching and Instagrammable!

Take "The Coffee House" for example. They've created a space that feels as comfortable as home with cozy lighting, comfortable seating, and great music. Their dedication to providing excellent customer service has earned them a loyal following.

But it's not enough to just have a physical space. You also need to encourage people to visit it through online promotions. Use your social media channels to showcase your space with beautiful photos, trendy filters, and a remarkable caption. Once people see what your space has to offer, they'll be eager to put down their phones and experience it in person.

So, if you're looking to make a real-life impact with your brand in Vietnam, consider creating a unique physical space and promoting it online. With the right approach, you might just create a buzz that drives people to your door.

10. Short and sweet

Create micro films that will leave an impact to your audience

When it comes to cost-effective marketing, microfilms are a game-changer. They allow brands to convey their values through emotional storytelling that really resonates with consumers.

This marketing technique may have gained traction in Vietnam only recently, but it's been around for a while. In fact, it was first popularized in China in 2011. And since then, big brands like OPPO, Cadillac, Prada, and Coca Cola have all found success with microfilms.

OPPO's "Find Me" starring Leonardo DiCaprio and Cadillac's "Route 66" starring Mac Van Uy are just a few examples of how microfilms can be used to build customer attention. By telling powerful stories that connect with their target audience, brands can create a lasting impression and build a loyal following.

11. Affiliate marketing

Foster networks which can make your job easier

AJ Marketing - Top 11 Marketing Trends in Vietnam for 2022 - Accesstrade Vietnam's Affiliate marketing program

If you're looking for a cost-effective way to advertise your business online, affiliate marketing might just be the answer. With affiliate marketing, you only pay a commission when a customer makes a purchase through an affiliate's unique link or code.

In Vietnam, affiliate marketing is becoming increasingly popular thanks to the booming e-commerce market. In fact, since the pandemic, the Vietnamese e-commerce market has grown by over 23%. This means that affiliate marketing is a great way for micro influencers and bloggers to earn flexible income, no matter where they are.

Take ACCESTRADE's "Push the number of peaks - Process the luxury car" campaign, for example. It resulted in an enthusiastic response from the affiliate community and showed just how effective affiliate marketing can be in Vietnam.


In conclusion, as a fast growing market, Vietnam could be the next gold mine for your business. However, with all the benefits that Vietnam has to offer, the market has challenges too, including having thousands of competitors.

Therefore, choosing the right marketing technique and keeping up with the latest marketing trends is crucial. There are hundreds of online and social media marketing strategies to choose from, but our list has already given you the best ones.

We hope this list has given you insight on how to enter the Vietnam market.

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