Vietnam’s creative market is evolving fast, but short-termism, regulation, and undervaluing of creativity still present challenges, Happiness Saigon’s managing director Son Nguyen, has said in corporate commentary published by LBB Online→view source.
Key points Nguyen makes include:
- Instant metrics mindset: The market prioritises short-term gains—likes, clicks, and immediate revenue—over long-term brand building. Creativity is often undervalued and seen as non-essential.
- Regulatory constraints: While regulations offer some flexibility, they still limit creative expression, forcing agencies to tone down storytelling.
- Client challenges: Many Vietnamese clients still treat creativity as a luxury, leading to hesitancy in adopting bold ideas. Agencies must continually justify the business value of creativity.
- Digital-only bias: Brands often focus solely on digital, missing opportunities for experiential and offline marketing—especially significant with tourism recovery and evolving retail.
- Cultural advantage: Vietnam’s “clever, united, and naturally resourceful” spirit is seen as fertile ground for brave ideas with global potential. The market is shifting from “Made in Vietnam” to “Dreamed up in Vietnam.”
- Gen Z expectations: Young consumers demand authenticity and emotionally resonant storytelling, which AI alone cannot deliver.
- Local ambition rising: Vietnamese brands—especially in fashion, tech, and lifestyle—are becoming more confident, aiming not just for market share but global impact.
See also: Vietnam’s Advertising Industry 2025: Censorship, Trends, and Key Players