10 Key Marketing and Promotion Tips for Entering the Vietnamese Market

1. Print Media Promotion is Weak

Japan’s economy has grown alongside the development of media since the period of rapid economic growth. Therefore, even with the rise of digital media, traditional promotional methods such as newspapers, magazines, flyers, and direct mail still hold significant strength.

However, Vietnam, having rapidly developed as a burgeoning country during the rise of digital media, has a minimal presence of traditional print media. Digital and online platforms are the mainstream. There is no culture of direct mail or flyer distribution, and it’s uncommon to find a mailbox filled with promotional materials.

 

2. Digital and Online Media Are Strong

As mentioned in point 1, print media is weak, and digital and online platforms are dominant. In addition to widespread use of the web, social media platforms like Facebook and Instagram are very popular, with the majority of Vietnamese people enjoying these services.

Marketing and promotion via services similar to LINE, such as Zalo, are also active, and there is a high usage of apps.

Digital signage is prevalent throughout Vietnam, even more so than in Japan, often found in elevators of residential and office buildings.

 

3. High Conversion Rates but Low Close Rates

Compared to Japan, conversion rates are very high, but the actual closure rate for services or products tends to be lower.

Japanese people are more meticulous when making inquiries or requesting information, often with the intention of closing a deal. In contrast, Vietnamese people tend to make inquiries even with minimal interest.

Because inquiries are made easily and frequently, there is often a lack of genuine interest, making it difficult to convert inquiries into actual sales.

 

4. Sharing Is More Casual Compared to Japanese People

In Japan, sharing content is often considered a reflection of one’s own thoughts, so people tend to be cautious about what they share. In contrast, Vietnamese people share and like content on social media very casually. However, just because something is widely shared doesn’t necessarily mean there is a high level of interest in it, similar to the observation in point 3.

 

5. Heavy Use of Facebook Page Messaging

In Japan, people rarely send messages to Facebook pages of businesses, and replies are not always forthcoming.

In Vietnam, however, the messaging feature on Facebook pages is extensively used. People frequently send questions via messages, and businesses are prompt in their responses. Additionally, messaging apps like Zalo, similar to LINE, are also commonly used for communication.

 

6. Preference for Discounts and Free Gifts

While Japanese consumers tend to buy high-quality items even if they are expensive, Vietnamese consumers are less likely to purchase based solely on added value (though it is not impossible).

When marketing in Vietnam, promotions such as discounts or “buy this and get a free gift” tend to elicit a stronger response. Free gifts, especially in consumer goods, are very common and highly effective.

 

7. Be Cautious with Pricing in Vietnamese Dong

Japanese people tend to price things roughly in dong because the unit of Vietnamese dong is inevitably large ( ie. 50 yen is 10,000 dong). However, for Vietnamese people, they are sensitive to even the slightest difference in price.

For example, while Japanese consumers might not notice much difference between 20,000 dong (100 yen) and 25,000 dong (125 yen), for Vietnamese consumers, this can represent a significant price gap that might reduce purchase rates. Pricing should be determined carefully, taking into account Vietnamese perspectives.

 

8. Preference for Luxurious, Colorful, and Dynamic Designs

From our experience with various designs in Vietnam, it seems that Vietnamese people tend to prefer more flashy designs.

What might be considered “stylish” in Japan, such as very simple or minimalistic designs, might come across as “too plain,” “lack of color,” or “boring” in Vietnam. Instead, flashy designs with a sense of luxury, vibrant colors, and dynamic elements are more favored. Even bold color schemes that are uncommon in Japan are popular.

 

9. Relying on “Japanese Quality” Alone Can Be Risky

As discussed in the blog “The Pitfalls of Relying on ‘Japanese Quality’ as Your Strength When Entering the Vietnamese Market,” while “Japanese Quality” is valued by Vietnamese consumers, relying solely on this strength is not enough to succeed in the Vietnamese market. Localization that aligns with Vietnamese market needs, such as appropriate functions and pricing, is essential.

 

10. Competitors and New Products Emerge Quickly

In Vietnam, good products, services, and marketing strategies can be quickly imitated. What you considered your strength can soon be copied, and the speed of new product and service launches is fast. Even if your strengths are initially welcomed in the Vietnamese market, similar products and new offerings will quickly emerge, leading to obsolescence and forcing you to exit the market. It is essential to continually innovate and strengthen your marketing efforts.

 

Conclusion

In this article, we discussed key points for marketing and promotion when expanding into Vietnam.

The fundamental principle of marketing activities is to “adjust to local perspectives rather than relying solely on your own knowledge.”

While the excellence of Japanese services and products is undoubtedly impressive, expanding them in Vietnam requires a deeper understanding of the local market.