You Don't Know Vietnam

Ian Paynton - We Create Content

Forget what you thought you knew about Vietnam. It's no longer that, as you're about to find out. Hit subscribe for conversations about trends, culture and business from one of the world's fastest growing markets: Vietnam. Hosted by Ian Paynton, co-founder of We Create Content, a content agency that builds audiences for global brands in Vietnam.

  1. E65: What GDP headlines don’t tell you about Vietnam’s 'era of rising'

    27 JANV.

    E65: What GDP headlines don’t tell you about Vietnam’s 'era of rising'

    Vietnam is no longer just a fast-growing economy or a low-cost manufacturing hub. It is entering what many local leaders now call an era of rising — defined not only by economic momentum, but by diplomatic agility, cultural confidence, and a new generation reshaping the country’s future. In this episode of You Don’t Know Vietnam, Ian Paynton speaks with Hang Vu, Managing Partner at RSI Consulting, about what Vietnam’s rise really looks like on the ground — beyond GDP headlines and investor hype. Drawing on her experience as a corporate leader turned market-entry advisor, we unpack What Vietnam’s rapid growth looks like on the ground — from mindset shifts to changing consumer behaviourThe move from resilience to reinvention in Vietnamese business cultureThe rise of cultural confidence and creative industriesThe role of Vietnamese women as both guardians of tradition and pioneers of changeCommon mistakes international companies make when entering VietnamBamboo diplomacy and how it shapes Vietnam’s global positioningWhat success could look like for Vietnam’s era of rising over the next decadeThis episode is essential listening for global business leaders, investors, and anyone seeking a deeper, more human understanding of where Vietnam is heading — and what it takes to succeed here in the years ahead. Send us a text If you enjoy this conversation or think someone in your network could find value in it, please share it and hit follow to get notified when the next episode drops. This podcast is brought to you by We Create Content, the content marketing agency that builds audiences for global brands in Vietnam. You can follow our host, Ian Paynton, on LinkedIn, and follow the podcast on Instagram, TikTok and X. A special thanks to DJ Jase at The Beats Saigon for the soundtrack, and to YOU for listening.

    34 min
  2. E64: Let’s talk about Tết, baby — has Vietnam’s biggest holiday changed forever?

    12 JANV.

    E64: Let’s talk about Tết, baby — has Vietnam’s biggest holiday changed forever?

    Tết has always been Vietnam’s most important moment of the year — culturally, emotionally, and commercially. For some categories, it can account for up to 40–45% of annual sales. But something feels different now. In this episode of You Don’t Know Vietnam, Ian Paynton sits down with Cimigo's Richard Burrage, a long-time Vietnam resident and one of the country’s most experienced consumer insight leaders, to unpack how Tết is changing — and why many brands and marketers haven’t caught up. Drawing on nationwide consumer research and focus groups, Richard explains why Vietnam is spending differently, gifting less, celebrating more quietly, and approaching Tết with a very different mindset. For senior leaders looking beyond the hype, this episode offers a grounded, on-the-ground view of cultural change — and why understanding the “new Tết” may be critical to getting Vietnam right. Send us a text If you enjoy this conversation or think someone in your network could find value in it, please share it and hit follow to get notified when the next episode drops. This podcast is brought to you by We Create Content, the content marketing agency that builds audiences for global brands in Vietnam. You can follow our host, Ian Paynton, on LinkedIn, and follow the podcast on Instagram, TikTok and X. A special thanks to DJ Jase at The Beats Saigon for the soundtrack, and to YOU for listening.

    31 min
  3. E63: Reduce emissions AND grow economically? Why Vietnam can do both

    08/12/2025

    E63: Reduce emissions AND grow economically? Why Vietnam can do both

    Michaela Baur is the Country Director of GIZ Vietnam, a German development agency with more than 30 years of experience working in Vietnam. Today, Ian asks the question on the tip of everyone's tongue: Can Vietnam really become a high-income country by 2045 AND reach its net zero target by 2050? Michaela explains why Vietnam is choosing to pursue economic growth and emissions reduction in parallel, not sequentially, and why, while it's very ambitious, it's also very smart. She breaks down Vietnam’s four major reform thrusts for the next decade and why they’re being tackled together rather than in silos. Drawing on GIZ's experience in Vietnam, Michaela shares concrete examples of the agency's high impact work. She also gives five things outsiders must know about getting things done in Vietnam – from genuine curiosity about the country and its history, to working at eye level with Vietnamese partners. If you care about climate, growth, or doing business in Vietnam, this episode shows why Vietnam might just become a global example for how to do both. Send us a text If you enjoy this conversation or think someone in your network could find value in it, please share it and hit follow to get notified when the next episode drops. This podcast is brought to you by We Create Content, the content marketing agency that builds audiences for global brands in Vietnam. You can follow our host, Ian Paynton, on LinkedIn, and follow the podcast on Instagram, TikTok and X. A special thanks to DJ Jase at The Beats Saigon for the soundtrack, and to YOU for listening.

    45 min
  4. E62: Keeping soul, changing shape: Vietnam’s evolving identity

    17/11/2025

    E62: Keeping soul, changing shape: Vietnam’s evolving identity

    Vietnam is changing shape fast — but its soul hasn’t moved an inch. In this episode, Ian sits down with Vinamilk creative director Chieu Pham to unpack the cultural codes that remain constant beneath the country’s rapid transformation. From ancestor worship and family rituals to emotion-driven storytelling and Vietnam’s unique sense of humour, Chieu explains why global brands so often misread the market — and what they must understand to get it right. She shares 15 years of insight across ad agencies and national brands, and why authenticity beats polished cleverness every time. She also dives into gender dynamics inside Vietnam’s creative industry, the rise of influencers, and the future of Vietnamese cinema. Send us a text If you enjoy this conversation or think someone in your network could find value in it, please share it and hit follow to get notified when the next episode drops. This podcast is brought to you by We Create Content, the content marketing agency that builds audiences for global brands in Vietnam. You can follow our host, Ian Paynton, on LinkedIn, and follow the podcast on Instagram, TikTok and X. A special thanks to DJ Jase at The Beats Saigon for the soundtrack, and to YOU for listening.

    34 min
  5. E61: Factory towns, gig work, and the untold side of Vietnam’s economic boom

    03/11/2025

    E61: Factory towns, gig work, and the untold side of Vietnam’s economic boom

    Vietnam’s economy is booming. Foreign factories are multiplying, GDP is surging, and global investors are calling it the next Asian powerhouse. But who’s really benefitting from this rapid growth? In this episode of You Don’t Know Vietnam, Ian Paynton speaks with journalist Lam Le, known for going beyond the headlines to tell the human-centred stories behind Vietnam’s economic rise. She explains what life looks like for the factory workers assembling products such as AirPods and MacBooks, and for gig-economy drivers caught in relentless algorithmic cycles. From ageing out of factory work at thirty-five to the quiet ambitions of women retraining as beauticians, Lam paints a vivid picture of the people powering Vietnam’s rise — and offers advice for global businesses looking to employ here responsibly. Send us a text If you enjoy this conversation or think someone in your network could find value in it, please share it and hit follow to get notified when the next episode drops. This podcast is brought to you by We Create Content, the content marketing agency that builds audiences for global brands in Vietnam. You can follow our host, Ian Paynton, on LinkedIn, and follow the podcast on Instagram, TikTok and X. A special thanks to DJ Jase at The Beats Saigon for the soundtrack, and to YOU for listening.

    33 min
  6. E60: Why foreign leadership styles fail in Vietnam (and how to fix yours!)

    20/10/2025

    E60: Why foreign leadership styles fail in Vietnam (and how to fix yours!)

    Many foreign leaders arrive in Vietnam full of confidence — armed with a leadership style that’s worked everywhere else. But within weeks, frustration sets in. Teams seem hesitant, feedback is quiet, and quick wins are nowhere to be found. In this episode of You Don’t Know Vietnam, cross-cultural leadership expert Julie Sivan joins Ian Paynton to unpack why leadership styles often don’t translate — and what you can do to make sure yours does.  Julie explains the key mindset shift every foreign leader needs to make: trust comes before performance in Vietnam. She breaks down how hierarchy really works (it’s a roof, not a wall), why silence doesn’t mean agreement, and how to build trust through consistency, presence, and care. You’ll also hear:  🇻🇳 The biggest traps foreign leaders fall into — and how to avoid them  🇻🇳 How to decode hierarchy, respect, and feedback in Vietnamese workplaces  🇻🇳 Three things to do in your first 30 days to earn credibility and connection  🇻🇳 What not to do if you want to keep trust intact Whether you’re leading a team in Hanoi, managing a regional office in Ho Chi Minh City, or planning to expand your business into Vietnam, this episode is your field guide to cross-cultural leadership that lands. Send us a text If you enjoy this conversation or think someone in your network could find value in it, please share it and hit follow to get notified when the next episode drops. This podcast is brought to you by We Create Content, the content marketing agency that builds audiences for global brands in Vietnam. You can follow our host, Ian Paynton, on LinkedIn, and follow the podcast on Instagram, TikTok and X. A special thanks to DJ Jase at The Beats Saigon for the soundtrack, and to YOU for listening.

    35 min
  7. E59: Navigating the grey area that can decide life or death for business in Vietnam

    07/10/2025

    E59: Navigating the grey area that can decide life or death for business in Vietnam

    "That grey area or that almost darkness within a conversation can be life and death. And if you don’t have the trust to be able to have an honest conversation, you can meet an impasse and never move forward," says CBRE's Lawrence Lennon, in this episode of You Don't Know Vietnam. Lawrence, who is Director of Capital Markets Services at CBRE, tells Ian Paynton about the forces driving Vietnam’s next economic leap. From record-breaking FDI and infrastructure spend to the surge in tourism and manufacturing, He explains why Vietnam’s growth story is one of the most compelling in Asia right now. But beyond the numbers, he reveals the unseen dynamics that matter most: why trust is the real insurance policy in Vietnam’s business culture, how relationships unlock opportunities that data alone can’t, and what global investors often miss when they view Vietnam only through spreadsheets. Whether you’re an investor, entrepreneur, or just curious about the future of Vietnam, this episode offers a rare look at both the hard data and the hidden human factors shaping the country’s momentum. Send us a text If you enjoy this conversation or think someone in your network could find value in it, please share it and hit follow to get notified when the next episode drops. This podcast is brought to you by We Create Content, the content marketing agency that builds audiences for global brands in Vietnam. You can follow our host, Ian Paynton, on LinkedIn, and follow the podcast on Instagram, TikTok and X. A special thanks to DJ Jase at The Beats Saigon for the soundtrack, and to YOU for listening.

    30 min
  8. E58: Eat alone? Not in Vietnam — the F&B localisation playbook

    22/09/2025

    E58: Eat alone? Not in Vietnam — the F&B localisation playbook

    What makes Vietnamese dining culture so unique—and why do so many global F&B brands stumble here? In this episode, Ian Paynton speaks with Loan Vu, hospitality expert and co-founder of SNL’s Diner in Hanoi. Loan shares how she’s adapted an American menu to fit Vietnamese tastes, from portion sizes to introducing turkey dinners, and why communal dining changes everything. We dive into the challenges of hiring and keeping staff in Vietnam’s high-turnover F&B sector, the importance of kindness and culture in retention, and why slow, brand-led marketing beats chasing quick trends. Loan also explains why some of the world’s biggest F&B names, like McDonald’s and Starbucks, have struggled in Vietnam—and what global entrants can learn from it. If you’re in food & beverage, hospitality, or just curious about Vietnam’s fast-moving market, this episode is full of insights about localisation, resilience, and building a business that lasts. Send us a text If you enjoy this conversation or think someone in your network could find value in it, please share it and hit follow to get notified when the next episode drops. This podcast is brought to you by We Create Content, the content marketing agency that builds audiences for global brands in Vietnam. You can follow our host, Ian Paynton, on LinkedIn, and follow the podcast on Instagram, TikTok and X. A special thanks to DJ Jase at The Beats Saigon for the soundtrack, and to YOU for listening.

    36 min
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À propos

Forget what you thought you knew about Vietnam. It's no longer that, as you're about to find out. Hit subscribe for conversations about trends, culture and business from one of the world's fastest growing markets: Vietnam. Hosted by Ian Paynton, co-founder of We Create Content, a content agency that builds audiences for global brands in Vietnam.

Informations

  • Création
    Ian Paynton - We Create Content
  • Années d’activité
    2023 - 2026
  • Épisodes
    65
  • Classification
    Contenu explicite
  • Copyright
    © 2026 You Don't Know Vietnam
  • Site web de l’émission
    You Don't Know Vietnam

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