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. E69: Go live or get left behind: inside Vietnam’s e-commerce boom

    APR 13

    E69: Go live or get left behind: inside Vietnam’s e-commerce boom

    E-commerce in Vietnam is big, but it's about to get A LOT bigger. Right now, it’s sitting at around 12–15% of total retail. But it’s growing at 2–3x the speed of offline, and the way people buy in Vietnam is changing fast. In this episode, Ian Paynton sits down with Ryan Molloy, CEO of Redfern Digital, to break down what’s actually happening on the ground.  We get into:  Why TikTok Shop has overtaken Shopee in just a couple of years  The shift from search-based shopping to discovery-led buying  Why live streaming has gone from “nice to have” to non-negotiable  What it really takes to launch and scale an e-commerce business here We also workshop a real example — what Ryan would do if he had $100K to launch a new brand in Vietnam today. If you’re thinking about entering Vietnam, or trying to understand where commerce is heading more broadly, this is a useful one. Because Vietnam isn’t just growing fast. In many ways, it’s skipping steps — and rewriting the playbook as it goes. Send us Fan Mail 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.

    39 min
  2. E68: The 9 cultural truths your brand MUST master to get started in Vietnam

    MAR 31

    E68: The 9 cultural truths your brand MUST master to get started in Vietnam

    You know the score! Vietnam is one of the fastest-growing markets in the world right now. But most global audiences and brands still don’t understand how it actually works. Sure, they see the headlines, but it's a difficult place to immediately understand from the outside. How to actually understand life on the ground? In this episode, Ian Paynton is joined by Huy Nguyen, CEO of Pencil Group, a network of cultural marketing agencies that looks at Vietnam through a different lens: not as a market, but as a set of communities, values, and behaviours that shape everything from decision-making to brand building. Together, we break down the cultural truths your brand must master before entering Vietnam — from why culture should be treated as infrastructure, not decoration, to the role of family, regional nuance, national pride, and the hidden signals in everyday communication. If you’re a brand or marketing director thinking about entering Vietnam — or already operating here and wondering why things don’t always land — this is essential listening.  Send us Fan Mail 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
  3. E67: Growing IRONMAN Vietnam: lessons in community, planning and reading the room

    MAR 3

    E67: Growing IRONMAN Vietnam: lessons in community, planning and reading the room

    Triathlon participation in Vietnam has grown nearly 30x in a decade. And Danang is about to host its first full-distance Ironman. In this episode, Ian Paynton speaks to Rob Zamacona, the General Manager of Sunrise Events Vietnam, about what it really takes to build an event of that scale here. We unpack what Ironman's growth reveals about modern Vietnam: the power of community, how nothing important happens overnight, and why “reading the room” might be the most valuable business skill you can develop for getting things done in Vietnam. Send us Fan Mail 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
  4. E66: Building a life in Vietnam: identity, business, and the search for home

    FEB 10

    E66: Building a life in Vietnam: identity, business, and the search for home

    In this episode of You Don’t Know Vietnam, Ian Paynton is joined by Gauthier D'haenens, a Vietnamese-born Belgian adoptee who returned to Vietnam as an adult searching for his biological parents — and instead found a very different sense of belonging. Gauthier shares his deeply personal journey of growing up feeling like an outsider in Europe, returning to Vietnam to reconnect with his roots, and ultimately choosing to build a life here despite never fully fitting into one box or another. Together, Ian and Gauthier explore what it means to live between cultures, how Vietnam can strip away old identities and force new ones to emerge, and why grief, distance, and belonging are some of the least talked-about realities of long-term life abroad. The conversation also dives into Vietnam’s evolution beyond the usual Hanoi–Ho Chi Minh City narrative, why Danang is emerging as a serious tech and lifestyle hub, and what global leaders consistently misunderstand about building businesses and teams in Vietnam. This is a reflective, honest episode about adoption, ambition, wonder, and the quiet sacrifices that come with choosing Vietnam — and why, for many, the country has a way of confronting you… and changing you. In this episode, we cover: Growing up Vietnamese in Europe and returning to Vietnam as an adultSearching for biological parents — and making peace with not finding themIdentity, belonging, and the emotional cost of living far from homeWhy Hanoi can break you — and why that mattersDanang’s rise beyond tourism into tech and innovationWhat Vietnam’s future could look like, and what it risks losing along the waySend us Fan Mail 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
  5. E65: What GDP headlines don’t tell you about Vietnam’s 'era of rising'

    JAN 27

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

    JAN 12

    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 Fan Mail 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
  7. E63: Reduce emissions AND grow economically? Why Vietnam can do both

    12/08/2025

    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 Fan Mail 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
  8. E62: Keeping soul, changing shape: Vietnam’s evolving identity

    11/17/2025

    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 Fan Mail 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
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Ratings & Reviews

4
out of 5
4 Ratings

About

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.

Information

  • Creator
    Ian Paynton - We Create Content
  • Years Active
    2023 - 2026
  • Episodes
    69
  • Rating
    Explicit
  • Copyright
    © 2026 You Don't Know Vietnam
  • Show Website
    You Don't Know Vietnam

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