Xin Chao, Vietnam

“Xin Chao. Tên tôi là Eva” - “Hello. My name is Eva.” This basic Vietnamese phrase is one of the few things I managed to pick up during my short business trip.

I must say, it’s been truly exciting to finally be able to explore the Vietnam market firsthand. Particularly, after diving deep into reading and research to understand its dynamics, being here on the ground feels like a long-awaited realisation. It's an incredible experience that surpasses what can be gleaned from mere reading.

Now, I’d love to share with you five standout experiences and observations from my brief but memorable time in Vietnam.

A Tapestry of Cultures: Exploring Unique Experiences at VITM

Attending the Vietnam International Travel Mart (VITM) was such an eye-opening experience for me. The event was incredible, offering a unique and immersive experience that allowed me to dive into a melting pot of vibrant cultures, all housed under one roof.

What amazed me was seeing the different approaches that various countries took to showcase their own unique cultures. Take Taiwan, for example, which featured a vibrant parade where its team members donned traditional clothes, parading around and spreading Taiwanese spirit. Similarly, the Korean Tourism Organisation (KTO) provided the visitors to step into traditional attire and have their photos taken against a stunning Korea backdrop.

On the other hand, Tourism Malaysia's booth presented captivating cultural performances, such as the Sarawak Cultural Dance, Sape Performance, and the mesmerising Teh Tarik Tea Pulling Art by a skilled Malaysian artist. Among all, I must say, witnessing the Bamboo Dance, which is known as Tarian Alu-Alu, was one of the highlights for me. It’s a prime example of how culture and artistry can come together to create something breathtaking. Hats off to those talented performers who mastered the art of dancing between bamboo sticks.  What made it even better was the fact that the visitors even participated and had a blast.

A Home Away from Home: Celebrating Raya with the Malaysian Community in Vietnam

Experiencing the Raya celebration at Rumah Malaysia in Vietnam, alongside the Malaysian community based in Hanoi, was indeed a memorable and heartwarming experience. Listening to their stories while savouring delicious Malaysian cuisine created a sense of familiarity and connection.

Also, it was particularly special to encounter fellow Malaysians visiting our booth, sharing stories of their own journeys working abroad. In that moment, I felt an instant bond, realising that even though we were away from home, we were not alone; we had a supportive community by our side.

LOTTE Group’s Ubiquitous Presence

I couldn’t help but notice the remarkable ubiquity of the LOTTE Group in Hanoi. It felt like they were mushrooming everywhere, and it’s also a stone thrown away from our location. Their presence was indeed striking. However, it’s been quite a journey for LOTTE over the past 15 years, as they have managed to establish 16 hypermarkets across the country, leaving an indelible mark on the retail landscape.

What impressed me even more was the extent of LOTTE's influence, which extended beyond merely hypermarkets. They had branched out into various sectors, including hotels and other ventures. It was fascinating to witness the active engagement of the Korean community with LOTTE Mart, and observe how seamlessly they integrated LOTTE into their daily routines. At that moment, it almost felt like I had been magically transported to Korea, despite my physical presence in Vietnam.

In addition to LOTTE Group, numerous other South Korean companies have established a robust presence in Vietnam. Hyundai Motor Company, LG Electronics, Samsung Electronics, SK Group, and many more are actively investing in the Vietnamese market. These ventures exemplify the robust bilateral relations between South Korea and Vietnam

The Dominance of Be Group in Vietnam’s Ride Hailing Market

In Vietnam, the ride-hailing market is dominated not by Grab, as in Malaysia, but by BE GROUP. The omnipresence of Be, particularly with its bike delivery service, is hard to miss. This stark contrast to the Malaysian experience underscores Be’s supremacy in Vietnam. Similar to Grab, Be operates as a comprehensive consumer platform, offering services, such as food and goods delivery, as well as financial services.

According to Asia News Network, the ride-hailing service market in Vietnam generated a substantial revenue of USD 2.4 billion in 2021. Projections indicate that the industry’s revenue could surge to USD 4 billion by 2025, demonstrating the remarkable growth potential. The sector has witnessed an annual growth rate of 30% to 35%, with the user base expanding at a rate that ranks second only to the booming e-commerce market in Vietnam. These factors, perhaps, contribute to the omnipresence of ride-hailing services in the country.

Overcoming Language Barriers While Embracing the Journey

Communicating with the locals proved to be quite a challenge, as Vietnamese remained their preferred language in most interactions. However, I was fortunate to have had access to a translator app, which greatly facilitated communication with them. Along my journey, I had the pleasure of meeting wonderful people who enthusiastically recommended places for me to explore during my stay. These encounters merely scratch the surface of the wealth of experiences that Vietnam has to offer.

With so much left to discover and experience, I hope to return for more explorations in Vietnam. The adventure isn’t over yet.

Tạm biệt và hẹn gặp lại Việt Nam - Goodbye and  see you again Vietnam.