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The patriotic tight rope you walk as a global brand communicating in Vietnam...

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"Patriotism will be the key media trend for 2025 in Vietnam," says PR expert Duc Bui, on the new episode of .

For global audiences who are in the dark, Vietnam just celebrated 50 years of reunification, and 2025 marks 80 years of its independence.

Which means the stories celebrating Vietnamese culture will DOMINATE column inches all year round.

"If companies from other countries want to jump into the Vietnamese market they will need to pay more attention to [patriotism]," adds Duc, who is currently the PR manager at Zalo.

But he warns...

"Tapping into Vietnam's national pride is a double-edged sword... It could be good but it can be harmful if you don't do it carefully."

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Listen to the episode with Duc now to learn about...

✅ What's changing with Vietnam's media landscape
✅ How to tap into Vietnam's national pride... carefully
✅ Some brands that got it wrong
✅ How to avoid your very own PR scandal
✅ Why social media "seeding" is more popular than you think
✅ The secret of building relationships with Vietnam's journos
✅ Tips for getting the most out of US$100,000 PR budget

Link to the full episode is in the description!👇

On this episode of , we sit down with Tammy Thị Phan, Chief Digital Marketing Officer, who recently moved back to Vietnam after over a decade working in Singapore for the likes of Google 🌏.

Not to retire and grow herbs 🌿, but to keep up with the times 🕒.

In this episode, she chats with our host about:

🇸🇬 Her experience transitioning from life in Singapore to Vietnam
⏳ Why she chose to move back now after so many years away
🇻🇳 What she's found to be unique about relationship building in Vietnam
👀 Her observations about Vietnam's rapidly changing consumer market
⚡ Why working at speed is crucial here
🔥 Top tips for global brands to truly connect with Vietnamese consumers

It’s a conversation full of things that are hyperlocal 📍, hyper-relevant🔥, and happening at the pace of a motorbike weaving through Saigon traffic 🛵.

🎧 Don't miss episode 48. Stream it now on Spotify or Apple - link in the comments!