FinT insights
Articles from FinT's team on marketing in Vietnam: influencer and KOC campaigns, TikTok Shop and e-commerce data, social media trends, consumer behavior and market entry for foreign brands.
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What Is a Creator Ecosystem Hub? A creator ecosystem hub is a centralized system that connects brands with vetted content creators (KOLs and KOCs), manages end-to-end campaign execution, and measures performance through…
Why the Creator Ecosystem Matters for Beauty Brands in Vietnam The Vietnamese beauty market has undergone a fundamental transformation. Consumers no longer passively receive advertising messages—they actively seek conten…
The data is clear: Vietnam accounts for approximately 57% of the Southeast Asian cosmetics market, surpassing Thailand, Malaysia, the Philippines, and Singapore combined . This dominance is driven by a young, digitally-n…
The numbers speak for themselves. Vietnam's beauty and personal care market is projected to reach approximately $3 billion by 2026, with an impressive compound annual growth rate of 8.3% . But here's what marketing manag…
The Vietnamese market is a paradox of opportunity and challenge. With a GDP per capita surpassing $5,000 and a population exceeding 100 million, it offers immense potential . The common thread? A failure to truly localiz…
Vietnamese consumers have become masters of digital skepticism. They scroll past polished ads, ignore generic brand claims, and actively seek out content that feels unfiltered and genuine. In this environment, Key Opinio…
The Vietnamese consumer has evolved dramatically. No longer swayed by a foreign name alone, today's buyers are discerning, pragmatic, and deeply focused on value and safety. While the appeal of imported goods persists, t…
Vietnam's creator economy has reached a pivotal moment. The number of active KOLs and KOCs in the country surged from 150,000 in 2022 to 200,000 by 2024, with the figure potentially approaching 300,000 when affiliate mar…
The traditional "search-and-buy" model is fading in Vietnam. For a new generation of consumers, the discovery process has inverted: products find them, not the other way around. This shift is driven almost entirely by cr…
The initial launch is just the beginning. Scaling an e-commerce business in Vietnam requires a fundamental shift from a "go-to-market" mindset to a "go-to-scale" operational model. The market is maturing rapidly—Vietnam'…
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