Insights
Written for the questions companies actually ask.
Nothing here answers “what is marketing”. Each piece starts from a question someone actually asked, and ends with something you can do about it.
Short answer
Insights is where MWY writes about marketing in Vietnam, organised into topic clusters: each topic has an overview page and articles that go deeper into a specific question. We do not write explainers, and we do not write about anything we have not done ourselves or cannot check against numbers.
Topics
Each topic is a cluster: one overview page, with the articles that go deeper sitting beneath it.
Vietnam Market Entry
What it really costs, where entries usually go wrong, and the order to do things in when a foreign company steps into this market.
See this topicConsumer market
How Vietnamese buyers discover brands, where they buy, and which foreign brands they trust — before any of it goes into an entry plan.
See this topicChannels
Which channels matter here, what has moved to TikTok and the marketplaces, and why the answer depends on how your category is bought.
See this topicAcquisition
What a customer costs in Vietnam, why the figure rarely compares with other markets, and the ceiling you can calculate for yourself.
See this topicAgency
Who should run marketing in Vietnam, what belongs in the agency contract, and how to oversee the work from head office.
See this topicMeasurement
Why platform, analytics and order numbers disagree in Vietnam, and how to build reporting a head office can actually use.
See this topicMarketplaces
What advertising on Shopee, TikTok Shop and Lazada buys, what the commission table leaves out, and whether to start there at all.
See this topic
Latest
23 October 2026
The Vietnam pet food market: how big it is, who supplies it, and where it is sold
Vietnam exports twice as much pet food as it imports, and still buys most of its premium kibble from abroad. That gap is the first thing an entry plan has to explain.
18 October 2026
The Vietnam beer market: who holds the share, what the tax path does to prices, and what beer advertising may do
Nobody publishes a first-hand share figure for Vietnamese beer. The numbers that do exist say more about tax, drink-driving rules and alcohol strength than about who leads.
15 October 2026
The Vietnam health supplement market: how big it is, where it sells, and the two approvals that set a launch date
The usual market figure for supplements in Vietnam is three times the size of the category most foreign brands actually sell in. The launch date is set somewhere else entirely.
14 October 2026
Online panels in Vietnam: who answers an online survey, and how to read what it tells you
An online survey in Vietnam can be in the field on Monday and in a board paper by Friday. Whether its numbers describe the market you are entering depends on four things the slide rarely shows.
13 October 2026
Choosing a KOL agency in Vietnam: what kind you are hiring, how it is paid, and what to check before you sign
Four kinds of business answer to the same name, and some of them are paid by both sides of the same sale.
11 October 2026
ChatGPT ads in Vietnam: who can buy them, what they cost, and whether a market entrant should test them
The minimum budget is a rounding error. The real questions for an entrant are whose entity buys the ads, which categories are barred, and how to tell a result from a report.
10 October 2026
The Vietnam F&B market in 2026: how big it is, who already wins it, and what a foreign chain should read first
Vietnam’s F&B market is quoted as one number. It is at least three, and the gap between them is wide enough to change an entry case. Here is what each measures, and where chains and delivery stand.
8 October 2026
How big is Vietnam’s middle class? What the figures measure, and the number a brand actually needs
Entry decks quote Vietnam’s middle class as if it were one number. It is at least four, built on different definitions, and none of them is the number a pricing decision needs.
7 October 2026
Vietnam’s advertising law in 2026: the rules that change a foreign brand’s launch plan
Vietnam rewrote its advertising rules in four texts over twelve months. Most coverage stops at the five-second rule for video ads. The rules that change a launch plan are elsewhere.
6 October 2026
The Vietnam cosmetics market in 2026: what the figures show, and what a foreign beauty brand has to settle
The figure most often quoted for Vietnam’s cosmetics market is smaller than what four marketplaces alone sold last year. That gap is the place to start.
5 October 2026
Vietnamese Gen Z consumers: what the 2026 data shows, and what it changes for a foreign brand
Every entry deck has a slide on Gen Z. Few of them say which Gen Z, measured by whom, and what it changes in the launch budget.
4 October 2026
The Vietnam FMCG market in 2026: what the trackers show, and how a foreign brand should read them
Retail sales are up, incomes are up, and Vietnamese households are buying fewer packaged goods. That gap is where an entry plan should start.
Have a more specific question?
Articles answer the general question. Yours needs your numbers — one written exchange is usually enough to know where to look.