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
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.
3 October 2026
Influencer marketing in Vietnam: KOLs, KOCs, and what a foreign brand is actually paying for
The proposal says “three KOLs and fifty KOCs”. What it does not say is what the brand will own, and what it will be able to check, once the posts are up.
3 October 2026
Luxury brands in Vietnam: who buys, where they buy, and what an entrant has to settle first
A luxury house usually arrives in Vietnam to find its clients already exist. They have been buying in Singapore, from personal shoppers and from the stall that sells the copy.
2 October 2026
The mistakes foreign brands make in Vietnam, and what they cost
The mistakes that show up in the first week are cheap. The expensive ones look fine in the monthly report until the third quarter.
2 October 2026
Vietnam e-commerce market size, and how to size your own opportunity without buying a report
Four respectable sources, four different sizes for the same market. The gap is not an error, and it is not the number your plan needs either.
1 October 2026
How to choose a distributor in Vietnam: what to check before you sign
Most advice on finding a distributor in Vietnam comes from people paid to make the introduction. The checks that matter happen after the shortlist, and before the signature.
1 October 2026
Distributor, partner or direct in Vietnam: what each route does to your marketing
The route into Vietnam is usually chosen as a legal and logistics question. It also decides, quietly, what your marketing will be able to see for years.
30 September 2026
Zalo for business: what it is for, and when it earns a budget line
Most channel plans list Zalo next to Facebook and TikTok. It does a different job from both, and the question of who holds the account matters more than the budget line.
Have a more specific question?
Articles answer the general question. Yours needs your numbers — thirty minutes is enough to know where to look.