Why the Vietnamese Market

Preface
Prologue

Chapter 1 Vietnam--- Not, a Country I Thought It Was

Introduction

1.The History and Diplomatic Relations of Vietnam
Vietnam Has an Adversarial Relationship with China
Vietnam is a Hegemonic Power on the Indochina Peninsula
Stepping Out as a Dark Horse to Contain China With the US
on Its Back

2.Vietnamese Culture
The Vietnamese are Just as Enthusiastic for Education as
Koreans
Can a Korean Cultural Content Business Achieve Success?

3.The Vietnamese Economy
Vietnam Grew Stronger During the Subprime
Mortgage Crisis
The Vietnamese Economy is Sure to Keep
Improving Going Forward
Even the Global Economic Crisis Will Become a Golden
Opportunity in Vietnam

Chapter 2 Why is Vietnam the Land of Opportunity?

Introduction

Changes That Happened in the Last
Ten Years are Beyond Your Imagination
The Vietnamese Are the Most Avid Smartphone Users

1. Strong Dedication to Education and Fast Learners

2. A Stable Country Built on the Communist Collective System
A One-party Collective Management System Led by the
Communist Party of Vietnam
Free from the Influence of Ethnic Chinese
No Conflict with Minority Ethnic Groups
Vietnam is Different from Other Emerging Markets in
Southeast Asia
Malaysia
Philippines
Indonesia

3. Vietnamese are Open-mined and Liberal about Things That Are New
Vietnamese Acknowledge and Accept
What is Different from Them
Same-sex Marriage is Not Illegal
Recognition of Religious Diversity and Freedom

4. Vietnam is a Nation of Strong Women and Girl Crushes

5. An IT Powerhouse Sensitive to Trends
A Wifi Paradise
Vietnam is an IT Powerhouse

6. Vietnam is a Late Bloomer-type Growth Model
The Vietnamese Market is Divided into South and North
South Vietnam is Completely Different from
North Vietnam
Vietnam has Two Megacities and
Three Independent Municipalities

7. Analysis of Consumers by Age Groups, I
It Has Been Growing, Albeit Slowly
Vietnamese Born in 1970 are the Equivalent of Koreans Born
During the Korean War
Vietnamese Born in the 1980s are the Post-war
Generation of Koreans Born in 1958
Vietnamese Born Between the 1970s and the 1980s Care More
About their Children’s Education Than Themselves

8. Analysis of Consumers by Age Groups, II
A Globalized Generation Who Are Smartphone Users and
Grab Riders
Those Born in the 1990s Are Credited with
the Beginning of the Korean Wave
They Use Uber and Grab as If They are Public
Transportation
Mobile Delivery Service is Growing Popular
2K Generation! Those Born in the 2000s are the Echo
Generation with Global Education
Expansion of Public Transportation
Will Trigger Major Changes

9. There is the Korean Wave and There Isn’t, Either
Vietnam was the Origin of the Korean Wave in Southeast Asia
in the Late 1990s
Be a Korean Company and a Local Company at
the Same Time

Chapter 3 Political Landscape of Southeast Asia Surrounding Vietnam

Introduction

1. The Mekong River, the Ticking Bomb in Southeast Asia
Vietnam Has the Mastery in Wire-Walking
World War III Will Break Out in the Mekong River
Containing China While Riding on the Back of the US
Vietnam is Not a Southeast Asian Country
It is Fundamentally Different from
the European Union
No Leader in the Southeast Asian Economic
Community
Southeast Asian Countries Have Different Languages
and Religions

2. Vietnam, The Role Model for North Korea
The Mediator for Two New and Old Friends
Vietnam and North Korea Share the Same Anti-China
Sentiment
Vietnam is a Good Model for the North’s Reform and
Open Policy
Power to the Communist Party and Money to the Money
Masters
The Vietnamese Military is There for Both National Defense
and the Economy
An Enemy's Enemy is an Ally: the United States Joins Hands
with Vietnam

Chapter 4 What You Must Know When Doing Business in Vietnam

Introduction

1. Your Way is Not the Right Answer
How Should You Eat BIBIMBAP?
Bibimbap Isn't Necessarily Rice Mixed With Other
Ingredients
Eating Rice with Chopsticks, Not a Spoon
How Do You Enjoy Americano, Pizza, and Pasta
Doing Business in Vietnam is the Same

2. Target the Market with Familiar Products
What is New is What Seems Somehow Unfamiliar and
Familiar at the Same Time
Even the Absolute Truth Should be Boldly Destroyed
In Vietnam, Hot Stone Pot Bibimbap Sells Better
Than Just Bibimbap
If You Plan to Open a Korean Restaurant in Vietnam

3.Orion: The Leading Confectionary Brand in Vietnam
Bold Operation of Business Based on the Prediction
of the Market
Nation-wide Operation Using Entire Sales Force
Cleaning Sales Strategy That Required Patience
Consulting Sales, Not Bulldozing Sales
Preparation Based on the Prediction of Change
Employees Are Required to Stay and Work in Vietnam for At
Least 10 Years
Releasing New Products Exclusively Made for
the Vietnamese Market

4. Wildly Popular Tteokbokki Brand, Dookki
Reasons Behind Dookki’s
Wild Success in Vietnam, 1: Buffet
Reasons Behind Dookki’s
Wild Success in Vietnam, 2: Create Your Own Recipe
The Risk Dookki Should Watch Out For, 1: Who Manages the Franchise?
The Risk Dookki Should Watch Out for, 2: It Can Burst In an Instant
Decisively Let Go of the Identity of Tteokbokki

5. A Market Where Even the Almighty Starbucks Struggles

6. Winners in the Vietnamese Fast Food Market
Hamburger? In Vietnam, It's Banh Mi
Change Your Brand Identity

Chapter 5 Vietnamese Food

Introduction
1.Why Vietnamese Food?
Why Koreans Love Vietnamese Food
A Fantastic Taste of East Asia, Southeast Asia, and Europe
V-Food, or Vietnamese Food, is a Grand Trend

2.Origin of Vietnamese Rice Noodle Soup
PHO IS THE PEOPLE’S FOOD IN VIETNAM
Pho Becomes Wildly Popular in Hanoi in the 1930s
The Difference Between Southern and Northern Pho
The Birth of Vietnamese Chicken Noodle Soup, Pho Ga

3.Banh Mi Captures the Hearts of New Yorkers
Banh Mi, the It Item for New Yorkers

4. Food Associated with the History of vietnam
Cha Ca La Vong is a Menu Served to Independent Activists
A Pho Restaurant was a Secret Hideout

Chapter 6 Heroic Vietnamese Women

Introduction

1.The Day for Vietnamese Women, Movers and Shakers in the Retail Market

2.Vo Thi Sau, the Vietnamese Ryu Gwan-sun

3.Vietnamese Women in Action Movies

Chapter 7 Investing in the Vietnamese Real Estate Market

Introduction

1.Shanghai 15 Years Ago is Different from Vietnam Today
A Certified Real Estate Register is Not Issued
The Quota for Foreigners is 30%
The Korean Government Started Cracking Down Based
on the Foreign Exchange Transaction Law
It is Difficult to Recover Real Estate Investments in Korea
The Latest Trend is Leaning Towards the 50-Year Long-term Lease
It Literally is a Long-term Lease, Not Ownership
Long-term Lease Developers May Go Bankrup

Epilogue