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Where the Eyes of Global Capitalists and Investors Are focused
The General trend of the Vietnamese market begins to rise from 2020!

Everything about Investing and Doing Business in Vietnam
as told by the head of a Business Operation with 10-year
experience of doing business in Vietnam

This book has a lively and realistic guide and analysis of the Vietnamese market given by the head of a local Vietnamese subsidiary for 10 years. He lives in Vietnam and analyzes the Vietnamese market through the eyes of an insider. It contains things you really need to know when you are interested in, want to invest in, or want to do business in Vietnam. Furthermore, it contains the hidden crisis and opportunity factors amid the changes in the situation of not only Vietnam, but also the international situation in Southeast Asia and neighboring countries, as well as the war for supremacy between the US and China and the situation around the Mekong River, which is emerging as a new gunpowder in Southeast Asia.

The Japan is geographically close to Koreans but psychologically far away, Vietnam is a country that is not far away but mentally close to the Korean people. Vietnam is Korea's fourth largest trading country and the origin place of Korean Wave in Southeast Asia. As of 2020, there are 7,500 Korean companies and 200,000 Koreans reside. There are also 150,000 Vietnamese living in Korea. Vietnam is geographically located in Southeast Asia, but it should be classified as a Northeast Asian country along with Korea, China, and Japan. Because Vietnam is the same Confucian culture area, and Buddhism is Mahayana Buddhism, unlike other Southeast Asian countries.

Vietnam has already attracted attention as a hot market since the 2010s. Throughout the past decade, Vietnam has been reported as a market for gold eggs, called Post China. However, until now, the Vietnamese consumption market has not been as big as expected. Why has success continued to be postponed and sluggish in Vietnam, a land of opportunity and a young population of 1 billion? And then, can Vietnam really become a land of opportunity in the future? The author of this book affirms, "From 2020, the growth of the Vietnamese market will begin." It is said that the rise of the trend in Vietnam is from now on.

Although the global economy is struggling with the COVID-19, Vietnam has emerged as the most popular investment destination with a GDP growth of 2.92% in 2020. There are only a few countries in the world that have grown positively in 2020, and many people are wondering about Vietnam's growth in the horror of 2020. The Vietnamese government handles corona prevention in a transparent and swift manner, and has successfully prevented the coronavirus. So, in this corona pendemic era, Vietnam is emerging as an investment destination to replace China.

Real stories from Vietnam
Pay attention and invest in the Vietnamese market right now!


The author of this book has done a lot of critical analysis over the past decade to the point of being called a pessimist in the Vietnamese market. "The Vietnamese market is not yet." And he said, “Vietnam market will start from 2020”. That 2020 has finally come. He argues that the Vietnamese market is bound to improve noticeably from 2020. What is the basis for the claim

First of all, the Vietnamese government is making good use of the international situation of the war for supremacy between the United States and China, making it a cornerstone of national development. While attracting the United States, he is good at walking a single rope without conflict with China.

Also, unlike other Southeast Asian countries, rather than intensively developing a single metropolis rapidly, it is developing evenly, even if it is somewhat slower. So, in Vietnam, two mega cities and three direct cities are developing at the same time. In the long term, it is a solid foothold for the development of Vietnam.

The second is that the Vietnamese average age is young and the education enthusiasm is high. The average age of 100 million Vietnamese people is dynamic in their 30s. In addition, the enthusiasm for education is high enough to dig tunnels and build schools to educate them during the war. In particular, the children of the 1970s, who are now in their 40s, have enormous enthusiasm for education.

Third, global manufacturing facilities in China are moving to Vietnam due to conflicts between the US and China and soaring labor costs. The fourth is that it is Vietnam's Wi-Fi paradise and is open to IT, with the majority of the people using smartphones.

The fourth is that it is Vietnam's Wi-Fi paradise and is open to IT, with the majority of the people using smartphones.

The fifth is that society is stable with a communist collective system. The social system and security are safe enough for a woman to go on a night street alone. In fact, it tells us “Vietnam!” What comes to mind is the image of a socialist country like China or North Korea. However, it is not a single-person dictatorship in China or North Korea, but a majority group system. In particular, although it is a socialist country, it is not controlled or closed, especially religious freedom, and same-sex marriage is not illegal. Young people freely imitate the cultures of other countries, play cosplay, and enjoy the Korean Wave. Also, unlike other Southeast Asian countries, there is no Chinese influence and there is no conflict with ethnic minorities.



MZ generation to open Vietnam's consumption market is coming

The reason why Vietnam's consumption market has been slow compared to China's growth can be seen by understanding the core consumer groups in their 30s and 40s. Vietnam ended the war with the United States in 1975, but after that, it fought with Cambodia from 1975 to 1979, and also with China in 1979. It was a war throughout 1970. Therefore, Vietnamese born in 1970 had the same sentiment as Korean born in 1950 through the Korean War. That's why people who were born in Vietnam in the 70s have made it a common practice to cherish because of the difficult memories of their childhood. This is the reason Vietnam's 30s and 40s do not consume it.

This book explains what you need to know when doing business in Vietnam, using local examples. It contains details on why giants such as Starbucks and McDonald's are struggling in Vietnam. On the other hand, it analyzes the success factors of how the Korean confectionery company Orion became No. 1 in the Vietnamese confectionery industry and how the Korean soul food, Tteokbokki restaurant, became successful.

It analyzes and introduces the Vietnamese market, but it is also good as a primer to understand the overall society of Vietnam. If you want to know about Vietnam, this is the first guide that you should read, as well as a practical demonstration of investment survival in Vietnam.

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