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