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Marketing

Briefing

1. Introduction2. Cultural Values3. Demographics4. Buying Habits5. Media Channels6. Brand Stories7. What It Means
SourcesAbout
Ho Chi Minh City at night, from the air

Section 7 of 7

What It Means for a Company

Win Singapore with proof and value across a crowded, sceptical market. Win Vietnam with trust, mobile video and messaging, at prices a young middle class can afford.

Next: Sources

The economy behind the spending

Both economies are growing faster than expected this year. Singapore's lift comes from AI-related investment; Vietnam's from manufacturing, exports and household spending, with inflation squeezing budgets.

SingaporeVietnam
Growth, first half 2026
Singapore: 6.1%2026 forecast raised to 4.5–5.5%
Vietnam: 8.18%Manufacturing up 10.2%, exports up 21%
Consumer spending
Singapore: Propped upS$500 CDC vouchers in June 2026; S$300 more in January 2027
Vietnam: +12.9%Retail and consumer services, first half 2026
Pressure points
Singapore: Imported costsMiddle East crisis; electricity tariffs up 17% for July–Sept
Vietnam: 4.38% inflationFirst half 2026; trade swung to a US$16.65bn deficit

One region, two playbooks

SingaporeVietnam
Cultural lever
Singapore: Value and proofKiasu deal-seeking; respect for authority
Vietnam: Trust and originFamily, word of mouth, Japanese or US origin
Audience
Singapore: Older, educatedMedian 43.7; 37.6% with degrees
Vietnam: Young, mobileMedian 33.4; 59% rural
Price sensitivity
Singapore: High, rising53% hunt discounts
Vietnam: Price first, quality close behind33% pay more for eco-friendly
Selling to businesses
Singapore: Evidence and processFormal vendor comparison; LinkedIn for reach
Vietnam: RelationshipsIntroductions, senior sign-off, longer timelines
Channels
Singapore: YouTube, LinkedIn, MetaShopee, TikTok Shop and Lazada sell
Vietnam: Facebook, Zalo, TikTokShopee and TikTok Shop: 97% of platform sales

What it means for a company

A tree-lined shopping street in Singapore

Singapore

A small, rich, sceptical market: prove it, price it smartly, and respect the PDPA.

Lead with evidence and value bundles, localize for four communities’ festivals, and use YouTube and LinkedIn for reach and marketplaces for the sale. Check every marketing list against the Do Not Call Registry.
Ho Chi Minh City skyline beside the Saigon River

Vietnam

A young, fast-growing market: be trusted, be on the phone, be affordable.

Sell through Facebook, Zalo and TikTok with livestreams and direct messaging, offer cash on delivery and small pack sizes, and build consent records for the new data law from day one.

Two markets, one region

Singapore

A showroom for Asia. Small, rich and demanding; win it with proof and value.

Vietnam

A growth market. Young, mobile and trusting of what friends share; win it on the phone.