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Forty Years Later

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This week we are at the end of a six-day holiday: Hung Vuong Day (Hung Vuong, i.e., “Hung King” is to celebrate the history and lineage of Vietnamese kings.) on April 28; Reunification Day (also called Victory Day or Liberation Day in Vietnam) on April 30; and International Worker’s Day on May 1, also known as “May Day.” It’s the first big holiday break since the Tet holiday (Lunar New Year, a nine-day holiday) back in February. (Originally, the current holiday vacation was requested to be eight days, but only six days were granted.) Signage proclaiming and celebrating these three special days are all over Hanoi, citizens have their flags out in front of their homes, and nationalist songs are broadcast on public address systems in the streets. During significant year anniversaries (30th, 35th, 40th, etc.) parades are held in Ho Chi Minh City to celebrate the north “releasing” the south and the veterans that led the way.

In general, the atmosphere in Vietnam is quieter between Christmas and the Lunar New Year (one-to-two months). Things pick up between the Lunar New Year and this current holiday, but slow down again as we enter this break—in effect, another “reset.” The last day before the holiday, April 27, was the deadline to push through agreements before the exodus to places like Ha Long Bay, Co To, and Cat Ba islands.

As with Tet, many workers return to their home provinces and the streets in major cities become a bit quieter with less traffic (and less honking but not less dangerous, unfortunately). However, some work still goes on: directly and anecdotally, some construction workers on residential projects, service workers in cafes and bars, and factory workers in Bac Ninh all maintained their posts. The next big holiday is in September when Vietnam celebrates its Independence day on September 2. Thus, there are four solid months where business can proceed, unimpeded by long stretches of holiday. At the same time, Ho Chi Minh City’s rainy season begins, which can slow down travel around town due to flooding, and the weather in Hanoi heats up considerably (also slowing down the pace of things) since the city experiences proper seasons without snow.

This year is the 40th anniversary of Reunification Day, when North Vietnamese forces (NVA) captured Saigon and the Second Indochina War ended. In the US, April 30, 1975 is largely viewed as the final day of a tragic chapter in American foreign policy in Vietnam. For the more than one million Viet-Kieu (and their children) in the US, every April brings renewed memories of hardship, sacrifice, loss—and perseverance in a new land. There is no doubt that the war was a dark period for relations between the two governments at great expense of its peoples, some of which continues today. However, more than 40 years after Operation Frequent Wind, Vietnamese attitudes toward the US and capitalism may raise a few eyebrows.

New Attitudes

According to Pew Research, 76% of Vietnamese expressed a favorable opinion of the US during a 2014 poll. Almost nine-in-ten young people (as well as more educated people) were fond of the US. Of those who lived through the Second Indochina War (the Vietnam War as it is called in the US), six-in-ten over the age of 50 held a favorable view of the US. Perhaps the most surprising figure from the poll was that 95% of Vietnamese respondents believe “that people are better off in a free market economy, even if some people are rich and some are poor.” That’s not a typo; ninety-five percent of Vietnamese believe that people are better off in a free market economy (perhaps because the poll respondents picture themselves as the rich ones).

In fact, it’s not uncommon to hear from successful Vietnamese (with direct or close relations to VVIPs) that “making money is not bad… as long as you don’t hurt anybody.” Now, for those who have not spent much time in Vietnam, it may be surprising that there are so many “pro-American” attitudes in a one-party state, especially in the capital.

But spend some time working with Saigonese and doing business with Hanoians and the Pew Research results aren’t that hard to believe at all. For one, Vietnamese love and voraciously consume American culture. Furious 7, Avengers: Age of Ultron, Jurassic World, and Terminator Genisys are all films that have been screened or will be screened in Vietnam. Along with KPOP, Vietnamese youth listen to a variety of American music artists such as Taylor Swift, Bruno Mars, Maroon 5, and Katy Perry. American flag backpacks (as a fashion statement) are an occasional sight in the streets of Ho Chi Minh City (formerly and still known as Saigon). Last autumn in Hanoi there was even a American-style prom organized and American-style wedding requests aren’t that uncommon. (In fact there is even an American ordained minister who has performed a ceremonial wedding in Hanoi.)

In terms of American products, the Apple iPhone 6 is perhaps the most desired phone in Vietnam. Getting a gold iPhone 6 Plus is even better. Workers will spend two, three, or more months of their salaries just to have it and show off that they are able to afford one. Silicon Valley is the envy of many Vietnamese entrepreneurs in the tech industry. Even the Ministry of Science and Technology (MOST) initiated a Vietnam Silicon Valley program in 2013. And later this month the National Agency for Technology Entrepreneurship and Commercialization Development (NATEC), a division of MOST, is the main organizer for TechFest Vietnam, a three-day festival which will be held from May 15-17 at Vietnam National University in Hanoi.

And if you were to directly engage and question Vietnamese about the American War (as they know/learn about it), they would most likely respond with “No problem, it was not me and you who were fighting each other.” With two-thirds of Vietnam’s 90 million population being under the age of 30, that is not a surprising response at all. Other Vietnamese have described the US to your author as a “big and strong country,” a “rich country,” and even as “number one” in casual discussions over beer or coffee. (Of course, there are ideologues and “politically correct” apparatchiks to encounter as well.)

One Direction

But it’s not just people-to-people ties that are being forged; there are ever-growing official ties between the two countries as well. Coincidentally, this year is also the 20th anniversary of normal relations between the US and Vietnam. Looking forward, the US intends to be Vietnams’s largest trading partner (having traded $35 billion in total goods last year, the US is already Vietnam’s largest export market), and the TPP will only reinforce the relationship between the two countries even more. However, the intertwined paths of these two countries started long ago, and came to a salient point shortly after the end of the Second World War.

Thirty years before the Fall of Saigon in 1975, Ho Chi Minh stood in Ba Dinh square in Hanoi and read the Declaration of Independence of the Democratic Republic of Vietnam; it contained a familiar passage: “All men are created equal. They are endowed by their Creator with certain inalienable rights, among these are Life, Liberty, and the pursuit of Happiness.” “Uncle Ho,” as he also known, has another particularly famous saying that Americans might identify with: “Nothing is more precious than Independence and Liberty.” The American Founding Fathers would almost certainly agree with that sentiment.

Forty years later, Vietnam has transitioned from a war-torn economy to a manufacturing center and serves as an integral part of the global supply chain. Beginning with Doi Moi (“Renovation”) in 1986, the Vietnamese economy has become increasingly integrated with the world economy. There have been and will be other significant milestones as well: the US embargo against Vietnam ended in 1994, Vietnam ascended into the WTO in 2007, the TPP will most likely be implemented this year, and by 2018 all tariffs will be reduced to zero as part of ASEAN integration in the region–not to mention a host of other trade promotion vehicles that Vietnam is involved in at various stages. To some, the changes in Vietnam since 40 or even 20 years ago may be surprising, but as someone who heads a department in a ministry recently stated, “the world is changing so we too must change with the world.”

Michelle Phan and Vietnam

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“I am first a creator, but my ongoing objective is to leverage my personal success, to help mentor new and existing talent, and further help them achieve their goals.” —Michelle Phan

Michelle Phan is many things; an entrepreneur, a Vietnamese-American, a role model, a success story, and a phenomenon. Coming from humble beginnings, in 2007 she was rejected by Lancome for a makeup artist position because she had no prior sales experience. Instead, Phan turned to blogging and after two readers requested that she make a video tutorial, she obliged and a week later the video had 40,000 views. Today, Phan’s legacy so far is defined by $120 million in annual sales and 100 employees with brands like ipsy (offering a monthly makeup subscription) and her ICON Network (formerly “FAWN” or For All Women Network). Above all, Michelle Phan seems like she hasn’t reached her peak; just recently she was compared to and proclaimed as the next Oprah—all at the age of 27.

While Phan certainly hasn’t shied away from her roots, she also hasn’t seemed ready to take a plunge into business ventures in Vietnam. Phan’s first scheduled time in Vietnam was in November, 2010 (though she was not able to make it) and by her own account, the last (and first) time she visited Vietnam was in August, 2012. Recently, she celebrated her birthday in Japan, where she seems to prefer spending her time in Asia. However, she might be currently missing out on some very big opportunities in Vietnam.

[Update: Michelle Phan appeared at an event in Ho Chi Minh City on May 12, 2015.]

Investing in Vietnam would allow Phan to tap into one of the fastest growing markets (annual growth between 5 and 6 percent) in the world where Phan has clear and demonstrated cultural and heritage ties. Vietnam is part of the group dubbed “New Wealth Builders” which will outnumber mature markets after 2020. Already, the number of super rich (defined by having net worths over $30 million) in Vietnam has increased to over 100 in 2013 from only 34 in 2003. In short, many people are becoming successful as a result of the growing economy here and the growing middle class is continuously demanding newer and higher-quality products, fueled by their increased purchasing power.

Foray into Vietnam

Exactly how Phan should enter the market here is debatable. Vietnam is a complex market—each region (north, south, central, etc.) has its own quirks and consumer styles. However, there are over 90 million people, almost two-thirds of which are under the age of 40 and about a million babies are born here every year. The common area and interest is in two parts: foreign products are preferred in Vietnam, and young Vietnamese are already familiar with “vlogs” or video blogging—something that Phan pioneered in the US.

More importantly, Phan could be a role model for the country’s youth, especially its girls. In local advertising, White, Korean, or Japanese women are mainly present in ads—bombarding the youth with carefully crafted forms of “acceptable” beauty. But in Phan, young and impressionable Vietnamese women can see something else: themselves, i.e., someone who looks like them, who is successful, and who overcame a variety of challenges that they can directly relate to (gambling and/or absent father figure, sharing sleeping surfaces with siblings, financial troubles, rejection, etc.).

Phan’s makeup tutorials and other media can ultimately inspire and build confidence in young women. And in Vietnam that confidence can take several forms—both in the ability to do something (or try something new) but also to ask clarifying questions without the fear of looking foolish in front of colleagues (a significant problem in workplaces). And it can also provide something that money can’t buy: hope.

Cultural Trends

Even though KPOP, Korean soap operas, and other aspects of Korean culture have huge influence in today’s Vietnam, many young Vietnamese love American cultural products. American flag-themed fabrics can be seen in the streets of Ho Chi Minh City along with “Je t’aime Paris” apparel. Things are more toned down up north but in general, blonde-haired and blue-eyed people are often seen as the archetype of beauty and they are consistently showered with compliments when traversing the city streets in Vietnam.

For many Vietnamese, having white skin is one of their ultimate desires (meanwhile countless White people are trying to become a darker color via tanning—both naturally and artificially). There are entire product lines that are dedicated to skin whitening creams and bleaching lotions—a very different approach to beauty care than some westerners might be used to. In the streets, female motorbike drivers will go to great lengths by covering their entire bodies in order to prevent even a single ray of sunlight from reaching their skin (even in the blistering summer heat). There just aren’t many Vietnamese (role) models who are able to balance their local roots with international expectations (with the exception of some niche Viet Kieu singers) and transcend cultural boundaries.

Again, Phan is different; she is American and Vietnamese and she can help to bridge the cultural and understanding gap between people in both countries—imagine her appearing in a travel blog while going through Vietnam. It would help put Vietnam on the map for her legions of fans (whom she refers to as “Dreamers”). Right now the interest between the two countries is in one direction: toward the US for study (more than 16,000 Vietnamese students are currently studying in the US).

Additionally, Michelle, with her model/foreigner boyfriend would be a surefire hit in Vietnam. Husband and wife/DJ duo Matt (of Poreotics) “Dumbo” and Tessa Nguyen are an example of a cross-cultural couple who has found success in Vietnam (mostly based in Ho Chi Minh City). (They spin regularly at Ace Club in Ho Chi Minh City.)

A Rising Brand

As profiled in Forbes’ 30 Under 30 recently, “She’s also got a line of makeup at L’Oréal, a music venture that promotes artists on social media and a deal with reality-TV giant Endemol for an online lifestyle channel. ‘I feel like this is just the beginning,’ she says.” Indeed, Michelle Pham is just getting started: imagine the brand and licensing opportunities when she gets married, has a baby, and her firstborn goes to school for the first time, etc.

Her “name and fame” would allow her to take smart risks in Vietnam to extend her brand. In the future, the Icon Network could be the roadmap for young Vietnamese: lifestyle, personal interest, comedy, and other advice all intersecting together in unison. Some adventurous Vietnamese YouTubers have started to push boundaries here in cyberspace like An Nguy, DamTV, and Mie Nguyen, but a unifying platform (like Icon Network) does not yet exist.

(What’s the alternative? The most famous private television channel in Vietnam is scaling back its programming and some new experiments like Can Ho So 69 have been tried but have proven to be too risqué for mass consumption.)

Thus, Phan could make an impact here and leverage the Vietnamese diaspora in France, Australia, Eastern Europe, and so on. In other words, first establish a brand in Vietnam and then expand outward again, tapping into those existing networks between Vietnamese and Viet Kieu. An alternative is to form a following then expand into other areas such as fashion— and Vietnam already a has robust textiles and manufacturing industries. Michelle Phan already disrupted the cosmetics industry–what’s next for her?

Into Vietnam

Ipsy (or something like it) in Vietnam can find the right niche (via clever experimentation since most e-commerce here is COD). If not, then Birchbox, Loot Crate, Barkbox, or any other monthly subscription service (most likely after proving it can be done in China) will be the first to break into this and other emerging markets (already Bethany Mota has visited India, a one billion plus consumer market). That’s not to say that Michelle Phan hasn’t attempted to connect more deeply with Vietnam. Em, “a reflection of Me” is Phan’s attempt to mate her culture and her personal brand. “Em” meaning “she” or “her” in Vietnamese (and other things, depending on the  context); but there’s no need to stop there—keep going until something beautiful happens.

So how exactly to build up in Vietnam?

  • Start small: aptly translate YouTube videos for Vietnamese or release special videos for the Vietnamese market (which means videos 30 seconds to one minute in length—any longer and there’s not enough patience/attention span);
  • Make more regular visits to Vietnam (and bring your boyfriend);
  • Expand the Icon Network into Asia, especially Vietnam. There are a number of successful YouTube VJs here but you can also hand-select and cultivate suitable talent;
  • Good quality and affordable makeup is hard to find in Vietnam; explore localization options for ipsy;
  • Develop service learning, social enterprise, or impact investing opportunities—the dollar goes much further in Asia and being a good citizen is good marketing; and
  • Mentor new and existing talent in Vietnam; there’s a lot of talent here. Young Vietnamese people are in the middle of changing times between tradition and modernity and feel like their generation is unlike any other. Start with the 2014 Graduate of the Year.

Long Van Group

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Long Van Group, founded in 1992, is comprised of four companies: Long Van NTV, Loval, ALV, and Hondalex. Through its portfolio companies based in Vietnam and the US, the family-owned group is perhaps best known for its aluminum product manufacturing—which is how it got its start. The other companies include a trading company in Ho Chi Minh City for the domestic market, a trading company in the US for the international market, and a joint-venture with Hondalex. Recently, we sat down with Thy Van Nguyen (Vanessa), whose official title is Operational Director but she is heavily involved with the strategic vision of the group as well as integral in implementing organizational change across the companies.

Ms. Nguyen was born in Ho Chi Minh City and moved to the US when she was 16. After being based in Seattle, Washington and attending university in the US, Ms. Nguyen moved back to Ho Chi Minh City about 18 months ago in order to focus on the family business. She currently spends about 80% of her time in Vietnam between Ho Chi Minh City and Binh Duong Province, where the manufacturing  activities of Long Van Group takes place. Currently, one of Ms. Nguyen’s major initiatives is the transformation of culture in her organization, something that she has successfully done in the domestic trading arm of the group.

Changing a Culture From Within

Ms. Nguyen is a big believer in getting the people doing a task or activity to understand the purpose of it. The people on the front lines are already the best people to do to the job so they will also be in the best position to improve the process. It’s only a matter of getting them used to speaking up and contributing regularly for the reward is improved efficiency and recognition by management and their peers.

That goal is sometimes easier said than done as older managers in a company have a more traditional mindset of top-down management style. Therefore, it’s necessary to first change the managers—either their attitudes or outright replace them (however, Ms. Nguyen didn’t have to fire anybody). If the managers had not bought into her vision at the onset then the project couldn’t have worked. Having the managers on board enabled the culture at the trading company to completely change within eight months but it took six months before she began to see the fruits of her labor. It also helped that Ms. Nguyen speaks Vietnamese in addition to English, and is the daughter of the company’s owner so she did have the power to initiate and implement change. However, despite these advantages it was still tricky for her to balance the right relationship with the workers due to some strong local cultural elements.

Part of the culture in Vietnam revolves around a fear of power which has roots in the royal history of Vietnam and continues in the form of wealth and political power today. Therefore, people in positions of power might need to be more informal, more cheery, and re-emphasize what resources are available to workers who need help, guidance, or any kind of assistance. People aren’t going to ask for help on their own or tell you what problems they have. Vietnamese culture is generally not expressive; a Vietnamese son or daughter can do 1,000 things right and not receive a single compliment. However, if s/he does one thing wrong then they will hear about it to no end. Thus, a lack of a negative response is a positive step. It’s important to praise workers because no one really says compliments from an authority position so it really impacts their subordinates.

It’s interesting to note that Ms. Nguyen was able to effectively change the culture because of gaps in old culture when other senior leaders were focusing on other business lines. Her changes came at the right time because the old system was not effective for expanding beyond the original 20-30 employees since it was largely based on gut feelings.

It may also be that everybody can see the problem at hand but no one wants to do much about it–Ms. Nguyen sought to change that. The interesting thing is that the workers want to hear different perspectives but not necessarily change the old ways of doing things. So even though everyone can point out the problem, no one can suggest a solution because it may be too risky to suggest a potential solution.

This challenge of self-confidence and expression has its origins in the educations system in Vietnam. The educational culture in Vietnam revolves around being told what to do; the teacher tells you the answer and that’s the answer–end of discussion. One way to overcome this element is by tapping into the fact that Vietnamese people love to look good; they want the story to be about them. They love the credit so give them that credit when appropriate. For example, present them with a situation and ask them to help. Then you can follow up with: “I listened to you and it worked.” In these moments you will see how proud the workers are and have just established a precedent. Perhaps the most effective way to connect with workers is to tell them stories, and then get them to be part of the stories. It can be as simple as presenting a scenario to workers and asking them, “if you had to make that decision then what would you do?” Indeed, not all changes are smooth and changing a culture is perhaps one of the toughest tasks to take on but by empowering workers it increases an organization’s operational efficiency overall.

Make no mistake: an organizational transformation is not without friction and conflict—especially when dealing with the “old guard.” Some people quit in the process, in part due to wanting to change the organization in a different way than Ms. Nguyen so they left. Changing the culture required that Ms. Nguyen trust that a real foundation was in place for the company to expand upon itself. To that end, she had to let go of some of the intensive focus she had on certain processes. These days Ms. Nguyen’s 62 workers at the trading company embrace and drive towards her and their vision of change.

Training and Developing Vietnamese Workers

Improvement is a continuous process at Long Van Group. Ms. Nguyen gives training courses once or twice a week for each division in her company in an effort to better prepare them for current and future work-related tasks. She strives to get different workers to select a unit each week based on a set list and give a presentation to the other workers. In her “guide-on-the-side” role, she asks questions and draws opinions from the workers and gives feedback at the end of each session.

During her training sessions, she will also share a story about a work experience, or conduct a workshop, or present a scenario. Then the workers will split into groups and talk about what each worker would have done in the scenario or what to do in the situation in the future.

Example: Your colleague sends an email to an organizational partner who you must coordinate with on a project. In the email, your colleague states that your company is not responsible for a specific portion of scope but that there are related issues that need to be addressed for the client’s benefit. The organizational partner’s vice director simply responds: “If the scope is not your responsibility, then your opinion does not matter.”

Ms. Nguyen will then question the workers on whether or not the logic of the vice director is wrong. Thus, the workers are solving problems with real experiences (the above example is actually used in training by Ms. Nguyen and was experienced by your author in Ho Chi Minh City last year) and are thinking about how to view situations more deeply.

This analysis is important because when responding to allegations some Vietnamese tend to lash out when things start to take a dive and they can take things personally even if they aren’t meant to be from your side. So it’s vital to be mindful of not only what you say (although that is important as well), but about how they feel (and taking care to let everyone save face).

Within Vietnam, southerners rely more on gut feelings whereas northerners are more logical. The southerners present themselves at face value; they want to prove to you that they care about you when they meet you. However, northerners want to compare status levels and act accordingly. Thus, foreigners might have a better time in Hanoi compared to “common people.” Northerners tend to think more before they talk so their use of words is better and more structured which presents them as being clever. Southerners speak more from the heart since they are generally more open and expressive. It’s important to be aware of your counterpart’s feelings because in Vietnam and in life, one can never do something big or grand without building a coalition.

Human Capital in the US and in Vietnam

In the US, people and workers are proactive while in Vietnam they are largely reactive. However, foreigners can learn a lot from Vietnamese people. But first, they must stop assuming and see things in limited possibilities. Ridiculous and downright crazy (from a western perspective) things could and will be possible because it may be the only option for moving forward in Vietnam.

The social structure is more set in the US due to the developed economy and Puritan work ethic. So in the US there is freedom to choose within set choices, i.e., the illusion of freedom because everything is already structured. Life is very predictable in the US so many people want to be proactive, they want to be ahead of the curve. Thus, Americans tend to assume a lot when planning.

On the other hand, Vietnamese are “proactive by being reactive:” they expect the plans to go awry so they bypass the planning stage and when things devolve they are better equipped to salvage the situation. Thus, Vietnamese prepare for certain situations but not for all situations. In that sense, they are able to make unreasonable (or even crazy) positions seem logical because they have developed these skills. They are very adept at framing an arena and taking up defensive and offensive positions and excel when things don’t go right, in part due to the messy social structure. It may be surprising to some that Vietnamese can be very practical because oftentimes there are no other options.

So, Vietnamese are really good at changing situation into their favor but they are also good at making crazy logic sound normal. Some people may believe that if they spot an issue and bring it up, then they will need take responsibility for it. People are afraid of responsibility because of the challenge of getting the task accomplished correctly. Vietnamese people like to look good so they don’t like to put their name on a project or idea in case it fails. But if it turns out good and then they take full credit. For Ms. Nguyen, a large part of the effort to change the organization is by marketing herself through self-branding because the perceptions of the workers will make or break any initiative.

Opportunities for Expats

To Ms. Nguyen, Vietnam is the perfect country to grow something big—but it’s a double-edged sword. Everything is based on relationships, which can be good or bad depending on the perspective. To be successful in Vietnam, one needs to be flexible and open-minded since many problems in Vietnam need to be solved in unorthodox manners. Structure beyond social doesn’t really exist, so if one relies on structure to move forward then s/he is in for a rude awakening (unless those connections are present). Above all, give Vietnam a chance but know where your limits are and what is the extent of your comfort zone for (operational and legal risks).

Expats shouldn’t assume anything in Vietnam and they will have to take on more responsibility to ensure that things stay on track and don’t fall apart. Things that are taken for granted in the west simply don’t exist in Vietnam. For example, the search results of Google, and Google VN are very different. Some people in Vietnam trust the US version more than the Vietnamese version. Also, Vietnamese websites generally don’t have a “how-to” section. For western websites, the product or service offered is described in depth and it is very clearly shown what it is and how it is done.

When explaining something in Vietnam, it has to be simple, clear, and consistently explained multiple times. Then, inverse questions need to be asked in order to triangulate what the actual response is for determining if the receiver understands or not. Communicating processes, requirements, or issues to locals can be timely and frustrating, even when explaining in the Vietnamese language. One way to get Vietnamese people to understand a process or information is through infographics—and in particular, youngsters will understand it better. They like the convenience aspect and the way the information is presented so they are more likely to understand it. If a member of the older generation doesn’t understand something, then s/he will just ask someone nearby or a close friend who will be put on the spot and could just blurt out something that sounds good but isn’t necessarily accurate. Thus, a crazy feedback loop begins where most of the information is wrong as the process continues. Besides, many Vietnamese don’t believe what they read. The older generations do, but the younger (those born in the 1990s and later) ones, no. Cute infographics can help explain things succinctly—and the cuter, the better; think anime characters.

In more general terms, most work fields don’t give newcomers to the country a chance. Connections are part of status which bypasses merit in many cases. It doesn’t matter if you are the best in your field, if you don’t have a good connection then no one will work with you. When arriving in Vietnam, get the connection first. Leverage being sent by a foreign company by learning about the country and forming bonds. Another option is to wait until you have the money to buy status here. In that sense, you don’t have to be the best person in your field—you can be average but still get a piece of the action through connections.

Drinking: Bad or Good for Business?

Still, business can be too much relationship-based; that is to say too reliant on gut feelings and feelings in general. Logic is largely used to make decisions in the US but in Vietnam they need to “feel it” in order to do something. These positive feelings are usually the result of some bonding over alcohol, either bia hoi, ruou, or some imported spirits.

Ms. Nguyen points out that her male employees never get drunk enough to be inappropriate at company functions. And for those who don’t drink any alcohol, while they can sponsor a “drinking nominee,” they could be at a disadvantage with their local counterparts by them not “truly” knowing the person when s/he is drunk. Thus, the best way to establish trust with Vietnamese counterparts is to drink alcohol with them—so if you get drunk easily then you must learn how to control yourself. Vietnamese truly believe that you will be yourself when you are drunk so in a way it’s like peering into your soul.

Everything you say or do shapes their perception about you, especially when drinking. The actual message, while important, is secondary since they are judging you via a gut feeling. It can be quite dangerous since Vietnamese may perceive an offense where there was none. When doing business, Vietnamese generally won’t trust you until you drink alcohol with them and they are able to see the “true you.”

How you are as a person when drunk may be the biggest indicator of doing a deal with Vietnamese. Their perception of you while imbibing will be the baseline for judging you. Once they see you drunk, then that’s how they will perceive you and they will hold onto this image of you until the next time you drink together. If you are a bad drunk, then beware.

The Next Step

Next up for Ms. Nguyen is changing the culture at the factory since it is a special case. The entire production was in the hands of two directors but the current result didn’t turn out so well so the focus is on getting workers to take more initiative and overcome fears of failure. Indeed, Long Van Group is at the forefront of providing high-quality products and driving organizational change in order to provide a better customer experience. Vietnam is becoming an even more prominent destination for outsourcing and manufacturing and as more projects are implemented here then the technical and management skills requirements will increase as well.

Today, China produces for much of the world but in recent years some factories have migrated to Vietnam, in part due to the fact that wages in China are higher than in Vietnam. However, prices of finished goods in Vietnam can be higher than in China because of other operational costs. The disadvantage that Vietnam has is that the workforce is less skilled than China’s and the economies of scale don’t exist on par with China. Quality control remains an issue in Vietnam as well.

As more foreign companies come to the Vietnamese market, the standards for local workers’ qualifications and skills will rise. A growing trend is for Vietnamese workers to take courses at private institutes to aid in their professional development, e.g., how to be a better manager or CEO. These courses are truly development on an individual level because people are there because they want to be better. For the students, Ms. Nguyen suggests that they seek to understand on a conceptual level and learn to connect everything.

“Learning how to connect things is the tool you need to work in the real world,” Ms. Nguyen advises.

Below, Ms. Nguyen shares some of her favorite quotes:

“Do or do not, there is no try.” –Master Yoda

“If you are a good leader, when your work is done, your aim fulfilled, your people will say, ‘We did this ourselves.’” –Abraham Lincoln

“You can listen like a blank wall or like a splendid auditorium where every sound comes back fuller and richer.” – Alice Duer Mill

 

Special thanks to Vanessa Nguyen of Long Van Group who shared her time with us and greatly contributed to this week’s post.

Being an Expat

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We’re a bit late with the post this week as we spent last week in Saigon. What a change it’s been since last year: massive construction on Nguyen Hue, new buildings, and new faces as some familiar ones have moved on. Saigon is definitely a city in flux–the growing pains are evident trying to navigate around District 1 or District 2–and it seems like it will be that way for awhile as the metro takes shape.

Anecdotally, if an expat in Vietnam makes it to two years in Vietnam then s/he either stays for the long haul or heads to a different place. Thus, there is a staggered mass exodus every two years—which means that the expat community that is present today was largely not around five or more years ago.

In many ways, being an expat in Vietnam is about survival: who can outlast, adapt, and add value in ways that locals and foreign companies will appreciate and are willing to pay for. At the same time, the decision to invest more into Vietnam can be difficult (especially for expat entrepreneurs). Another way to look at it is how integrated should one be in Vietnamese society?

While there are benefits (business rights, visa, and so on) that come with a local spouse anywhere, whatever costs savings by living in a developing nation are wiped out if one is sending his/her child to a quality private school. So there are other considerations for entrepreneurs attempting to integrate into Vietnam beyond learning Vietnamese and moving into a fringe/edge business—especially for older expats. Indeed, it can be hard to change over from a lifestyle business to a scalable business model.

Finding the right balance in Vietnam can be challenging for many people. For example, there is the uninhibited nightlife in Saigon, and there are the midnight curfews in Hanoi. Business meetings can last from two to three hours and even longer if the booze is flowing and the bonds are strengthening. Where does the line for business and personal relationships end? Sometimes, it can be hard to distinguish whether it’s a friend or a business associate who is picking up the check–and sometimes it’s both.

There is a small town feel here—less so than Vientiane or Phnom Penh—but it’s not uncommon to run into the same circle of people in various establishments or at least to meet people who know the same ones that you do. For expats who want to be successful here and in Southeast Asia, Vietnam should be a long term plan. There is no doubt that Saigon, Da Nang (Hoi An included) and Hanoi attract different kinds of expats. But too often, a segment of expats seem to fall into a cycle of complacency, vices, and distractions. Out of those three cities, it’s perhaps easiest to lose a sense of self in the sprawling metropolis of Saigon; the loneliness of being an expat can contribute to a less-than-healthy lifestyle as well.

For certain, mistakes will be made both in business and social settings in a new environment and setting—no one is perfect. The key is to learn from mistakes and to not repeat them again. Even when some people have reached their wits end after being here for years, other opportunities have popped up which have compelled them to stay—but it’s only because they’ve tried and failed previously that they were noticed–and had the reputation to be suitable for a new project. But what drives people to “leave Vietnam for a third time?” Or to stay in Vietnam for years and never learn the language beyond a basic level?

The real opportunity here is to create and shape markets. Vietnam is still in “tree growing” mode. Sure, one day there will be a harvest—but it takes time, money, and other resources to educate consumers, stakeholders, and to build/create a marketplace. To that end, Vietnam needs more entrepreneurial talent, more STEM (Science, Technology, Engineering, Mathematics) talent that knows what it takes to bring a product to the global market, and more people who are interested in Vietnam from a cultural point of view instead of a bia hoi/bia om focus. But, how to attract such talent?

For starters, lower the risk of coming to Vietnam and doing business here (corporate governance), lower the barriers to raising capital here for startups (beyond incorporating in Singapore and keeping a local team here), and promote finding ways to leverage local talent to create products and services that can be differentiated.

Another major pitfall for expats is to adopt local ways of thinking and doing things. It’s very easy to complain and to succumb to some of the craziness that permeates interactions in the workplace and beyond. Staying rooted, being patient, and remaining steadfast during negotiations are valuable qualities to have ample supplies of. However, also knowing when to quit due to wasting time, the expectation of charity, or unprofessional expat or local counterparts can save many headaches for everyone involved. It’s definitely easier said than done and is a skill that takes time to develop.

Above all, expats should find that their tolerance for healthy and smart risks will have increased after living/working in Asia. Whether it’s riding a motorbike to/from work in the middle of crazy traffic patterns, or dating someone from another culture, or seizing a new opportunity, each experience will help shape confidence and character in future situations.

Living and working in a new country is a risk itself—why stop there? Vietnam is not perfect—no country is. But finding the good in situations and people is more of the result of attitude instead of focusing on all the current problems. Part of the trouble is that the more things change, the more they stay the same—especially here, just with fewer expats that you know. In that sense, finding what’s right about Vietnam can be harder than usual. If you’re in a city that you don’t like, then move somewhere else. If you’ve tried a few cities and still aren’t happy then move to another country. This place isn’t for everyone and staying true to oneself and being ethical/moral seems to be a challenge for many, including westerners. Nothing worthwhile is easy.

For those that stay in this part of the world, have a strong sense of self, and see opportunities, “if a whole country is blind and you have one eye, then you can be king.”

 

Credit: Lina Skoglund

Ongoing Events in Hong Kong

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The images coming out of Hong Kong over the past week have been increasingly troubling as tensions rise between protesters and authorities—and the political, economic, and social impacts remain unclear as the Occupy Central movement builds. Ultimately, it boils down to competing narratives: one where the protestors are “rabble rousers” who are perverting the spirit of the Basic Law in Hong Kong. Of course, the protesters and their supporters see the situation as fighting for their ability to freely choose an elected leader without interference from Beijing—at least on the face of the movement—but there is, no doubt, underlying economic pressures that have influenced the course of events to lead to a potentially transformative event like Occupy Central.

At the forefront of this movement to retain autonomy from China (and to express their grievances) is the youth of Hong Kong. Each day, more people are joining the ranks of fresh faces on the ground, thereby disrupting daily school, work, and livelihoods. On one hand, stability is important—especially in terms of Foreign Direct Investment (FDI)—and let’s face it: Hong Kong relies on financial operations and markets flowing smoothly in order to prosper. At the same time, a segment of people in Hong Kong wish to express themselves—but at what cost?

On The Ground in Hong Kong

Below is a first-hand account of what things are like in and around the tense atmosphere. Please note that GKTA Group Limited does not endorse, condone, or support the following views unless otherwise noted.

“This week is usually really important for Hong Kong shopkeepers, because people from continental China are on holidays for national day and go to Hong Kong for shopping–those sales represent an important part of the turnover in the season.

Actually, [Friday], I was in Causeway Bay, which is a shopping quarter – the place where the riots took place – there were only tourists from continental China inside shops. But students and demonstrators from [the] Occupy [Central movement] were still blocking the streets.

I was in a shop – which was unexpectedly calm for a sales period – and we got blocked inside because of the arrival of those men wearing masks and the beginning of riots between “pro” and “anti[.]” Here, it is said that these “anti”-guys come from the Triads funded by the government.

In two minutes, the ambiance changed dramatically from a friendly atmosphere to a strained and electric one. But tourists didn’t seem to be frightened, and two blocks further, families were quietly going shopping.

However, some people seem really exhausted here, especially shopkeepers and people supporting Beijing, and even in my subway station far from the center of the city, people are fighting. I cannot speak a word of Cantonese so it is quite hard for me to understand discussions.

Besides, we need to take into account inequalities in Hong Kong: 50.000 people are literally living in cages and 50.000 people are living in subdivided flats with the same indecent comfort.

And this “great” movement for democracy comes from students from rich and well-off classes but is not followed by the part of population with tough living conditions whose first priority is not democracy.

Concerning the impact on the economy, usually, people go out of work and then join demonstrations and sittings. However, the whole central quarter is blocked and lot of people work at home. The major part of banks and companies are paralyzed because of barricades and closed subway stations in the business district, but for the moment, it is just impacting shopkeepers.

Plus, as everything is free during demonstrations (drinks, food, umbrellas, masks), shops around don’t really take advantage of it. I don’t know who pay[s] for all that stuff; [the] gossip [is] that it is funded by billionaires supporting the Occupy movement, but these are just rumors.”

The Global and Local Response

Nationalism for many countries in this region involves simply showing that one’s side is more vocal, animated, and devoted to its cause—which can result in ugly protests and political fervor. The response to the Hong Kong protests from the world (largely) has been to support the growing student and citizen movement in Hong Kong. Across Facebook, users in Vietnam and other countries are sharing links of the media coverage of the events as they unfold. Perhaps the Vietnamese are taking a deeper interest in China (as opposed to other Southeast Asian nations) because of the recent events in the South China Sea; the Vietnamese and Chinese histories have been intertwined for approximately 2,000 years.

Every nation acts in its own self-interest; the Chinese have shown that they are long-term and strategic thinkers who are adept at influencing external factors to achieve their aims. There are two clear ways the situation can play out: either the protestors become tired and go home, or Beijing gives in to the protestor’s demands. If Beijing gives in then it would set a precedent—a bad one from the government’s perspective, and a good one for supporters of Occupy Central.

If we look at the recent controversy over HD-981, the $1 billion oil rig owned and operated by China National Offshore Oil Corporation (CNOOC), the rig was moved out of the way when an incoming typhoon threatened the rig—not because Beijing had realized it had caused a major disturbance with its southern neighbor. Beijing was most likely testing uncharted territory by moving the rig into the Exclusive Economic Zone (EEZ), thereby surprising Hanoi. And it was Vietnam, not China that felt the economic sting due to riots and protests that damaged hundreds of factories back in May.

From an outsider’s perspective, it looks like China is the common denominator for disputes in the region, whether it’s in the South China Sea, or Hong Kong, or in the East China Sea. However, from the Chinese perspective, they believe they had every right to move its HD-981 oil rig within the nine-dash line—and of course, the Chinese position on Hong Kong is clear after reading the recently published white paper and considering the latest statement via the People’s Daily newspaper. It’s a tough situation all around for those involved as they strive to realize their aims and guide the episode’s outcome in their favor.

What about future issues in the region—how might they look like? There is a distinct possibility that the next time China and another country or Special Administrative Region (SAR) differ on principles, it will most likely be the dissenting party that pays the price—not China. However this situation in Hong Kong pans out, the bottom line is that some future investments may flow into Shanghai and Singapore (since they look more stable than Hong Kong at this point) as a result of this episode of social unrest. Beijing has a distinct advantage going forward: time–in the sense that as events continue to develop, the Occupy Central protesters and their opinions may become more fragmented as Beijing remains steadfast in its stance.

Thanks to Lina Skoglund for sharing her views and photos, and to Louis Boulay for contributing to this post.

Current Perspectives of Vietnam

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History is a series of perspectives on events; the victor usually writes the final version but there is no denying that there are Chinese, French, American, and Soviet perspectives when exploring Vietnam’s past. Examining present day Vietnam is seen through the eyes of individuals—those who have come here for the first time, locals, or those who have adopted this crossroads of development and tradition as their home. No matter which category you fall into, Vietnam will definitely be a wild and crazy ride at first, filled with extreme high points and it will also leave you frustrated and bewildered at other times.

On this blog, we mostly explore cross-cultural issues, business, and recent news and events all in an attempt to better understand Vietnam, its culture, and its people. However, the Vietnam experience is not uniform–that is to say that it is different for everyone who lives, works, or travels in Vietnam. For example, imagine a 20-something year old single British male English teacher’s experience in Saigon compared to the Hanoian experience of a 30-something year old Indian wife and mother of two. Or perhaps that of a 50-year old single American businessman working for a multi-national corporation (MNC). Or a young French woman, in a long-distance relationship, who is working for a non-governmental organization (NGO) in a remote town located in central Vietnam. You get the point (and, by the way, these were all fictional but plausible examples).

Perhaps the most interesting perspective is that of the Viet Kieu (or “Vietnamese Sojourner“). Thousands of people fled Vietnam during the Second Indochina War and thousands more fled after Vietnam was reunified in 1975, resulting in millions of people creating the Vietnamese diaspora throughout primarily North America and Europe. Many Viet Kieu families left Vietnam with just the clothes on their backs and settled into a new country to call home, usually starting over again with almost nothing. Subsequently, the Vietnamese government took a hardline position on those who had fled the country and denounced them as traitors. After some years, the Vietnamese government eventually called for the Viet Kieu to come back to Vietnam to reintegrate and afforded them special property and business rights in order to help speed up Vietnam’s economic development.

The younger Viet Kieu bring an interesting perspective to Vietnam—they usually grew up in culturally Vietnamese households but were exposed to western cultures and societies–undoubtedly mashing up the best elements from east and west. A Viet Kieu’s ability to have one foot in the west and another here in the east allows him/her to integrate more easily here and to bridge the cultural gap that non-Vietnamese sometimes find difficult to overcome. However, some Viet Kieu may, over time or immediately, reveal an arrogance that local Vietnamese can sense, perhaps due to socio-economic disparities. Actually, the best combination for people who seem to understand high global standards and the local way of doing things are Vietnamese who have successfully studied abroad and have been exposed to a different lifestyle. They are able to reflect, learn, and grow in ways that only travel and living abroad allow.

Only by opening up to differing perspectives can we begin to understand the world around us and how we fit in it. So, the following is a non-exhaustive list of blogs and videos relating to life in Vietnam (from mostly an outsider’s perspective). Of course, there are also Vietnamese bloggers and video bloggers (Vbloggers). We can’t share links to them here for legal and liability reasons (and if you don’t speak Vietnamese then they may serve little use to you, especially if using Google Translate).

It’s important to note that GKTA Group Limited neither endorses nor condones the varied views expressed in the blogs below—unless expressly stated otherwise. They are listed to demonstrate that no two people will have the same Vietnam experience although there will be many similarities and overlapping challenges.

 

Flying The Nest

Who? An American English teacher expat in Saigon

What? A pretty raw look at living in Saigon as an English teacher and interesting experiences encountered while meeting other cultures.

Why? Because English teachers seemingly make up 80% of the expats here in Vietnam.

You should check out this post.

 

Why Am I Here?

Who? A British expat who has made Saigon her home with her multi-cultural family.

What? Ms. Ray mostly “ blogs about the ups and downs of writing and living in Vietnam.”

Why? Insight from someone whose first time in Vietnam was in 1996 and has a deep reservoir of global experiences.

You should check out this post.

 

Because We Camp

Who? A traveling, backpacking, really rad couple going by the brand, “Because We Camp.”

What? A landing in Hanoi and subsequent travel down south to Saigon via motorbike.

Why? Included because it provides an accurate portrayal of a common first impression of Vietnam and it was enjoyable to watch.

You should check out this episode.

 

My Seasons In Saigon

Who? A former American university president.

What? A transitional blog, where the writer shares his thoughts and juxtaposes historical themes with cultural elements.

Why? Experience in the American education system and now heads up a university in Vietnam.

You should check out this post.

 

World Economic Forum Blog

Who? From current Prime Minster Nguyen Tan Dung.

What? A summary of the economic state of Vietnam and some projections for the near future.

Why? Self-explanatory.

 

Welcome To Vietnam

Who? From an American political writer.

What? A first-time account in Hanoi and Vietnam largely through a political lens.

Why? Entertaining first impressions of being in Hanoi–looking forward to Part 2 in Saigon.

 

Graduate of the Year

Who? NY Times writer Nicholas Kristoff.

What? An extraordinary look at one Vietnamese girl who defied all odds to become Graduate of the Year.

Why? Recent American college graduates, here’s one face of your competition who is willing to work harder for less money than you are.

 

Expat Diary: Saigon

Who? A nomadic photographer.

What? One woman’s view as an expat in Saigon.

Why? A blog about living in the moment—something that can be hard when adjusting to new settings, new faces, and new conditions.

You should check out this post.

 

SoJournaling Vietnam

Who? A younger American Viet Kieu.

What? Straight from California and living in Saigon for at least three years, Kyle Le (or ethnic version: Ky Le Le) showcases various interesting experiences from finding a good burger to asking foreigners what their impressions are of Vietnam.

Why? He has some interesting interviews with celebrities and foreigners.

You should check out this clip.

 

Departures. Vietnam.

Who? An American/Canadian team ventures off in Vietnam in association with National Geographic.

What?  A look at a Viet Kieu’s first time in Vietnam, traveling throughout the land, and the importance of family.

Why? Come on, it’s National Geographic.

 

And finally, from the perspective of a drone.

 

The point of this post was to communicate that everyone has something to add to the tapestry of the Vietnam experience but also that those experiences should be scrutinized (even ours) until the reader has had the chance to check out Vietnam for him/herself. There is no substitute for direct experience but short of that, the account, analysis, or opinion that you entertain should be sound, relevant, and contextual.

In the end, Vietnam is what you make of it—through the good times or the bad times or whatever experience in between. It’s not always easy to live here but after some time you will come to enjoy it and perhaps even thrive in the environment here. If not, then the alternatives always available are to go back to wherever you came from or to move on, which, in that case, there is no shame since Vietnam is not for everyone.

But while you are here, the only thing that you can directly control (and throughout life) is your attitude: toward others and toward the situation that you are in. We hope that these other current perspectives of Vietnam have allowed you to gauge how your experiences and perceptions are in line with other people. Should you wish to, please share your own experience in Vietnam below. 

Time In Vietnam

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A common sight in front of many businesses here.

A common sight in front of many businesses here.

Men playing a game in front of a temple.

Men playing a game in front of a temple.

Time on display.

Time on display.

A barge ran aground on the Mekong River.

A barge ran aground on the Mekong River.

Keep going forward and you will eventually get there or get run over.

Keep going forward and you will eventually get there or get run over.

One of the biggest differences between this part of the world and the west is how long things take to get done. If something takes x amount of time over there then expect it to take 3, 4, or 5x as long here—unless you have a well-connected local partner to fast track whatever it is you are doing in terms of paperwork or approvals. That’s for Saigon; it’s an even slower pace in Hanoi.

A simple task such as ordering at a restaurant might go a little something like this:

Person A orders.

Wait staff repeats Person A’s order.

Person A confirms.

Person B orders.

Wait staff repeats Person B’s order.

Person B confirms.

Wait staff repeats the entire table’s order.

Person A and Person B confirm.

That’s assuming the wait staff understood the orders right the first time. Getting the correct order on the table is a different matter entirely. 🙂

Even the fast food here isn’t really “fast” food (in the traditional sense) since Vietnamese families often fill various franchises around dinnertime, spending more time than required to just pop “in-and-out” for a meal. It’s a bit of a “badge of honor” to be seen in a western establishment for the average Vietnamese family because it shows they can afford eating there. Combined with the coffee culture here, people spend hours inside F&B shops chatting, talking, operating on social media, and generally being seen.

So, time has a different pace and value here than back west. If you take things here at face value then you will run the risk of wasting a lot of your time.

When working with locals, a common trend is overpromising and under delivering—especially when it comes to deadlines. You should not believe that something is done to the required specifications until you have seen it with your own eyes and have had time to review/test it.

Missing five deadlines in a three month period is a very real possibility here (a real example) and after a certain point the old adage comes to mind, “Fool me once, shame on you; fool me twice, shame on me.”

Not everyone, but many locals here are focused on short term results which is evidenced by driving norms, etiquette (try stepping off a lift and you will see), and not doing things the “right way” the first time because it would simply take too long. Problems in a process are usually due to a lack of planning until it’s almost too late and then it’s rush, rush, rush!

Needless to say, communicating effectively can be very difficult here. You can explain something via phone, text, email, in person, whatever and it still might not be done the way you expected or wanted. Sometimes, people might tell you “yes” just to get rid of you or to save face or because they don’t understand what you are asking and are trying to be polite. Try to ask someone for directions and you’ll quickly understand how pointless it can be sometimes.

Short of learning the local language, speaking slowly, and rephrasing the major points go a long way toward reducing miscommunication. Hiring an interpreter is also an option but not the best long term strategy. The longer you stay in Vietnam the more seemingly strange things will start to make sense to you—but it’s a steep learning curve unless you take the time to research Vietnamese culture and history (and that includes learning the language). Asking local friends for clarification will help you understand Vietnam as well but be careful how you phrase your inquiry less you offend them.

To add to the language barrier frustration, you might have trouble figuring out what is true and what is false since everyone’s favorite English word seems to be “yes.” For example, if you ask a local colleague to sign off on some items that s/he was to have completed already the response you get might be affirmative but the task might not actually be done. “Trust, but verify” should be the mantra for westerners operating here or else you will become mad with frustration and waste valuable time.

Time here is abundant for many people; for example, a typical lunchtime might be 1.5 to 2 hours with eating, recreation, and napping. The heat and humidity can negatively affect productivity but the cost of labor is inexpensive so productivity is not as much of a concern as it is in the west. Locals could underappreciate your time when it comes to meeting start times and having you wait around for them. However, you shouldn’t show up late to a meeting because you assumed your counterpart has a polychromic view of time as well—not all locals are the same. There are also many temptations and distractions from professional life so it can be easy to slip into some bad habits that might not be so available or accepted in the west. Balance between work and personal interests as well between stress and relaxation are essential to being successful in Vietnam (and everywhere but, especially in Saigon, it seems easier to jump off the deep end for some people).

We counted three welders on site.

We counted three welders on site.

Some Vietnamese Phrases That May Save or Waste Your Time

“You need to move slow if you want to move fast.”

Meaning: Don’t pester the person you need to get something done or else they will dig their heels in and operate even more slowly to spite your perceived meddling Let them work at their own pace—in the end it will be faster and less stressful. If you are answering to westerners for a project then this could be a problem for you.

“You need to spend money to make money.”

Meaning: Vietnamese are attracted to those who they believe are successful. It might be real, or it might be an image. It could also be a fatalistic approach to justify whatever crazy scheme is going on. Finding out what is really going on could take a lot of digging and time—better to move on or do some circular research via mutual trusted contacts.

“In the end it will be okay so if it’s not okay then it’s not the end.”

Meaning: Largely an excuse for deflecting criticism or remaining unfazed by concerns that are presented. It could be the case if there are other unknown actors (usually family) who will swoop in to save the project in the final hour. It doesn’t sound like a promising result if that is their best strategy, right?

“Don’t need.” (“Cannot.”)

Meaning: You haven’t convinced a local decision maker that your suggestion is useful. Try a different approach because repeating yourself will just waste everyone’s time.

For example, when the founders of an online food ordering website here went around trying to get local restaurants to “install a machine that would print out orders from the internet” they eventually pitched it as “a salesperson you don’t need to pay.”

That resonated with restaurant owners and led to the adoption of the machine and their success. If you get a “no” the first time, then ask a different way or provide a range of options that you are willing to work with.

“Not your job, not my responsibility.”

Meaning: You are working with the crème de la crème! Cut your losses and move on (thereby saving your time). If that is not an option then you had better get into “CYA” mode.

Different Approaches for Different Situations

Whatever the situation, if you don’t get the response you wanted then ask someone who has been in Vietnam longer than you have for some feedback—chances are they will have some good suggestions for you. At the very least, “talking out” your problem will allow you to simplify it as you explain it to someone else. If that doesn’t work then as they say, “experience is what you get when you don’t get the results you wanted.”

Remember, the challenges you will be faced with while working here will be a culmination of differences—differences of visions, standards, expectations, of course languages and culture, and ultimately, opinions. Just keep in mind that it’s all a learning experience and a valuable education for what challenges might again lie ahead in the future when working in Vietnam (and you will already have part of the solution for the next time!).

Prepare to move slowly (budget, timetable, travel plans, etc.) but don’t waste time here since you won’t be able to get it back. Above all, the more time you spend in Vietnam, the more efficient you will become as long as you maintain your high standards and don’t try to change the whole country. Always remain patient, calm, and professional throughout every situation—even when those around you are not because it’s one of the best ways to ensure that you won’t have a bad time in Vietnam. After all, you’ll have peace of mind knowing that you did the right thing.

Why Vietnam?

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Hanoi, Vietnam

If you’re an American, then the first thought you might associate with “Vietnam” is “war.” In the last ten years and even more recently, the memories of the Vietnam War have resurfaced in the United States as American policy makers and analysts have drawn comparisons between it and operations in Iraq since 2003. However, it’s been almost 40 years since Saigon was renamed as “Ho Chi Minh City” (and even today both names are synonymous).

A hackathon in Hanoi.

Today’s Vietnam is very different than most Americans may perceive it to be. Vietnam can surprise, frustrate, humble, and charm one to wild extremes. But, there is something enchanting about this place which can take some time to begin to understand.

Across the country, modern Vietnam is rising next to traditional Vietnam.

Since Vietnam joined the World Trade Organization in 2007, the country has changed drastically and will continue to change as the middle class rises. In a way, Vietnam’s official policy is a forward-looking one, as evidenced by recent investments in e-payment gateways (POS), entrepreneurship, and infrastructure.

Hustle-and-bustle in Saigon, the city of entrepreneurs.

There are a growing number of smart phone users, growing purchasing power, and hyper-brand conscious consumers continue to fill malls and shopping centers that are as impressive as they are large (such as Vincom Mega Mall Royal City in Hanoi and Crescent Mall in Saigon).

In major cities there’s a good chance that there will be free WiFi anywhere you go.

Overall, the shift in Vietnam continues to be toward the west—consumers crave western brands, products, and experiences. As more people move into the middle class, they will be able to afford and acquire products and services that they previously could not have. Now is the ideal time for consumer brands to position themselves so that when rising middle class takes off the choice for consumers with new spending power will be clear: to buy from trusted brands.

A trendy bar in Hanoi.

Ultimately, the technology and infrastructure for consumer-centric startups to be successful is already here; for example, the economic gap between US and Vietnam is huge but there are iOS devices, WiFi infrastructure, and mobile phones everywhere.

There is growing opportunity in Vietnam and Asia in general. That’s why we’re here—because the future is here.