Vietnam has become one of Southeast Asia’s most exciting emerging markets — boasting a young, digital-first population, a rapidly expanding middle class, and an economy that continues to grow at impressive rates. For Singapore brands seeking regional expansion, Vietnam offers an attractive opportunity. But to succeed, businesses must understand the unique digital landscape and craft localised marketing strategies that resonate with Vietnamese consumers.
In this article, we explore the most effective digital marketing strategies for Singapore companies entering Vietnam, key cultural insights, local platforms, and how the Market Readiness Assistance (MRA) Grant can support a digital-first market entry.
1. Why Digital Marketing Matters in Vietnam
Vietnam’s population of over 98 million is young (median age ~32) and extremely connected:
- Over 75% of the population uses the internet
- More than 70 million active social media users
- Mobile-first behaviours dominate — with high daily usage of smartphones
For Singapore brands, this presents an opportunity to enter and scale via digital platforms before committing to physical setups like retail outlets or local offices. A well-executed digital marketing campaign allows:
- Market testing before large investments
- Scalable customer acquisition
- Fast brand awareness through viral platforms
2. Understand the Local Digital Ecosystem
While global platforms like Google, Facebook, and Instagram are popular, Vietnam also has its own digital landscape with local players that are essential for success.
a. Zalo
Vietnam’s #1 local messaging app (similar to WhatsApp + Facebook Messenger).
- Over 70 million active users
- Used for personal and business communications
- Brands can run official Zalo Pages, broadcast messages, and run ads
Tip: Zalo ads perform well for promotions, events, and flash sales.
b. TikTok Vietnam
Vietnam has one of the highest TikTok engagement rates in Asia.
- Popular among Gen Z and millennials
- Local influencers (KOLs) drive trends, especially in fashion, F&B, and beauty
Tip: Short-form videos with humour, dance, and storytelling go viral faster than polished brand videos.
c. Shopee & Lazada (E-Commerce Ads)
Vietnamese consumers love shopping online, particularly on mobile.
- Shopee is the market leader in Vietnam
- Lazada caters to more premium audiences
Tip: Product placement within these platforms, combined with livestreams and flash deals, can drive conversions.
3. Craft a Vietnam-Specific Social Media Strategy
Social media isn’t just a communication tool — it’s a culture in Vietnam. Localisation is crucial. Here’s how to tailor your strategy:
a. Local Language = Local Trust
Even though younger Vietnamese may understand English, marketing in Vietnamese builds trust and relatability.
- Translate captions, comments, and hashtags
- Use culturally relevant slang and emojis
- Partner with Vietnamese-speaking content creators
b. Influencer Marketing is Key
Vietnamese consumers heavily rely on influencers (KOLs) and micro-influencers.
- KOLs are used for brand credibility and luxury appeal
- Micro-influencers drive engagement in lifestyle, fashion, food, and tech
Tip: Choose influencers whose follower base matches your target demographic, not just popularity.
c. Community-Driven Content
User-generated content (UGC), reviews, and testimonials drive decisions.
- Encourage photo reviews
- Run hashtag contests or TikTok challenges
- Feature customer stories to boost authenticity
4. Build Localised Campaigns Around Key Vietnamese Trends
Singapore brands often make the mistake of reusing their domestic campaigns for Vietnam. That rarely works. Instead, tap into local trends and seasonal behaviour.
a. Lunar New Year (Tết)
The most important cultural festival in Vietnam.
- Consumers spend heavily on gifts, clothes, and food
- Brands can run giveaways, charity drives, or festive discounts
b. Singles’ Day & Black Friday
Young Vietnamese shoppers love flash sales and mega shopping events.
- Partner with Shopee/Lazada for exclusive promotions
- Run countdown campaigns and “shop now” incentives
c. Cultural Values: Family, Harmony, and Respect
Vietnamese consumers value family traditions and social harmony.
- Highlight family benefits, wellness, and emotional connection
- Avoid aggressive messaging or content that could be seen as confrontational
5. SEO & Local Search Visibility
Vietnamese consumers frequently search on Google and Cốc Cốc (Vietnam’s local browser and search engine).
To rank locally:
- Build a Vietnamese version of your website
- Use Vietnamese-language keywords and meta tags
- Ensure fast load speed and mobile responsiveness
- Register on Google Business and local directories
Tip: Consider creating separate Vietnamese landing pages for your top products or services. It increases both SEO visibility and conversion.
6. Run Paid Ad Campaigns on Local Platforms
a. Facebook & Instagram Ads (Still Relevant)
Facebook remains widely used in Vietnam, especially among millennials and working professionals.
- Run location-based ads in Hanoi, Ho Chi Minh City, and Da Nang
- Focus on product videos, carousel ads, and limited-time offers
b. Zalo Ads
Great for building leads and sending promotional messages
- Popular with working adults and families
- Zalo forms are effective for lead generation
c. Google Search & Display Ads
Use Vietnamese keywords to target intent-driven search traffic
- Effective for B2B, education, and service-related businesses
Tip: Allocate small test budgets to multiple platforms, analyse performance, then scale up your highest ROIs.
7. Offer Localised E-Commerce Experiences
Singapore brands must adapt their checkout and customer journey to Vietnamese preferences.
- Offer Cash on Delivery (COD): Still a preferred payment method for many Vietnamese shoppers.
- Use Vietnamese phone numbers or local virtual numbers for contact
- Include Vietnamese shipping options (e.g., Giao Hàng Nhanh, Viettel Post)
- Build trust with local reviews, social proof, and responsive customer service
8. Use the MRA Grant to Fund Your Vietnam Digital Marketing Strategy
The Market Readiness Assistance (MRA) Grant by Enterprise Singapore offers up to 50% co-funding, capped at S$100,000 per market per fiscal year, for eligible international expansion activities.
Under the Overseas Market Promotion category, you can claim:
- Paid advertising campaigns in Vietnam
- Influencer and PR collaborations
- Website localisation
- E-commerce storefront setup and management
- Social media management by Vietnamese agencies
By using the MRA Grant to fund your Vietnam entry campaign, you lower your financial risk while validating your product-market fit in one of Asia’s fastest-growing digital markets.
9. Why Work with a Grant Consultant for Vietnam Digital Expansion
Applying for the MRA Grant — while launching a digital campaign — can be overwhelming. A professional grant consultant can:
- Assess your eligibility and digital scope
- Structure a compliant application with a clear vendor breakdown
- Liaise with Vietnamese agencies to obtain quotations and project scopes
- Submit your application via the Business Grants Portal (BGP)
- Assist in documentation and claims to ensure successful reimbursement
This allows your marketing and operations team to focus on executing the campaign, while the grant expert handles the bureaucracy.
10. Final Thoughts: Digital-First Entry = Smart Entry into Vietnam
Vietnam’s digital landscape is a goldmine for Singapore brands — but only for those who take the time to understand, localise, and engage. A one-size-fits-all campaign won’t work here. Success requires nuance, cultural understanding, and platform fluency.
By combining a smart, Vietnam-specific digital marketing strategy with MRA Grant support, Singapore SMEs can:
- Build brand presence without heavy fixed costs
- Reach thousands of digitally active customers
- Validate their offerings before larger commitments
If you’re planning your first or next overseas venture, Vietnam deserves to be on your roadmap — and digital marketing should be your entry vehicle.