Vietnam Insider

On April 25, as it marks its 10th anniversary in the Vietnam market, MINISO opened Vietnam’s first MINISO FRIENDS store at Van Hanh Mall in Ho Chi Minh City. The newly renovated store features an immersive, IP‑driven environment, introducing an upgraded retail experience centered on popular IPs. As MINISO’s most advanced store format in Vietnam, MINISO FRIENDS reflects the brand’s continuous evolution in store concepts and consumer experiences.

Located on the 3rd floor of Van Hanh Mall, the newly renovated MINISO FRIENDS store is designed around strong character visuals and IP‑led merchandising. The space is organized into dedicated IP zones spanning collectibles, blind boxes, and plush toys, as well as beauty products and everyday accessories. Character‑led installations featuring Stitch, Winnie the Pooh, and Gift Bear—alongside dedicated YOYO displays—bring IP storytelling into the physical space, creating a highly photo‑friendly and immersive retail environment that encourages exploration and engagement.

As a newly introduced format, MINISO FRIENDS is built around IP‑led retail experiences, featuring a higher concentration of IP products and immersive in‑store scenarios that encourage offline exploration. At Van Hanh Mall, the store brings together a wide range of globally popular IPs, with IP products accounting for approximately 70% of the overall assortment, while also serving as a key launch destination for new and trending IP toy offerings in Vietnam.

A highlight of the store opening was the appearance of influential popular singer Quân A.P, alongside a series of fan‑focused activities. Throughout the day, Gift Bear mascot performances created interactive moments with strong audience participation. Visitors were also invited to take 、part in the “Exchange YOUR Blind Box” event, centered on the limited Sanrio Forest Animal Series vinyl plush blind boxes. The activity showcased MINISO’s diverse IP-driven interactive experiences and sparked strong enthusiasm among hundreds of fans.

As MINISO marks its 10th anniversary in the Vietnam market, the launch of MINISO FRIENDS reflects the brand’s continued development and evolution at the local level. Since opening its first store in Vietnam in 2016, MINISO has steadily expanded its presence across the country, with stores located in key commercial districts and landmarks such as the Landmark 81 area, Vincom Times City, Hoan Kiem Lake, and Nha Trang Center, reaching more than 30 major cities including Ho Chi Minh City, Hanoi, Da Nang, Hai Phong, and Nha Trang.

Over the past decade, MINISO has continued to bring globally popular as well as proprietary IP products to consumers through IP‑driven retail scenarios, creating enjoyable and accessible shopping experiences for a broad consumer base. Looking ahead, MINISO will continue developing its IP‑focused retail formats while expanding its capabilities as a leading IP operation  platform, delivering immersive in‑store experiences and making a wider range of IP content accessible to consumers across Southeast Asia and global markets.

The 2026 FIFA World Cup may be set to become the biggest tournament in football history, but for many international fans, the United States is proving to be the hardest host country to reach.

Complicated visa procedures, strict immigration checks, security concerns, and extremely high travel costs are causing many overseas supporters to cancel plans or avoid U.S.-hosted matches altogether, raising concerns for FIFA and the American tourism industry ahead of the tournament.

The expanded World Cup, co-hosted by the United States, Canada, and Mexico, is expected to attract around 40 million visitors and break the 1994 tournament record of 3.5 million tickets sold.

However, many fans say getting into the U.S. is becoming the biggest challenge.

Steve Schwarzbach, a German supporter who has attended every World Cup since 2006, said he plans to skip the U.S. matches despite already holding US$1,600 worth of tickets for the quarterfinals and semifinals.

Speaking to CNN, he said concerns over Immigration and Customs Enforcement raids, social media screening, and the possibility of extra scrutiny due to his mixed German-Korean heritage pushed him to abandon the trip.

“I felt safer in South Africa and Brazil,” he said, noting those countries had strong visible security despite reputations for higher crime.

He is not alone.

A Dutch online petition calling for the national team to withdraw from the tournament has reportedly gathered 174,000 signatures, while a Facebook boycott group has attracted more than 25,000 members.

Former FIFA president Sepp Blatter and leaders from German club St. Pauli have also expressed support for boycotts.

Visa access remains one of the biggest barriers.

For fans from countries such as India and Colombia, U.S. visa interview wait times reportedly range from 400 to 700 days, making World Cup travel planning nearly impossible unless they already hold valid visas or passport exemptions.

New entry security measures are adding further hesitation.

Some travelers are concerned about expanded border checks involving biometric data requests and social media reviews, with privacy concerns becoming a major issue for younger international visitors.

Omar Hassan, a software developer based in Montreal, said he is reselling his tickets for matches in Boston and New York after travel complications affected plans with his cousin from Tanzania, a country facing stricter U.S. entry restrictions.

Other fans are simply choosing different host countries.

English supporter Peter Holmes said he selected matches in Mexico instead of the United States, citing security concerns after a recent federal agent shooting in Minneapolis.

Still, not everyone is backing away.

Arjun Modhwadiam, a Canadian of Tanzanian descent, has already spent US$1,300 on tickets and booked flights and hotels for matches in Kansas.

He said his Canadian passport and low-profile online presence make him confident he will enter without problems, adding that the U.S. has too much financial interest in the tournament to mishandle visitors.

“I don’t think the U.S. government would be that stupid,” he told CNN.

Meanwhile, the hotel industry is watching closely.

Hotels in Dallas, Miami, and San Francisco have reportedly started lowering rates to attract bookings, while Houston saw June bookings rise 30%, though around 85% of those were domestic travelers rather than international guests.

Travel costs are another major obstacle.

Because matches are spread across the U.S., Canada, and Mexico—with most games taking place in the U.S.—fans often face expensive domestic flights between cities thousands of kilometers apart. Traveling between host cities such as Seattle and Miami can involve distances of more than 5,000 kilometers.

Ticket prices themselves are also drawing criticism.

According to reports from AP and Al Jazeera, seats for the U.S. opening match against Paraguay on June 12 in California were listed between US$1,940 and US$4,105. Tickets for the final were priced at US$10,990, while semifinal tickets in Texas and Atlanta exceeded US$11,000 in some sections.

FIFA recently released new ticket blocks through its official platform, but slower sales for major matches suggest many fans are struggling to justify the cost.

For a tournament designed to unite global football supporters, many fear the 2026 World Cup risks becoming one of the least accessible for international fans—especially in the country hosting most of the games.

Vietnam is quickly becoming one of the most sought-after destinations for Australian travelers, with rising search demand, stronger flight connectivity, and growing international recognition positioning the country as a leading tourism hotspot in Asia for 2026.

According to Australian travel platform Escape, Vietnam is emerging as a serious alternative to traditional European holidays, as rising costs and geopolitical uncertainty push travelers to look for safer, more affordable destinations closer to home.

With Europe becoming increasingly expensive and instability in the Middle East affecting travel confidence, many Australians are shifting their attention toward Asia, where Vietnam stands out for its accessibility, value for money, and diverse travel experiences.

The numbers reflect that momentum.

In the first quarter of 2026, Vietnam welcomed 6.76 million international visitors, up 12.4% year on year. Australia ranked among Vietnam’s top 10 largest source markets for inbound tourism, alongside major markets such as Mainland China, South Korea, the United States, and Japan.

Travel experts say Vietnam’s appeal lies in its rare combination of natural beauty, cultural depth, vibrant street food, and competitive pricing.

From beach destinations and historic cities to luxury resorts and affordable wellness travel, the country offers experiences that appeal to both budget-conscious tourists and high-spending international visitors.

Direct flights of less than 10 hours from Australia also make Vietnam significantly more convenient than long-haul European routes.

Airlines including Vietnam Airlines, Qantas, and VietJet Air now operate direct services connecting Sydney, Melbourne, Brisbane, and Perth with major Vietnamese gateways such as Hanoi and Ho Chi Minh City.

Search data is showing even stronger signals.

According to Travel Agent Finder, Vietnam entered the top 10 most searched international destinations for Australian travelers for the first time in March 2026, highlighting its rapidly rising profile on the global tourism map.

Beach destinations are leading much of that demand.

Travel platform Expedia reported that accommodation searches for Nha Trang and Da Nang rose by 65% year on year, making them two of Asia’s fastest-trending coastal destinations. Phu Quoc followed with a 45% increase, outperforming several well-known beach markets in Indonesia and Thailand.

Sarah King of Expedia said Nha Trang is often seen as Vietnam’s “beach resort capital,” thanks to its long coastline, year-round sunshine, and relaxed atmosphere—qualities many Australian travelers traditionally seek in Mediterranean-style holidays.

Beyond beaches, affordability remains one of Vietnam’s strongest competitive advantages.

Visitors can enjoy high-quality local cuisine, accommodation, transport, and wellness services at prices that remain significantly lower than many comparable international destinations.

Singapore’s The Straits Times has also highlighted Vietnam as one of Southeast Asia’s leading tourism destinations, pointing to strong social media engagement and sustained international visitor growth.

Younger travelers in particular are being drawn by Vietnam’s street culture, food scene, and accessible lifestyle experiences.

Global hotel groups are responding to that demand.

Major brands such as Meliá Hotels International and Hilton Hotels & Resorts are expanding across Vietnam, while new large-scale resort developments are underway in destinations including Phu Quoc and Vung Tau.

The expansion reflects growing confidence that Vietnam is no longer just an emerging tourism market, but one of Asia’s most competitive long-term travel destinations.

As international travel patterns continue to shift in 2026, Vietnam is increasingly becoming the first choice—not the backup plan—for Australian tourists looking for their next overseas holiday.

Authorities in Da Nang are investigating a viral video showing a foreign man allegedly attacking a local driver following a traffic collision on one of the city’s busiest coastal roads.

The incident, which took place on Vo Nguyen Giap Street in front of a beachfront hotel in An Hai Ward, quickly spread across Vietnamese social media, drawing widespread criticism and raising concerns about public behavior in one of Vietnam’s top international tourism hubs.

According to An Hai Ward Police, officers received reports from local residents and the car driver involved has also formally reported the incident.

Initial information suggests the foreign man was riding a motorbike when it collided with a seven-seater car traveling in the same direction.

Following the impact, both the man and the woman riding with him reportedly fell onto the road.

Video footage circulating online shows that after getting up, both individuals appeared visibly upset and were seen kicking the side of the car.

When the driver stepped out to speak, the foreign man allegedly rushed forward, repeatedly pushing and swinging his arms at him in what witnesses described as a physical attack.

The confrontation lasted only a short time but drew immediate attention from bystanders in the crowded beachside area, where traffic and tourist activity remain heavy throughout the day.

After the clip was posted online, public reaction was swift.

Many social media users criticized the foreign man’s behavior, saying violence should never be used regardless of who caused the accident. Others pointed out that Da Nang, as one of Vietnam’s leading tourism destinations, depends heavily on maintaining an image of safety, civility, and respect in public spaces.

Some viewers also noted that the motorcyclist shown in the video did not appear to be wearing a helmet, which is required under Vietnamese traffic law.

The incident gained further attention after Luke Deakin, the well-known backpacker who walked from England to Vietnam, reposted the clip on his personal page with the caption: “Violence is never the answer.”

His comment helped push the story to a wider international audience, with many agreeing that aggressive behavior following road incidents only escalates already dangerous situations.

Police have not yet released details regarding fault in the original collision, and authorities say the case is still under investigation.

Officials are expected to review both the traffic accident and the alleged assault before determining further legal action.

As the video continues to circulate, the case has sparked a broader conversation about road rage, tourist behavior, and the importance of respecting local laws and public conduct standards in Vietnam.

Antarctic Wallet has officially launched in Vietnam, continuing its expansion across Southeast Asia and bringing a simple, fast, and secure way to use crypto in everyday life.

Antarctic Wallet is built for daily use, addressing the most demanded financial operations – swift currency transfers and payments. In just a few steps, the product helps users solve common problems with sending crypto and making QR code payments.

The platform already has more than 460,000 users across the CIS and Asia, having successfully processed more than 10 million transactions to date. It is designed to be fast and reliable, with QR payments that take just seconds – whether one is paying online or in person.

Antarctic Wallet operates under a VASP license, supporting its focus on compliance and transparent crypto services.

The product is built with a strong focus on speed and security, making crypto payments feel as easy as using cash or a regular banking app. Getting started is simple. Users can download the app from the App Store or Google Play, or use the Telegram bot @antarctic_wallet_bot. After signing in, they can top up their balance using USDT and TON. To make a payment, users simply scan a QR code and confirm the transaction, while the purchase is completed in the local currency.

Vietnam is a key market for Antarctic Wallet, with a fast-growing digital economy and a large number of freelancers, gamers, and cross-border users. The wallet is designed for people who need fast and flexible payments, from in-store purchases and digital products to cross-border transfers to family and friends.

Antarctic Wallet also plans to roll out Visa cards for global payments soon, giving users even more ways to spend their crypto.

With its launch in Vietnam, Antarctic Wallet continues to move toward a simple idea: making crypto payments fast, secure, and part of everyday life.

About Antarctic 

Antarctic Wallet is the first fully legal and VASP-licensed crypto wallet designed for simple real-life payments.

Contact Antarctic

info@antarcticwallet.com

A small act of trust at a bakery in Ho Chi Minh City has captured widespread attention online after a foreign customer returned the next day to pay for his order—and bought even more.

The story, shared by bakery owner Pham Anh Thai, quickly gained thousands of reactions on Vietnamese social media, with many praising the gesture as a simple but powerful example of hospitality and customer service in Vietnam.

The incident happened around 8:50 p.m. on April 25, just before closing time at Thai’s bakery in Saigon Ward, Ho Chi Minh City.

A foreign customer entered the shop and selected several desserts, including tiramisu, brownies, and mango mousse cake, with a total bill of around VND200,000 (about US$8).

When it came time to pay, the customer realized he had no cash and only carried a bank card. The bakery, however, did not yet have card payment facilities.

Embarrassed, the customer appeared ready to leave without the cakes.

Instead of turning him away, Thai made an unexpected decision.

He told the customer to take the cakes home and return another day to pay.

The visitor was visibly surprised by the offer, thanked the owner, and left with the order.

The next day, staff told Thai the customer had not returned, and he briefly wondered whether the man might have been a tourist who had already left Vietnam.

But just before closing time that evening, the customer came back.

Not only did he pay the full bill from the previous day, but he also purchased more cakes, bringing the total to around VND500,000.

During their conversation, the customer learned Thai was the owner and praised the business in English, calling it an “amazing shop,” clearly impressed by the experience.

Speaking to local media, Thai said this was not the first time his bakery had allowed customers to pay later.

At a previous location on Mac Dinh Chi Street, the shop had handled similar situations for customers who forgot to bring cash.

“In every case, customers always came back to pay,” he said. “Many of them even became regular customers afterward.”

After Thai shared the story online, many users said the real value was not the money, but the trust behind the decision.

Commenters noted that flexible and thoughtful service helps businesses build stronger customer loyalty, especially in a city like Ho Chi Minh City where international visitors increasingly shape the local service economy.

One social media user wrote that this kind of kindness creates a positive image of Vietnam for foreign guests and reflects the human side of doing business.

At a time when digital payments dominate and transactions often feel purely transactional, the story stood out for something simpler: trust still works.

For one bakery in Ho Chi Minh City, a VND200,000 risk turned into a loyal customer—and a reminder that good service often starts with believing people will do the right thing.

Vietnam is gaining stronger global attention as both Ho Chi Minh City and Hanoi have been ranked among the world’s five fastest-growing cities through 2035, according to the latest Growth Hubs Index by global property consultancy Savills.

Ho Chi Minh City secured the No. 2 position worldwide, while Hanoi ranked fifth, placing both Vietnamese megacities ahead of many established urban centers and reinforcing Vietnam’s rising role in Asia’s economic transformation.

The ranking, which assessed 245 cities globally, identifies future “growth hubs” expected to lead economic expansion over the next decade. Savills highlighted Asia as the main driver of global urban growth, supported by rapid urbanization, young populations, and major shifts in global manufacturing supply chains.

For Vietnam, the results signal more than just strong GDP growth. They reflect the country’s growing importance as an investment destination for multinational companies, manufacturers, and global capital looking for alternatives in Asia.

According to Chris Marriott, CEO of Savills Southeast Asia, the region’s youthful population is creating strong momentum for long-term economic expansion.

A growing labor force, rising consumer demand, and faster urbanization are increasing pressure and opportunity across real estate sectors, from industrial parks and logistics hubs to residential towers and mixed-use developments.

At the same time, the “China + 1” strategy continues to accelerate the relocation of manufacturing operations to Southeast Asia, with Vietnam emerging as one of the strongest beneficiaries.

As companies diversify production beyond China, Vietnam has attracted a steady flow of foreign direct investment, particularly into manufacturing. That capital is creating major spillover effects in real estate markets, especially in Ho Chi Minh City and Hanoi, which remain the country’s largest centers for infrastructure, labor, and consumer demand.

Neil MacGregor, CEO of Savills Vietnam, said the country has all the fundamentals needed to sustain high growth, including infrastructure development, foreign investment, and rising domestic demand.

However, Savills warned that rapid expansion alone does not guarantee long-term competitiveness.

Cities must also prove resilience.

That includes strong economic fundamentals, technology ecosystems, ESG standards, quality of life, and the ability to execute development strategies effectively. In this area, established global leaders such as New York, Tokyo, London, and Seoul continue to lead by balancing growth with livability and long-term planning.

For Vietnam, infrastructure remains the most critical foundation.

The country currently has around 234 major infrastructure projects underway, representing an estimated VND3.4 quadrillion, or roughly US$129 billion, in total investment.

Major projects including Long Thanh International Airport, metro systems in Hanoi and Ho Chi Minh City, and more than 380 kilometers of newly operational North–South Expressway sections are helping create new economic corridors across the country.

These projects are not only improving transport connections but also reshaping urban development patterns.

Areas surrounding both Hanoi and Ho Chi Minh City are emerging as new investment zones, while industrial real estate is benefiting directly from the rise of integrated manufacturing and logistics ecosystems.

At the same time, so-called “soft infrastructure” is becoming increasingly important.

Factors such as education, healthcare, environmental quality, and overall living standards are playing a bigger role in decisions made by businesses and highly skilled workers choosing where to invest and relocate.

As Asia continues to become the center of global growth, Vietnam is pushing for double-digit economic expansion backed by infrastructure spending and strong FDI inflows.

But experts say the real challenge will be execution.

Project timelines, legal reforms, financing conditions, and administrative efficiency will ultimately determine whether Vietnam can convert its growth potential into sustainable long-term competitiveness.

With strong macroeconomic stability, continued urbanization, and resilient foreign investment, both Ho Chi Minh City and Hanoi appear well positioned to remain among Asia’s most important growth stories in the decade ahead.

Hanoi’s Old Quarter is once again proving why it remains the heart of Vietnam’s culinary identity, as global recognition for the capital’s street food scene continues to rise.

From steaming bowls of pho served on low plastic stools to Michelin-recognized restaurants redefining local cuisine, the district offers a rare mix of tradition and modern dining that few cities in Asia can match. Last year, British magazine Time Out ranked Hanoi as the second-best street food city in Asia, placing it ahead of both Singapore and Bangkok.

For international visitors, the Old Quarter is more than a tourist destination. It is where Vietnam’s food culture has been built, preserved, and constantly reinvented for more than 1,000 years.

As night falls, the transformation begins.

Daytime shopkeepers close their storefronts, while street vendors wheel out metal carts, plastic stools, and giant pots of simmering broth. Pavements become open-air kitchens, and narrow streets fill with diners waiting for fresh noodles, grilled meats, and late-night snacks.

Michelin Guide describes the experience as something that feels almost untouched by time, where the rhythm of daily life looks much the same as it did decades ago.

According to food historian Trinh Khanh Linh, the Old Quarter has existed since around the year 1000 and has always served as Hanoi’s main trading center.

“People came here from across Vietnam and from other countries, including many Chinese migrants in the 17th century,” Linh explained.

That history is still reflected in the street names. Hang Bac was once known for silversmiths, Thuoc Bac for traditional medicine, Hang Thiec for metalworkers, and Hang Chieu for woven mats.

Today, many of those same streets are known less for trade and more for food.

Cookbook author Andrea Nguyen told Michelin Guide that much of Hanoi’s culinary history is hidden in these names. Streets such as Hang Khoai, once associated with root vegetables, naturally became places where vendors sold boiled sweet potatoes, cassava, and taro.

As trade expanded, food followed.

Competition among vendors helped shape some of Vietnam’s most iconic dishes. Chinese culinary influence introduced noodles, which later became central to northern Vietnamese cuisine. French colonial rule in the late 19th century added another layer, bringing new ingredients and cooking techniques.

Pho became the clearest result of that cultural blending.

Widely considered Vietnam’s national dish, pho combines Chinese noodle traditions, local herbs and broth techniques, and French influence through beef-based stock preparation.

Chef Charles Degrendele of Michelin-selected Le Beaulieu said Vietnam adapted French cuisine to local tastes rather than simply copying it.

Opened in 1901, Le Beaulieu became one of Hanoi’s earliest fine dining institutions and helped shape the city’s evolving restaurant scene. Degrendele noted that over the past century, many Vietnamese and international chefs trained there before opening restaurants of their own.

For much of the 20th century, dining out in Hanoi usually meant choosing between street food and hotel restaurants, with few options in between.

That began to change in the 1990s as Vietnam opened its economy and private restaurants started expanding rapidly.

The Old Quarter led that shift.

Long Nguyen, who grew up around his family’s Michelin-selected restaurant Hanoi Garden, said restaurants were still rare outside hotels during that period. His strongest memories are of simple breakfasts on cold Hanoi mornings, sitting on wooden benches in the street.

For him, those everyday meals define Vietnamese cuisine more than luxury dining ever could.

Many Old Quarter eateries have now served the same neighborhoods for more than 30 years, often using recipes that remain unchanged. Their reputation depends entirely on local trust, where residents return only if quality stays consistent.

Chef Truong Quang Dung of Chapter restaurant believes that same foundation allows younger chefs to innovate without losing authenticity.

Using local ingredients such as corn and eel, he creates refined dishes designed for international diners while keeping traditional Vietnamese flavors at the center.

He said the Old Quarter remains a demanding place where only good food survives.

“The residents here are proud of their food,” he said. “For those seeking authenticity, this is where it can be found.”

That balance between preservation and reinvention is helping Hanoi strengthen its global food reputation.

With Michelin recognition, rising international tourism, and a street food culture still rooted in daily life, Hanoi’s Old Quarter continues to stand out as Vietnam’s most important culinary destination—and one of Asia’s most compelling places to eat.

Ho Chi Minh City, 23 April 2026

Ho Chi Minh City’s expanded scale after the merger with two provinces brings new opportunities but also calls for a clearer and more convincing brand identity for both local and international audiences.

In 2025, Ho Chi Minh City crossed a historic threshold. With the merger of Binh Duong and Ba Ria – Vung Tau, the city is no longer just a metropolis. It has become a multi-polar mega-region, combining finance, industry, logistics, innovation, culture, and marine economy.

On paper, the change was clear and decisive. Ho Chi Minh City now stretches across more than 6,700 square kilometres, is home to over 14 million people, and accounts for almost a quarter of Vietnam’s GDP. In economic and logistical terms, it has become the largest urban entity the country has ever known.

According to Associate Professor Giannina Warren, Senior Program Manager for Professional Communication at RMIT University Vietnam, administrative mergers are often treated as technical exercises: redraw boundaries, restructure agencies, and integrate budgets. But cities are not only defined by maps and statistics.

“They are also defined by how people understand them and live, work and play in them. They are not only governed systems; they are perceived systems. People – residents, investors, students, visitors – make decisions based on how a place feels, what it stands for, and whether its story makes sense to them,” she said.

For decades, Ho Chi Minh City has been easy to describe. It was Vietnam’s commercial heart, a dense and energetic place known for opportunity, openness and relentless movement. Bình Dương was recognised as an industrial engine, while Ba Ria – Vung Tau was associated with ports, energy and the sea.

After the merger, these identities did not disappear – they were simply placed under one name. That creates enormous potential, but it also raises a fundamental question: what, exactly, is Ho Chi Minh City now?

“When cities grow in size and complexity, their identity does not automatically grow with them,” Associate Professor Warren said. “In fact, without careful attention, it often becomes less clear. Bigger cities can become harder to explain, harder to remember, and harder to trust – especially for people who do not live there.”

In recent years, Ho Chi Minh City’s public image has relied heavily on tourism-led messaging, with familiar language about vibrancy, energy, and dynamism. These ideas are not wrong, but they are no longer sufficient. A city that aims to position itself as a regional logistics hub, an international financial centre, a destination for global talent and a centre for higher education needs a deeper, more coherent story.

The 2025 merger intensifies this challenge. “When a city tries to stand for too many things at once – industry, finance, tourism, innovation, culture – without a clear organising idea, its identity can start to feel diluted. Scale alone does not create meaning,” Associate Professor Warren said.

According to Dr Bui Quoc Liem, a lecturer in Professional Communication at RMIT Vietnam, the diversity of function requires a different way of thinking about city identity. Rather than one slogan trying to describe everything, HCMC now needs a brand architecture: a shared overarching story that allows different areas to express distinct roles, while still belonging to one coherent identity. 

This shared narrative should explain how the different parts belong to the same urban system and contribute to a common future. Without this, peripheral areas risk feeling like add-ons rather than integral parts of the city, and the city risks communicating conflicting messages to the outside world.

Dr Liem also stressed that this is where city branding is often misunderstood. It is easy to assume that branding is about logos, taglines, or advertising. In reality, especially in the context of a merger, branding is closer to strategic coordination. 

“A clear narrative helps different parts of the city – and different government departments – move in the same direction. It shapes how infrastructure priorities are explained, how investment strategies are framed, how talent is attracted, and how the city speaks to the world. The city’s brand becomes the compass for its development, instead of just a decoration,” he said.

The city leaders have already recognised this connection. Ho Chi Minh City has begun work on a long-term branding strategy aligned with its socio-economic vision for 2030 and 2045. Crucially, there is growing acknowledgement that a brand cannot exist in isolation. A city that presents itself as open must reduce administrative friction. A city that aspires to be liveable must invest seriously in transport and public services. A city that aims to become a financial centre must demonstrate credibility, consistency, and governance capacity.

The RMIT experts believe that the cost of not addressing this moment is not dramatic or immediate, but it is real. Without a clear narrative, communication becomes fragmented. Residents in newly merged areas may struggle to see themselves as part of the city’s story. International partners may find the city impressive, but difficult to access. Opportunities to position Ho Chi Minh City as Southeast Asia’s next major mega-region may quietly slip away.

The administrative transition has already happened. The question now is whether the city can tell its new story clearly enough for others to understand it – and for its own residents to believe in it. The challenge ahead is not to invent something artificial, but to articulate clearly what already exists: a city-region that connects industry with innovation, ports with finance, culture with opportunity, and local energy with global ambition.