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Preface Prologue Chapter 1 Vietnam--- Not, a Country I Thought It Was Introduction 1.The History and Diplomatic Relations of VietnamVietnam Has an Adversarial Relationship with China Vietnam is a Hegemonic Power on the Indochina Peninsula Stepping Out as a Dark Horse to Contain China With the US on Its Back 2.Vietnamese CultureThe Vietnamese are Just as Enthusiastic for Education as Koreans Can a Korean Cultural Content Business Achieve Success? 3.The Vietnamese EconomyVietnam Grew Stronger During the Subprime Mortgage Crisis The Vietnamese Economy is Sure to Keep Improving Going Forward Even the Global Economic Crisis Will Become a Golden Opportunity in Vietnam Chapter 2 Why is Vietnam the Land of Opportunity? Introduction Changes That Happened in the Last Ten Years are Beyond Your Imagination The Vietnamese Are the Most Avid Smartphone Users 1. Strong Dedication to Education and Fast Learners 2. A Stable Country Built on the Communist Collective SystemA One-party Collective Management System Led by the Communist Party of Vietnam Free from the Influence of Ethnic Chinese No Conflict with Minority Ethnic Groups Vietnam is Different from Other Emerging Markets in Southeast Asia Malaysia Philippines Indonesia 3. Vietnamese are Open-mined and Liberal about Things That Are NewVietnamese Acknowledge and Accept What is Different from Them Same-sex Marriage is Not Illegal Recognition of Religious Diversity and Freedom 4. Vietnam is a Nation of Strong Women and Girl Crushes 5. An IT Powerhouse Sensitive to TrendsA Wifi Paradise Vietnam is an IT Powerhouse 6. Vietnam is a Late Bloomer-type Growth ModelThe Vietnamese Market is Divided into South and North South Vietnam is Completely Different from North Vietnam Vietnam has Two Megacities and Three Independent Municipalities 7. Analysis of Consumers by Age Groups, IIt Has Been Growing, Albeit Slowly Vietnamese Born in 1970 are the Equivalent of Koreans Born During the Korean War Vietnamese Born in the 1980s are the Post-war Generation of Koreans Born in 1958 Vietnamese Born Between the 1970s and the 1980s Care More About their Children’s Education Than Themselves 8. Analysis of Consumers by Age Groups, IIA Globalized Generation Who Are Smartphone Users and Grab Riders Those Born in the 1990s Are Credited with the Beginning of the Korean Wave They Use Uber and Grab as If They are Public Transportation Mobile Delivery Service is Growing Popular 2K Generation! Those Born in the 2000s are the Echo Generation with Global Education Expansion of Public Transportation Will Trigger Major Changes 9. There is the Korean Wave and There Isn’t, EitherVietnam was the Origin of the Korean Wave in Southeast Asia in the Late 1990s Be a Korean Company and a Local Company at the Same Time Chapter 3 Political Landscape of Southeast Asia Surrounding Vietnam Introduction 1. The Mekong River, the Ticking Bomb in Southeast Asia Vietnam Has the Mastery in Wire-Walking World War III Will Break Out in the Mekong River Containing China While Riding on the Back of the US Vietnam is Not a Southeast Asian Country It is Fundamentally Different from the European Union No Leader in the Southeast Asian Economic Community Southeast Asian Countries Have Different Languages and Religions 2. Vietnam, The Role Model for North KoreaThe Mediator for Two New and Old Friends Vietnam and North Korea Share the Same Anti-China Sentiment Vietnam is a Good Model for the North’s Reform and Open Policy Power to the Communist Party and Money to the Money Masters The Vietnamese Military is There for Both National Defense and the Economy An Enemy's Enemy is an Ally: the United States Joins Hands with Vietnam Chapter 4 What You Must Know When Doing Business in Vietnam Introduction 1. Your Way is Not the Right Answer How Should You Eat BIBIMBAP? Bibimbap Isn't Necessarily Rice Mixed With Other Ingredients Eating Rice with Chopsticks, Not a Spoon How Do You Enjoy Americano, Pizza, and Pasta Doing Business in Vietnam is the Same 2. Target the Market with Familiar ProductsWhat is New is What Seems Somehow Unfamiliar and Familiar at the Same Time Even the Absolute Truth Should be Boldly Destroyed In Vietnam, Hot Stone Pot Bibimbap Sells Better Than Just Bibimbap If You Plan to Open a Korean Restaurant in Vietnam 3.Orion: The Leading Confectionary Brand in VietnamBold Operation of Business Based on the Prediction of the Market Nation-wide Operation Using Entire Sales Force Cleaning Sales Strategy That Required Patience Consulting Sales, Not Bulldozing Sales Preparation Based on the Prediction of Change Employees Are Required to Stay and Work in Vietnam for At Least 10 Years Releasing New Products Exclusively Made for the Vietnamese Market 4. Wildly Popular Tteokbokki Brand, DookkiReasons Behind Dookki’s Wild Success in Vietnam, 1: Buffet Reasons Behind Dookki’s Wild Success in Vietnam, 2: Create Your Own Recipe The Risk Dookki Should Watch Out For, 1: Who Manages the Franchise? The Risk Dookki Should Watch Out for, 2: It Can Burst In an Instant Decisively Let Go of the Identity of Tteokbokki 5. A Market Where Even the Almighty Starbucks Struggles 6. Winners in the Vietnamese Fast Food Market Hamburger? In Vietnam, It's Banh Mi Change Your Brand Identity Chapter 5 Vietnamese Food Introduction 1.Why Vietnamese Food? Why Koreans Love Vietnamese Food A Fantastic Taste of East Asia, Southeast Asia, and Europe V-Food, or Vietnamese Food, is a Grand Trend 2.Origin of Vietnamese Rice Noodle SoupPHO IS THE PEOPLE’S FOOD IN VIETNAM Pho Becomes Wildly Popular in Hanoi in the 1930s The Difference Between Southern and Northern Pho The Birth of Vietnamese Chicken Noodle Soup, Pho Ga 3.Banh Mi Captures the Hearts of New Yorkers Banh Mi, the It Item for New Yorkers 4. Food Associated with the History of vietnamCha Ca La Vong is a Menu Served to Independent Activists A Pho Restaurant was a Secret Hideout Chapter 6 Heroic Vietnamese Women Introduction 1.The Day for Vietnamese Women, Movers and Shakers in the Retail Market 2.Vo Thi Sau, the Vietnamese Ryu Gwan-sun 3.Vietnamese Women in Action Movies Chapter 7 Investing in the Vietnamese Real Estate Market Introduction 1.Shanghai 15 Years Ago is Different from Vietnam Today A Certified Real Estate Register is Not Issued The Quota for Foreigners is 30% The Korean Government Started Cracking Down Based on the Foreign Exchange Transaction Law It is Difficult to Recover Real Estate Investments in Korea The Latest Trend is Leaning Towards the 50-Year Long-term Lease It Literally is a Long-term Lease, Not Ownership Long-term Lease Developers May Go Bankrup Epilogue
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저자 소개 1
대학 졸업 후 2005년 아모레퍼시픽에 입사해 영업과 마케팅 부서에서 근무하다가 2011년 베트남에 대해 알고 싶다며 홀연히 호찌민으로 어학연수를 떠났다. 그 후 2012년부터 2017년까지 아모레퍼시픽 베트남 법인에서 설화수, 라네즈 마케팅 영업 총괄팀장을 역임하고 베트남 화장품 업계 최초로 이커머스 전문팀을 만들어 라네즈를 베트남 이커머스 시장 1위로 등극시켰다. 2017년부터 2022년까지 신용평가 회사로 잘 알려진 나이스NICE 그룹의 베트남 유통 법인장으로 근무했다.
그는 베트남 주재 한국인들 사이에서 교과서로 불리는 첫 번째 책 『왜 베트남 시장인가』를 통해 지난 1
대학 졸업 후 2005년 아모레퍼시픽에 입사해 영업과 마케팅 부서에서 근무하다가 2011년 베트남에 대해 알고 싶다며 홀연히 호찌민으로 어학연수를 떠났다. 그 후 2012년부터 2017년까지 아모레퍼시픽 베트남 법인에서 설화수, 라네즈 마케팅 영업 총괄팀장을 역임하고 베트남 화장품 업계 최초로 이커머스 전문팀을 만들어 라네즈를 베트남 이커머스 시장 1위로 등극시켰다. 2017년부터 2022년까지 신용평가 회사로 잘 알려진 나이스NICE 그룹의 베트남 유통 법인장으로 근무했다.
그는 베트남 주재 한국인들 사이에서 교과서로 불리는 첫 번째 책 『왜 베트남 시장인가』를 통해 지난 10년간 핑크빛 전망 일색이던 베트남 시장에 대해 섣부른 분석이라 판단하고 베트남 사회 문화적 구조적인 환경과 고객의 연령별 특성에 따라 ‘베트남 2020년 대망론’을 주장해왔다. 이 책에서는 지난 13년간의 현지 비즈니스 경험을 토대로 본격적으로 성장기에 접어든 베트남 시장의 가능성과 미리 알아두어야 할 것들을 일목요연하게 정리해주고 있다. 100만 조회 수를 기록한 삼프로TV 「압권」, MBC 라디오 「이진우의 손에 잡히는 경제」, KBS 「박종훈의 경제한방」, SBS 「경제자유살롱」 등 주요 유튜브와 경제 방송에서 베트남 시장에 대해 이야기했다. 경향신문의 주간지 『주간경향』의 인기 칼럼 「우리가 모르는 베트남」에 이어 「가깝고도 먼 아세안」 연재를 통해 베트남과 아세안 주요 경제 이슈를 한국 독자에 전하고 있다.
현재 산업통상자원부 동남아시장 무역·투자 확대 자문위원이며 서울대학교 아시아연구소, 현대경제연구원-코트라 아카데미, 코트라 호찌민 무역관, 하노이 무역관, 자카르타 무역관, KITA 한국무역협회와 아모레퍼시픽, 현대자동차, LG전자 등 주요 기업의 컨설팅과 강연을 하고 있다.
그는 베트남 주재 한국인들 사이에서 교과서로 불리는 첫 번째 책 『왜 베트남 시장인가』를 통해 지난 10년간 핑크빛 전망 일색이던 베트남 시장에 대해 섣부른 분석이라 판단하고 베트남 사회 문화적 구조적인 환경과 고객의 연령별 특성에 따라 ‘베트남 2020년 대망론’을 주장해왔다. 이 책에서는 지난 13년간의 현지 비즈니스 경험을 토대로 본격적으로 성장기에 접어든 베트남 시장의 가능성과 미리 알아두어야 할 것들을 일목요연하게 정리해주고 있다. 100만 조회 수를 기록한 삼프로TV 「압권」, MBC 라디오 「이진우의 손에 잡히는 경제」, KBS 「박종훈의 경제한방」, SBS 「경제자유살롱」 등 주요 유튜브와 경제 방송에서 베트남 시장에 대해 이야기했다. 경향신문의 주간지 『주간경향』의 인기 칼럼 「우리가 모르는 베트남」에 이어 「가깝고도 먼 아세안」 연재를 통해 베트남과 아세안 주요 경제 이슈를 한국 독자에 전하고 있다.
현재 산업통상자원부 동남아시장 무역·투자 확대 자문위원이며 서울대학교 아시아연구소, 현대경제연구원-코트라 아카데미, 코트라 호찌민 무역관, 하노이 무역관, 자카르타 무역관, KITA 한국무역협회와 아모레퍼시픽, 현대자동차, LG전자 등 주요 기업의 컨설팅과 강연을 하고 있다.
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The Japan is geographically close to Koreans but psychologically far away, Vietnam is a country that is not far away but mentally close to the Korean people. Vietnam is Korea's fourth largest trading country and the origin place of Korean Wave in Southeast Asia. As of 2020, there are 7,500 Korean companies and 200,000 Koreans reside. There are also 150,000 Vietnamese living in Korea. Vietnam is geographically located in Southeast Asia, but it should be classified as a Northeast Asian country along with Korea, China, and Japan. Because Vietnam is the same Confucian culture area, and Buddhism is Mahayana Buddhism, unlike other Southeast Asian countries.Vietnam has already attracted attention as a hot market since the 2010s. Throughout the past decade, Vietnam has been reported as a market for gold eggs, called Post China. However, until now, the Vietnamese consumption market has not been as big as expected. Why has success continued to be postponed and sluggish in Vietnam, a land of opportunity and a young population of 1 billion? And then, can Vietnam really become a land of opportunity in the future? The author of this book affirms, "From 2020, the growth of the Vietnamese market will begin." It is said that the rise of the trend in Vietnam is from now on.Although the global economy is struggling with the COVID-19, Vietnam has emerged as the most popular investment destination with a GDP growth of 2.92% in 2020. There are only a few countries in the world that have grown positively in 2020, and many people are wondering about Vietnam's growth in the horror of 2020. The Vietnamese government handles corona prevention in a transparent and swift manner, and has successfully prevented the coronavirus. So, in this corona pendemic era, Vietnam is emerging as an investment destination to replace China.Real stories from VietnamPay attention and invest in the Vietnamese market right now!The author of this book has done a lot of critical analysis over the past decade to the point of being called a pessimist in the Vietnamese market. "The Vietnamese market is not yet." And he said, “Vietnam market will start from 2020”. That 2020 has finally come. He argues that the Vietnamese market is bound to improve noticeably from 2020. What is the basis for the claimFirst of all, the Vietnamese government is making good use of the international situation of the war for supremacy between the United States and China, making it a cornerstone of national development. While attracting the United States, he is good at walking a single rope without conflict with China.Also, unlike other Southeast Asian countries, rather than intensively developing a single metropolis rapidly, it is developing evenly, even if it is somewhat slower. So, in Vietnam, two mega cities and three direct cities are developing at the same time. In the long term, it is a solid foothold for the development of Vietnam.The second is that the Vietnamese average age is young and the education enthusiasm is high. The average age of 100 million Vietnamese people is dynamic in their 30s. In addition, the enthusiasm for education is high enough to dig tunnels and build schools to educate them during the war. In particular, the children of the 1970s, who are now in their 40s, have enormous enthusiasm for education.Third, global manufacturing facilities in China are moving to Vietnam due to conflicts between the US and China and soaring labor costs. The fourth is that it is Vietnam's Wi-Fi paradise and is open to IT, with the majority of the people using smartphones.The fourth is that it is Vietnam's Wi-Fi paradise and is open to IT, with the majority of the people using smartphones.The fifth is that society is stable with a communist collective system. The social system and security are safe enough for a woman to go on a night street alone. In fact, it tells us “Vietnam!” What comes to mind is the image of a socialist country like China or North Korea. However, it is not a single-person dictatorship in China or North Korea, but a majority group system. In particular, although it is a socialist country, it is not controlled or closed, especially religious freedom, and same-sex marriage is not illegal. Young people freely imitate the cultures of other countries, play cosplay, and enjoy the Korean Wave. Also, unlike other Southeast Asian countries, there is no Chinese influence and there is no conflict with ethnic minorities. MZ generation to open Vietnam's consumption market is comingThe reason why Vietnam's consumption market has been slow compared to China's growth can be seen by understanding the core consumer groups in their 30s and 40s. Vietnam ended the war with the United States in 1975, but after that, it fought with Cambodia from 1975 to 1979, and also with China in 1979. It was a war throughout 1970. Therefore, Vietnamese born in 1970 had the same sentiment as Korean born in 1950 through the Korean War. That's why people who were born in Vietnam in the 70s have made it a common practice to cherish because of the difficult memories of their childhood. This is the reason Vietnam's 30s and 40s do not consume it.This book explains what you need to know when doing business in Vietnam, using local examples. It contains details on why giants such as Starbucks and McDonald's are struggling in Vietnam. On the other hand, it analyzes the success factors of how the Korean confectionery company Orion became No. 1 in the Vietnamese confectionery industry and how the Korean soul food, Tteokbokki restaurant, became successful.It analyzes and introduces the Vietnamese market, but it is also good as a primer to understand the overall society of Vietnam. If you want to know about Vietnam, this is the first guide that you should read, as well as a practical demonstration of investment survival in Vietnam.
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