You Don't Know Vietnam

E-commerce in Vietnam is big, but it's about to get A LOT bigger. Right now, it’s sitting at around 12–15% of total retail. But it’s growing at 2–3x the speed of offline, and the way people buy in Vietnam is changing fast. In this episode, Ian Paynton sits down with Ryan Molloy, CEO of Redfern Digital, to break down what’s actually happening on the ground. 
We get into:
 Why TikTok Shop has overtaken Shopee in just a couple of years 
 The shift from search-based shopping to discovery-led buying 
 Why live streaming has gone from “nice to have” to non-negotiable 
 What it really takes to launch and scale an e-commerce business here 
We also workshop a real example — what Ryan would do if he had $100K to launch a new brand in Vietnam today.
If you’re thinking about entering Vietnam, or trying to understand where commerce is heading more broadly, this is a useful one. Because Vietnam isn’t just growing fast. In many ways, it’s skipping steps — and rewriting the playbook as it goes.
Send us Fan Mail
If you enjoy this conversation or think someone in your network could find value in it, please share it and hit follow to get notified when the next episode drops.

This podcast is brought to you by We Create Content, the content marketing agency that builds audiences for global brands in Vietnam. You can follow our host, Ian Paynton, on LinkedIn, and follow the podcast on Instagram, TikTok and X. 

A special thanks to DJ Jase at The Beats Saigon for the soundtrack, and to YOU for listening.

You know the score! Vietnam is one of the fastest-growing markets in the world right now. But most global audiences and brands still don’t understand how it actually works. Sure, they see the headlines, but it's a difficult place to immediately understand from the outside. How to actually understand life on the ground? In this episode, Ian Paynton is joined by Huy Nguyen, CEO of Pencil Group, a network of cultural marketing agencies that looks at Vietnam through a different lens: not as a market, but as a set of communities, values, and behaviours that shape everything from decision-making to brand building. Together, we break down the cultural truths your brand must master before entering Vietnam — from why culture should be treated as infrastructure, not decoration, to the role of family, regional nuance, national pride, and the hidden signals in everyday communication. If you’re a brand or marketing director thinking about entering Vietnam — or already operating here and wondering why things don’t always land — this is essential listening. 
Send us Fan Mail
If you enjoy this conversation or think someone in your network could find value in it, please share it and hit follow to get notified when the next episode drops.

This podcast is brought to you by We Create Content, the content marketing agency that builds audiences for global brands in Vietnam. You can follow our host, Ian Paynton, on LinkedIn, and follow the podcast on Instagram, TikTok and X. 

A special thanks to DJ Jase at The Beats Saigon for the soundtrack, and to YOU for listening.

Triathlon participation in Vietnam has grown nearly 30x in a decade. And Danang is about to host its first full-distance Ironman. In this episode, Ian Paynton speaks to Rob Zamacona, the General Manager of Sunrise Events Vietnam, about what it really takes to build an event of that scale here. We unpack what Ironman's growth reveals about modern Vietnam: the power of community, how nothing important happens overnight, and why “reading the room” might be the most valuable business skill you can develop for getting things done in Vietnam.
Send us Fan Mail
If you enjoy this conversation or think someone in your network could find value in it, please share it and hit follow to get notified when the next episode drops.

This podcast is brought to you by We Create Content, the content marketing agency that builds audiences for global brands in Vietnam. You can follow our host, Ian Paynton, on LinkedIn, and follow the podcast on Instagram, TikTok and X. 

A special thanks to DJ Jase at The Beats Saigon for the soundtrack, and to YOU for listening.

In this episode of You Don’t Know Vietnam, Ian Paynton is joined by Gauthier D'haenens, a Vietnamese-born Belgian adoptee who returned to Vietnam as an adult searching for his biological parents — and instead found a very different sense of belonging.
Gauthier shares his deeply personal journey of growing up feeling like an outsider in Europe, returning to Vietnam to reconnect with his roots, and ultimately choosing to build a life here despite never fully fitting into one box or another. Together, Ian and Gauthier explore what it means to live between cultures, how Vietnam can strip away old identities and force new ones to emerge, and why grief, distance, and belonging are some of the least talked-about realities of long-term life abroad.
The conversation also dives into Vietnam’s evolution beyond the usual Hanoi–Ho Chi Minh City narrative, why Danang is emerging as a serious tech and lifestyle hub, and what global leaders consistently misunderstand about building businesses and teams in Vietnam.
This is a reflective, honest episode about adoption, ambition, wonder, and the quiet sacrifices that come with choosing Vietnam — and why, for many, the country has a way of confronting you… and changing you.
In this episode, we cover:
Growing up Vietnamese in Europe and returning to Vietnam as an adult
Searching for biological parents — and making peace with not finding them
Identity, belonging, and the emotional cost of living far from home
Why Hanoi can break you — and why that matters
Danang’s rise beyond tourism into tech and innovation
What Vietnam’s future could look like, and what it risks losing along the way
Send us Fan Mail
If you enjoy this conversation or think someone in your network could find value in it, please share it and hit follow to get notified when the next episode drops.

This podcast is brought to you by We Create Content, the content marketing agency that builds audiences for global brands in Vietnam. You can follow our host, Ian Paynton, on LinkedIn, and follow the podcast on Instagram, TikTok and X. 

A special thanks to DJ Jase at The Beats Saigon for the soundtrack, and to YOU for listening.

Vietnam is no longer just a fast-growing economy or a low-cost manufacturing hub. It is entering what many local leaders now call an era of rising — defined not only by economic momentum, but by diplomatic agility, cultural confidence, and a new generation reshaping the country’s future. In this episode of You Don’t Know Vietnam, Ian Paynton speaks with Hang Vu, Managing Partner at RSI Consulting, about what Vietnam’s rise really looks like on the ground — beyond GDP headlines and investor hype. Drawing on her experience as a corporate leader turned market-entry advisor, we unpack
What Vietnam’s rapid growth looks like on the ground — from mindset shifts to changing consumer behaviour
The move from resilience to reinvention in Vietnamese business culture
The rise of cultural confidence and creative industries
The role of Vietnamese women as both guardians of tradition and pioneers of change
Common mistakes international companies make when entering Vietnam
Bamboo diplomacy and how it shapes Vietnam’s global positioning
What success could look like for Vietnam’s era of rising over the next decade
This episode is essential listening for global business leaders, investors, and anyone seeking a deeper, more human understanding of where Vietnam is heading — and what it takes to succeed here in the years ahead.
Send us Fan Mail
If you enjoy this conversation or think someone in your network could find value in it, please share it and hit follow to get notified when the next episode drops.

This podcast is brought to you by We Create Content, the content marketing agency that builds audiences for global brands in Vietnam. You can follow our host, Ian Paynton, on LinkedIn, and follow the podcast on Instagram, TikTok and X. 

A special thanks to DJ Jase at The Beats Saigon for the soundtrack, and to YOU for listening.