business
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Forget what you thought you knew about Vietnam. It's no longer that, as you're about to find out. Hit subscribe for conversations about trends, culture and business from one of the world's fastest growing markets: Vietnam. Hosted by Ian Paynton, co-founder of We Create Content, a content agency that builds audiences for global brands in Vietnam.
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Contact path
Verified email
Booking probability
33%
Guest openness
Selective
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Signup to Generate a PitchForget what you thought you knew about Vietnam. It's no longer that, as you're about to find out. Hit subscribe for conversations about trends, culture and business from one of the world's fastest growing markets: Vietnam. Hosted by Ian Paynton, co-founder of We Create Content, a content agency that builds audiences for global brands in Vietnam.
Recent episodes include "E74: How this side hustle fragrance brand won over Vietnamese students" (29 September 2026, 27 minutes), "E73: Remembering a Hanoi we once knew, with journalist David Stout" (8 September 2026, 27 minutes), and "E72: What Singapore’s Ambassador learned from his first 10 months in Vietnam" (25 August 2026, 27 minutes).
You Don't Know Vietnam publishes roughly every two weeks, with episodes averaging 34 minutes across 75 episodes.
Booking probability for You Don't Know Vietnam is 33%, and the host is rated Selective on guests. You Don't Know Vietnam requires a Pod Score of 80 or higher. You Don't Know Vietnam's contact route on record: verified email.
The strongest fits for You Don't Know Vietnam are Marketing, Advertising & PR and Photography, Polling & Other Services. You Don't Know Vietnam has a business audience.
You Don't Know Vietnam is a business podcast with 75 episodes published.
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Episode #74
How do you get a Vietnamese fragrance into the top 10 men’s fragrances on Shopee in your first year... while both founders still have full-time jobs? Enter Vy Nguyen and Ngu Phan (Peter), Co-Founders of Lenoir. They...
Episode #73
Before Ian Paynton co-founded WCC, and before journalist David Stout went on to report from Myanmar, Hong Kong, Afghanistan, Pakistan, the Balkans and Saudi Arabia, the pair spent their days making a print magazine...
Episode #72
What does Vietnam look like through the eyes of someone arriving at one of the most ambitious moments in its recent history? Ten months into his posting, Singapore’s Ambassador to Vietnam, Rajpal Singh, joins Ian...
Episode #71
Vietnam's young people have more opportunity than any generation before them. They are globally connected, ambitious, educated, and growing up in one of the world's fastest-changing countries. But beneath the optimism...
Episode #70
In this 70th episode, former US ambassador to Vietnam Ted Osius shares a rare, first-hand view of Vietnam’s transformation; from post-war recovery to one of the most dynamic economies in the world today. We get into the...
Episode #69
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...
Episode #68
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...
Episode #67
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...
Episode #66
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...
Episode #65
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...
Episode #64
Tết has always been Vietnam’s most important moment of the year — culturally, emotionally, and commercially. For some categories, it can account for up to 40–45% of annual sales. But something feels different now. In...
Episode #63
Michaela Baur is the Country Director of GIZ Vietnam , a German development agency with more than 30 years of experience working in Vietnam. Today, Ian asks the question on the tip of everyone's tongue: Can Vietnam...
Episode #62
Vietnam is changing shape fast — but its soul hasn’t moved an inch. In this episode, Ian sits down with Vinamilk creative director Chieu Pham to unpack the cultural codes that remain constant beneath the country’s rapid...
Vietnam’s economy is booming. Foreign factories are multiplying, GDP is surging, and global investors are calling it the next Asian powerhouse. But who’s really benefitting from this rapid growth? In this episode of You...
Episode #60
Many foreign leaders arrive in Vietnam full of confidence — armed with a leadership style that’s worked everywhere else. But within weeks, frustration sets in. Teams seem hesitant, feedback is quiet, and quick wins are...
Episode #59
"That grey area or that almost darkness within a conversation can be life and death. And if you don’t have the trust to be able to have an honest conversation, you can meet an impasse and never move forward," says...
Episode #58
What makes Vietnamese dining culture so unique—and why do so many global F&B brands stumble here? In this episode, Ian Paynton speaks with Loan Vu, hospitality expert and co-founder of SNL’s Diner in Hanoi. Loan shares...
Episode #57
If you're on LinkedIn and interested in Vietnam, you've probably already heard of Benji Lamb . He's the founder and CEO of Asia Circles , a company that partners with global brands to help them break into Vietnam’s...
Episode #56
What’s really going on in Vietnam’s advertising scene? In this episode of You Don’t Know Vietnam , we sit down with creative director Espin Hoan to unpack the fast, loud, and ever-changing world of Vietnamese...
Episode #55
In this episode of You Don’t Know Vietnam , Ian Paynton travels (virtually) to Hai Phong — Vietnam’s third-largest city and rising industrial powerhouse — to speak with Koen Soenens , the Sales & Marketing Director of...
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