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 Don’t Know Vietnam, Ian Paynton speaks with journalist Lam Le, known for going beyond the headlines to tell the human-centred stories behind Vietnam’s economic rise. She explains what life looks like for the factory workers assembling products such as AirPods and MacBooks, and for gig-economy drivers caught in relentless algorithmic cycles. From ageing out of factory work at thirty-five to the quiet ambitions of women retraining as beauticians, Lam paints a vivid picture of the people powering Vietnam’s rise — and offers advice for global businesses looking to employ here responsibly.

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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.

"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 CBRE's Lawrence Lennon, in this episode of You Don't Know Vietnam. Lawrence, who is Director of Capital Markets Services at CBRE, tells Ian Paynton about the forces driving Vietnam’s next economic leap. From record-breaking FDI and infrastructure spend to the surge in tourism and manufacturing, He explains why Vietnam’s growth story is one of the most compelling in Asia right now. But beyond the numbers, he reveals the unseen dynamics that matter most: why trust is the real insurance policy in Vietnam’s business culture, how relationships unlock opportunities that data alone can’t, and what global investors often miss when they view Vietnam only through spreadsheets. Whether you’re an investor, entrepreneur, or just curious about the future of Vietnam, this episode offers a rare look at both the hard data and the hidden human factors shaping the country’s momentum.

Send us a text

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.

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 how she’s adapted an American menu to fit Vietnamese tastes, from portion sizes to introducing turkey dinners, and why communal dining changes everything. We dive into the challenges of hiring and keeping staff in Vietnam’s high-turnover F&B sector, the importance of kindness and culture in retention, and why slow, brand-led marketing beats chasing quick trends. Loan also explains why some of the world’s biggest F&B names, like McDonald’s and Starbucks, have struggled in Vietnam—and what global entrants can learn from it. If you’re in food & beverage, hospitality, or just curious about Vietnam’s fast-moving market, this episode is full of insights about localisation, resilience, and building a business that lasts.

Send us a text

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.