When an international brand looks at Vietnam—a market brimming with $9 billion in potential—the greatest challenge isn’t just competition, but the barriers of culture and consumer trust. How can a Korean brand, despite its success at home, rapidly build connection and credibility in a completely new market?
The answer doesn’t lie in expensive advertising campaigns or complex distribution networks. In the digital era of 2025, the answer lies in a “secret weapon”: Influencer Marketing and the Social Commerce trend.
This is more than just a marketing channel. For Korean brands, this is the strategic shortcut to go straight to the heart of the most powerful consumer generation—Gen Z.
Overcoming the “Trust” Barrier with Local “Guides”
The first challenge for any foreign brand in Vietnam is answering the question: “Why should I trust you?” Influencers are the answer. They aren’t advertisers; they are “guides” who already possess deep-seated credibility and connection with their local communities.
When a Korean brand partners with a Vietnamese influencer, you aren’t just buying a post. You are “borrowing” the trust they have spent years building. A Korean skincare product recommended by a reputable Vietnamese beauty blogger carries more weight than a thousand ads from the brand itself. They make a foreign product feel familiar, trustworthy, and relevant to local consumers from day one.
Social Commerce: The “Highway” Straight to a Sale
If influencers are the guides, then Social Commerce is the highway. Instead of leading customers through a complex funnel (see ad -> visit website -> find product -> add to cart -> checkout), Social Commerce integrates the entire journey into a single, entertaining experience.
The explosion of TikTok Shop, with its +148% growth, is the clearest evidence. A Gen Z user watches a review video, gets intrigued, clicks the orange cart icon, and completes the purchase in seconds—all without ever leaving the platform.
For a new Korean brand, this is a golden opportunity. Instead of investing heavily in building a dedicated e-commerce website and driving traffic, you can place your products directly on the Social Commerce “highway” and reach millions of potential customers instantly.
An “Army” of Local Ambassadors: The Power of Micro-Influencers
To win on the Social Commerce front, you don’t need a single A-list celebrity. You need an “army” of brand ambassadors, and those are Micro-influencers. With 55% of Gen Z trusting them, these niche content creators offer superior advantages for a new brand:
- Cost-Effective: Allows for market testing with a reasonable budget.
- Unmatched Authenticity: Their reviews are seen as genuine advice, helping your product gain natural acceptance.
- Deep Local Insights: They help Korean brands adapt product messaging to Vietnamese specifics (e.g., sunscreen for a hot, humid climate; lipstick shades for Asian skin tones).
Livestreaming: The Most Effective Stage for a Product Launch
How do you launch a new product in Vietnam? Forget the lavish press events. Host an exclusive livestream with the right influencer.
A livestream is a real-time “market test.” It allows you to:
- Demonstrate product features live.
- Receive feedback and answer questions from thousands of Vietnamese customers instantly.
- Release promotional codes to stimulate demand and measure immediate results.
This is the fastest way for a Korean brand to introduce a product, gather data, and generate initial revenue without complex and costly campaigns.
From Newcomer to Market Leader
In the context of Vietnam’s 2025 market, influencers and social commerce are no longer a “nice-to-have” option. They are a strategic toolkit, the “secret weapon” that helps Korean brands level the playing field and overcome market entry barriers.
By collaborating with local content creators and integrating your products into the consumer’s entertainment stream, your brand can rapidly build trust, generate revenue, and successfully conquer the next generation of customers in Vietnam.
