Vietnam is considered the fastest-growing major country in the Southeast Asian baby market. More than 1.5 million newborns are born every year, and the demand for high-priced baby products such as organic, functional, and additive-free products is steadily increasing due to urbanization, the growth of the middle class, and changes in the consumption patterns of MZ generation parents. In particular, the baby skincare and food sectors are growing by an average of more than 8% per year.
In this market environment, it is difficult to attract consumers' choices with only product specifications. The key is how persuasively the brand creates contact with local consumers and forms a real relationship of trust. To this end, many brands have recently put forward 'experience-based branding' and 'localization execution' as keywords.
◆ A place where you can experience the brand firsthand, 'Gungjungbicheak Family Day'
Reflecting this trend, Korean baby skincare brand Goongbe held 'Goongbe Family Day: Hot Moms, Hot Moments' at Capella Parkview in Ho Chi Minh City, Vietnam on May 31. It was planned as an experiential brand event that focused on direct communication with local consumers, rather than simple promotions or product demonstrations.
About 150 families participated in the event, and freely moved around the spaces, including ▲children’s play zone ▲product testing zone ▲skincare consultation zone ▲photography space, to experience the brand naturally. Rather than simply ‘showing’, the structure was one in which parents and children spent time with the brand, played, communicated with experts, and built ‘trust through experience.’
In the latter half of the event, popular TikTokker 'Bột Múc Bang', who is active in Vietnam, visited the site and attracted attention, and the 'TikTok Challenge with Mother and Child' that followed further raised the mood by encouraging voluntary participation from the audience. Short-form contents produced on the site quickly spread through SNS, expanding brand touchpoints as offline experiences led to online participation.
In particular, the Beauty Zone was designed so that consumers could freely try out the entire lineup of Gungjungbicheok baby skincare products, providing them with an opportunity to experience and judge the product’s usability and special features for themselves. It was the result of thinking beyond simple product promotion and thinking about how the brand could naturally settle into consumers’ daily lives.
The event was also attended by Zero to Seven headquarters executives. ▲Director Daniel Kim ▲Team Leader Jeff Lee ▲Manager Raina An ▲Manager Seok Bu-hyeon, etc. visited the site, and Director Daniel Kim emphasized that “Vietnam is not simply an export destination, but a market where brands must be designed to live and breathe locally.”
This year’s Gungjungbicheok Family Day was held in collaboration with GOMI Corporation. GOMI was involved in the entire process from event planning to operation, and played a supporting role in allowing the brand to naturally meet local consumers.
Gomi, who understands the characteristics and trends of the local market, seems to have come up with practical considerations on how to create a point of contact with Vietnamese consumers beyond simple product promotion.
◆ An attempt to establish a foothold in the market, not just enter it
Gomi Corporation is the Vietnamese subsidiary of Assemble Corporation . Unlike typical export partners that only handle distribution or logistics, it also focuses on creating a structure where local consumers and brands can meet.
Lee Sang-gon, CEO of Assemble Corporation, said about this collaboration, “Gomi is an execution organization that connects brands and markets. Through Gomi Corporation, Assemble Corporation will grow into a global company that dominates both online and offline ecosystems.”
For brands to be competitive in the growing Vietnamese baby market, it is not enough to simply export products. It is important to naturally seep into the lives of local consumers and create moments where the brand is directly ‘experienced.’
In that sense, the recent attempt by Gungjungbicheok and the collaboration with Gomi Corporation, which has been supporting it, leave an interesting implication. Knowing how to enter the market and how to stay in it. These are the two directions that brands in Vietnam need to prepare for at this moment.
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