It has been 17 years since HYOSUNG and Vietnam established a global partnership in 2007. During this long period, Vietnam has become the most important partner for HYOSUNG. This can be understood as the result of HYOSUNG’s sincere efforts of investing a total of $3.9 billion, where considered Vietnam not only as a manufacturing base but as a global strategic outpost. Since establishing a company in Vietnam in 2007 and Dong Nai Corporation in 2015, HYOSUNG has laid the foundation for global economic partnership by expanding various businesses in Vietnam, including spandex, textiles, tire cords, automotive seat belt and airbag materials, and ATMs. 

▲ The working environment of HYOSUNG’s Vietnamese members (Source: HYOSUNG Vietnam’s Official YouTube Channel)  

Winning the hearts of Vietnam! The launching of ‘Proud of Hyosung’ Brand Campaign 

HYOSUNG’s proactive initiatives and investments in Vietnam have led to local job creation and technological advancement, directly contributing to the growth of Vietnam's industries. Through these efforts, Vietnam has emerged as a new player in the global economy. 

Based on a solid partnership, HYOSUNG launched the ‘Proud of Hyosung’ brand campaign in 2023 to further strengthen its presence and identity in Vietnam. The Proud of Hyosung brand campaign began with the HYOSUNG’s determination to expand its relationship with Vietnam from an economic dimension to a social and cultural area. The campaign is not just about a simple branding; it emphasizes HYOSUNG’s role in making Vietnam truly prosperous, and at the same time, it is a strategy that concretizes the vision and future goals through the partnership between HYOSUNG and Vietnam. 

▲ Members of HYOSUNG’s Vietnam corporation holding a catchphrase, 'We Are Family.'  

As major cities like Hanoi, Ho Chi Minh, and Bac Ninh in Vietnam rise as global business hubs, HYOSUNG has recognized the need to strengthen its brand positioning within Vietnam. HYOSUNG’s Proud of Hyosung brand campaign introduces the long-standing partnership between Vietnam and HYOSUNG and delivers HYOSUNG’s commitment to contributing to the betterment of Vietnamese lives through captivating storytelling. The multifaceted events and campaigns crossing online and offline realms effectively communicate HYOSUNG’s brand vision towards Vietnam. Amidst the intensifying competition for local talent due to the influx of global companies in Vietnam, HYOSUNG’s Proud of Hyosung brand campaign is imprinting on Vietnamese talent the image of HYOSUNG as 'the company they desire to work at, the enterprise they want to grow with.' 

‘Proud of Hyosung’ drew much attention across online and offline platforms 

▲ Key Visual of the Proud of Hyosung Brand Campaign 

The Proud of Hyosung brand campaign is successfully underway with the key message of "Luon Ben Ta" (HYOSUNG, Always in Our Life). The campaign aims to promote HYOSUNG’s various activities in Vietnam to the general public by encapsulating HYOSUNG’s vision and mission in a variety of content and media, making it easily understandable to the Vietnamese public. 

▲ The event and content of the campaign was distributed through Facebook, the most used SNS channel in Vietnam 

For this HYOSUNG is continuously providing information, news ,and social content, including videos, to its followers on Facebook, a widely used SNS channel in Vietnam and its neighboring countries. This strategy aims to encourage participation in the Proud of Hyosung brand campaign, especially among the main target group of young Vietnamese adults aged 25-44. In addition, the campaign broadcasts videos introducing products, the company, and corporate culture via YouTube and Facebook, and conducts parallel online and offline advertising to increase exposure in high-target areas such as the cities of Ho Chi Minh, Hanoi, and Bac Ninh. Effective search exposure strategies are implemented to increase the search rate for HYOSUNG-related keywords, and outdoor advertising and bus wrappings ensure that HYOSUNG is discovered wherever attention is directed. Digital ads appearing on various SNS channels comprehensively support the Proud of Hyosung brand campaign. 

▲ Promotional materials of the Proud of Hyosung brand campaign installed at HYOSUNG Vietnam 

The Proud of Hyosung brand campaign has received a warm response from Vietnamese youth through social media. Numerous photos and posts of individuals and groups participating in the Proud of Hyosung online event have been tagged on HYOSUNG’s Vietnam Corporation's Facebook page, and introductions of HYOSUNG products such as CREORA and regen have also been widely shared. Such a participatory campaign, involving some 9,000 Vietnamese members of HYOSUNG, has become a testament to the trust and affinity the Vietnamese public has for HYOSUNG. In addition, the steady increase in Facebook followers indicates that HYOSUNG's localization strategy over the past 17 years has not only effectively met the needs of the Vietnamese people, but has also made a significant impact on the Vietnamese industry and economy, as confirmed by this campaign. 

▲ Nearly 9,000 young members from HYOSUNG’s Vietnam Corporation joined together for the Luon Ben Ta! social post 

Always in our life, HYOSUNG Luon Ben Ta! 

This year's Proud of Hyosung brand campaign has contributed to building HYOSUNG’s digital marketing assets in the Vietnamese market. The upcoming 2024 Proud of Hyosung brand campaign aims to continuously implement the brand narrative strategy established this year, maintain the consistent and harmonious brand message of "Luon Ben Ta!", and secure additional channels through the website redesign. The website will be redesigned with new content according to the characteristics of HYOSUNG’s various businesses, ensuring that it can be easily presented to the Vietnamese public when needed through related search ads and digital media advertising planned for the year. As a content hub and communication channel between HYOSUNG and the public, social media channels will continue to be filled with various stories unique to HYOSUNG and tailored to the preferences of the target audience in 2024. 

▲ Wrapped buses promoting the "Proud of Hyosung" brand campaign are actively traveling across Vietnam 

In addition, HYOSUNG plans to conduct the Vietnamese College Brand Builder Program twice a year, not only to create a variety of content that resonates with Vietnam's GEN-Z, but also to share HYOSUNG’s philosophy and values with Vietnamese youth, positioning HYOSUNG as a desirable place to work at. In addition, through both offline and online initiatives such as wrapped buses, seminars, branded video production and distribution through media channels, HYOSUNG aims to continuously raise its brand awareness among Vietnamese youth, striving to increase affinity and familiarity with the brand and extend its positive influence to the public. 

The Proud of Hyosung brand campaign in Vietnam goes beyond mere corporate promotion or branding. It serves as an opportunity to instill pride in the brand among HYOSUNG members in Vietnam and represents an effort to share the spirit of HYOSUNG and its genuine intentions toward Vietnam with the general public. This campaign aims to create empathy by recognizing the sincere ties between HYOSUNG and Vietnam, not only in economic partnership, but also in socio-cultural exchange and communication. 

Looking ahead, we hope that the relationship between HYOSUNG and Vietnam will continue to strengthen as reliable partners who have witnessed each other's growth over a long period of time. We also hope that the "Proud of Hyosung" brand campaign will continue to attract attention and become a topic of discussion in 2024, further supporting this vision.