E16: The explosion of Vietnam's middle class and what it means for global brands, with Thue Quist Thomasen

Thue Quist Thomasen is the CEO of market research agency Decision Lab in Vietnam. If there's anyone who knows about the trends driving Vietnam forward, it's him. Today, he talks about how the challenge of working in Vietnam is what attracted him to start a business here, what excites him most about Vietnam, and what global audiences tend to misunderstand about this country on the move. He also digs deeper into the results from Decision Lab's most recent financial trends report, which drops amid the 2023 blip in Vietnam's GDP growth story. He uncovers the latest consumer spending, saving and investment behaviours, and how financial brands are responding. He also talks about the upcoming Connected Consumers Report, which looks into all the ways Vietnam is using social media to stay connected, be entertained and make purchases.Send us Fan MailIf 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.