The increase in international travellers to Vietnam is underpinning the accelerated economic growth in Vietnam and powering a transformation of the Experience Economy that is as much global as it is rooted in the sophistication and diversification of local demand.
At Decision Lab, we believe that brands are no longer built on product and price alone; they are built through experience. Today's consumers expect brands to deliver not only functionality, but meaning, connection, and consistency across every interaction.
Together with our global partners, we offer unrivalled expertise and access to global consumer opinions and are excited to launch our Experience Economy Practice and welcome Nguyễn Thị Uyên Chi as our Head of Practice.
Chi brings over a decade of experience across brand strategy, digital marketing, and consumer insight, having led work for top-tier brands like Unilever, Total Vietnam, Masteri, and Marou Chocolate. Her background spans strategic leadership at agencies such as Millward Brown, MullenLowe Mishra, and Mirum, combining creativity and commercial acumen to help brands grow meaningfully.
Mr. Thue Quist Thomasen, CEO of Decision Lab, shares:
“As a Ho Chi Minh City based consultancy, we are in a unique position to serve the needs of this dynamic market. With Chi on board, we are proud to be able to deliver on our promise of combining great talent with global expertise to make sure we continue to push for change and renewal in close partnership with our ambitious clients.”
Ms. Nguyen Thi Uyen Chi, Head of Experience Economy Practice adds:
"At Decision Lab, we help clients develop experience-led strategies that go beyond traditional market research — strategies that leverage cultural trends, behavioural data, and digital innovation to drive commercial growth and build lasting customer loyalty."
Experience as a commercial advantage and a national opportunity
AI-powered tools have firmly embedded themselves in the daily digital habits of Vietnamese consumers. By Q1 2025, most users have adopted at least one AI tool, with ChatGPT leading adoption across all generations, marking a clear shift from trial to integration.
Vietnam's rapid progress in infrastructure, digital behaviour, and lifestyle expectations is transforming what people demand from brands and businesses. However, in sectors like F&B, tourism, hospitality, and real estate, experience delivery often falls short. Many journeys are inconsistent, disconnected, or lack emotional depth.
"We see this gap as a clear opportunity. Brands that lead in experience design will not only outperform their competitors but also contribute to raising Vietnam's standards on a regional and global level," explains Chi.
"Moreover, we are operating in a blended economy: F&B is embedded in real estate. Healthcare borrows from hospitality. Tourism is powered by storytelling. Experience now spans sectors, and brands must design with that complexity in mind."
Connecting insight, strategy, and experience design
The Experience Economy Practice is designed to help clients:
To deliver on this, we will draw on Decision Lab's whole ecosystem of offerings in data products and platforms in close collaboration with our global partners, alongside custom diagnostics and competitor benchmarks. This enables us to offer not just insights, but clear and actionable blueprints that accelerate business performance.
With Chi leading the charge, our Experience Economy Practice represents a bold step forward.
If you are interested in learning more, please reach out to Chi at nuc@decisionlab.co.