Netflix catapults up Vietnam's top 100 brands | Marketing | Campaign Asia

Vietnamese consumers favour brands that have provided entertainment and delivery services, home staples and affordability. While Vietnam was the top-performing economy in Asia in 2020, according to the International Monetary Fund—with a high rate of exports and a swift rebound in domestic spend preventing any economic contraction—consumers have still tightened their pursestrings to manage the ongoing pandemic. Vietnam was one of the few countries in the world to see GDP rise in 2020, by 2.9%, and is expected to accelerate growth to 6.5% growth in 2021. But broad economic growth hasn't protected all individuals, with 45% of households in Vietnam reporting lower household income in January 2021 versus the same period in 2020, according to The World Bank. As a consequence, consumption habits have shifted to favour essentials and brands at more affordable price points—a vastly different outlook to 2020, when luxury fashion house Louis Vuitton was one of the best-performing brands in Campai

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• Emma Ngo