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.This podcast is brought to you by We Create Content - the content agency for global brands in Vietnam. Thanks to DJ Jase at The Beats Saigon for the badass soundtrack, and to you for listening.