This article was originally published in the Brand Finance Airlines 50 2026.
Vietjet is strengthening its position as a fast-rising aviation brand in Asia-Pacific, as it evolves beyond its low-cost roots into a hybrid carrier with a growing global footprint. In an increasingly competitive landscape, differentiation is shaped by the ability to balance network expansion, customer experience, and a distinctive brand identity at scale. Nguyen Thanh Son, Chief Executive Officer, shares how the airline is driving sustained growth through international route expansion, fleet investment, and long-term brand building anchored in cultural authenticity and customer-centric innovation.
Interview with Nguyen Thanh Son, Chief Executive Officer
Key catalysts behind Vietjet’s brand value growth
Chief Executive Officer,
Vietjet
Vietjet’s momentum reflects a deliberate evolution into a hybrid carrier, embedding value-driven, customer-centric principles that have earned the support of more than 250 million passengers domestically and globally.
We’ve expanded our business model beyond price leadership to focus on network growth, ancillary revenue innovation, and digital transformation. Strategically, we accelerated international route expansion, especially across Asia-Pacific while entering new long-haul markets such as the Czech Republic and exploring opportunities in Germany and France, further strengthening our global footprint.
On the brand side, Vietjet has repositioned itself as a leading hybrid airline, combining affordability with a vibrant travel experience across a diversified network spanning long-haul, medium- and short-haul, direct, and connecting flights. This strategic shift is underpinned by a continued commitment to improving accessibility and elevating the overall travel experience for passengers.
Vietjet offers a wide range of service tiers to suit varying passenger needs, including Business class with enhanced privacy and premium amenities; SkyBoss class with priority services and flexibility; Deluxe class, balancing comfort and value; and Eco class, designed for cost-conscious travellers.
Additionally, investments in fleet, digital platforms, seamless booking journeys, and personalised services have significantly enhanced customer experience and our operational capacity.
In 2025, Vietjet continued its long-term investment strategy, by expanding its fleet with modern aircraft such as the Airbus A321neo and A330neo, signing engine and maintenance agreements with Roll-Royce and increasing fleet size, including Vietjet Thailand.
At the same time, our bold, energetic brand voice continues to differentiate us within a traditionally conservative industry.
Brand strength shaping marketing and long-term investment
Brand strength is increasingly recognised as a core business asset rather than a by-product of marketing. At Vietjet, this is reflected in a shift from campaign-led activity to long-term brand building anchored in consistency, emotional connection, and trust.
We are investing more in data-driven marketing, customer insights, and brand storytelling that reinforces our positioning across all touchpoints, from digital ecosystems to inflight experience. Importantly, we view brand investment as a growth engine, aligning it closely with expansion strategies, partnerships, and customer lifetime value rather than short-term performance metrics.
Vietjet’s unique, non-replicable brand advantage
Our most distinctive advantage is our ability to combine a bold, unconventional brand personality with deep cultural authenticity. Vietjet represents a new, confident Vietnam – dynamic, optimistic, and globally connected.
The onboard experience further reinforces this positioning, with passengers offered fresh, hot meals including Vietnamese favourites such as pho, banh mi, and iced milk coffee, alongside international cuisine, all delivered by professional cabin crew on a modern, fuel-efficient fleet. Select flights also feature curated cultural and artistic elements, enhancing the overall travel experience.
This positioning is not easily replicated, as it is rooted in our origin story, leadership vision, and cultural DNA. As we scale globally, this identity allows us to stand out in a crowded competitive market, supporting our ambition to become a top 50 global airline brand while evolving beyond a transport provider into a symbol of modern Asian connectivity and accessibility.
Tailoring brand narrative across diverse markets
Vietjet adopts a “global consistency, local relevance” approach to brand building. While our core identity – youthful, bold, and distinctly Vietnamese – remains constant, we adapt storytelling to reflect local cultural nuances. In each market, campaigns,
partnerships, and customer engagement strategies are tailored to align with regional preferences and travel behaviours.
At the same time, we consistently embed Vietnamese elements – hospitality, cuisine, and cultural storytelling – are consistently embedded into the experience, ensuring that every touchpoint reinforces the airline’s origin while strengthening its global differentiation
Vietjet as a leading global hybrid airline
Vietjet positions itself as a leading global hybrid airline, serving as a bridge connecting cultures. Our aircraft carry the national flag and Vietnam Tourism branding, while onboard elements, such as the song “Hello Vietnam”, help create a distinctive and recognisable sense of arrival for international passengers.
Our mission is defined by enabling mobility, promoting tourism, and supporting economic connectivity. By expanding international routes, we open new pathways for trade, investments, and cultural exchange.
