This article was originally published in the Brand Finance ASEAN 500 2025 report
Vinpearl has been named by Brand Finance in 2025 as the strongest ASEAN brand and the strongest brand in Vietnam, achieving an exceptional AAA+ brand strength rating. This recognition reflects Vinpearl’s success in transforming Vietnam’s tourism sector through creativity, large-scale experiences, and global-standard hospitality. From hosting iconic festivals to developing world-class destinations that blend culture, entertainment, and sustainability, Vinpearl continues to set new benchmarks for the industry.
In this spotlight interview, Ngo Thi Huong, Deputy CEO of Sales & Marketing at Vinpearl, shares how the brand is evolving beyond traditional hospitality to build an experience-driven ecosystem that celebrates innovation, enriches communities, and elevates Vietnam’s presence on the global tourism stage.
Interview with Ngo Thi Huong
Deputy CEO of
Sales & Marketing,
Vinpearl
What key strategies has Vinpearl implemented to build on its strong performance and secure the leading position in brand strength within Vietnam?
Vinpearl has maintained its brand strength in Vietnam through a comprehensive strategy that combines innovation, scale, and global standards. Flagship campaigns such as ‘Wonder Summer 2025’ and the international ‘8Wonder Festival’ series – with ‘8Wonder Summer 2025’ welcoming over 50,000 guests, the largest event of its kind in Vietnam – have elevated Vinpearl into a creator of iconic cultural moments and new “wonders of emotion.”
Alongside these headline events, Vinpearl continues to invest in the quality and diversity of its core offerings. Upgrades to edutainment at River Safari and the Aquarium, together with the launch of the cultural production ‘Artful Vietnam Show’, bring heritage to life in ways that resonate with both domestic and international audiences. Partnerships with Meliá and Marriott ensure Vinpearl properties deliver world-class service, reinforcing Vinpearl’s stature among global peers.
The brand has expanded decisively with new openings including Vinpearl Bac Ninh, Aquafield Ocean City, and Vinpearl Golf Leman. This growth is underpinned by financial strength, with the listing of 1.8 billion shares on HOSE placed Vinpearl among the Top 15 listed companies by market capitalisation. Brand Finance has also recognised Vinpearl the strongest brand in Vietnam, awarding a Brand Strength Index (BSI) score of 97.5/100 and a prestigious AAA+ brand strength rating.
Equally important, Vinpearl integrates sustainability across its initiatives. Efforts range from reducing single-use plastics and advancing conservation at Safari and the Aquarium, to pioneering eco-friendly concepts such as the Green Festival‘. These commitments are amplified through the ‘Green Creator’ platform which leverages user-generated content to extend reach and spark deeper audience engagement. In doing so, Vinpearl not only strengthens its resonance but also affirms its leadership in shaping the future of sustainable tourism in Vietnam and beyond.
How does Vinpearl's recent investments in diverse products reflect a deliberate shift in its brand strategy from a purely hospitality focused brand to a multifaceted ‘experience-driven’ brand?
They represent a deliberate transformation from a hospitality-focused offering into a fully experience-driven ecosystem. In entertainment and culture, initiatives such as the ‘8Wonder Festival and Artful Vietnam Show’ have transformed Vinpearl
destinations into stages for world-class artistry. In nature-based edutainment, enhancements at River Safari, the Aquarium, and wildlife parks create immersive learning-through-discovery experiences for families, further enriching the brand’s appeal.
Vinpearl is also extending its portfolio into wellness and elite sports, with projects such as Aquafield Ocean City and Vinpearl Golf Leman catering to discerning travellers who seek lifestyle enrichment alongside leisure. At the same time, developments such as Vinpearl Bac Ninh highlight the brand’s ambition to serve diverse geographically, expanding inland beyond traditional coastal resorts to serve a broader spectrum of markets.
Together, these investments have transformed each property into a dynamic hub where culture, entertainment, wellness, and hospitality seamlessly converge. This diversification reduces reliance on seasonality, deepening guest loyalty, and appealing
to new demographics, Vinpearl has repositioned itself as a holistic curator of experiences aligned with the world’s leading integrated tourism brands
In what ways will the expansion into diverse product lines impact the overall perception of the Vinpearl brand and its positioning in the competitive global tourism market?
It redefines Vinpearl’s identity from that of a resort operator to Vietnam’s pioneering national brand in integrated tourism and entertainment, enhancing its competitiveness and recognition on the global stage. From a brand perception standpoint, this positions Vinpearl as a symbol of creativity, a pioneering spirit, with the credibility to set new benchmarks in the
global tourism market. On the global stage, this broader ecosystem positions Vinpearl among international leaders. By offering an
end-to-end value chain spanning accommodation, theme parks, cultural performances, wellness, golf, and mega festivals, the brand gains a unique competitive advantage in attracting international visitors and forging high-value partnerships. Ultimately, this transformation strengthens Vinpearl’s brand equity while enhancing Vietnam’s reputation as an emerging hub of tourism and culture, helping to elevate the nation’s standing on the global tourism map.
