Michaela Baur is the Country Director of GIZ Vietnam, a German development agency with more than 30 years of experience working in Vietnam. Today, Ian asks the question on the tip of everyone's tongue: Can Vietnam really become a high-income country by 2045 AND reach its net zero target by 2050? Michaela explains why Vietnam is choosing to pursue economic growth and emissions reduction in parallel, not sequentially, and why, while it's very ambitious, it's also very smart. She breaks down Vietnam’s four major reform thrusts for the next decade and why they’re being tackled together rather than in silos. Drawing on GIZ's experience in Vietnam, Michaela shares concrete examples of the agency's high impact work. She also gives five things outsiders must know about getting things done in Vietnam – from genuine curiosity about the country and its history, to working at eye level with Vietnamese partners. If you care about climate, growth, or doing business in Vietnam, this episode shows why Vietnam might just become a global example for how to do both.

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This podcast is brought to you by We Create Content, the content marketing agency that builds audiences for global brands in Vietnam. You can follow our host, Ian Paynton, on LinkedIn, and follow the podcast on Instagram, TikTok and X.

A special thanks to DJ Jase at The Beats Saigon for the soundtrack, and to YOU for listening.

Vietnam is changing shape fast — but its soul hasn’t moved an inch. In this episode, Ian sits down with Vinamilk creative director Chieu Pham to unpack the cultural codes that remain constant beneath the country’s rapid transformation. From ancestor worship and family rituals to emotion-driven storytelling and Vietnam’s unique sense of humour, Chieu explains why global brands so often misread the market — and what they must understand to get it right. She shares 15 years of insight across ad agencies and national brands, and why authenticity beats polished cleverness every time. She also dives into gender dynamics inside Vietnam’s creative industry, the rise of influencers, and the future of Vietnamese cinema.

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If you enjoy this conversation or think someone in your network could find value in it, please share it and hit follow to get notified when the next episode drops.

This podcast is brought to you by We Create Content, the content marketing agency that builds audiences for global brands in Vietnam. You can follow our host, Ian Paynton, on LinkedIn, and follow the podcast on Instagram, TikTok and X.

A special thanks to DJ Jase at The Beats Saigon for the soundtrack, and to YOU for listening.

Vietnam’s economy is booming. Foreign factories are multiplying, GDP is surging, and global investors are calling it the next Asian powerhouse. But who’s really benefitting from this rapid growth? In this episode of You Don’t Know Vietnam, Ian Paynton speaks with journalist Lam Le, known for going beyond the headlines to tell the human-centred stories behind Vietnam’s economic rise. She explains what life looks like for the factory workers assembling products such as AirPods and MacBooks, and for gig-economy drivers caught in relentless algorithmic cycles. From ageing out of factory work at thirty-five to the quiet ambitions of women retraining as beauticians, Lam paints a vivid picture of the people powering Vietnam’s rise — and offers advice for global businesses looking to employ here responsibly.

Send us a text

If you enjoy this conversation or think someone in your network could find value in it, please share it and hit follow to get notified when the next episode drops.

This podcast is brought to you by We Create Content, the content marketing agency that builds audiences for global brands in Vietnam. You can follow our host, Ian Paynton, on LinkedIn, and follow the podcast on Instagram, TikTok and X.

A special thanks to DJ Jase at The Beats Saigon for the soundtrack, and to YOU for listening.