[HCMC] Breakfast Talk- Customer Trends 2026: The New Playbook for Winning Customers in Vietnam

You are invited to join the upcoming CEEC business breakfast Customer Trends 2026: The New Playbook for Winning Customers in Vietnam

Date: Tuesday, 9 December 2025

Time: 8:30-11:00

Venue: W Business Center, Ground Floor, 200 Pasteur, Xuan Hoa ward (previous D3), HCMC

Fees: CEEC & WBC members – FOC; co-host members 200.000 VND, non-members 350.000 VND

Registration link HERE

*Registration is obligatory, register before 8 December 2025

Event description

Vietnamese customers are sending mixed signals in 2025. They are worried about inflation and rising costs, yet remain optimistic about their financial future. They are cutting back on some categories while upgrading in others, going all in on digital payments, experimenting with AI as a decision tool and expecting faster, clearer and more consistent experiences from the brands they trust.

“Customer Trends 2026: The New Playbook for Winning Customers in Vietnam” brings together four powerful lenses on this reality: regional consumer sentiment, AI in the financial decision journey, the current state of customer experience in Vietnam and a synthesis into ten concrete customer trends for 2026.

In one focused morning, participants will:

• Hear UOB present the latest ASEAN Consumer Sentiment findings with a dedicated Vietnam cut: confidence, worries, spending shifts and digital payment adoption.
• Explore with Decision Lab how AI is already embedded across the financial decision journey in Vietnam, and what this means for trust, advice and human interaction.
• Understand where CX in Vietnam really stands today with insights from SOI.Pro’s “Vietnam CX 2025 – From Promise to Performance”, including maturity gaps and missed value.
• Get THRIVE’s “Top 10 Customer Trends for 2026”, a practical playbook that translates all these insights into clear implications for how customers in Vietnam will search, choose, pay and stay loyal.

Hosted by CEEC at W Business Center Pasteur, and co-hosted by BeluxCham, Dutch Business Association and Eurocham, this event is designed for senior leaders, bankers, retailers, tech and service providers who want a sharp, data based view of where the Vietnamese customer is heading in 2026, and how to adjust products, pricing and customer experience now, not later.

Our Speakers:

Paul Kim – Country Head of Personal Financial Services UOB Vietnam

Dung Nguyen – Head of Finance Practice Decision Lab

Thuong Le – Deputy Director General SOI.Pro

Amali Goux – Managing Partner THRIVE Vietnam