Next-Gen Consumer Insights and Media Trends at Vietcetera’s Customer Forum 2024
Source: Bobby Vu for Vietcetera
The Vietcetera Customer Forum 2024, themed “The Attention Economy,” brought together key industry voices and clients at the New World Hotel Saigon for a deep dive into the fast-changing digital world.
From analyzing platform strategies to revealing the opportunities and challenges brands face today, the event concluded with the much-anticipated launch of six new verticals aimed at transforming how audiences connect with content.
Keynotes: Understanding The Next-Gen Consumer
Opening the forum, Hao Tran, CEO of Vietcetera, shared the company’s 2024 milestones, setting the stage for what’s to come in 2025. From podcasts to high-impact campaigns, Vietcetera has seen its role in Vietnam’s media ecosystem grow, but the road ahead promises even more exciting developments.
Mr. Thue, CEO of Decision Lab, took the stage to present a compelling keynote on “Decoding the Next Generation of Consumers.” As brands struggle to win the attention of Gen Alpha, Thue pointed out an emerging distrust of traditional advertising. This generation thrives on authenticity and new forms of engagement. TikTok is a dominant platform for them, but its unique ecosystem means brands will need to completely rethink how they build trust and develop new ways to capture attention.
Ms. Nhu, CEO of Kompa, explored Gen Alpha’s complex relationship with digital platforms. With Zoom-based habits and doom scrolling affecting how this generation socializes, brands face the challenge of engaging with users who are more likely to engage in “commenting on comments” rather than creating or viewing content alone. It’s a new era of social interaction that requires a deeper understanding of how Gen Alpha merges their online and offline lives.
The Content Challenge: What’s Next?
Long Nguyen, Vietcetera’s Business Director, brought it home with a presentation on how to attract next-gen attention through content. His talk emphasized that even simple, authentic content can have a massive impact. As brands battle for relevance, themes like honesty, transparency, and raw storytelling are no longer optional—they are essential for connecting with younger audiences.
New Vertical Launch: Co-Creating The Future Of Media
The pinnacle of the forum was the launch of six new verticals, signaling a bold new direction for Vietcetera. These verticals represent a commitment to co-creating long-term platforms with partners, not just one-off campaigns. Each vertical will focus on niche themes and establish deeper community connections.
- Vietnam Innovators Digest – A business platform designed for Gen Z and Millennials, offering a multi-platform approach to leadership, innovation, and economy.
- RadioOnTV – A music channel dedicated to the vibrant, evolving music scene in Vietnam.
- Onboardy – A career and professional development platform targeting young professionals, offering expert-driven insights and guidance.
- House of Mâm – A food and restaurant culture vertical, blending original content with commerce to bring the best of Vietnam’s culinary scene to global audiences.
- Healthy and Balanced – A wellness and health platform focused on holistic lifestyles, fitness, and mental well-being.
- Events and Community – not a new media brand, but rather a spotlight to our client partners that Vietcetera events and community-building are a powerful content delivery mechanism, and we will be focused on this area in 2025.
Looking Ahead To 2025: A Year Of Transformation
Hao Tran closed the forum by previewing Vietcetera’s ambitious 2025 roadmap, with a strong focus on expanding these new verticals and doubling down on long-term partnerships. With events, content innovation, and new forms of media engagement on the horizon, Vietcetera is set to lead the charge into the future of Vietnam’s digital economy.