When Minh opened his first nail salon in Melbourne, word-of-mouth brought him steady customers. But after a year, new shops appeared, younger customers were searching online, and Minh’s bookings started to drop.

What went wrong? Minh didn’t fully understand how Vietnamese-Australians shop in 2025 — and why that knowledge can make or break a business.

1. Digitally Connected — And Always Researching First

Vietnamese-Australians are highly tech-savvy, relying on mobile devices and social media (Facebook, Zalo, Instagram, TikTok) for product research and purchase decisions. Many still use Vietnamese-language platforms even while living in Australia.

The problem: Many Vietnamese-owned businesses in Australia still believe that “running Facebook ads is enough” — or rely solely on posting in Vietnamese community groups. They ignore Google Search, SEO, YouTube, email marketing, and the dominance of short-form video content.

This results in:

• Missing customers actively searching on Google.

• Reaching the wrong audience at the wrong time.

• Wasting ad spend without real conversions.

📌 Embery Tip:

Build a full-funnel presence — mobile-friendly website, local SEO, Google Ads, and social content tailored to each platform.

2. Value-Conscious But Will Pay for Trusted Brands

Like in Vietnam, Vietnamese-Australian consumers are price-sensitive and love promotions. But they will pay more for brands they trust or perceive as high quality.

The problem: Many business owners focus solely on discounts without reinforcing quality or credibility.

📌 Embery Tip:

Pair competitive pricing with proof of reliability — reviews, testimonials, and case studies. Make it clear you offer value, not just a low price.

3. Low Brand Loyalty — Customers Will Switch Easily

Research shows Vietnamese consumers frequently switch brands — sometimes within just three months.

The problem: Businesses spend heavily on acquiring new customers but neglect existing ones:

• No follow-up messages.

• No loyalty offers.

• No reminders to return.

📌 Embery Tip:

Implement a simple CRM system, run remarketing ads, and refresh offers regularly to keep customers engaged.

Why This Matters for Your Business

Vietnamese-Australian consumers value brands that:

• Understand their culture.

• Speak their language.

• Deliver on promises consistently.

Generic marketing won’t work here. The most successful businesses build a structured digital ecosystem: Ads → Landing Page → Data Tracking → CRM Follow-Up

If you’re a Vietnamese business owner in Australia and your marketing isn’t bringing the results you want, let’s talk.

At Embery, we operate in both Australia and Vietnam, giving us unique insights into both cultures and how to bridge them effectively.

👉 Book your free strategy session today — in Vietnamese or English — and start building a marketing plan that truly works for your audience.