Korean brands on fire in Vietnam thanks to Park Hang-seo magic

[Photo provided by ASEAN Football Federation Suzuki 2018]

Korean brands always sold well in Vietnam, but they are on fire due to the staggering winning streak of the Vietnamese national football team, an underdog that has transformed into one of the strongest in Asia under South Korean national coach Park Hang-seo.

The nation is in a state of euphoria after its team defeated Malaysia in the ASEAN Football Federation (AFF) Suzuki Cup finals on Saturday, the first victory in a decade, under the so-called Park Hang-seo magic.

Park has been hailed as a national hero in the Southeast Asian country after he led the country’s U-23 team to the second place of the Asian Football Confederation (AFC) U-23 Championship for the first time in January and national team to the fourth in Asian Games in August. Vietnamese people credit the stunning ascension in the football field to Park Hang-seo magic as his team has been undefeated for 16 straight games. Vietnam’s Prime Minister Nguyen Xuan Phuc hugged Park after Vietnam defeated Malaysia at the AFF Suzuki Cup final match.

[Photo provided by ASEAN Football Federation Suzuki 2018]

“Park’s brilliant performance has been promoting the image of South Korea in Vietnam,” said Kim Do-hyun, Korean Ambassador to Vietnam. “Personal exchange between the two countries would increase to an unprecedented level as more Vietnamese people are expected to visit Korea.”

South Korean companies running businesses in Vietnam have been enjoying windfalls. Shinhan Bank Vietnam using Park as its commercial model saw its net profit soar 57.9 percent on year in the first half of this year. Dong-A Pharmaceutical’s energy drink Bacchus sold 2.8 million cans in the country during the summer since it featured Park in its ads. In addition, Samsung Electronics’ 65-inch TV sales have more than doubled this year in the country.

After the Vietnamese national’s victory in last night’s game, people filled the street cheering and waving national flags of not only Vietnam but also South Korea, local TV footages and newspaper photos showed.

Vietnam has emerged as a key manufacturing base for many Korean companies as an alternative to China. The improved image of South Korea in the Southeast Asian country is expected to further bolster Korean businesses’ performance.

By Hong Jang-won and Choi Mira

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