What makes a Chinese-speaking tourist in Vietnam unique, and how can local businesses attract them? 

Saigoneer recently spoke with Denzel Zhang, founder of Hồ Chí Minh City-based Beast Group, a marketing agency specializing in connecting local brands with the Chinese-speaking market, to answer those questions. He explained that the biggest differentiator is their use of Chinese-based applications such as RedNote (Xiaohongshu), as well as high-quality authentic photos, menus, and staff fluent in not only the Chinese language but also Chinese culture.

Vietnamese business as featured on RedNote.

“If you’re not on RedNote, you’re unknown to Chinese; you don’t exist,” Denzel explained. But being unknown could be better than using the app incorrectly. Inserting the wrong hashtags, obviously Google-translated language or bad photos will leave a company’s page unnoticed and thus amount to nothing but wasted time. Even worse, breaking certain rules such as using declarative statements about being “the best” or providing phone numbers can result in outright banning. 

Denzel has met companies that assumed they could navigate RedNote without familiarity with the app, language, or culture, and seen it fail miserably. In such instances, he offers to manage it for restaurants, resorts, shops, and service providers to ensure it connects properly with their intended audiences. This allows a business to seamlessly integrate with the market as an insider. 

Reaching one’s target audience is made easier with the support of KOCs and KOLs. Most Vietnam-based businesses, be they run by locals or Westerners, couldn’t name a single Chinese-language KOC, let alone know how to identify the perfect one for their brand and then coordinate their support. Beast Group, however, has built its success on knowing the process intimately. They will work on behalf of the business to ensure the posts are shared by individuals who best inspire attention from the families, couples, solo-travelers and high-income Chinese speakers from mainland China’s 50 tier 1 and 2 cities as well as Hong Kong, Taiwan, Singapore, Malaysia, and diaspora communities from around the world. 

Moreover, Beast Group knows how often one should post to reach the all-important top list for a specific location. If one cracks this ranking, one can be confident the word is being received. RedNote has been popular for some time in Thailand and nearby countries, but it remains developing here. That means that packages of posts to propel one to prominence on the app remain relatively affordable. 

When selected strategically, Chinese KOC have the following and knowledge to bring customers to businesses in Vietnam.

Along with when to post, Beast Group advises and supports businesses with what to post. While users of the app appreciate beautiful, thoughtfully taken photos, they recoil at images that are overly produced. Denzel and his team can help ensure cell-phone shots strike the perfect balance of aesthetically appealing and authentic, with additional insights about what dishes, services, scenes or angles resonate. 

Since starting their operations in 2024, Beast Group has helped a variety of businesses across the country. This includes a Da Nang souvenir shop that has occupied the top position on the city’s list of gift retailers for the last year and a half. Meanwhile, a spa in Thao Dien has proven so popular with Chinese-speaking clients that the proprietors are planning to open a second location catering specifically to the group.

Examples of photos taken to be uploaded to RedNote.

At the end of the day, Chinese-speaking tourists are like other demographics in that they want to be made to feel special. The first step in achieving this is simply being present on the right app with the right messages, shared by the right people. But beyond that, Chinese-speakers want to know they can interface with someone who has made the effort to make communication possible. This can mean having Chinese-speaking staff and menus. Beast Group can even manage RedNote communication pages so all inquiries are responded to by a native speaker able to read between the lines and understand what will make a person truly happy. 

More than five million Chinese-speaking tourists come to Vietnam every year, and on average, spend more than other visitors. This number is only expected to increase in the coming years. With the novelty of Beast Group’s approach in the market, this makes right now a particularly great time to begin building a reputation.