Hakuhodo Group Vietnam

What Hakuhodo Group Vietnam does

Hakuhodo Group Vietnam is the Vietnam-based operating arm of Hakuhodo Inc., a major Japanese advertising and marketing communications conglomerate. Founded in 2001, the group operates through multiple wholly-owned legal entities — HAKUHODO VIETNAM CO., LTD, HAKUHODO & SAIGON ADVERTISING CO., LTD, and HAKUHODO DIGITAL VIETNAM CO., LTD — co-located at Saigon Centre in Ho Chi Minh City with a regional office in Hanoi, collectively managing approximately 800 employees under Group President Kawakita Naoyuki. The firm provides fully integrated marketing communications services spanning brand strategy, IMC strategy and evaluation, creative, media planning and buying, digital activation, PR and social engagement, CRM and Customer Data Platform (CDP) management, e-commerce platform operations, event activation, commercial interior/POSM, and direct and trade marketing.

All strategy and creative work is anchored in Hakuhodo's proprietary 'Sei-katsu-sha' philosophy, which frames consumers as whole individuals rather than segmented target audiences. The agency serves a roster of major global and domestic enterprise clients across FMCG (Unilever, P&G, Nestle, Ajinomoto, Vinamilk), food and beverage (Tiger Beer, Suntory Pepsico, Budweiser), and automotive (Honda), with documented award-winning campaigns recognized at Cannes Lions, D&AD, Clio, MMA, Smarties, and APAC Effie. Distribution is via direct enterprise sales with dedicated account management teams; pricing is quote-based negotiated per project or retainer with no publicly disclosed tiers.

The group's revenue mechanics rely on professional services fees (project-based, retainer, and campaign billing) for enterprise brand clients, supplemented by digital and e-commerce execution across platforms such as Shopee, Lazada, TikTok Shop, and Tiki. Technology capability centers on standard martech — CRM/CDP, social listening, paid media execution across Google Ads, Facebook Ads, and TikTok — rather than proprietary platforms. The group positions itself as a full-service IMC partner for multinational brands requiring coordinated brand, media, digital, and activation work in Vietnam, with regional reach via the broader Hakuhodo ASEAN network.

Name

Hakuhodo Group Vietnam

Legal name

HAKUHODO VIETNAM CO., LTD

Website

https://hakuhodo.vn

Company type

Private

Operating status

Operating

Headcount range

101–250 employees

Short description

Hakuhodo Group Vietnam is a wholly-owned subsidiary of Japan's Hakuhodo Inc., operating as a full-service integrated marketing communications agency in Vietnam with ~800 employees across multiple entities in Ho Chi Minh City and Hanoi, serving global enterprise clients in FMCG, automotive, and F&B with brand strategy, creative, media, digital, and e-commerce services.

Ownership category

akta.pro rank

Product category

Advertising & Marketing Communications Services

NAICS

Advertising Agencies (541810), Advertising, Public Relations, and Related Services (5418), Media Buying Agencies (541830)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

Search Engine Marketing (SEM) Media Buying (MPAAABAC)

akta.pro secondary industries

Search Engine Marketing (SEM) / Paid Search (PPC) Management (MPAAACAB), Search Engine Marketing (SEM) / Paid Search (PPC) (BPAFACAA)

Keywords

• Integrated marketing communications
• Advertising agency services
• Brand strategy consulting
• Digital marketing solutions
• Media planning buying

Headquarters

HQ city

Ho Chi Minh City

HQ country

Vietnam

HQ region

Asia

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Integrated Marketing Communications (IMC) Services: The primary revenue stream comes from providing fully integrated marketing communications services including brand strategy, creative, media planning and buying, digital activation, social media management, PR, event activation, and trade marketing. Revenue is generated through project fees, retainer arrangements, and campaign-based billing for major domestic and international brand clients.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Hakuhodo Group Vietnam is a full-service integrated marketing communications agency delivering brand strategy, creative, media planning and buying, digital activation, social media management, PR, CRM/CDP, e-commerce, event activation, and trade marketing services for major enterprise clients across FMCG, automotive, pharmaceutical, financial services, and e-commerce sectors in Vietnam. Services are organized around the proprietary 'Sei-katsu-sha' philosophy, which treats consumers as whole individuals, and are sold on a per-project or retainer basis with pricing negotiated per engagement.

Product overview

Hakuhodo Group Vietnam is an integrated advertising and marketing communications agency offering a comprehensive suite of marketing services. Their offering is organized around a platform-plus-services model centered on the 'Sei-katsu-sha' philosophy. The core services include Fully Integrated Business Solutions (the overarching strategic umbrella), Brand Strategy, IMC Strategy & Evaluation, Creative Solutions, Effective Media Solutions, Digital Activation, PR/Social Engagement, CRM & CDP, E-Commerce, Event & Activation, Commercial Interior/POSM, and Direct & Trade Marketing. These services work together as an integrated ecosystem where strategy informs creative, media amplifies messaging, and digital/social channels enable real-time consumer engagement across online and offline touchpoints.

Differentiator

Problem solved

Functional benefit

Products and services

• Fully Integrated Business Solutions Comprehensive integration of branding and communication strategies to enhance organizational growth and business performance with tailored solutions, based on the Sei-katsu-sha philosophy. Delivered to enterprise clients in Vietnam.
• Brand Strategy Strategic roadmaps grounded on deep market analysis and audience understanding to form compelling marketing initiatives cohesive with a brand's vision and values, delivered to enterprise clients in Vietnam.
• IMC Strategy & Evaluation Integrated Marketing Communications solutions that evaluate and optimize marketing efforts by unifying strategies and integrating channel rollouts through data-driven insights.
• Creative Solutions Creative expertise fusing innovative concepts with strategic thinking to craft memorable campaigns and platforms across every advertising form for enterprise clients.
• Effective Media Solutions Media planning and buying solutions that maximize a brand's reach across touchpoints to support its connection with target audiences and achieve measurable results.
• Digital Activation Services helping brands engage consumers from online to offline, enhancing consumer experience through brand storytelling and technology for enterprise clients.
• PR/Social Engagement Strategic communication plans leveraging media relations, influencer partnerships, and social media to amplify brand message and drive authentic engagement for enterprise clients.
• CRM & CDP Customer relationship management combined with a Customer Data Platform providing a unified view of customer behaviors and preferences to enable personalized marketing, loyalty promotion, and data-based decision-making.
• E-Commerce Solutions End-to-end e-commerce solutions including website development, payment integration, and digital marketing across Vietnamese marketplace platforms (Shopee, Lazada, TikTok Shop, Tiki).
• Event & Activation Memorable experiences that engage audiences and elevate brands by combining creative concepts with strategic execution and measuring impact for lasting engagement.
• Commercial Interior / POSM Retail space enhancement and brand visibility through impactful commercial interiors and engaging point-of-sale materials (POSM) creating memorable shopping experiences.
• Direct & Trade Marketing Promotions and customized campaigns engaging consumers and trade partners, optimizing customer relationships and distribution channels for enterprise clients.

Quantifiable outcome

• ROAS increased up to 10x YOY for premium fashion retailer clients over a 3-year strategic engagement
• +5 more outcomes

Named customers10 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Hakuhodo Inc. (Japan Global Network)coreStrategic or Co-development PartnerHakuhodo Group Vietnam is part of the Hakuhodo Inc. global advertising and communications network headquartered in Japan. The global network provides international best practices, proprietary methodologies including the Sei-katsu-sha philosophy, regional coordination across ASEAN markets (Thailand, Vietnam), and shared resources for multinational client engagements.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• DDB Vietnam: Omnicom-owned creative agency in Vietnam offering brand strategy and integrated campaigns — adjacent competitor for similar enterprise clients with a wider portfolio of services.
• MullenLowe Vietnam: Vietnam operations of the global MullenLowe network — offers integrated creative and communications services with broader multinational holding-company reach, overlapping in target accounts.

Direct peers

• BBDO Vietnam: Omnicom-owned creative network in Vietnam offering brand strategy, creative and integrated marketing — comparable service portfolio and target client base to Hakuhodo's.
• J. Walter Thompson (JWT) Vietnam: WPP-owned agency with longstanding Vietnam presence — competes for the same strategic planning and integrated communications mandates, particularly with FMCG and automotive clients.
• Dentsu Vietnam: Vietnam arm of Dentsu, the Japanese-headquartered global advertising network — directly comparable as a fellow Japan-rooted full-service IMC agency competing for the same FMCG, automotive and pharma clients in Ho Chi Minh City and Hanoi.
• Publicis Vietnam: Publicis Groupe's Vietnam operations offering integrated creative, media and digital services — competes head-to-head with Hakuhodo for the same multinational client budgets in the local market.
• Saatchi & Saatchi Vietnam: WPP network creative agency operating in Vietnam — competes for similar brand-building and integrated communications engagements, with comparable global creative pedigree.
• Ogilvy Vietnam: WPP-owned full-service creative and integrated marketing agency in Vietnam — directly competing for the same enterprise FMCG and brand strategy engagements with comparable global network backing.
• Hakuhodo SAC Thailand: Sister agency within the Hakuhodo ASEAN network — directly comparable operating model, service portfolio and client profile, serving as the regional benchmark for the Vietnam operation.
• Leo Burnett Vietnam: Publicis-owned creative agency with strong FMCG heritage in Vietnam — comparable offering and client mix, particularly relevant given overlapping automotive and consumer goods accounts.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/hakuhodo-vietnam

Revenue estimate

Valuation estimate

Number of profiles

Profiles17 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hakuhodo Group Vietnam