On June 18, 2025, GIANTY and The Hunter Group (THG) officially signed a MOU at THG’s headquarters in Ho Chi Minh City. This strategic partnership aims to bridge the gap between Japanese enterprises and the Vietnamese market, helping brands localize effectively and build long-term business value.
This collaboration marks a pivotal step in both organization’s efforts to accelerate cross-border growth, leveraging Vietnam’s emerging market potential and GIANTY’s longstanding experience with Japanese clients.
Accelerate Japanese Business Market Entry: Strategy and Execution
Shared Purpose Between GIANTY and THG
The MOU was officially signed by Mr. Kondo Nobuyasu, Board Member of GIANTY, and Ms. Le Nguyen Quynh Tien, Managing Director of Communications at The Hunter Group, during a signing ceremony held at THG’s headquarters in Ho Chi Minh City, with representatives from both sides in attendance.
The discussion focused on how Japanese businesses can enter Vietnam more effectively, and how local partners like THG can provide end-to-end communications, branding, and marketing support tailored to Japanese expectations.
Japan-quality: Challenges and Opportunities
One of the most insightful segments of the meeting was the discussion on working with Japanese clients. THG pointed out the difficulty of meeting Japanese standards, which often demand detailed documentation, early-stage campaign mockups, and meticulous attention to detail, even for test versions.
Drawing on past experience, Ms. Kha Do – Operations Deputy Manager of GIANTY confirmed that Japanese partners hold very high standards for both quality and presentation. This makes it essential for local teams to understand not just the task, but also the Japan-quality mindset behind the requirements.
From Offshore Development to Market Entry: GIANTY’s New Strategic Focus
As shared by Mr. Kondo Nobuyasu, GIANTY is expanding its business focus in response to the growing demand from Japanese companies looking to enter the Vietnamese market. While continuing to operate as an offshore development service provider, GIANTY is now also supporting market entry for Japanese brands seeking growth in Vietnam.
GIANTY plays a central role within the Global Group as its “technology heart,” supporting digital transformation and localization strategy for Japanese companies entering the Vietnam market.
With growing interest from Japanese companies in sectors such as IT, Food & Beverage, Healthcare, and Retail, GIANTY is also supporting its parenting and babycare company Global Group’s expansion in the healthcare segment through the brand Nobi Nobi – a key step toward international growth.
The Hunter Group’s Vision and Expansion
With 18 years of expertise, The Hunter Group is a leading Vietnamese firm providing multifaceted business solutions, especially in Advertising & Communications and Brand Experiences. The company’s client portfolio includes notable global and Japanese brands such as UNIQLO, Unicharm, HSBC, Unilever,… all reflecting their strong track record in delivering effective, performance-driven solutions.
THG is expanding its impact beyond creative services. As shared by Ms. Le Nguyen Quynh Tien, the company is entering new verticals, including:
- Esports and gaming events
- Offline community hubs
- Trail running and outdoor lifestyle events
This vision is in line with THG’s founding belief that Vietnamese creatives can operate at a global standard, with the potential to rival international agencies in both execution and strategic thinking.
Building a Sustainable Cross-Border Collaboration
GIANTY shared that Japanese companies often begin with short-term, low-risk engagements such as pilot campaigns or trial deliverables. This phase is used to evaluate the professionalism and reliability of partners. If expectations are met, the relationship tends to evolve into long-term, trust-based cooperation.
In addition to technical and creative quality, Japanese clients value partners who:
- Communicate transparently and professionally
- Work systematically with proper approvals
- Time discipline and on-time delivery
- Understand cultural norms and expectations
GIANTY also addressed a challenge raised by THG: How can Vietnamese firms without existing Japanese connections access this market?
To truly build trust and do business with Japanese partners, Vietnamese businesses need to deeply understand Japanese work culture, communication styles, and business logic. This goes beyond hiring interpreters – it requires strategic cultural alignment.
However, attracting Japanese talent and ensuring smooth collaboration with local teams remains a major challenge for many Vietnamese businesses.
This is where GIANTY plays a vital role. With our deep-rooted expertise in Japanese business culture and years of experience working across both markets, we help Vietnamese businesses navigate cultural nuances, communicate more effectively, and align with the expectations of Japanese partners. This cultural bridge is essential for reducing friction and gaining trust in collaboration.
Looking Ahead: A Strategic Alliance Built on Trust and Expertise
The MOU between GIANTY and The Hunter Group reflects a shared ambition to build stronger bridges between Japan and Vietnam, not only through service delivery but through meaningful cultural and strategic alignment.
GIANTY brings deep networks and experience with Japanese clients, while THG offers bold, creative execution and local market insight. Together, they form a unique alliance capable of helping Japanese brands localize, grow, and thrive in one of Southeast Asia’s most dynamic markets.
A Phased Approach to Partnership: To ensure strategic alignment, GIANTY and THG agreed to start their collaboration with a pilot project phase. This will allow both parties to evaluate working styles, investment levels, and workflow efficiency.
Stay tuned for more updates as this collaboration evolves from strategic vision to successful execution!
