At an event on 11/9, Takuya Wakui, JCB Vietnam's country manager, announced the new brand direction. He noted that over the past decade, Vietnamese consumer payment habits have rapidly shifted toward cashless transactions, especially among younger generations. Credit cards, once primarily associated with large purchases or international travel, are now commonly used for everyday shopping, dining, and entertainment. Beyond convenience, users seek value and brand experiences.

Takuya Wakui, JCB Vietnam’s country manager, speaking at the event on 11/9. Photo: JCB

Takuya Wakui, JCB Vietnam’s country manager, speaking at the event on 11/9. Photo: JCB

Between 2011 and 2019, JCB issued its first 1 million cards. Three years later, in 2022, that number doubled to 2 million. By 2024, the company reached 3 million cards and expects to hit 4 million this year, demonstrating rapid growth in the Vietnamese market.

However, many Vietnamese consumers still associate JCB primarily with international travel and shopping. JCB recognizes this as both a strength and a limitation. The new "Japan with you" campaign aims to bring the essence of Japan closer to Vietnamese consumers through practical experiences in dining, shopping, entertainment, and domestic tourism.

"This new direction marks a significant shift in our Vietnam strategy. We aim to deliver greater value to partners and customers, enhance brand recognition, and reinforce trust in JCB," Wakui stated.

He explained that the new brand image draws inspiration from Dong Ho paintings, blending heritage with modernity for a familiar yet fresh feel. JCB cards are positioned not just as payment tools but as trusted companions in everyday Vietnamese life.

The first initiative under this new direction is the "Happy Weekend" promotion, running until the end of 3/2026. Every Saturday and Sunday, JCB cardholders will receive special offers at various dining, shopping, jewelry, furniture, and electronics retailers.

Overview of the event. Photo: JCB

Overview of the event. Photo: JCB

At the event, a representative from Payoo, a strategic partner of JCB, highlighted their network of thousands of retail points, facilitating secure and convenient payment experiences. The Payoo Promotion Platform channels funding from banks, international card organizations like JCB, and e-wallets into discount vouchers, distributed through supermarkets, stores, and service providers for easy customer access.

Shinichiro Nishikawa, director of global payment services at NTT Data Japan and chairman of Vietunion, speaking at the event. Photo: JCB

Shinichiro Nishikawa, director of global payment services at NTT Data Japan and chairman of Vietunion, speaking at the event. Photo: JCB

This platform is expected to expand the reach of JCB's promotions, providing tangible benefits to cardholders while increasing JCB's presence in Vietnam.

Founded in 1961 and expanding internationally since 1981, JCB is a major Japanese credit card issuer and payment network. With over 169 million cardholders globally, acceptance at 56 million locations, and partnerships with hundreds of banks, JCB is known for its special offers and Japanese-style experiences.

Thai Anh