Nguyen Huu Hoang, Head of Sustainable Development at Heineken Vietnam, shared this insight during a panel discussion at the Vietnam Creator and Brands Summit, part of Vietnam iContent 2025. The event took place on 29/11 at the Military Region 7 Gymnasium. Hoang's proposals and remarks garnered significant attention, highlighting the message: "Responsibility - the foundation for creating brand meaning."
During his presentation, the Heineken Vietnam representative cited Voltaire, stating, "With great power comes great responsibility," in reference to the brand-building journey. This process demands honesty and consistency in the value delivered to both consumers and the community.
"Heineken Vietnam integrates sustainable development alongside its entire business strategy," Hoang stated.
He emphasized that public trust is the bedrock for long-term brand development. By ensuring clear messaging and products, businesses can build credibility. Content creators, with their influence, serve as vital bridges to disseminate brand messages, forming a powerful ecosystem that generates brand meaning. Hoang also stressed that building consumer trust necessitates a responsible, collective effort from all parties, including both brands and content creators.
 |
Mr. Nguyen Huu Hoang, Head of Sustainable Development at Heineken Vietnam, delivering his presentation on the afternoon of 29/11. Photo: Quynh Tung
To demonstrate its corporate responsibility, Heineken Vietnam has developed a Responsible Marketing Code. This code ensures that brand communications adhere to appropriate standards, prioritizing consumer choice. "As an alcoholic beverage company, Heineken Vietnam considers a culture of responsible drinking one of the important pillars in its sustainable development journey," Hoang said.
Furthermore, the company is committed to investing adequate resources to promote a responsible drinking culture, aligning with Heineken's advertising strategies. The business regularly organizes activities to spread responsible drinking messages to its target customers. The two core awareness campaigns that help raise consumer consciousness are "Safe Drinking" and "Don't Drink and Drive."
Heineken Vietnam collaborates with the National Traffic Safety Committee to organize activities at universities and other strategic locations, such as office buildings and commercial areas. Recently, the two parties jointly launched the "Drink 0 Drive 2025" program at Ho Chi Minh City University of Technology (HUTECH), with MC Khanh Vy participating as an ambassador.
 |
A Heineken Vietnam representative believes sustainable development is a journey requiring the collective effort of businesses, KOLs, and consumers. Photo: Quynh Tung
Concluding his presentation, Nguyen Huu Hoang underscored that cooperation between brands and KOLs or creators must be based on shared responsibility: respecting consumers and communicating responsibly. When this standard is maintained, brands can generate long-term value rather than relying on short-term viral campaigns. Hoang affirmed that sustainable development is a collective journey involving businesses, KOLs, and consumers.
"No matter how compelling a business's message or communication strategy, it will struggle to succeed without the collective efforts of KOLs, the creator community, and digital platforms," the Heineken Vietnam representative asserted.
 |
Brand area at Vietnam iContent 2025. Photo: Heineken Vietnam
This year's Vietnam iContent 2025 event series spanned a 1,500 square meter area at the Military Region 7 Gymnasium. Throughout the day, thousands of visitors engaged in interactive activities at booths and attended discussions on trending topics in content creation. This highlights the growing appeal of this dedicated platform for the digital creative community.
The Heineken Vietnam representative's session took place in the afternoon, starting at 3 PM, focusing on "Responsibility with public trust." In addition to Nguyen Huu Hoang, the afternoon session featured many organizations, businesses, and KOLs. Following this, at 7:30 PM on the same day, the Vietnam iContent Awards 2025 honored outstanding digital content projects and individuals from the past year. Over 100 celebrities and KOLs attended the gala.
Vietnam iContent 2025 was jointly organized by the Authority of Broadcasting and Electronic Information, the Ministry of Culture, Sports - Tourism, VnExpress, and FPT Online Services Joint Stock Company (FPT Online). Event programs were live-streamed on VnExpress newspaper, the VnExpress Fanpage, and the Vietnam iContent 2025 Fanpage.
Thy An
