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FOCUS MEDIA Vietnam and RedNote (Xiaohongshu) Explore Strategic Touchpoints
Last updated: 09 Jun 2026On May 19, 2026, Mr. Ma Jian — Deputy General Manager of Focus Media Vietnam — held a strategic meeting with representatives of RedNote (Xiaohongshu). The discussion opened up a new vision for combining one of China’s leading digital lifestyle and discovery platforms with Focus Media’s building Elevator Media Advertising ecosystem, with the aim of optimizing the experience journey of international travelers and unlocking growth potential for Vietnamese brands.
Market Context and the Key Question
Vietnam’s tourism industry is witnessing a strong return of international visitors, particularly travelers from China with high spending demand and modern experience-driven behaviors. This raises an important question for marketers: How can local brands — including restaurants, hotels, and shopping malls — appear at the right moment in the minds of these customers, both before and immediately after they arrive in Vietnam?
To address this challenge, RedNote needs a “lens” through which it can gain a comprehensive understanding of the local market, consumer behavior, and the operating structures of Vietnamese businesses.
This is precisely why representatives of the platform chose to sit down with Focus Media Vietnam — a company that operates the offline media channel with the largest coverage across urban areas.
Speakers and Key Discussion Topics
The meeting took place in an open atmosphere, with senior leaders from both sides sharing in-depth perspectives on their core capabilities and development strategies:
Focus Media Vietnam representative (Mr. Ma Jian — Deputy General Manager): Provided an overview of Focus Media’s execution capabilities, workforce scale, operating systems, and closely connected network with office towers and shopping malls. He also addressed RedNote’s questions regarding advertising screen placement cooperation mechanisms, profiles of key client industries, and relationships with government agencies.
RedNote (Xiaohongshu) representative: Shared the platform’s operating strategy for the Vietnamese market. The RedNote representative emphasized strengthening cooperation with travel agencies and provincial and municipal Departments of Tourism to promote Vietnamese tourism. The platform aims to build an in-depth knowledge ecosystem and guide covering travel tips, cuisine, and Vietnamese culture.
Strategic Touchpoints and Solution Benefits
The combination of RedNote and Focus Media creates a complete, closed-loop experience journey for users and a comprehensive O2O (Online-to-Offline) solution for brands:
Pre-trip stage (Online on RedNote): Users planning to visit Vietnam proactively search for information and travel guides on RedNote. At this stage, Vietnamese service brands can reach them through authentic review content or advertising displayed in line with their needs.
During-trip stage (Offline with Focus Media): Once travelers arrive in Vietnam, stay in premium residential properties, or shop at major shopping malls, Focus Media’s DOOH and Elevator Media screens can continue reinforcing brand messages and encouraging direct consumption behavior.
Actual demand at shopping malls: RedNote is particularly interested in attracting Chinese tourists at major shopping malls, where Focus Media’s screen network occupies prime placements capable of influencing immediate shopping behavior.
Importance for the Pharmaceutical and Healthcare Industries
The potential of this connection extends beyond dining and accommodation services, opening up significant opportunities for Vietnam’s pharmaceutical, aesthetics, and healthcare industries.
Medical tourism and wellness travel are rapidly growing trends among young urban consumers. Chinese tourists place significant emphasis on premium spa services, traditional medicine, and distinctive Vietnamese herbal pharmaceutical and cosmeceutical products.
Through RedNote, pharmaceutical and healthcare brands can educate the market and share useful knowledge; through Focus Media, they can reinforce their credibility in premium environments and build strong trust among international customers.
Initial Actions and Outcomes
Following the meeting, the two sides reached several important areas of common understanding and established a foundation for the next stages of implementation:
Focus Media Vietnam provided RedNote with practical market perspectives, local consumer behavior data, and a comprehensive overview of potential industry categories.
RedNote recognized Focus Media’s distinctive Elevator Media Advertising operating model as an offline channel that cannot be overlooked in major urban markets.
Opportunities for multi-party cooperation among RedNote, Focus Media, travel agencies, and Departments of Tourism were initially mapped out, with the aim of creating large-scale promotional campaigns.
Looking Ahead
The meeting between Focus Media Vietnam and RedNote is not merely a story of cooperation between two companies. It is also a positive signal that the Vietnamese market is undergoing a significant transformation to capture the next wave of high-value international travelers.
In the near future, the complementary strengths of RedNote’s rich “digital content world” and Focus Media’s robust “physical display network” are expected to create a strong launchpad, helping Vietnamese brands expand their reach and connect with global audiences in a more systematic way.
Is your business ready to appear on the “experience map” of the new wave of international travelers? Leave a comment or contact Focus Media today to discuss a comprehensive market engagement strategy.
About Focus Media Vietnam
Focus Media Vietnam is a pioneering and leading company in building Elevator Media Advertising and Digital Out-of-Home (DOOH) in Vietnam.
With tens of thousands of LCD/Poster media displays covering office towers, premium residential developments, and major shopping malls nationwide, Focus Media serves as a strategic partner that helps brands optimize touchpoints, reinforce brand positioning, and effectively drive sales.
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