Vietnam International Bank clinches win at Asian Experience Awards 2025

The awards programme celebrates VIB’s victory for pioneering a first-of-its-kind campaign that fused idol culture with banking.

The Asian Experience Awards 2025 has named Vietnam International Bank (VIB) as Vietnam Brand Experience of the Year - Banking, honouring the bank’s bold and visionary collaboration with the survival music programme “Anh Trai Say Hi.”

This accolade recognises VIB’s determination to go beyond conventional sponsorship and create a new cultural-financial model. Central to the initiative was the launch of AI-powered personalised credit cards, enabling fans to design cards inspired by their favourite contestants, culminating in the limited-edition Quang Hùng MasterD card. This breakthrough marked the first time in Vietnam that a financial institution transformed idol fandom into an emotionally charged, personalised product experience.

Rolled out across two major phases over six months, the campaign followed a clear strategic allocation: 40% of resources focused on positioning VIB as a lifestyle-driven brand, whilst 60% leveraged the passion of fandom as a conversion engine. With 70% of the budget dedicated to digital and mobile platforms, VIB engaged Generation Z where they live, interact, and share—maximising cultural resonance at peak moments.

Beyond digital metrics, the campaign ignited a cultural phenomenon: the “VIB Leading Card Trend” fanchant, echoed by hundreds of thousands of fans throughout the concert series. This symbolised how a financial product, once viewed as purely functional, can become an emblem of youth culture and identity.

The results were striking: 14 billion global views, 2.1 million social mentions, a 50% surge in Google searches for VIB card products, a 35% increase in new card sign-ups, and a 40% reduction in cost-per-acquisition.

The Asian Experience Awards commends VIB for clinching this remarkable win and for setting a new benchmark in brand experience—proving that creativity, technology, and cultural resonance can elevate banking into an inspiring force for a generation.

The Asian Experience Awards is presented by Asian Business Review Magazine. To view the full list of winners, click here. If you want to join the 2026 awards programme and be acclaimed for providing meaningful brand experiences to stakeholders, please contact Marni Marco at [email protected].