{"id":75827,"date":"2026-11-04T12:11:32","date_gmt":"2026-11-04T04:11:32","guid":{"rendered":"https:\/\/www.teampcheng.com\/blog\/?p=75827"},"modified":"2026-11-04T12:11:37","modified_gmt":"2026-11-04T04:11:37","slug":"sea-can-alliance-by-comco-mundo-hosts-its-2nd-southeast-asia-conference-in-vietnam","status":"publish","type":"post","link":"http:\/\/www.teampcheng.com\/blog\/lifestyle\/sea-can-alliance-by-comco-mundo-hosts-its-2nd-southeast-asia-conference-in-vietnam\/","title":{"rendered":"SEA CAN Alliance by COMCO Mundo hosts its 2nd Southeast Asia Conference in Vietnam"},"content":{"rendered":"\n

The Southeast Asia Communications Agencies Network (SEA CAN) Alliance by COMCO Mundo, along with Chi Communications, a founding member and the Vietnam focal point of the Alliance, officially hosted the international conference in Ho Chi Minh City, Vietnam.<\/p>\n\n\n

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The conference, titled \u201cFrom Vietnamese Products to Regional Brands,\u201d provided a forum for enterprises and regional communication experts to discuss how local culture, consumer behavior, and media environments shape the introduction of Vietnamese products to Southeast Asian markets. Through these discussions, the event opened opportunities for networking, experience sharing, and identifying suitable market approaches on the journey toward building regional brands.<\/p>\n\n\n

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From left: Ms. Sineenart Sinchai, Managing Director of 2COMMU from Thailand; Ms. Rizka Nurmaya, Head of Public Relations of Agrakom PR from Indonesia; Ms. Kounila Keo, Managing Partner of Mekhala Radiant Communications from Cambodia; Mr. Ferdinand L. Bondoy, Interregional President & Group Chief Executive and Head of Global & Strategic Communications \/ Partner & Co-Founder of COMCO Mundo League of Enterprises and Lead Convener of SEA CAN Alliance by COMCO Mundo; Ms. Rachel Syfargo, Vice President for Business Operations & Managing Director \/ Partner of COMCO Southeast Asia \u2013 Pilipinas; Ms. Ampy Corpus, Managing Director & Business Administrator \/ Partner of COMCO Southeast Asia Singapore; and Ms. Lai Thuy Chi, Managing Director and Founder of Chi Communications from Vietnam.<\/figcaption><\/figure><\/div>\n\n\n

Southeast Asia represents a promising market for Vietnamese enterprises thanks to regional trade linkages and supply chains. According to Vietnam\u2019s Customs Department, bilateral trade turnover between Vietnam and ASEAN during the first nine months of 2026 reached USD 84.3 billion, up 20.6 percent over the same period, demonstrating ample room for collaboration and market expansion for Vietnamese brands. However, brand building across the region requires businesses to adapt to differences in culture, consumer behavior, and media environments in each country. Beyond product quality and distribution capabilities, communicating brand value in ways that resonate with local consumers remains an essential focus.<\/p>\n\n\n\n

Against this backdrop, the conference featured the SEA CAN Alliance by COMCO Mundo leaders from Cambodia, Indonesia, Malaysia, the Philippines, Singapore, Thailand, and Vietnam. Drawing upon perspectives across seven markets, these communication experts shared growth opportunities and analyzed local factors that influence brand reception. Discussions centered on utilizing market insights to identify target audiences, tailor messaging, and choose communication channels while preserving the core identity of the brand. The event also brought together representatives of Vietnamese enterprises, foreign-invested companies in Vietnam, as well as business leaders and teams in charge of marketing, branding, communications, and market development, providing an opportunity for direct dialogue on key issues businesses face when expanding regionally.<\/p>\n\n\n\n

Key market insights shared by the communications experts highlight distinct strategic imperatives across the region:<\/p>\n\n\n\n