Bikini Airline - A unique marketing strategy

March 31, 2016 Written by Truong Le

VietJet Air, the Vietnamese, privately owned airline, has aroused a considerable public controversy over breaking old-fashioned images of Vietnamese stewardesses in traditional “Ao Dai” since its launch of its  “marketing weapon” of dressing up flight attendants in sexy bikini outfits.




Nguyen Thi Phuong Thao, the VietJet Air CEO, came up with her unique idea of having “dancing bikini models” to mark her airline brand in Vietnam with the motto ““Enjoy Flying”. The 45-year-old woman was determined that her brand stands for something “creative, modern and energizing which could not be found in any existing Vietnamese airline brand regardless of public criticism”.




Thanks to Thao’s marketing strategy, the company has grabbed more than 30% of Vietnam’s airline market share in just a few years against much larger competitors, like Vietnam Airlines.

VietJet Air’s attention grabbing and sometimes-controversial advertising and marketing activities, as well as providing cheap flights have created an outstanding image for the VietJet Air brand in the market in comparison to advertising and marketing by the traditional Vietnamese airlines.

The airline holds a special attraction to those who wants to experience a different atmosphere on planes and as a result, VietJet Air has become the biggest competitor of Vietnam Airline – the state-owned airline with the highest market share in Vietnam’s aviation arena.

Ms. Thao’s wealth is expected to balloon to $1.37 billion USD when the privately owned airline goes public later this year. “We don’t mind people associating the airline with the bikini image. If that makes people happy, then we are happy”, she said.

This simple marketing philosophy is destined to make Nguyen Thi Phuong Thao Vietnam’s first female billionaire. As most marketers know, thinking outside of the box and creating a unique marketing idea can make your business stand out from the crowd, and it might even make you a billionaire.

The List


 There has been a lot of debate for the last 3-4 years that Vietnam will soon become the new China. FMCG demand will increase and many companies will be looking for advertising agencies in Vietnam. So, here are the top well-known marketers in Vietnam.



 In the next few years, banks in Vietnam are expected to offer more advanced financial services in response to customers’ changing needs. To respond for that need, the banks need the very strong leader to run the whole machine to the right direction. So, here are the top finance leaders in Vietnam.



The following business associations may help you find business partners and information on specific commodities, investment and trade issues in Vietnam. Here for a list of foreign business associations in Vietnam.


Digital is at the very cusp of enormous, sustained economic growth in Vietnam. Consumers are online and more recently on smartphones more and more. This list showed the best digital leader in Vietnam.


With a growing number of Vietnamese consumers shopping online, and more and more places to shop, delivery is increasingly becoming the last battleground to winning the consumers’ hearts and minds. There are ways to innovate last mile delivery to pleasantly surprise consumers by offering greater choice, convenience and control in delivery solutions. See what these experts think about e-commerce industry in Vietnam.


Should we be concerned about getting higher levels of women in leadership? Women’s leadership matters because of the critical importance of good leadership for development success. Women also bring different perspectives from men to several issues. Get inspire by these women and see how they made everything happen.


It’s important to recognize what technology is increasingly in popularity so you can allocate the time and funds to make these trends pay off for your business. Follow these CIO to get inspire by their vision of IT future and prepare for your company.


Every country has its own sets of laws and regulations, there are some laws that are highly questionable. Vietnam is no exception to this, with some laws that are similar to most other countries in the world, but also a select few that may seem strange to some. Here is the list of lawers that you can search for.


Where is Vietnam going from here? What is the next move of Market Research industry in Vietnam? What will the biggest evolution be in Market Research in Vietnam the near future? Take a look on these industrial leaders to follow all new market research trends.


Vietnam is saturated with lively entertainment media and well-produced televisions. By law and policy, however, media and broadcasting activities are considered sensitive sectors in Vietnam and the scope for foreign participation in the same is very limited. See how these successful leaders deal with the media issue in Vietnam.


Vietnam is fast becoming the region’s hottest property market for international investors, as prices at home continue to go through the roof. Many of infrastructure project in Ho Chi Minh City and Hanoi make Vietnam become the hottest spot of Real Estate industry in Asian. See the future of this industry by many successful leader here.