Giftee Malaysia and Mekong Communications form joint venture to develop e-gift in Vietnam

July 19, 2021 | 08:00
Following its expansion into the Malaysian market, a new joint venture between the Malaysian subsidiary of Japan-based e-gift service Giftee and marketing communications company Mekong Communications has just been announced, signaling the expansion of the e-gift service to Vietnam.

Giftee Malaysia and Mekong Communications, a member of Mekong One, have just announced the formation of a joint venture (JV) for Giftee Mekong. Through Giftee Mekong, Giftee Inc., Japan will transfer its Vietnam operations to the JV and will focus on two core objectives: to distribute e-gifts or digital vouchers to the retail and food and beverage (F&B) industry, and to provide various digital marketing incentive solutions to businesses in Vietnam through the “Giftee for Business” programme. Giftee Mekong is the next step in the strategic alliance forged between Giftee Inc., Japan, and Mekong One in January 2021 and has been officially operational since July 2021.

After Malaysia, Vietnam is the second Southeast Asian market for Giftee
After Malaysia, Vietnam is the second Southeast Asian market for Giftee

To materialise these venture objectives, Giftee Mekong will bank on Giftee’s business expertise in the e-gift industry acquired through its extensive business in Japan and Malaysia, while Mekong Communications will use its extensive client network of F&B businesses to generate engagement of digital marketing services for corporations.

Various business synergies will be implemented with the venture’s new clients such as enabling brands to issue e-gifts or opening markets for e-gift providers to enable corporations to incorporate e-gifts into their business strategy, as well as offering various solutions combining digital marketing strategies with e-gifts.

Founded in 2010 in Japan and currently represented by directors Mutsumi Ota and Tatsuya Suzuki, the company offers four services for consumers and businesses: giftee-C2C gift service, e-gift System, giftee for business, and Welcome! STAMP, an electronic system making engagement with local businesses easier, including e-payment for transport systems and local taxes, among others.

“The e-Gifting service has experienced steady growth for the last few years in Vietnam but it is still far from reaching its maximum potential. Digital transformation is a survival strategy for most companies. We believe that Giftee can contribute significantly to the digital transformation of Vietnam as well as bring the convenience of e-gifting service to local users,” said Le Bui Kim Son, CEO of Giftee Mekong.

The e-gift service has experienced steady growth for the last few years in Vietnam but it is still far from its maximum potential
The e-gift service has experienced steady growth for the last few years in Vietnam but it is still far from its maximum potential

Meanwhile, Mekong Communications is part of the larger corporate network of Mekong One, which focuses on three main areas: marketing communications, distribution solutions, and real estate strategic consulting and advisory.

More than 12 years of experience has given the company unparalleled knowledge of the environment as well as the potential advantages of the Vietnamese market, making it an authorised strategic partner for a broad range of giant companies, especially Japanese companies in Vietnam.

“Undergoing more than 12 years of development, Mekong One is one of the top media agencies in the country owning an ecosystem with Vietnam’s authenticity. We are confident that with our core competencies, deep experience in the local market, digital infrastructure, and AI, the collaboration between Mekong One and Giftee will make a great difference not only in products and services but also contribute to elevating the experience for Vietnamese users,” said Nghia Vo, general director of Mekong Communications.

As of the middle of July 2021, Giftee Mekong has been providing eGift services to more than 65 brands like Phuc Long, The Coffee House, 7-eleven, and Circle K, among others. The new JV is responsible for growing the Giftee brand recognition, increasing e-gift exposure, as well as maximising distribution volume in Vietnam.

In Vietnam, the parties are confident to create a new culture and custom by allowing Vietnamese to send gifts daily. Meanwhile, Giftee Inc., including Giftee Malaysia, will continue seeking new overseas markets for business expansions of e-gift.

By Dinh Thuy

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