SEA CAN Alliance holds second Southeast Asia conference in Ho Chi Minh City

The Southeast Asia Communications Agencies Network (SEA CAN) Alliance by COMCO Mundo held its second Southeast Asia conference in Ho Chi Minh City, Vietnam, according to Mindanao Times. Chi Communications, a founding member and the alliance's Vietnam focal point, co-hosted the event.

Titled "From Vietnamese Products to Regional Brands," the conference brought together alliance leaders from Cambodia, Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam. They met with Vietnamese companies, foreign-invested firms in Vietnam, and marketing and branding teams to discuss how culture, consumer behaviour and media environments in each country affect how brands are received. Sessions focused on using market insights to choose target audiences, messaging and communication channels while keeping a brand's core identity.

The report cited figures from Vietnam's Customs Department showing that trade between Vietnam and ASEAN reached USD 84.3 billion in the first nine months of 2026, up 20.6 percent year on year.

Ferdinand L. Bondoy, lead convenor of the alliance and interregional president and CEO of the COMCO Mundo League of Enterprises, said companies need a consistent brand direction but that execution in each market "must stem from local reality." He said the alliance aims to connect businesses with regional experts and industry leaders.

The alliance also launched its GO SEA Guidebook, which compiles insights from affiliate members across the seven markets and outlines points companies should consider before expanding regionally.

Vietnamese restaurant and café chain RuNam was an official partner, and a case study session examined its entry into Cambodia. Nước Vietnamese Restaurant served as venue partner and Advertising Vietnam as media partner.