Daehong Communications opens Ho Chi Minh City office, expands digital out-of-home ad business

Daehong Communications' Vietnam subsidiary announced Tuesday that it has opened a new office in Ho Chi Minh City.

Through the new office, the advertising agency plans to get ahead of Vietnam's fast-growing advertising and marketing market while expanding its operations southward, building on its existing base in Hanoi.

The company also plans to bring in new media and digital specialists to sharpen its execution capabilities for the local market and further strengthen its media business.

Daehong Communications CEO Kim Deok-hee visited Vietnam to discuss ways to expand the media partnership with VINAMA, a local outdoor advertising firm.

The company also launched a new digital out-of-home (DOOH) advertising medium, The Opera View Media, on Dong Khoi Street — a luxury shopping strip next to the Opera House in one of Ho Chi Minh City's prime commercial districts.

The Opera View Media is a large-scale 3D curved LED display installed along Dong Khoi Street. Daehong Communications secured exclusive advertising sales rights for the medium and will use it to expand its premium DOOH business.

The company will also roll out an integrated media package linking key offline locations of Lotte Group affiliates in Vietnam, covering touchpoints across consumers' daily lives.

Drawing on Lotte Group's integrated media network in Vietnam — which attracts more than 21 million visitors a month — the company will consolidate key advertising inventory across Lotte Mart, Lotte Cinema, Lotte Mall West Lake Hanoi and Lotte Center Hanoi.

The move is intended to deliver integrated advertising tailored to each brand and provide media solutions that maximize contact with local consumers.

"The opening of our new Ho Chi Minh City office goes beyond simply expanding our footprint — it will serve as a springboard to take Daehong Communications Vietnam's media business to the next level," said Lee Won-seok, head of Daehong Communications' global division. "We will continue to strengthen our competitiveness in the local market by combining our premium DOOH medium with Lotte Group's media network across Vietnam."