Danish Ambassador to Việt Nam and CEO of Lazada Vietnam sign an exclusive partnership MoU. — Photo courtesy of Danish Embassy to Việt Nam

HCM CITY — Danish Ambassador to Việt Nam Kim Højlund Christensen and the CEO of Lazada Vietnam, James Z Dong, on Thursday signed a memorandum of understanding (MoU) to form an exclusive partnership to provide consumers in Việt Nam access to Danish brands and products online.  

With this signing, the first e-commerce Danish pavilion in Việt Nam has been established to showcase merchants, brands and premium quality products of various Danish brands, such as Bang & Olufsen, Danisa, JYSK, Lego, ScanCom, Royal Copenhagen and Trollbeads. 

“Today, I am very happy to sign this MoU with Lazada to launch our first e-commerce pavilion for Danish brands and products on their platform. With this, we do not intend to promote any single product or brand but aim at building up a long-term co-operation between Danish businesses and the Vietnamese market. We would like to highlight our Danish values through a number of premium products and popular brands,” said Christensen.

The e-commerce Danish pavilion will allow customers in Việt Nam to buy authentic Danish products from reputable brands and distributors from the comfort of their homes. This has become an even bigger added value during the COVID-19 pandemic.

“Through this strategic partnership with the Danish Embassy in Việt Nam, we want to enable shoppers to find and buy authentic Danish goods on LazMall easily, as well as to support Danish brands that are well-loved by Vietnamese consumers. We have seen, in the latest 11.11 campaign, a rising consumer demand and preference for a trusted e-commerce platform that guarantees product authenticity. We are honoured to be partnering with the Danish Embassy in this way to meet this demand,” said Dong.

Following the signing of the MoU, a one-week campaign named ‘Live Happily like a Dane’ will also be launched in the Danish pavilion on Lazada from 19 to 24 November to offer customers the experience of buying various Danish products in fashion, food and drink, study and play, home and living.

With the EU-Việt Nam Free Trade Agreement entering into force since August, Việt Nam has become an increasingly attractive market for Danish companies. The Danish pavilion on Lazada will create an opportunity for Danish businesses to introduce their products and expand their services to many more customers in Việt Nam. The Danish pavilion on Lazada is the first country pavilion on Lazada making this a unique partnership which both the Embassy of Denmark and Lazada hope to build on in the future. — VNS