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Amid globalisation and climate change, Vietnam is asserting its role in the global transition to green development. Interdisciplinary innovation not only drives growth but also strengthens public trust – grounded in transparency, action and investment in people.

Vietnam at a Crossroads of Green Development

In an era of global economic volatility, digital transformation and climate challenges, no nation can afford to stand still in the race for innovation. Vietnam, a country with a strong aspiration for progress, is facing a critical challenge: how to achieve rapid development while ensuring long-term sustainability.

At the SIBE 2025 International Conference, organised by the �ǿմ�ý (�ǿմ�ý) in collaboration with nine international partner universities in a hybrid format – combining in-person sessions in Vietnam with global online participation – nearly 130 scholars, policymakers and business leaders from six countries came together to discuss pathways for green development in Vietnam and the wider region.

With four key themes – global trade, sustainable supply chains and business models, strategic innovation in marketing and management, sustainable innovation in finance and economics, and innovation in tourism and hospitality – SIBE 2025 was not only an academic forum but also a source of inspiration for action.

“In the blink of an eye, the need for innovation and a sustainable future has become more urgent than ever,” said Mark Wheaton, Dean of Higher Education at BUV, in his opening remarks at the conference. With a long-term vision, he expressed his hope that SIBE would become an annual event and a trusted destination for academics and international experts to generate practical solutions to the world’s mounting sustainability challenges.

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Also at the conference, Professor Magiswary from Taylor’s University, Malaysia, delivered a presentation titled “Smarter with less: AI as a catalyst for sustainability and frugal innovation,” highlighting the role of Artificial Intelligence (AI) as a catalyst for green growth. By leveraging AI to optimise processes, reduce waste and expand access to technology, she demonstrated that innovation is not merely a driver of growth but also an ethical responsibility towards future generations.

Her message not only inspired the academic community but also opened up practical pathways for policymakers and businesses seeking to build a “smarter future with less.”

Continuing the discussion, John Daly from the Swiss Education Group (SEG), Switzerland, shared his presentation “Innovation in Hospitality: Do or Die.” He stressed that innovation is vital to the survival of the hospitality industry – adapt, create, or be left behind. In his view, in the context of green economies and sustainable tourism, Vietnam has a significant opportunity to become a regional hub for innovation if it can effectively combine technology, creativity and human experience to redefine service value and elevate its national brand.

A Wave of Innovation – From Technology to Finance

Several research studies presented at SIBE 2025 revealed that the United States’ new tariff policies are generating strong ripple effects across regional markets and digital assets. Paul Amerigo Jr. II Belviz Pajo and Henry De Vera Castro pointed out that these policy changes have created a visible impact within ASEAN: the Philippines enjoys a 0% tariff rate, while Vietnam and China face higher levels, prompting strategic shifts in trade and investment flows.

At the same time, Vietnamese researchers Ton Quang Minh, Mai Hong Anh, Nguyen Phuong Thao and Bui Ngoc Mai analysed how economic shocks from the US have intensified fluctuations in Bitcoin and other cryptocurrencies, showing that financial technology is directly responding to geopolitical volatility. These findings reaffirm that innovation is not confined to technology but also serves as a key driver enabling finance to adapt, anticipate and develop sustainably in a globalised economy.

Adding a perspective from the capital market, Nguyen Huu Hieu, CEO of FiinGroup, presented his analysis of Greenium – the premium associated with green bonds in Vietnam – and offered recommendations from an enterprise viewpoint. He emphasised that while the demand for ESG information and assessments is growing sharply, the market still lacks transparent data systems and reliable evaluation tools. Building a standardised ESG framework, he argued, will be crucial to attract green capital flows and strengthen investor confidence.

From these diverse analyses, it becomes clear that Vietnam must proactively enhance its institutional capacity, data systems and financial technologies – not only to respond to global changes but also to lead sustainable development trends in the region.

“Greenwashing” – When Trust in Sustainability Is Tested

One of the greatest challenges in the pursuit of sustainability is the phenomenon of greenwashing, in which companies publicly commit to “green” values without demonstrating genuine or transparent action. At SIBE 2025, several studies raised concerns that consumer trust is being undermined – particularly among Gen Z, a generation that values social responsibility and brand authenticity.

In her study “Impression Management in Sustainability Reporting,” Martina Farioli reviewed 119 academic works and identified four common strategies companies use to “green” their image: symbolic disclosure, perception management, greenwashing, and inconsistent ESG reporting. She called for greater research efforts to strengthen transparency and accountability in sustainability communication.

From the consumer perspective, Nguyen Hai Van’s research showed that Gen Z consumers in the cosmetics industry highly value authenticity and emotional connection in advertising. These factors increase brand favourability but are not always sufficient to drive purchase decisions. Gen Z respondents particularly preferred campaigns with a distinct Vietnamese identity rather than those mimicking Western models – reflecting a desire for connection to real cultural and human values.

In a related study, Huynh Phuong Nghi and Tran Bao Uyen examined how Vietnamese Gen Z audiences respond to sustainable fashion campaigns on TikTok and Instagram. While 72% of respondents recognise the importance of sustainable fashion, only 41% actually purchase such products, citing limited trust in brand sincerity and price barriers. According to their findings, micro-influencers and emotionally resonant stories rooted in Vietnam’s cultural context are key to building trust and promoting responsible consumption.

Together, these three studies – from the perspectives of business, communication and consumer behaviour – deliver a clear message: sustainable development cannot remain a statement of intent; it must be backed by tangible action, authentic communication and transparent ESG reporting. Only then can brands retain the trust of future generations of consumers.

Towards Action and Vietnam’s Emerging Role

The research and discussions at SIBE 2025 underscored that Vietnam is entering a period of transformation, where technological capacity, human capital and brand identity form the foundation of sustainable growth.

Nguyen Thu Hien noted that, to seize opportunities from Supply Chain 4.0, Vietnamese enterprises must develop the agility to quickly adapt to new technologies while balancing process optimisation with creative innovation to maintain long-term competitiveness. Hoang Manh Cuong added that urban human capital can serve as an important catalyst, helping small and medium-sized enterprises increase productivity and innovation through knowledge networks and local connectivity.

Continuing this line of thought, Hoang Thi Thu Phuong highlighted that, in the education sector, the relationship between students and universities – when built on shared values and identity – can become a driving force for loyalty and innovation.

From these perspectives, it is evident that Vietnam is not only adapting to global trends but also defining its own path forward – grounded in practical action, localisation strategies and investment in people – towards a green, innovative and sustainable economy.

Through inspiring presentations, panel discussions and cross-disciplinary exchanges, SIBE 2025 concluded with meaningful outcomes and connections. The academic insights, innovative ideas and collaborative spirit that emerged from this year’s conference will continue to resonate – laying the groundwork for SIBE 2026 and the next steps in Vietnam’s sustainable innovation journey.