Byravee Iyer
Nov 24, 2016

CJ Group establishes agency joint-venture in Vietnam

South Korean company's content arm creates JV with Vietnam's Blue Group.

CJ Group HQ
CJ Group HQ

CJ Group's content and marketing arm CJ E&M has created a joint venture with a Vietnam-based agency called Blue Group, with the aim of boosting collaboration across media, advertising, events and cinema.

The companies did not disclose financial details. Campaign Asia-Pacific was unable to reach a spokesperson for comment.

Blue Group, established in 2007, has offices in Hanoi and Ho Chi Minh City. It bills itself as a multimedia agency with strong interests in advertising and communications. It owns a group of five companies including Blue Ocean, Aquablue, BlueLight and Indolink. Blue Ocean, the firm said, is among the country's top five media agencies in terms of billings. The Group’s clients include Manulife, Yamaha, AIA and Bayer.

"Vietnam has great potential in cultural and entertainment content," said Kim Sung Su, CEO of CJ E&M in a statement. "With CJ Blue, we can provide leading human resources and creative services to customers and interesting entertaining programmes."

According to Tarun Dhawan, founder of Vietnam-based Moblaze and former MD of Riverorchid Notch, the deal should help CJ Group strengthen its media vertical. “Blue Group has verticals in media, content and events,” said Dhawan. “This should help CJ Group in-source to Blue Group services it would otherwise outsource to other agencies when it comes to promoting their own brand.”

South Korea has strong bilateral and trade relations with Vietnam. It is also one of the biggest contributors of foreign direct investment into the country.  

Earlier in the year, CJ Group promised to invest US$500 million in Vietnam, making it its second biggest market overseas, after China. “The Vietnamese have been fond of Korean popular culture, be that K-pop, Korean dramas, or even fashion and food," Dhawan added. "This investment may help strengthen Korea’s position in the TV content space.”

The South Korean conglomerate has acquired several businesses in the country. It purchased popular Kimchi brand Ong Kim’s in January, bought Vietnam’s largest multiplex chain Megastar and launched a home shopping channel called SCJ through a joint venture with cable TV operator SCTV.

Related Articles

Just Published

20 hours ago

Mindshare adds dedicated China leadership

EXCLUSIVE: APAC CEO Amrita Randhawa has relinquished her China responsibilities to two new leaders, Benjamin Condit and Linda Lin.

20 hours ago

Pinterest unveils new tools and insights for marketers

Major takeaways from the platform’s first global advertiser summit.

21 hours ago

Crash Course: How to develop a content strategy

You know content should be a key part of your overall brand strategy, but where do you start? This course explains the key steps you should take to ensure an effective content journey.

21 hours ago

The unlimited potential of live storytelling in ...

Brands like Standard Chartered, Uber Eats and Mastercard achieve impact by marrying human emotions with the unpredictability and excitement of live sports.