VPBank, Techcombank and the trend of building bank brands through culture
In the race to build a brand among banks, emotional factors and cultural connections are gradually taking center stage. Instead of focusing only on promoting services or competing on interest rates, many banks have boldly stepped out of their “comfort zones”, seeking to touch the hearts of customers through culturally rich experiences. Join SEFA Media in analyzing how pioneering banks create brand impressions through culture in the article below! The importance of Branding for Banks In the context of increasingly fierce competition in the banking industry and increasingly similar financial products, Branding has become a vital strategy. A strong banking brand not only helps attract new customers but also builds trust and strengthens long-term relationships with existing customers. Make a difference in the market With the development of financial technology, most banks provide similar services such as opening online accounts, credit cards, and fast transfers. In this context, the “product” factor is no longer a long-term competitive advantage. It is the brand, with its own style, message, and values, that will help the bank occupy a distinct position in the minds of customers. Increase customer trust Especially in the financial sector, where customers are entrusted with their assets and personal data, trust is key. A well-built, professional and consistent brand will create a sense of security, driving the decision to use the service, even the willingness to pay a higher price. Connect emotionally, retain customers Instead of focusing solely on promotions or competitive interest rates, modern banks aim to build consistent, emotional experiences. An inspiring, approachable, and distinctive brand will make customers feel “in tune” and stay with them for a long time. VPBank, Techcombank build bank brands through cultural experiences Banking branding is no longer limited to providing financial products but has expanded to creating unique cultural experiences to connect deeply with customers. VPBank and Techcombank are two typical examples of this trend. 1. VPBank collaborates with K-Pop artists In May 2025, VPBank created a strong wave of attention on social networks when it announced the “VPBank K-Star Spark in Vietnam” music festival with the participation of two K-Pop “legends” G-Dragon and CL. The information immediately attracted more than 146,200 discussions on social networking platforms in just 24 hours, showing the huge attraction not only from the famous K-Pop star but also from the way VPBank activates the brand through activities associated with contemporary culture. VPBank is choosing music – especially Korean music, which is very popular among young Vietnamese people, as a language to connect with its target customer generation of Millennials and Gen Z. Collaborating with entertainers like G-Dragon or CL also shows VPBank’s brand strategy based on emotions, experiences and cultural values. More than a media campaign, this event opens up an opportunity for the bank to reposition its brand image in the minds of users: no longer a traditional financial institution, but a contemporary brand that understands customers and proactively builds connections through emotional cultural experiences. 2. Techcombank sponsors entertainment show VPBank is not the first bank to incorporate culture into its Brand Building strategy. Previously, in 2024, Techcombank attracted strong attention through its partnership with the game show and music festival “Anh trai vu ngan cong gai”. As a diamond sponsor, the bank proactively built a brand presence throughout every moment of the program. From ticket hunting to on-site experiences, Techcombank has cleverly integrated digital products and services into the event journey, turning the entertainment experience into a natural and seamless brand interaction opportunity. Instead of traditional promotion, the bank leveraged music to create emotional brand touchpoints, contributing to increasing customer goodwill and engagement. Techcombank is not simply promoting its services but is building a modern brand identity – dynamic, creative and connected to the young generation. Mr. Nguyen Anh Tuan, Director of Techcombank Retail Banking, once shared that the bank wants to bring art closer to the public, because music is a means of connecting people. Through this, Techcombank hopes to continue spreading the message of “better every day” through emotional experiences, instead of just focusing on functional benefits. Strategy for building a Bank Brand through cultural experience Cultural experience has become an important strategic direction for banks to create sustainable differentiation. Bank branding strategies based on cultural experience are developed and applied creatively, contributing to enriching the bank’s image in the minds of users. Collaborating with pop culture icons Collaborating with prominent artists in the entertainment, fashion or music industry allows banks to quickly expand brand awareness and create emotional connections with young customers. Pop culture icons represent a lifestyle, value system and inspiration that the brand wants to spread. This is an effective “shortcut” for banks to enter the daily lives of customers in a natural, close and memorable way. Sponsorship of cultural and sporting events Sponsoring cultural and sporting events is an effective strategy for building a bank’s brand, helping the brand to appear in the community in a natural and emotional way. By accompanying races, music festivals or cultural events, banks can affirm their commitment to society, while conveying values according to their brand positioning. For example, Techcombank, with its modern and high-performance image, sponsored the “Techcombank Ho Chi Minh City International Marathon”, turning this event into a symbol of a dynamic and sustainable lifestyle. Create spaces and experiences that bear cultural imprints Some banks are transforming traditional transaction offices into spaces that are culturally and emotionally significant. Many bank branches are designed as cafes, creative spaces, and even art galleries, creating a sense of intimacy and luxury for customers. Techcombank is a typical example with the launch of Techcombank Private Lounge – a classy airport lounge, elevating the experience with cultural quintessence. Telling brand stories through a cultural lens In a context where consumers increasingly prefer emotional connections, banking brands cannot just talk about interest rates, products or utilities but need to tell stories about human values, community and cultural identity. Stories can be expressed in many forms such as short films, podcasts, photo series or artistic collaborations
