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Vietjet founder Nguyen Thi Phuong Thao is not afraid to employ brazen marketing tactics. (Photo by Nozomu Ogawa)
The Big Story

Vietjet shows the ambition behind its gimmicks

Founded in 2011, the Vietnamese budget airline has captured 40% of the domestic market

| Vietnam

Vietjet Air has achieved brand recognition with one of the crudest marketing ploys in business: using scantily clad women to attract attention. Its stewardesses have worn bikinis on some flights, and the airline publishes calendars of models wearing lingerie in the company's colors, red and yellow. The criticism that inevitably follows only helps to promote the brand even more.

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