La vache qui rit

Forbes recently printed a McKinsey report about the coming consumer society in Vietnam. In other words, we will soon see La Vache qui rit in supermarkets along side real cows which are still allowed to roam free in the country side.

Vietnam 2040 will very much resemble US 1950, when the going was good: chicken in the pot and Chevy in the driveway.

Auto dealerships have sprung up at the outskirts, such as Dong Nai: Toyota, Honda and Ford.

Billboards build brands: Liberty Insurance, Prudential and VNPT.

Supermarts, hypermarts and convenient stores are found everywhere, selling of course, high margin, high carb items. KFC, Carl’s Jr and Lotteria employees are tasked to ask if you wanted fries and soda (combo no 1).  An underground mall has recently been opened in Hanoi to much fanfare.

In the country side, people however are happy with satellite TVs, internet hook…