JCB has launched a fresh brand identity in Vietnam, using traditional Dong Ho folk art and weekend promotions to position its cards within everyday life.
Its international operations subsidiary introduced the new brand message “Japan Cùng Bạn” (“Japan with You”) on behalf of JCB Co., Ltd., Japan’s only international payment brand.
Japan has long been one of Vietnam’s closest economic and cultural partners, with Japanese businesses and products embedded in daily life.
The new positioning shifts from “a card that works in Japan” to “a card that enriches life in Vietnam,” aiming to act as a bridge between Japanese quality and craftsmanship and Vietnamese daily use.
The campaign incorporates Dong Ho folk paintings inspired by the idea of learning from the past to create the new, depicting daily scenes with universal emotions such as joy, happiness and excitement.
To support the launch, the Happy Weekend program runs every Saturday and Sunday until 31 March 2026.
Offers include 30% discounts at KOI Thé, KOI Café, Trung Nguyên Legend Coffee, Nitori, AEONESHOP, AEON MALL and Fahasa Bookstore, and VND 500,000 off weekend purchases at FPT Shop, FPTshop.com.vn, PNJ and Pandora.
These promotions complement existing benefits such as monthly cashback at UNIQLO and up to 30% off at more than 100 restaurants in Vietnam, with additional deals planned with travel and wellness merchants.
