What if entering Vietnam isn't the challenge... but entering it at the wrong moment? Market expansion isn't about showing up. It's about knowing when, how, and why a market chooses you. That's what Souls Lab is built for. Here's how we help global emerging tech teams turn market entry into market advantage. 🧵

Our latest research highlights several signals global AI companies should pay attention to: → Adoption is growing, but usage remains relatively basic. 72% of respondents in Public First’s Vietnam AI Opportunity Report 2026 were light or intermediate users, primarily using chatbots for drafting and research. → Work and education are key entry points. 84% of active AI users surveyed by Decision Lab used AI for work and education, creating opportunities to solve specific, existing problems. → Trust depends on the use case. Productivity may attract users, but accuracy, privacy and accountability become critical when AI enters business workflows. → Distribution is part of the GTM strategy. Local partnerships, technical communities and ecosystem relationships can help products reach the right users and overcome adoption barriers. → Enterprise adoption doesn’t guarantee business value. Nearly 75% of businesses surveyed in the CIO Vietnam Survey 2026 had started testing or deploying AI, yet only 6.3% reported clear financial value from their overall AI portfolio. For global AI companies, winning in Vietnam means connecting market insight, product positioning and local GTM execution, not simply launching into a growing market. Our latest article explores Vietnam’s AI adoption landscape, from how consumers use AI today to the opportunities and barriers facing enterprise AI, and what these signals mean for companies building their market entry strategy. Read the full article below 👇

Well, that's what we've been doing for years at Souls Lab. What we keep telling our clients: ❌ We don't want YOU to burn money on paid ads, paid KOLs, or any kind of paid media. ❌ We don't want YOU to waste time writing 100 similar tweets a day without any strategic intention behind them. ❌ We don't want YOU to waste effort going back and forth with an agency team every single day just to get things done. Because working with our team means: ✅ We engineer organic virality through Narrative Design Thinking - our trademarked, proven framework. ✅ We strategize every move with intention - when to post, what to say, and which formats to use. ✅ We own the process and deliver exceptional results. You own the product.

If AI makes creation almost free, what becomes harder to copy? It’s the belief around it. As @clairejyz - Partner of @lightspeedvp - puts it, five founders can build in the same space with the same playbook, yet one can still raise, attract talent, and get people to believe in the vision. The difference is often the narrative they tell and the future they make people see. In a world where everyone can build, narrative may matter more, not less.

“Perception is more real than reality.” This point from Alexandr Wang is a good reminder that building a better product doesn’t always mean winning the market. Buyers don’t always act on what is objectively true; they act on what they believe is true. That’s why narrative isn’t just about telling a better story. It can shape the reality a market is willing to act on. A better product can still lose if the market doesn’t see it that way.

Vietnam is becoming one of the most important markets for emerging tech in Southeast Asia. But markets aren’t won by products alone. They’re won by building a world people want to be part of - a narrative people understand, a community that carries it, and an ecosystem that makes it grow. That’s Narrative-led GTM. We’ve helped a diverse range of emerging-tech companies to design their market entry strategy and build a lasting presence in Vietnam. The new Souls Lab is live. soulslab.co/

Souls Lab is glad to be part of the Road to Colosseum ecosystem and even more glad to put our own piece on the table for Vietnam builders. 🇻🇳 For builders taking part in Road to Colosseum Vietnam, we're opening up support across three areas: ◾️ Narrative & GTM Strategy: Custom positioning and market-entry advisory for emerging tech companies ◾️ Souls Creator Network: Access to 400+ vetted tech creators to drive organic distribution and community reach. ◾️ Custom Expansion Support: Limited cohort slots for teams looking for hands-on, goal-based market expansion. For us, building is only half the journey. The other half is giving the market a reason to understand, believe in, and act on what you’ve built. That’s why we care about narrative, positioning, and GTM just as much as the product itself. Thanks @SuperteamVN for bringing the ecosystem together. We’re here for what you build beyond the submission 🚀

Hanoi builders, see you on Sep 19. Our Founder, @AnhLeNDT, will be joining Road to Colosseum for a session on "The Role of Narrative Design in Building Emerging-Tech Products." See you there! 🙌

Something new is coming to Souls Lab. More soon. 👀 🤟

We’ve already shared the story of how we repositioned Superteam Vietnam. And there’s one idea at the heart of the case: The real shift wasn’t from one narrative to another. It was from building a community to building a system. Superteam Vietnam already had builders, activity, and momentum. What was missing was the connective layer between: Builder → Founder → Capital → Institution. So instead of asking, “How do we grow the community?” We asked: “What role should Superteam Vietnam play in making the ecosystem compound?” That question changed everything from positioning and leadership narrative to the programs we built and the conversations we entered. The result was a chapter designed not just to gather people, but to move them forward. We’ve broken down the thinking, the repositioning, and what happened next in the full case study. 👉 Read it here: soulslabs.substack.com/p/bui…