Former French Ambassador Starts Business in Hanoi: Vietnam is a Place Worth Living!

In a conversation with Dan Tri reporter, former French Ambassador Jean-Noël Poirier spoke Vietnamese fluently. He repeatedly mentioned the word "fate" and his special love for the S-shaped land.

The former Ambassador identified himself as "a Westerner of Vietnamese origin", not a transit guest, coming to Vietnam for work. He considered this place his second home - the land to stay for the rest of his life.

Coming to Vietnam for the first time in 1989, working in Vietnam for 9 years as the French Consul General in Ho Chi Minh City (from 2000 to 2004) and French Ambassador to Vietnam (2012 - 2016), how has Vietnam changed in your eyes compared to the first time you set foot here?

- I came to Vietnam in October 1989 on a business trip with the French delegation as a diplomat . Before coming here, I studied Vietnamese at university and read many books about your country. I was always curious and wanted to come here one day to learn about the life and people of Vietnam.

In my impression, Vietnam at that time was a peaceful country, with friendly and open people. However, life for people in the 90s was still difficult. In big cities like Hanoi and Ho Chi Minh City - where I passed through, there were very few shops, restaurants... At night, the city was also quite deserted, with very few lights.

But now it's different...

I am impressed by the dramatic change in Vietnam’s economy . Before 1986, Vietnam was still a rice importing country because domestic production could not meet consumption demand. However, after the renovation, Vietnam has continuously been in the top 3 largest rice exporting countries in the world.

During my 30 years of living and working in Vietnam, I have witnessed the spectacular recovery of Vietnam's economy. Vietnam's GDP growth is quite high. From 2016-2019, Vietnam was in the top 10 fastest growing countries in the world, and was one of the 16 most successful emerging economies.

In 2022, Vietnam's GDP will reach 8.03%, in the context of the world economy facing many challenges, especially the post-Covid-19 crisis. This is a very impressive figure that few countries have achieved.

Is this the reason why you decided to stay in Vietnam to start a business after finishing your term as ambassador? Is choosing to stay in Vietnam a decision that "changed your life"?

- Choosing to live in Vietnam, for me, was a natural decision, as the Vietnamese often say it was "fate". My wife is a woman of Vietnamese origin, working at the French Embassy. After my term ended, she continued to work for another term.

In addition, I have spent a long time attached to the Vietnamese people and culture. Every day in Hanoi makes me feel like I am at home. This city has the antiquity of old French villas, the mossy nostalgia of old apartment buildings… All of them give me a sense of familiarity and closeness.

Apart from personal reasons, as you said, I chose to stay in Vietnam to start a business because I saw the potential for rapid economic growth in all fields. I want to be a part of this development.

During my time as French Ambassador, many French businesses in particular and in Europe in general wanted to invest in Vietnam, but they did not know where to start or how?

I see myself as being able to help foreign companies learn about Vietnam's potential sectors, helping them understand the culture, economic situation, strengths, risks, etc. when investing in your country.

That is why after finishing my term, I decided to establish a consulting company in Hanoi. My company will support and advise foreign companies on procedures, processes, and fields that they want to invest in Vietnam, and vice versa, we also help Vietnamese companies invest or find suitable partners abroad.

So where does the nickname "Laundry Ambassador" come from, sir?

- In addition to the consulting company, I also currently open a laundry brand with 3 stores in Hanoi. That's why people often jokingly call me "the laundry ambassador".

I really like this nickname (laughs).

Starting a business in Hanoi is my specific experience in economics, trade and services in Vietnam and helps me change a lot.

I had this idea for a long time. Before, when I was an ambassador, I had to wear a suit every day and always had to find a place to do laundry. However, in Hanoi, this service has not reached the "high-class" level as in Europe.

Vietnamese people, especially women, pay a lot of attention to and invest in clothing. They wear expensive, branded clothes, but when they have to have them laundered, they have to take them to a 5-star hotel.

I realized that there had to be a separate laundry brand, a high-end service to serve this customer base. So I opened a chain of laundry stores.

Currently, after testing positive for Covid-19, the laundry chain has many regular customers and the business is making some profit.

Is being an ambassador and being a business owner much different, sir?

- Of course, changing position from ambassador to businessman, there are many difficulties and differences.

Before, when I was the French Ambassador to Vietnam, my mission was not to make money but to represent the face of a country. If I did not do well, I could be transferred to France to work for an office but I never had to worry about "losses or profits", I did not have to spend my own money, I did not have to worry about selling anything.

However, when I founded the company, I had to do all the work, from building business strategies, visions... One day, if I didn't do well, I would have to worry about making up for the losses with my own money.

How do you evaluate the current economic picture of Vietnam? Starting a business in Vietnam, do you think this is a "fertile land" for businesses?

- Vietnam is an attractive and interesting land for foreign businesses and companies. Many business owners responded to me that they see Vietnam as a potential, dynamic and fast-growing business environment .

The biggest change I have seen in the past 10 years is the quality of education and human resource training in Vietnam.

In the past, when recruiting, foreign companies had to retrain their employees from AZ. But now everything has changed. Young people today are much better educated. They are good at English, know many skills and are also very hard-working, diligent and eager to learn. Foreign business owners highly praise Vietnamese employees.

In addition, the Vietnamese Government also pays great attention to foreign investors and creates the best possible conditions. This is a bright spot, favorable for companies wanting to start a business in Vietnam.

However, no matter where you are, nothing comes naturally or easily. Cultural differences are the problem that many businesses face, especially European businesses when investing in Vietnam. The business environment in Vietnam is also very competitive, and without careful preparation, success will be more difficult.

Having lived and worked in Vietnam for over 30 years, you once used the word "fate" when talking about your attachment to Hanoi and Vietnam - a place you consider your second family. What makes you love Hanoi and Vietnam so much?

- As soon as I arrived in Hanoi to take up my ambassadorial duties in July 2012, I felt as if I had "returned home". The magic of this city is that every day I feel like I am in both France and Vietnam.

Hanoi is modern but still retains its ancient charm. I rode my motorbike by myself, to wander and explore every corner of the city. I love the feeling of being immersed in the vibrant, bustling, energetic atmosphere here.

I like the way Hanoians start a new day with a rhythm. On the streets, everywhere you see old men and women, groups of young men and women exercising to lively music. Everyone has their own place, everyone is welcome, including native Hanoians and people from other places, without any discrimination.

The French are individualists, more accustomed to being alone than working in groups. That's why I found this atmosphere wonderful.

Hanoi is like a big outdoor restaurant where you can enjoy a cup of coffee on the sidewalk, eat a bowl of hot pho… and watch the bustling flow of people moving around the streets.

I find that "everything is delicious" in Hanoi. Since I've been living here, I've had Western breakfast, Vietnamese lunch and dinner.

I am also impressed with Vietnamese women. They are not only energetic, well-organized, elegant, charming, but also kind and humorous. I often joke: In Vietnam, women do everything, and men do the rest.

Hanoi always gives me something new and attractive every day. I always feel like I can never discover all the beauty and mystery of this city.

You once shared that there is a part of you that is Vietnamese. So what do you think is the "most Vietnamese part" in you?

- I am not a foreigner transiting in Vietnam or coming to Vietnam to work. I am a Westerner of… Vietnamese origin (laughs). If there is a Vietnamese person in the family, it is none other than me.

I was influenced a lot by living in Vietnam, but in a positive way. I learned from Vietnamese people about friendliness, openness, kindness and generosity. I learned to listen better, care more about the community and no longer put personal interests first.

The time I had Covid-19, the 17 days of treatment at the Central Tropical Hospital, Kim Chung facility (Dong Anh district, Hanoi) were the most unforgettable memories of my life.

That day was March 24, 2020, I was surprised when the medical staff knocked on my door and informed me that I was patient number 148, and had to be isolated and treated overnight. I was really shocked and worried.

Immediately after that, I was taken to a room with 4 other patients. The doctors and nurses took great care of me. They always asked me how my day was and how my health was. I was really impressed and touched by the thoughtfulness and sacrifice of the Vietnamese doctors.

They work 24/7, no days off, no going home but eating and sleeping with patients at the hospital.

Many Vietnamese friends were very worried when they learned that I was infected with Covid-19, constantly calling, asking about me, sending food and gifts to the hospital. I recovered very quickly, even thanks to a moderate diet and exercise, after being discharged from the hospital I lost weight and my health was also very good.

The love I received in Vietnam has changed my outlook on life. I am truly grateful for that!

Vietnam's goal in the 2021 - 2030 period is to attract more large foreign investment corporations, especially those on the Fortune 500 list. To do this, what should Vietnam do, sir?

For your part, what role do you think you will play in bridging and attracting foreign businesses, especially French ones, to invest in Vietnam?

- 10 years ago, when I first started working as the French Ambassador in Hanoi, Vietnam's FDI (foreign direct investment) was only about 10 billion USD. Currently, this number has increased, in 2022, the total registered FDI capital in Vietnam reached nearly 27.72 billion USD, of which, the realized FDI capital reached a record 22.4 billion USD.

It can be seen that Vietnam is a successful model in attracting foreign investment thanks to its stable political situation, attractive investment environment, and talented human resources...

Vietnam is also considered a potential destination to attract investment waves shifting from China. I believe that the investment trend in Vietnam will continue to increase in the coming time.

My company is supporting a French hydropower company to seek investment opportunities in Vietnam in the clean energy sector. We will analyze the profile, understand the foreign company's wishes, then advise and find suitable partners in Vietnam. We also propose a strategy to implement the project.

I am very happy that we have successfully connected many projects in the past time. Not only helping to find investment opportunities, we also help foreign companies solve problems they encounter when doing business in Vietnam, if any.

In recent times, the Vietnamese Government has implemented many policies to attract FDI into Vietnam. However, I think there are still some issues that need to be resolved such as: Administrative procedures need to be faster and more concise, environmental issues and waste treatment also need to be prioritized and considered.

If you were not the French Ambassador to Vietnam, do you think you would have come to Vietnam in another role?

- I don't know... but one thing is for sure, my becoming the French Consul General in Ho Chi Minh City and the French Ambassador to Vietnam is not a coincidence. I have been studying Vietnamese language and culture since I was 23 years old and set a goal for myself to set foot in Vietnam.

I tried and made an effort to be appointed to a position at work, to make my dream come true. That is, when you want something, you will do everything, by any means to be able to achieve it.

For me, Vietnam is not only the land I come to work but also my second homeland, an important part of me!

Many thanks to Mr. Jean-Noël Poirier for the chat!

Editorial: Regardless of skin color, language, nationality, many foreigners living and working in Vietnam over the years have attached themselves to and loved this land as their own homeland. With sincere hearts, they contribute and dedicate themselves to Vietnam in many fields, from economy, culture, cuisine, to tourism, education, environment. More than anyone else, they are foreign "ambassadors" who tell the most authentic stories about Vietnam to international friends. Dan Tri e-newspaper respectfully introduces to readers a series of articles Foreign "ambassadors" , introducing international friends who silently inspire beautiful living in the flow of modern life.

Performed by: Ha Trang - Minh Nhan

Design: Tuan Huy

June 30, 2023

Dantri.com.vn