JCB brings Japan closer to Vietnam with new brand message ‘Japan Cùng Bạn’

Ho Chi Minh, Vietnam – JCB International Co., Ltd., the global subsidiary of Japan’s only international payment brand, has introduced its new brand message in Vietnam: “Japan Cùng Bạn” which translates to “Japan with You”. 

The initiative marks a key step in strengthening JCB’s cultural and commercial ties with Vietnamese consumers.

Japan has long been one of Vietnam’s closest economic and cultural partners, with Japanese businesses among the first foreign investors in the country. 

Today, Japanese districts, products and services are part of daily life, while Japan remains one of the top destinations Vietnamese people aspire to visit.

For those yet to experience Japan firsthand, JCB aims to bridge the gap by evolving its brand identity. 

No longer positioned solely as “a card that works in Japan,” JCB now seeks to be “a card that enriches life in Vietnam,” resonating with local lifestyles while celebrating Japanese values.

Rooted in trust in Japanese quality and cultural appreciation, “Japan Cùng Bạn” positions JCB as both a symbol of Japan and a reliable companion for Vietnamese consumers. 

The brand message highlights JCB’s ambition to go beyond payments, embodying the thoughtfulness, craftsmanship and respect that define Japanese culture. 

From dining and shopping to entertainment and travel, JCB intends to be part of everyday moments.

As part of the refreshed identity, JCB is adopting Dong Ho folk paintings as its key visual element. 

This traditional Vietnamese art form, known for vibrant colours and depictions of folktales, has been reimagined with a modern sensibility. 

The approach reflects the concept of “learning from the past to create the new,” blending heritage with innovation to create a brand expression that feels both authentic and contemporary.

Through “Japan Cùng Bạn”, JCB reinforces its vision of being more than a payment provider, serving as a cultural bridge between Japan and Vietnam while deepening emotional resonance with local consumers.