Global Learning

Group photo at Hanoi International Airport (Noi Bai) Vietnam

Applying Kolb’s cycle by using experiences to gain insights and fresh perspectives.

SOCIAL INNOVATION IN HANOI

Welcome to the Global Learning page. Employers highly value graduates with global perspectives, and SUSS prioritise the development of such competencies through our Global Learning programmes.

As part of my overseas experience, I took a module called NIE351 Interdisciplinary Global Learning: Social Innovation in Hanoi. I was fortunate to embark on a 10-day trip in December 2023 to Hanoi and Sapa for the Social Innovation in Vietnam course. I had a unique opportunity to learn about Social Impact Businesses (SIBs) in Vietnam. This reflection essay adopts Kolb’s Experiential Learning Cycle of Concrete Experience (CE), Reflective Observation (RO), Abstract Conceptualisation (AC), and Active Experimentation (AE), to explore the insights gained during the trip that contributed to a holistic understanding of social innovation in Hanoi and Sapa. This transformative journey allowed me to develop new perspectives, focusing on changing perceptions from a Marketing lens. Key insights are understanding corporate values, leveraging tourism, and navigating the dynamic SIB ecosystem.

Insight #1: Understanding Corporate Culture

My pre-trip knowledge-based goal is to understand Vietnam’s corporate culture on social enterprises and SIB to apply in Singapore. This involves understanding the values of SIBs. Engaging with local SIBs like Vinasamex exposed the importance of adapting to the culture for the organisation’s success.

Employing Kolb’s cycle, CE occurred during the Vinasamex. CEO Ms Lisa Huyen’s stories about establishing Vinasamex were enlightening. For instance, part of RO, I felt inspired when Ms Huyen shared that Cinnamon originates from Vietnam and how they aim to bring that story to light, continuing the Vietnamese tradition. Furthermore, I was impressed with the Vinasamex office design, which prioritises employee welfare by providing amenities like Yoga lessons to improve productivity. Using AC with interdisciplinary thinking from Social Work and Human Resources, I had a better grasp of Vinasamex’s sustainable values and the importance of empowering ethnic minorities through its practices, including employee welfare as a way of adapting culture to suit the needs of the internal stakeholders. Vinasamex recognises the value of human resources to generate sustainable business. This fresh perspective helps my Marketing lens in AE by incorporating inclusivity into marketing strategies to align all stakeholders with SIB’s commitment, providing an authentic connection with audiences.

The experience with Vinasamex provided valuable insights into how corporate culture influences SIB in Vietnam, drawing meaningful applications to Singapore. Understanding Vinasamex’s commitment taught me that corporate culture can be deeply rooted in the initiatives of SIBs. This firsthand knowledge equipped me with a perspective that Singapore SIB can potentially integrate shared values into its business practices, creating a consistent mission-driven purpose.

Photos during the sharing session at Vinasamex's office in Hanoi

At Traphaco's production facility, posing with a pleasant gift from Traphaco.

Immersive experience at Traphaco's agriculture farm

With a friendly Sapa local

Group photo after heartwarming and memorable Sapa homestay experience

Insight #2: Leveraging Tourism

Engaging with SIBs like Sapa O’Chau and Traphaco revealed diverse perspectives in rural Vietnam, helping me achieve my skill-based goal of gaining cultural empathy. I was curious about how SIBs in Sapa leverage tourism to further its social impact and financial sustainability. While exploring the social challenges, I gained the key insight of how cultural empathy and tourism can work together to improve the livelihoods of ethnic minorities.

Using Kolb’s cycle, the visit to the Sapa O’Chau homestay and Traphaco as CE exposed me to social challenges in Sapa. Traphaco’s warm hospitality and the visit to their farms, including the sharing by our homestay host Sue, demonstrate their passion for creating sustainable practices and community development. One significant moment was when Traphaco’s CEO Mr Tran Tuc Ma requested to connect via LinkedIn, suggesting his dedication to growth through networking. RO highlighted the importance of considering diverse perspectives. For instance, Traphaco analysed and identified strategies to improve its current business practices for growth. Furthermore, during the sharing session with homestay host Sue, a question was raised regarding how modern homestays affect traditional homestays within Sapa, to which she gracefully explained that it is good as more people can learn about the ethnic minority. She justified by saying that the increased number of homestays raises awareness and exposure. One memorable experience was interacting with a local near the Sapa homestay. She took the time to talk to us and even introduced a local snack. This meaningful interaction left a positive impression. With this experience, using AC through interdisciplinary thinking in Hospitality and Economics, I recognise that positive hospitality develops cultural empathy. Community engagement can build positive relationships that contribute to the sustainable livelihood of the ethnic minorities ensuring long-term economic viability. The positive experience as a tourist fostered cultural empathy, creating a broader understanding of different cultures, which supports my Marketing lens using AE to increase customer reach through storytelling with cultural sensitivity and authenticity.

Sapa O’Chau’s homestay and visits to Traphaco provided insights into the impact of SIBs on Vietnam’s rural communities. Mr Ma’s dedication and homestay host Sue’s passion demonstrated the need for positive stakeholder engagement like tourists, contributing to the livelihood of ethnic minorities through favourable impressions and experiences. Through tourism, my visit to Sapa allowed me to develop cultural empathy by learning diverse perspectives, that will help tailor marketing strategies to cultivate deeper connections.

Insight #3: Ecosystem Dynamic

The last key insight is about my knowledge-based goal of understanding the challenges and opportunities of SIBs in Vietnam, and my skill-based goal of developing cross-cultural relationships. I understood the importance of support that helps with the sustainability of a business. Gaining insight in the understanding of the relationships between stakeholders within the ecosystem helps in navigating Vietnam’s SIB sector and building meaningful cross-cultural relationships.

Applying Kolb’s cycle, CE involves interactions with stakeholders in the ecosystem and learning about the approach toward operating with or as an SIB. For example, RO from interactions with VunArt and KymViet inspired me through their innovation like VunArt using leftover fabrics and KymViet integrating a café into its business. One takeaway came from VunArt’s Mr Le Viet Cuong sharing when he mentioned not treating SIB like a charity but as a business with quality products. Furthermore, interactions with the students from Foreign Trade University (FTU) and the sharing session from Impact Investment Exchange (IIX) helped me understand the importance of resources and support for the SIB. In AC, I used interdisciplinary thinking in Finance and Education to further comprehend the SIB dynamic in the ecosystem. For instance, VunArt and KymViet empower beneficiaries through their business practices, while FTU and IIX take on advisory roles to SIBs in helping improve practices and attract investors. With AE, I plan to use this understanding of the ecosystem dynamic from a Marketing lens, influencing customer perception by educating them that SIB is more than charity and can produce quality products. The change of narrative is also an attempt to boost investors’ confidence.

My exploration of Vietnam’s SIBs revealed a crucial insight into ecosystem dynamics. I was able to understand the significance of support from stakeholders. Interconnectedness within the SIB is also crucial in navigating challenges and opportunities to create new solutions for greater social impact. This is further enhanced while completing the group activity with FTU students shown, including our post-trip assessment that helped to further delve into the issues faced by SIBs. This allowed me to realise the significance of cross-cultural relationships in understanding customs and gaining a global perspective. For instance, interaction with FTU students revealed that Facebook is a prominent social media platform in Vietnam. Through these interactions, I aim to reframe the SIBs narrative using a Marketing approach, emphasising that SIBs are not just charities but businesses that can deliver quality products while creating social impact. Crafting messages on platforms like Facebook to reach the Vietnamese audience can help change perception and gain investors’ confidence, increasing SIB sustainability in Vietnam.

VunArt experience making tote bags withinvaluable assistance of persons with disabilities (PWD).

Group photo after insightful sharing by IIX and Canadian Embassy in Vietnam.

Group activity and bonding with FTU students that was awarded the best presentation among all groups, including a certificate of achievement.

At a beautiful cafe in Sapa with new friends made from different disciplines

Synthetic perspectives from different disciplines were pivotal in developing my understanding of Vietnam’s SIBs. By combining insights using various disciplines, I gained a better holistic view. The fresh perspective of SIB being more than a charity but a viable business with special marketing needs helped reshape my worldview by highlighting the importance of storytelling to change customers’ and investors’ perceptions. For instance, the narratives of Vinasamex and Sapa O’Chau can be used as a marketing tool to foster deep connections with the audience that go beyond charity. The emotional connection can create shared values and purpose, resulting in customer loyalty with repeated purchases to contribute to the SIB and society. Through a Marketing lens, my role as a marketer is to use effective storytelling to transform one-time charitable support into long-term commitment, ensuring SIBs sustainability.

The 10 days to Hanoi and Sapa was a life-changing experience exploring the world of SIBs and forming meaningful connections. Applying Kolb’s Experiential Learning Cycle, I gained key insights that allowed me to develop a holistic understanding of SIB in Vietnam from a Marketing perspective. Understanding corporate culture through engagement with Vinasamex showcased the importance of a cohesive company culture. Leveraging tourism helped me develop cultural empathy through the positive experiences from Sapa O’Chau and Traphaco, creating a meaningful connection. SIB ecosystem dynamic revealed the importance of stakeholders’ interactions as an effort to educate audiences. Synthesising these insights reshaped my worldview, emphasising the power of storytelling in transforming one-time charitable support into a sustainable commitment to the success of SIBs.

Group photo at the breathtaking Canadian International School in Lao Cai, Vietnam.

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