Huynh Dinh Thai Linh, ED, World Trade Center, Binh Duong, New City


Ms. Linh Huynh has over 20 years in international business and design customer experience in the private, public and non-profit sectors. Being passionate in promoting sustainable trade in Southeast Asia and pursue career in service innovation and design to enhance customer experiences for different sectors: airlines, healthcare, higher education, trade promotion and exhibition industries, Being as speaker/trainer/facilitator in marketing and innovation management which require high professional expertise and social competence paired with charismatic, flexibility humor. The following topics are usually requested by clients: Business Model Design/Innovation Management Tools; Design Thinking Process; Customer Services/ User Experiences Design; Value Creation Through Disruption.

ES. World Trade Center Binh Duong New City (WTC BDNC) is a new destination for international trade activities in the Southern Key Economic Zone of Vietnam. How WTC’s role is significant in promoting sustainability and innovation for industrial activities?

Linh Huynh. WTC Binh Duong New City has an important role in promoting sustainability and innovation in the Southern Key Economic Region. We work closely with the Department of Science & Technology of Binh Duong province and other large technology companies to implement programs to help businesses develop in the most sustainable and innovative way through implementation of technology in their manufacturing and production activities. For instance, WTC Binh Duong New City was chosen as a partner of the European Commission to host an event on technology transfer in March 2021. The event had high-position leaders from the EU, ASEAN, and Vietnam discussing topics related to technology and innovation as well as opportunities for EU technology transfer to Vietnam.

ES. World Trade Centre Binh Duong New City is one of the well-established Venues in Vietnam. Please tell us about the facilities provided by the WTC BDNC that makes it apart from other venues in terms of MICE capabilities.

Linh Huynh. WTC Binh Duong New City is developing as the complex. This is one of the first transit-oriented development complex in Vietnam. With the state-of-the-art multi-purpose complex including shopping center, multi-use complex, pedestrian street, office & co-working space, central park, convention & exhibition center, and the central metro station which offers direct transportation to Ho Chi Minh City.

ES. How will trade change as the world moves into the “new normal” post-Covid?

Linh Huynh. Global trade has changed ever since the emergence of the virus in 2020. The new normal together with the large amount of people transitioning from working from their offices to now working at home has now triggered a change in perception and habits of buyers globally. With the transition from working at an office to home, the demand for office space has decreased. Not only that, but the demands for cars and office supplies will decrease. On the other hand, there will be an increase demand for electronics and healthcare. The pandemic has also accelerated the industry 4.0 and implementation of technology as there has been a large increase in unicorn companies. The global pandemic has caused a dramatic acceleration of technology adoption and digitalization across many areas of our lives. Since 2020, there has been a historic number of technology-based Unicorn startups that emerged.

ES. From an industrial focused area into a smart city, Binh Duong New City has been developed to become a new pole of attraction as an international trade hub for the Southern key economic zone of Vietnam. What plans has WTC formulated for the revival of industry and how do you see 2021-2022 in terms of business?

Linh Huynh. Vietnam has done an excellent job in containing the outbreak of the virus so far, and most services are still in operation normally. WTC Binh Duong New City has encountered many obstacles in 2020, a year after we obtained our license from the World Trade Center Association. Luckily, we quickly adapted to the new changes and transitioned all our events to virtual base. For the term 2021 – 2020, WTC Binh Duong New City has many plans with the launching of our new WTC Expo. We are working closely with our partners and associated to develop hybrid MICE events for this period as international travel is still closed. Beside MICE events, we are also working closely with local businesses and SMEs to develop strategies to export to foreign markets through our WTC Global Acceleration Program and WTCA network.

ES. What is your take on Korea International Trade Association (KITA) and its Convention & Exhibition Centre (COEX) with Vietnam’s Becamex IDC to run the World Trade Centre Binh Duong New City Expo?

Linh Huynh. We have signed the contract with KITA and its Convention & Exhibition Center (COEX) with the hope that our local team will work with them closely to run the World Trade Center Binh Duong New City (WTC EXPO) as the new destination for visitors, investors, entrepreneurs to find more business opportunities in our region. We hope that our services will be professionalized and standardized as ASEAN MICE standards in the future.

ES. What number of MICE events are organized at WTC BDNC in a year? Please name some big MICE events organized in WTC.

Linh Huynh. Before COVID-19, there are around 120 MICE events and after COVID-19 we would like to attract and organize 150 MICE events and we would like to highlight CONFEX (conference & exhibition) as our development model in the future. In addition to that, WTC BDNC will also organize online-to-off-line events and we believe that digital trade in different setting will be the future after COVID-19.

ES. How do you utilize technology and innovation to engage your MICE guests?

Linh Huynh. WTC Binh Duong New City places great importance on utilization of technology and innovation in our viewer engagements. As the world is transitioning to the new norm, there will still be limitations on participation of offline events. Therefore, to provide the most experience for exhibitors at home, we are developing our Virtual Exhibition Platform with 3D product display and built-in B2B matching platform for the highest exhibitor experience. Sustainable development is the foundation for WTC Binh Duong New City’s development. Binh Duong Province is an established industrial hub of Vietnam, and for the province to continue with its development in a sustainable direction, the WTC Binh Duong New City was developed.

ES. How do you see Indian MICE Industry? What is your take on India-Vietnam relation?

Linh Huynh. Incredible – as we can say about MICE Industry in India. The process of upgrading MICE facilities is continuing and there are many trade promotion activities have been organized during COVID-19 by Indian investors. Vietnam has strong friendship relationship with India, we hope that we would like to collaboration with associations and organizers to create more mutual support for companies, SMEs, corporation between both countries.