/ pencil group · vietnam
where culture
drives growth
for brands &
economies.
Vietnam's cultural marketing collective — eight practices spanning creative, influence, experience, production, travel, dining, research and venture building. We don't just market culture. We build with it.
/ what pencil group does
we are a cultural marketing collective
— eight practices that turn vietnam's
cultural depth into brand growth,
economic value, and experiences
people remember.
creative
/sáng tạo/
influence
/ảnh hưởng/
culture
/văn hóa/
technology
/công nghệ/
/ capabilities
eight practices.
one collective.
From brand strategy to influencer marketing, from AI production to cultural dining — our collective covers the full spectrum of how culture creates economic value. Each practice is independent and expert. Together, they're unmatched.
/ 01
creative & strategy
Brand consulting, IMC and social media that move culture.
Pencil Creative: full-service creative agency. Behalf Studio: brand experience design.
/ 02
influence & production
From expert influence to AI-powered content at scale.
WowU Influence: influencer marketing specialists. Pencil Studio: AI-powered production house.
/ 03
culture & experience
Travel, dining and cultural commerce that people live inside.
Localis: cultural travel platform and curated trips. Harbour of Time: cultural dining destination.
/ 04
research & ventures
Governance R&D and culturetech venture building.
Vietnam Legacy Business Center: brand, leadership and AI governance. Pencil Network: venture building culturetech companies.
/ selected work
all case studies →
what we've built.
Vinamilk Optimum × Pencil Creative
every home has a mother — influence from the community itself.
350,000+ social conversations. #1 on BSI Top 10 Campaigns, October 2025. Real mothers — not celebrities — at the heart of the story.
Tiger Balm × Pencil Creative
tiger balm for vietnam's most hardworking hands.
0 media spend. 6.8M views, 118k engagements in one week, +51% sales growth.
HOZO 2022 × Pencil Creative
ho chi minh city's international music festival identity.
A city-scale creative system for HCMC's flagship international music festival.
Lady Trieu × Behalf Studio
a contemporary vietnamese gin, dressed in botanical heritage.
Brand, bottle and ritual for Vietnam's contemporary gin — botanical, devotional, unmistakably local.
Timebooks × Pencil Network
publishing vietnamese voices, one title at a time.
/ the collective
eight practices.
one cultural
engine.
Pencil Group is a constellation of specialist practices — each independent, each expert in its domain — united by a shared belief that culture is the most powerful growth driver in the market.
meet the collective →pencil group
the collective
behalf studio
brand experience
wowu
influencer marketing
pencil network
culturetech ventures
pencil studio
ai production
vlbc
governance r&d
harbour of time
cultural dining
localis
cultural travel
pencil creative
creative agency
/ brands we’ve grown alongside
vpbank ✦
vietcombank ✦
bidv ✦
masterise homes ✦
van phu ✦
tiger balm ✦
boca ✦
vinamilk ✦
vinfast ✦