"Close but not the same": Southeast Asia – A subtle difference I noticed in Bangkok compared to Vietnam.

Recently, I traveled from Ho Chi Minh City, Vietnam to Bangkok, Thailand to attend AWS Summit Bangkok. The flight from Ho Chi Minh City to Bangkok is only about 1.5 hours, and I have the impression that there are quite a few people who work across both locations.

Thailand and Vietnam are both major Southeast Asian countries that have continued to grow in recent years, and their nominal GDPs are projected to be roughly $577 billion for Thailand and $494 billion for Vietnam in 2025 (IMF, April 2026 estimate), making them nearly equal in size. On the other hand, their GDP per capita is about $7,500 for Thailand and about $4,500 for Vietnam (IMF, 2024 estimate), showing a difference in their growth stages.

While there are certain similarities in population size and economic structure, actually living in both places reveals subtle differences in everyday life. In this column, I will share my impressions of Bangkok and Ho Chi Minh City from a local perspective, based on my short-term stay.

① Differences in payment culture: The way credit cards are "used" differs.

What struck me most was the difference in how credit cards are "used."

In Vietnam, while there are still a certain number of shops that do not accept credit cards, many shops that do accept them do not have a minimum purchase amount, giving the impression that there is a relatively clear distinction between places where you can use a credit card and places where you cannot.

On the other hand, while credit cards are accepted at many stores in Thailand (Bangkok), it was common to see minimum purchase requirements such as "above XX baht." It seems that the general practice is to accept credit cards, but with conditions.

Furthermore, QR code payments are becoming increasingly popular in both countries, and it seems that many people with local bank accounts use them on a daily basis.

② Differences in infrastructure: Differences in maintenance level and "how it gets clogged"

Bangkok gave me the impression of being a city with relatively advanced infrastructure compared to other Southeast Asian cities. To give an example of airport size, Suvarnabhumi International Airport is a large hub airport, while Ho Chi Minh City's Tan Son Nhat Airport is a compact airport located closer to the city center, which reflects the differences in how the cities developed.

Furthermore, construction of a new airport (Long Thanh Airport) is underway in Vietnam, and future development is expected.

Each urban transportation system also has its own unique characteristics.

Bangkok has a relatively well-developed train system (BTS/MRT), but traffic congestion can be quite severe at certain times of the day. Vietnam's transportation is primarily motorcycle-based, and even when it's crowded, traffic tends to move slowly. The urban rail system is still in its early stages of development.

What was particularly striking was the difference in how traffic jams "moved." In Vietnam, even when it was congested, traffic often continued to move to some extent, whereas in Thailand, depending on the time of day and area, traffic could come to a complete standstill. Even though it was the same "traffic jam," the experience was quite different.

③ Differences in food culture

The differences in food culture were also an interesting point.

When people think of Southeast Asian cuisine, they often assume that it's all spicy, but that's not necessarily true.

Thai cuisine features many dishes that use chili peppers, and I have the impression that many dishes are quite spicy right from the start.

On the other hand, Vietnamese cuisine generally has a mild flavor by default, and it's common to adjust the taste to your liking with chili peppers and condiments provided on the table.

Furthermore, there are regional differences within Vietnam, with the north generally having a milder flavor, while the south is said to have a sweeter taste and a richer use of herbs.

While this topic isn't directly related to business, understanding these differences can be helpful when considering how to communicate and conduct business locally.

④ Things I noticed were commonalities

On the other hand, after actually traveling back and forth between the two countries, I noticed not only differences but also several similarities. For example, the following points:

1. Learning the local languages ​​(Thai and Vietnamese) is challenging, and English alone may not be sufficient in some situations. Therefore, securing local staff and interpreters, as well as designing effective communication strategies, are crucial.
2. A Japanese community of a certain size exists, and business networks have been formed.
3. There is a culture of respecting elders and superiors, which can influence how business negotiations are conducted and the internal decision-making process.

These points can be considered the basis of business practices that you should understand when conducting business overseas. I believe that understanding the cultural background common to both countries will lead to smoother business operations in those countries.

Summary

My recent visit to Bangkok reinforced my understanding that even though the distance is short, there are subtle differences when you actually experience it. Differences in payment customs, transportation, and everyday culture are small individually, but I believe that the accumulation of these elements influences the local experience and the way business is conducted. At the same time, I felt that the commonalities between the two countries are also what makes cross-country business easier.

I hope this column will be of some help to those considering doing business in Southeast Asia, such as Thailand and Vietnam.