• Journals

Consumer Behavior and Marketing Strategies in Vietnamese's Milk Tea Market

Vietnam's milk tea market exhibits significant growth potential, influenced by diverse demographic consumption behaviors and preferences. However, the existing literature mainly focuses on the general consumer, which challenges tailoring strategies to diverse consumer segments. This study investigates how age, occupation, and internet usage shape milk tea consumption, employing a survey of 544 respondents in Ho Chi Minh City. Cluster analysis identifies six consumer groups: Student non-surfers, Student surfers, Office non-surfers, Office surfers, Self-employed non-surfers, and Self-employed surfers. The findings reveal key decision factors, including quality, taste, hygiene, variety, and price, rather than brand loyalty. Students aged 18-22 favor promotions, attractive packaging, and celebrity endorsements, while office workers aged 23-35 prioritize tea quality, convenience, and competitive pricing. Self-employed consumers aged 23-45 value hygiene, product diversity, and reasonable pricing but exhibit less frequent purchase behavior. Effective marketing strategies include leveraging social media, promotions, and delivery services to enhance consumer engagement.

• Journals

English Training for Local People Doing Community Tourism: Case Study in Ha Giang Province, Vietnam

International visitors to Vietnam often encounter language barriers when they do not know Vietnamese and people's ability to communicate in English is limited. Having received expressions of the importance of English, a number of tourist cities and community tourism areas in our country have paid attention to improving English for local communities and tourist destinations to attract international tourists. international. Ha Giang is a locality with much potential for tourism development, holding its position as a tourism bridge between the Northeast and Northwest regions with its pristine stone plateau, and at the same time a land with a long cultural history, a convergence of 19 ethnic groups with unique characteristics such as Mong, Dao, Pa Then, Co Lao, Lo Lo, Bo Y, Phu La, Pu Peo... with unique cultural identities, has long attracted attention. interest of domestic and foreign tourists. In this study, the authors analyze in depth the need for English training for people working in community tourism and propose practical solutions for effective noise training for people working in community tourism. Community tourism in Ha Giang, Vietnam.

• Journals

The Challenging Spirit of Koreans Contributed to Korea's Economic Development in the 1960s

After World War II, South Korea was one of the poorest countries in the world, with a per capita GDP of less than $100 in 1960. But within just 50 years, South Korea achieved economic growth that astonished the world, earning it the nickname "Miracle on the Han River". Many researchers have explained this phenomenon from political, economic, and social perspectives, and also through the lens of the developmental state theory. In this article, we will explain the driving force behind South Korea's rapid economic development from a cultural and spiritual perspective - the spirit of challenge, the willingness to take risks in an unfavorable context, and the refusal to be deterred by barriers and difficulties in order to achieve success. Over the past half century, South Korea has been a representative country that has risen to success thanks to this spirit of challenge, ceaseless effort across all areas of politics, economics, society, culture, and education. This spirit of challenge has transformed South Korea's economic landscape, turning the impossible into the possible, transforming it from an aid recipient country to a donor country. This spirit is manifested from ordinary citizens in their daily lives to politicians and business leaders. This article will explain and provide concrete examples of this spirit of challenge during South Korea's developmental period starting in the 1960s.

• Journals

Taiwan Financial Holding Companies' Performance: ESG Perspectives

In response to the United Nations' 2015 SDGs, Taiwan required in 2017 that companies with capital over NT$5 billion prepare CSR reports on Environmental, Social, and Governance (ESG) issues. This study analyzes the operational performance of 16 Taiwanese financial holding companies from 2016 to 2020 using Data Envelopment Analysis (DEA). Results show that companies perform better in economic and social aspects than in environmental ones, indicating room for improvement in sustainability practices. Applying advanced models, the study finds SinoPac, Taiwan, and Hua Nan Financial Holdings as the most efficient, while Yuanta, Jih Sun, and E. Sun are the least efficient. A truncated regression model reveals a significant negative relationship between operational scale, return on assets, and non-performing loan ratio with performance. Based on these findings, the study offers strategic recommendations for enhancing operational efficiency, particularly in environmental practices.