Infusing Art into Customer Experience – VIB Brings Vietnamese Culture to the "Crossroads of the World" in New York

In early 2025, Vietnam International Bank (VIB) featured its exclusive gift set, "Tram song ve bien lon," for deposit customers on the Nasdaq billboard in Times Square, New York. This bold move garnered significant attention both in Vietnam and internationally, marking another milestone in VIB's mission to connect finance, art, and the public.

Times Square: A Global Hub of Finance, Culture, and Art

Known as the “Crossroads of the World,” Times Square is a vibrant melting pot of global culture and a showcase for leading international brands. With millions of visitors passing through daily, it offers an ideal platform to highlight financial, cultural, and artistic achievements in a dynamic and inspiring way.

The "Tram song ve bien lon" gift set, exclusively designed for VIB's deposit customers, was highly symbolic, representing the convergence of rivers into the vast ocean. It also reinforced VIB's reputation as a leading Vietnamese retail bank known for its innovation and customer-centricity. 

Beyond transactions, the initiative highlighted the emotional connections and sustainable values of modern banking.

As one of Vietnam's leading retail banks, VIB has left a strong impression with its customer-focused strategy. By pioneering modern technologies and crafting groundbreaking solutions based on a deep understanding of customer needs, VIB consistently delivers unique and exceptional experiences.

Recognizing that the ultimate goal of saving for most Vietnamese is to build a secure and prosperous future for their families while cherishing togetherness during Lunar New Year, VIB found common ground with visual artist Bùi Công Khánh and the renowned Minh Long ceramic brand. Together, they created the artwork collection "A Hundred Rivers Flow to the Great Sea," blending contemporary art with a narrative of connection and a powerful aspiration for global integration. This initiative resonates deeply with VIB’s deposit customers and the wider public.

Renowned internationally since the 1990s, Bùi Công Khánh is celebrated as one of Vietnam's pioneers in conceptual art. His works often explore historical, cultural, and social values, incorporating them into his creations to leave a lasting impression. By weaving Vietnamese identity and traditions into his art, he has become a trailblazer in elevating local culture to global recognition.

Infusing Art into Customer Experiences: VIB’s Inspiring Journey

With the "Tram song ve bien lon" collection, art finds its way into everyday moments — on every rice bowl or plate where families and friends gather to enjoy meals, share life stories, and strengthen their bonds. This collection is more than a token of appreciation for VIB’s deposit customers; it conveys a profound message of reunion, family ties, and enduring connections through the imagery of rivers converging into the vast ocean.

The collection's appearance on the Nasdaq billboard — a global stage for leading brands — symbolizes VIB’s creativity transcending borders. This is not just a commitment to delivering distinctive value to customers but also a tribute to Vietnamese contemporary art and culture.

VIB’s presence at Times Square demonstrates that financial services are no longer just about numbers; they are about crafting emotional journeys and meaningful messages. The bank now serves as a bridge between finance, art, and the public, enriching the customer experience in innovative ways.

At the “Crossroads of the World,” VIB has written a new chapter in banking by incorporating art to inspire. From financial products to conceptual art, VIB transforms customer offerings into unique creations that bring Vietnamese culture to the global stage.

From December 2024 to February 28, 2025, VIB is offering customers the "Tram song ve bien lon" collection, featuring three unique sets: "Xuoi dong", “Tu Hoi”, and "Sum Vay".

The "Xuoi dong" set is available to customers with deposits from VND 300 million to under VND 2 billion, or an average current account balance between VND 300 million and under VND 1 billion. The "Tu Hoi" set is offered to customers with deposits from VND 2 billion to under VND 5 billion, or an average current account balance from VND 1 billion to under VND 2.5 billion. The "Sum Vay" set is offered to customers with deposits of VND 5 billion or more, or an average current account balance of VND 2.5 billion or higher.

For further details, visit [here].