Vietnam-based Vietjet is no ordinary airline. It has carved out consumer awareness of its brand by featuring bikini-clad flight attendants. The gimmick has worked for its female founder; Nguyen Thi Phuong Thao became a billionaire after the airline’s initial public offering in February. But minimalist uniforms are not export-friendly, at least to the Islamic world. In tandem with growing Vietnamese-Indonesian ties, Jakarta airport authorities looked for assurances that bikini-clad flight attendants will stay grounded on Vietjet’s soon-to-launch Ho Chi Minh City-Jakarta route. Vietjet obliged—and announced it will include halal meals in the service mix. While the lesson may be deference to cultural values, it is also one in business strategy. Vietnam is chasing Indonesia to propel its torrid growth rate of 6%-to-7%. Tourism is a key component in the mix. According to Mastercard, outbound Indonesian travel is one of the fastest growing hospitality segments in Asia, with outbound trips set to grow by almost 9% a year over each of the next few years. ■
Our Vantage Point: Wealth generation trends in the Islamic world offer enormous profit potential to multinationals. But the character of that business needs to side with conservative halal lifestyles.
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