Vietnam-based ODM Group works closely with global clients on developing promotional products from its base in Ho Chi Minh City. CEO, Conor O’Donovan explains some of the lessons from Asia’s innovative promotional merchandise market

Many of the ideas we see aren’t complex. They’re incremental changes in how merchandise is designed and used. For UK teams, the opportunity is not to reinvent, but to adapt what’s already working elsewhere in ways that fit local audiences and budgets.

A few practical patterns are emerging – they are less about major trends, and more about small executional shifts that help campaigns perform more effectively.

Some of these are already well established locally and may translate well into markets like the UK.

Make POS work harder

In busy retail environments, visibility is critical. In Vietnam, Nescafé created a sampling booth shaped like a coffee mug – simple, but instantly recognisable. It shows how point-of-sale can function as part of the experience, not just a display. Even modest changes in structure or storytelling can make POS more engaging without requiring large budgets.

When the gift drives sales

Gift with Purchase is widely used but often treated as an add-on. In Vietnam, we’ve seen lower-cost items – such as children’s gifts bundled with family products – play a more active role in influencing decisions. The impact comes less from value and more from relevance to the end user. This approach can be particularly effective in FMCG and retail bundle campaigns.

Why interaction matters more

Hands-on formats are becoming more common. At a recent trade environment, we saw crochet kits paired with QR-linked tutorials, encouraging people to engage with the product over time. Rather than a passive giveaway, it becomes an activity. Introducing simple elements of participation – assembly, customisation, or guided use – can extend both lifespan and brand recall.

Changing materials

Material development is also progressing steadily. At trade shows in Vietnam, recycled polyester and FSC-certified components are already being used across everyday products. These are increasingly treated as standard options rather than premium upgrades. For teams working on sustainability briefs, engaging earlier in the supply chain can open up more practical choices.

Turning loyalty into something physical

Some brands are also making loyalty more tangible through collectable items earned over time. These create a visible sense of progress, shifting engagement beyond digital points. In retail or membership contexts, physical rewards can make participation feel more immediate and rewarding. Evian partnered with Snoopy for a limited-edition on-pack promotion in Vietnam’s 7-Eleven stores. Customers collected stamps by purchasing bottles to redeem an exclusive Snoopy tote bag. The simple ‘buy, collect, redeem’ mechanic encouraged repeat purchases while adding a sense of fun and collectability to an everyday product.

The ODM Group is a global promotional merchandise and marketing solutions agency that works with global brands to design, source, and manufacture custom promotional products