JCB International Co., Ltd., the international operations subsidiary of JCB Co., Ltd., has introduced a new brand message, ‘Japan Cùng Bạn’ (Japan with You), marking a significant milestone in its journey in the Vietnamese market.
Rooted in trust in Japanese quality and deep appreciation for Japanese culture, the new brand message positions JCB as both ‘a part of Japan’ and a trusted companion in everyday Vietnamese life.
JCB aspires to be a bridge that brings the spirit of Japan—its thoughtfulness, craftsmanship, and respect—closer to customers. Whether dining, shopping, enjoying entertainment, or traveling, JCB aims to be there for every moment, big or small.
The new branding features Dong Ho folk paintings, a traditional Vietnamese art form, as its key visuals.
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Inspired by the concept of “learning from the past to create the new,” the visual approach blends heritage with modern sensibilities, creating a brand identity that feels both fresh and familiar. Drawing from folktales and legends, the visuals use vibrant colors and universal emotions—joy, happiness, and excitement—to depict everyday scenes with JCB Cards.
Japan has long been one of Vietnam’s closest economic and cultural partners. Japanese companies were among the earliest investors in the country, and today, Japanese districts, products, and services are a familiar part of everyday life. For many Vietnamese people, Japan has long been one of their top countries they would like to visit.
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With the rise of the internet and media, Japanese culture has naturally become woven into the daily lives of Vietnamese people. In this context, JCB is evolving its brand identity—from being “a card that works in Japan” to “a card that enriches life in Vietnam.”
The new direction speaks to those who admire Japanese culture and lifestyle, making JCB more relevant, accessible and emotionally resonant.
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JCB is a major global payment brand and a leading credit card issuer and acquirer in Japan. JCB launched its card business in Japan in 1961 and began expanding worldwide in 1981. Its acceptance network includes about 56 million merchants around the world. JCB Cards are now issued mainly in Asian countries and territories, with more than 169 million cardmembers. As part of its international growth strategy, JCB has formed alliances with hundreds of leading banks and financial institutions globally to increase its merchant coverage and cardmember base. As a comprehensive payment solution provider, JCB commits to providing responsive and high-quality service and products to all customers worldwide.