연예뉴스

스타벅스도 배민도 정착 못한 베트남의 두 얼굴 (비즈니스 리뷰)

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사진=EBS 제공

[뉴스엔 이민지 기자]

베트남은 기회의 땅일까, 통곡의 땅일까.

6월 3일부터 방송되는 EBS 비즈니스 리뷰 '뜻밖의 기회와 위험, 베트남 비즈니스'에서 베트남에 대해 알아본다.

우리는 베트남에 대해 얼마나 알고 있을까? 막연히 우리나라의 1980년대 모습이라거나, 여전히 못사는 나라라고 생각하고 있을지도 모른다. 흔히 베트남이 기회의 땅이라는 말을 들어보았을 것이다. 무궁무진한 성장 잠재력을 지닌 베트남에서 새로운 비즈니스 기회를 찾고자 하는 한국인들이 많다.

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getHSVfromRGB(rgb) {\n var r = rgb.r / 255;\n var g = rgb.g / 255;\n var b = rgb.b / 255;\n\n var v = Math.max(r, g, b);\n var diff = v - Math.min(r, g, b);\n var s = v === 0 ? 0 : diff / v;\n var h;\n\n if (diff === 0) {\n h = 0;\n } else if (v === r) {\n h = 60 * mod(((g - b) / diff), 6);\n } else if (v === g) {\n h = 60 * (((b - r) / diff) + 2);\n } else {\n h = 60 * (((r - g) / diff) + 4);\n }\n\n return {s: s, v: v, h: h};\n }\n })()\n\n\n\n\n"}" title="광고" frameborder="0" scrolling="no" marginwidth="0" marginheight="0" allowtransparency="true" src="https://t1.daumcdn.net/kas/static/safeframe.html" style="position: absolute; top: 0px; left: 0px; width: 100%; height: 100%; max-height: inherit; border: 0px; min-width: 655px; min-height: 120px;">

하지만 베트남 특파원으로 근무했던 이미지 기자는 단순히 핑크빛 전망으로 베트남 시장에 접근했다간 실패하기 십상이라고 말한다. 과거와 미래가 공존하는 베트남은 기회의 땅이자 통곡의 땅이기 때문이다. 진짜 베트남을 알아야 베트남 시장에 도전장을 내밀 수 있는 법. 경제, 사람, 역사, 문화까지 한마디로 정의하기 어려운 베트남의 진짜 모습을 파헤쳐 본다.

전 세계 86개국에 매장을 운영 중인 글로벌 프랜차이즈 스타벅스. 한국에만 무려 1,900여 개의 점포가 있고, 커피 종주국으로 꼽히는 이탈리아에서도 오픈런을 일으킬 정도로 큰 인기를 얻고 있다. 그런 스타벅스가 거의 유일하게 고전 중인 나라가 바로 베트남이다.

베트남에 진출한 지 10여 년이 지났지만, 여전히 베트남 커피 시장에서 단 2%의 점유율을 차지하며 부진한 성적을 거두고 있기 때문이다. 베트남 사람들이 커피를 즐기지 않는 건 아닌지 의문이 들 수도 있겠지만, 사실 베트남은 브라질에 이은 세계 2대 커피콩 생산국이자 수출국으로 커피 문화 또한 매우 발달해 있다. 이런 베트남에서 스타벅스가 고전을 면치 못하는 이유는 대체 무엇일까?

지난 2023년 12월, 배달의민족이 베트남에서의 사업을 포기하며 완전히 철수했다. 2019년, 베트남 현지 배달 플랫폼 비엣남엠엠을 인수하며 야심 차게 베트남 시장에 진출한 지 4년 만의 일이다. 한국에서 업계 1위를 달리는 배달의민족이 베트남에서 고배를 마신 이유는 무엇이었을까? 한국인을 능가하는 베트남 사람들의 배달 사랑, 점점 커지고 있는 시장 규모와 발전을 거듭하는 통합 플랫폼 서비스에 대해 알아보자.

또 한 가지 주목할 만한 사실은 베트남의 IT 서비스가 이미 충분히 훌륭하며, 무궁무진한 발전 가능성을 가지고 있다는 점이다. 평균 연령 32.8세, 인구 약 1억 명의 베트남 시장은 차세대 IT 기지로 불리며 빠르게 성장 중이다. 아직도 베트남을 한국의 과거라고만 생각한다면 베트남의 IT 기술 발전에 주목해보자.

우리나라에서 누적 관객 수 1,000만 명을 돌파하며 흥행한 영화 '파묘'. 그런데 파묘는 베트남에서도 개봉한 지 17일 만에 누적 관객 수 223만 명을 기록하며, 개봉했던 한국 영화 중 역대 최고 관객 수를 경신했다. 베트남에서 '파묘'가 대박을 터뜨린 이유는 무엇일까?

베트남은 지리적으로 동남아시아에 위치하지만, 불교와 유교의 영향을 받아 우리나라와 문화적 유사점이 많기 때문이다. 조상을 모시는 정서, 풍수를 중시하는 관습, 서러웠던 식민지배의 기억 등이 대표적이다. 하지만 동시에 극명한 문화적 차이도 존재한다. 베트남 사람들의 행동 양식을 이해하기 위해, 그들의 뼛속 깊이 새겨진 문화적 DNA를 탐구해 보자.

베트남 화폐 동(VND)은 세계에서 가장 가치가 낮은 화폐 중 하나로 알려져 있다. 큰 화폐 단위 때문에 여행객과 자국민의 불편이 커지다 보니, 화폐의 단위를 줄이는 화폐 개혁의 필요성이 꾸준히 제기되어 왔는데... 베트남 정부는 오히려 화폐 개혁 단계를 뛰어넘어 곧장 '캐시리스(cashless)', 즉 '현금 없는 사회'로 넘어가는 정책을 추진 중이다. 정말 베트남에서 현금 없는 사회가 오게 될까?

베트남의 풍경을 대표하는 오토바이 행렬 역시, 점차 사라질 가능성이 크다. 베트남 정부가 하노이, 호찌민 등 대도시를 중심으로 오토바이 퇴출 정책을 시행하고 있기 때문이다. 일반적인 발전의 단계를 건너뛰고 빠르게 발전 중인 베트남, 그 발전의 배경과 현주소에 대해 함께 살펴보자.

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