When Viet Nam’s first McDonald’s opened in Sai Gon last year; it attracted a bit of international press. Global reactions ranged from disbelief that there wasn’t dozens of them already, to horror that one of the last strongholds against American corporate greed was being crushed beneath the ubiquitous Golden Arches. But really, nothing about the arrival of McDonald’s should have been surprising.
For one thing, Vietnamese people love trying to kill themselves with sugar and transfat as much as the next person. And they’ve been doing it with lots of international fast food chains; including KFC, Pizza Hut, Popeyes, Starbucks, Dominoes, Gloria Jeans and Lotteria. And Jollibees… Jollibees everywhere.
Vietnamese people are also generally interested in trying all the foods and drinks they see in American and Korean movies and television shows. I’ll admit to my own curiosity the first time I went to America; I ate more corn syrup than was nutritionally advisable and I was lucky to escape without developing Adult-onset Diabetes. So, of course people are going to want to try a Big Mac, when they’ve been hearing about them their whole lives.
McDonald’s have even come up with the McThịt (McPork), the first Vietnamese-style burger on the menu, to appeal to consumers who want to eat something with vague Vietnamese flavours at six times the cost of something they could find just down the street. The McThịt joins the ranks of bespoke menu items found in non-American McDonald’s including; the McFalafel in Lebanon, the McNürnburger in Germany, the McKřen in Czech Republic and McArabia Grilled Kofta in Egypt.
What might be surprising to the uninitiated are the circumstances of the opening of McDonald’s in Viet Nam. When McDonald’s looked around for the obligatory Vietnamese partner, they found the perfect person for the job in Nguyễn Bảo Hoàng, also known as Henry Nguyen. He and his family fled Sai Gon in the 1970s and settled in America. Nguyễn went to Harvard and returned to Viet Nam were he became the head of the Vietnam arm of investment fund IDG Ventures, having previously worked for Goldman Sachs. He even held a job slinging fries at McDonald’s as a teenager in America. And not that it matters; he just happens to be married to the daughter of Vietnam’s prime minister.
I can only offer a polite golf clap to McDonald’s for making a pragmatic choice in partner. Viet Nam’s laws and regulations can make it very difficult for foreign investors to crack the market and officials are more than able to delay or end investor’s plans unless someone with experience and connections is able to convince them otherwise.
Whether McDonald’s hiring of this prince among businessmen violates the US Foreign Corrupt Practices Act isn’t for me to decide, that is for the US Department of Justice and the Securities and Exchange Commission to determine. Though, it has been said they frown on American corporations who hire people specifically to influence those in power, which definitely isn’t the case here.
Reassuringly, if the McDonald’s job doesn’t work out for Nguyễn, he is still has being the Head of Vietnam’s Pizza Hut to fall back on. And surely his wife’s salary as the Executive Director of Vietnam Capital Fund Management would be able to cover a few bills.