About Us

ATTENTION VIETNAM

Attention Vietnam is a Danish-Vietnamese joint venture with design roots stretching back to Copenhagen in 1974. Our parent company, Attention Denmark, grew to become one of Scandinavia's biggest and most successful design firms. In 2001, global managing director Henrik Jeppesen brought that heritage to Ho Chi Minh City — establishing a partnership that has shaped brands across Vietnam and beyond for over two decades.

We are a professional design agency — not merely a studio, but a strategic partner. Our teams combine deep Scandinavian design rigour with intimate knowledge of Asian consumer culture, delivering work that harmonises products with their audiences. From Vinamilk and NutiFood to Suntory PepsiCo and Kimberly Clark, our clients are leading enterprises who understand the difference between established design excellence and talented creativity without experience.

Guided by our core values of “Expertise, Elegance & Heartiness” — we bring professional rigour, refined aesthetic sensibility, and genuine care to every project. Our task is to bring you closer to your customers, so they make the decision to choose you.

Our Story

Half a century of design

1974

Copenhagen, Denmark

Our roots begin as CBD in Copenhagen — a studio that grows into one of Scandinavia’s biggest and most successful design companies.

2001

Ho Chi Minh City

Global managing director Henrik Jeppesen establishes a strong partnership in Ho Chi Minh City, making our presence in Vietnam possible.

2011

Attention Design

We become Attention Design — a new, streamlined organization under the global management’s strategy, ready for the decade ahead.

Today

Two continents, one standard

Strong Scandinavian design roots and deep Vietnamese market insight let us approach every challenge across disciplines — corporate identity, packaging and industrial design.

Our Leaders

LEADERSHIP

Henrik Jeppesen

Founder & Chairman

Graduate of the Royal Danish Academy of Fine Arts (1985), Henrik brings over 30 years of industrial design expertise to Attention. His award-winning career spans multiple ID Prizes (1987, 1990, 1997), DD Prizes (2000, 2001, 2004, 2017), an IF Award (2002), and Red Dot Awards (2010, 2011, 2015). A respected educator, he teaches at Copenhagen Business School, the Royal Danish Academy, and the Technical University of Denmark. Henrik also serves as a judge for the Danish Design Awards and IF Design Awards, shaping the next generation of design excellence.

Phi Chan Nguyen

Co-founder & Managing Director

With over 20 years of experience in advertising and public relations, Phi Chan leads Attention Vietnam's client relationships and business strategy. Her extensive network spans major national and multinational brands including Nestlé, Suntory PepsiCo, Vinamilk, Bel Vietnam, Bonne Maman, Gemadept, Seedcom, SaigonFood, and Vietcoco. She is an honorary member of the AOTS Vietnam Alumni Society, reflecting her deep commitment to international business development and cross-cultural design collaboration.

Quang Trung Nguyen

President

Holding a PhD and bringing decades of executive leadership, Trung drives Attention's business development and innovation agenda. Prior to joining Attention, he served as COO of BSB, CEO of Chip Sang, and was the Founding Chairman of Chip Sang & Ashmanov Ltd. His unique combination of academic rigor and commercial acumen bridges the gap between design thinking and business outcomes, ensuring that every design investment delivers measurable strategic value.

Dan Khue Nguyen

Creative Group Head

A senior creative professional across multiple design disciplines, Dan Khue leads Attention's creative teams with a focus on excellence and innovation. His experience spans brand identity, packaging design, corporate identity, and brand implementation — providing the creative direction that ensures every project meets the highest standards of craft and strategic clarity. He is passionate about guiding and inspiring young dynamic teams to push creative boundaries while delivering commercially effective design solutions.

Our Clients