JCB Vietnam: Users will remember who delivered the best experience, not what technology was used

Takuya Wakui, the Country Manager of JCB Vietnam, asserts that the future of the digital payment industry hinges on user experience, eclipsing the underlying technology. He observes that while only a small fraction of Vietnamese people visited Japan in 2024, Japanese culture and lifestyle are deeply integrated into daily Vietnamese life, a phenomenon JCB aims to leverage.

Wakui notes that the payment industry is entering a new phase where user experience is as critical as the technology facilitating transactions. He points to the rebranding of "Cashless Day" to "Digital Finance Day" as a clear indicator of Vietnam's evolving financial landscape. Previously, the focus was on encouraging basic adoption of non-cash payments like QR codes, cards, and e-wallets. Now, the scope has broadened significantly.

"Payment is no longer just the final step of a transaction, but is linked to how users manage and use their daily services," Wakui explained. He highlighted a trend where consumer spending, while growing at around 8% overall according to the Ministry of Industry and Trade, shows significantly faster growth in experience-related sectors like dining, travel, and healthcare, increasing by 13-15%. This suggests consumers, particularly younger generations and the new middle class, prioritize personalized experiences and expect financial services to be as seamless and intuitive as their everyday apps.

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In the coming years, users will no longer be too concerned about what technology is behind it. What they will remember more is whether the experience is convenient or not, whether it suits their lives or not. And the payment brand that can do that will have a big advantage in the future.

JCB's approach to the "Digital Finance Day 2026" event, featuring a vibrant, experience-rich space themed "Japan With You," reflects this philosophy. Wakui believes that in the coming years, users will remember the convenience and relevance of their financial interactions rather than the specific technologies involved. Brands that successfully deliver superior user experiences will gain a significant competitive advantage.

"We believe digital finance today is no longer a concept confined to banks or payment apps," Wakui stated. "It appears in very ordinary moments, like buying a cup of bubble tea, weekend shopping, booking travel, or dining with friends." By creating an environment where visitors can directly feel the convenience, connectivity, and emotions associated with digital payments, JCB aims to make financial services more accessible and integrated into the fabric of daily life.

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We believe digital finance today is no longer a concept confined to banks or payment apps. It appears in very ordinary moments, like buying a cup of bubble tea, weekend shopping, booking travel, or dining with friends.