In 2013, sadly the most popular Christmas gift in Vietnam was rhino horn. The use of horn, as well as other rare animal products is deeply embedded in Vietnamese culture, and is a current trend of a luxury item within the country’s elite.
Vietnam has the tragic distinction of being the country MOST responsible for the growing demand for rhino horn. The majority of consumers are mid to upper income males, conforming to the egotistical social pressures of ‘the rarer the product, the more “valuable” or “cool” it is to have.’
Knowing the market, and being an influential businessman, Richard Branson has become an advocate and voice in the fight against horn use in the country. In September, he spent an evening in Ho Chi Minh City with the country’s elite.
“Listening to 25 of the country’s leading entrepreneurs around the table, I quickly learned how much the issue has already become part…
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