International Conference: The Mystique of Luxury Brands 2023

The Mystique of Luxury Brands (MLB) Conference is an event where academics and luxury industry professionals convene for academic and industry keynotes, industry panel discussions and academic paper presentations. Curtin University has hosted the MLB Conference in the past in Shanghai, Singapore, Seoul and Tokyo. We are proud to announce that The Mystique of Luxury Brands Conference 2023 will be held in Ho Chi Minh City and co-hosted with the University of Economics Ho Chi Minh City (UEH), one of the National Key Universities of Vietnam and a member of The Best 1,000 Business Schools in the World.

UEH has a history of more than 45 years since its inception and overwhelming recognition from the local and global academic communities on the teaching, learning and research quality. The university has high capabilities in consulting and knowledge transfer that make a platform to embark on a new journey to become a Sustainable and Multidisciplinary UEH University with a vision towards building a sustainable future for the community and world. This MLB conference has planned several events, including industry and academic keynotes, research publishing workshops, the inauguration of special interest group, and a networking gala lunch to recognise the best papers.

Conference date: November 9-10, 2023

Language: English

Keynote Speakers

  • Professor Eunjo Ko, Yonsei University, Republic of Korea.

           Editor-in-Chief, Journal of Global Fashion Marketing.

  • Professor Cheng Lu Wang, University of New Haven, USA.

           Editor-in-Chief, Journal of Research in Interactive Marketing

  • Professor Desmond Doran, University of Kent, UK

Industry talk

  • “The globalisation/adaptation strategy of international luxury brands in Vietnam”


           - Dr. Le Thi Hong Minh, College of Business UEH

           - Dr. Kieu Anh Tai, Ho Chi Minh City Open University


           - Mr Alexander Schoell, General Manager, Renaissance Riverside Hotel Saigon

           - Mr. Duong Tan Si, Marketing Manager MANGO & PARFOIS in Vietnam, part of ACFC group

           - Mr. Bui The Anh, former CFO of Hermes and currently Director of EY Parthenon

           - Ms. Vivian Thai, Group Brand Director (Dolce&Gabbana, Armani Group and Gianvito Rossi), DAFC - IPP Group

  •  “Luxury brand - Vietnamese brands in the global marketplace”


             - Dr. Nguyen Ngoc Hoa, President of HCMC Union of Business Association (HUBA)

             - Dr. Dinh Tien Minh, College of Business UEH


             - Mr. Le Anh, Sustainability Director, DUYTAN Plastic Recycling

             - Mrs. Tran Tue Chi, CEO, Phamarcity

             - Mr. Tran Binh Chung, Deputy General director FUJIWA Vietnam Co. LTD

             - Mrs. Vo Thi Lien Huong, General Director, Secoin Corporation

             - Mrs. Huynh Thi Xuan Liên, Member of the board of directors of Phu Nhuan Jewelry Company (PNJ)

  • “How can AI change the tourism industry? Opportunities and Challenges?”


            - Mr. Doan Duc Minh, College of Business UEH


            - Mr. Mickey Dong Hoang Thinh, Founder & CEO of Dong Travel & Enet Technology

            - Mr. Nguyen Hoang Le, CEO of Gotadi

            - Mr. Chu Hong Minh, President of Restaurant Association

Topics for the conference:

  • Luxury branding in the banking and financial industry
  • Experiential luxury marketing
  • Luxury branding in tourism and hospitality
  • Digital transformation of luxury brands
  • Global challenges for luxury brands
  • Sustainability and Luxury
  • Luxury brand management
  • Authenticity in luxury branding
  • Luxury and Metaverse

Special issue journals

The best abstracts accepted and presented at the conference will be invited for a complete paper submission after the conference. We proudly announce that outstanding papers will be invited to be submitted to special issues organised by prestigious indexed international journals, with a fast-track selection and review process. All papers presented at the conference will be eligible for a fast-track double-blind review for the special issues in the following journals:

  • Asia Pacific Journal of Marketing and Logistics
  • Journal of Research in Interactive Marketing
  • Journal of Global Fashion Marketing