Korean Demand Continues to Power Vietnam’s Expanding Casino Market

Vietnam’s casino industry is experiencing steady growth, fueled largely by strong demand from South Korean visitors. At the same time, the market is undergoing notable changes as player demographics evolve, competition among operators intensifies, and digital technologies become more deeply integrated into customer engagement strategies.

Scott Choi, head of external marketing at Lion Club, a premium e-gaming club operator in Vietnam, told AGB that Korean players remain the single most important customer segment across the country’s gaming landscape. Their presence is central to both integrated casino resorts and urban gaming venues, particularly because most casinos in Vietnam operate under a foreigner-only policy that effectively makes international visitors the backbone of the industry.

“In Vietnam, whether in integrated casino resorts or e-gaming clubs, Koreans remain the largest customer segment,” Choi said, noting that gaming revenue generated by Korean players has increased over the past year.

Although Korean demand continues to underpin the industry, the overall composition of the market has begun to shift as international travel recovers following the pandemic. According to Choi, the proportion of Korean players has declined slightly as Chinese visitation has started to rebound, even though the overall number of Korean customers remains robust.

Despite this modest adjustment in market share, Korean demand continues to influence how casino operators in Vietnam structure their development strategies. Many gaming properties design their marketing campaigns, customer loyalty programs, and expansion initiatives specifically around the preferences and travel habits of Korean players.

The wider recovery of tourism has also contributed to the sector’s momentum. Vietnam welcomed roughly 22 million international visitors last year, including about 4 million from South Korea. This influx provides a large pool of potential gaming customers for both resort-based casinos and urban gaming venues across the country.

Choi also pointed to rising foreign direct investment (FDI) as another factor supporting gaming demand. Many high-value casino patrons, particularly VIP players, are business owners or senior executives involved in manufacturing and trade sectors that have expanded rapidly as international investment flows into Vietnam.

As tourism resumes and visitation increases, the profile and spending behavior of Korean players visiting Vietnam have also started to change, reflecting broader developments across the regional gaming industry.

Choi explained that the Korean customer base is becoming increasingly segmented, with a distinct divide emerging between high-value gamblers and more cost-conscious mass-market players.

“Premium mass and VIP players—often business owners or senior executives connected to manufacturing and regional trade—continue to demonstrate strong betting capacity.”

At the same time, a larger portion of the broader mass segment is paying closer attention to travel costs and promotional offerings when choosing where to gamble. Players are increasingly comparing airfare prices, hotel packages, rebate structures, and other incentives before deciding on a destination.

According to Choi, this reflects a broader shift toward more value-focused travel decisions compared with the pre-pandemic period, when casino trips were often driven more by lifestyle and leisure experiences rather than cost considerations.

Another defining characteristic of Korean gaming demand in Vietnam is the clear distinction between visitation patterns at large integrated resorts and those seen at urban e-gaming clubs.

“While they may be grouped together as Korean gaming demand, from an operational perspective, they represent two structurally different markets,” Choi said.

Integrated casino resorts such as The Grand Ho Tram, Hoiana Resort & Golf, and Corona Resort & Casino typically attract Korean tourists who visit Vietnam as part of broader leisure trips that combine gambling with other recreational activities such as golf, fine dining, and resort entertainment.

These visitors usually travel one to three times per year and tend to stay for several nights. Their spending is therefore diversified across gaming and non-gaming amenities, including hotels, restaurants, spa services, and golf facilities.

Urban e-gaming clubs, however, operate within a very different framework. These venues tend to draw more frequent visitors, particularly Korean expatriates who live in Vietnam or work in nearby industrial zones around major cities such as Ho Chi Minh City.

Many of these customers visit regularly, sometimes several times a week, and their trips are generally shorter and primarily focused on gambling rather than broader resort experiences. As a result, revenue at gaming clubs is typically driven more directly by wagering turnover, with higher betting intensity but comparatively limited spending on non-gaming activities.

Vietnam’s gaming sector is also seeing gradual demographic changes as younger Korean players become increasingly active in the market.

“The customer base now includes a larger proportion of younger, mobile-native generations who are more comfortable with digital interfaces, lower minimum bets, and faster gameplay formats,” Choi said.

This shift is beginning to influence gaming preferences across the industry. While baccarat remains the most popular game among Korean players, slot machines and electronic table games are gaining traction.

These trends are particularly visible in urban gaming venues, where the rapid pace and simplified formats of electronic gaming appeal to younger players who often prefer flexibility and convenience over the traditional casino environment.

The evolving player profile has also accelerated digital transformation throughout Vietnam’s gaming industry. Over the past two years, many operators have launched professionally developed websites and mobile applications aimed at improving customer engagement and simplifying communication with players.

“Whereas communication was previously handled primarily through phone calls, operators now rely heavily on chat platforms, messaging apps, and real-time digital communication tools,” Choi said.

At the same time, competition among operators targeting Korean players has intensified significantly. Companies are increasing their investment in promotions, commissions, and various incentives designed to attract and retain players.

“As competition has increased, the level of investment and aggressiveness has clearly grown,” Choi said.

Operators are also competing more aggressively to recruit experienced hosts and managers who maintain strong relationships with Korean gaming networks. To secure this talent, companies are offering more attractive salary packages and incentive structures.

Looking ahead, Choi believes Korean visitation and gaming demand in Vietnam will continue to expand as transportation infrastructure improves and regional travel patterns evolve.

“I expect visitation to e-gaming clubs and casinos to increase by at least 15 percent over the next 12 months,” he said.

Major infrastructure developments are expected to play an important role in this growth. The upcoming Long Thanh International Airport in Dong Nai Province, in southern Vietnam, is anticipated to significantly improve the country’s international connectivity and support long-term tourism expansion.

At the same time, the increasing number of direct flights between Vietnam and multiple Korean cities is expected to make travel easier for both leisure travelers and gaming visitors.

Assuming no major disruptions occur, Choi said he anticipates steady double-digit growth in Korean gaming demand over the coming year, supported by improved air connectivity, infrastructure expansion, and greater recognition of Vietnam as a tourism and gaming destination.

Beyond simple growth in visitor numbers, Vietnam is also strengthening its position as a stable and accessible alternative to other gaming markets in Asia.

“When comparing Vietnam with destinations such as the Philippines, Cambodia, Singapore, and Macau, Vietnam is emerging as an increasingly competitive alternative in the region,” Choi said.

According to Choi, Vietnam’s relatively lower living costs, familiar food options for Korean visitors, and steadily improving hospitality standards make it an appealing destination. The country is also widely viewed as a safer place to travel compared with some competing markets, an important factor for many Korean players when choosing where to go.

As a result, Choi said a growing number of Korean customers who previously traveled to destinations such as the Philippines or Cambodia are now opting for Vietnam instead, highlighting the country’s rising reputation as a dependable and attractive gaming hub in the region.

By fLEXI tEAM