Liminal: Connecting Creative and Tech Between Vietnam & Australia
A Creative Industries Partnership
MEDIA STATEMENT:
Liminal is pioneering startup agency uniquely positioned to bridge the gap between Australia and Vietnam. We leverage the collective expertise in creative and tech storytelling and capitalise on the geographic proximity and convenient one-hour time difference (hubs in Western Australia and Hoi An), to facilitate cost-effective projects with working teams across continents.
Why Vietnam?
The synergy between Vietnam and Australia is currently ripe for business success. The recent launch of a creative and tech Landing Pad in Ho Chi Minh City (HCMC) in June 2024 marked a new chapter of bilateral collaboration. The Landing Pad supports Australian businesses to drive technology exports to the region and boost Vietnam’s digital industries.
The Landing Pad program also aligns with Vietnam's rise within the "startup golden" triangle in Southeast Asia, now sharing the spotlight with Singapore and Indonesia.
Austrade’s website states that “Vietnam’s population is set to exceed 100 million in 2024. The high proportion of young and working people is driving domestic demand for tech solutions.
Coupled with an economy forecast to grow at 6% in 2024 and government policy to grow the tech sector, this has created opportunities for Australian tech businesses to provide a wide range of solutions.
The Ho Chi Minh City Landing Pad is partnering with local providers to offer advice and deep connections with the Vietnamese tech ecosystem.”
Brand Film
In order to launch the Liminal, producer Sophie Mathewson, and Creative Director Linh Tong believed it was pertinent to showcase the collective talents of the company founders and share the varying skillsets in a way that authentically demonstrates their capabilities and directional style.
“It’s almost like a corporate film turned on it’s head.” - words from Sophie - who scripted the creative.
“The film is essentially a short vignette of each of our four founders, using film, animation, and motion graphics as visual touchpoints for the character’s individual personas and creative achievements.”
The brand film also shows the true meaning of cross-continent collaboration, with scenes shot in both Australia and Vietnam, with DoP’s Thang Lam Phim (Saigon) and Darren McCagh (Western Australia).
Being self-funded, the film was produced on a shoestring but with passion being the guiding force. A total of $3.5k AUD was spent on the production.
The Rise of Southeast Asia's Digital Economy
Southeast Asia's digital economy is experiencing strong growth, with a projected worth of up to US$1 trillion by 2030. In the past three years, the region has gained 100 million new internet users, totalling 460 million in 2022. This surge is driven by affordable digital devices and a mobile-first culture.
The impact on commerce is transformative and promises significant economic opportunities and inclusive growth for both Vietnam and Australia through to 2040.
Opportunities Working with Liminal
“At Liminal, we excel in creative and tech industries with a robust talent acquisition and outreach model.” said Producer Sophie Mathewson.
“Our talent acquisition model is the cornerstone of how we deliver cost-effective services for both clients and employees. By leveraging our collective expertise and understanding deeper meanings and new perspectives, we ensure that every project is uniquely tailored to meet the specific needs of our clients. We believe in using the power of new technologies to communicate compelling storytelling, and lean into multi-layered, humorous, quirky and playful.’
Liminal specialises in post-production, animation, VFX, digital software development, and graphic design. The diverse talent pool is managed with a commitment to fair hiring, payment, and compliance through Remote Payroll & Compliance.
Cultural Understanding and Personal Connections
Cultural understanding and personal connections are key to this partnership's success. Australian companies can leverage the expertise of Australia's large Vietnamese diaspora to navigate the South East Asian market effectively.
Both governments play crucial roles in highlighting the complementarities of their economies. Organisations like Austrade and the Vietnam Trade Promotion Agency help businesses identify opportunities and suppliers in each market.
Most recently, there has been an increased rise in tourism and trade, with Vietjet now flying directly to Melbourne, Sydney, Brisbane, Perth, and Adelaide, strengthening these connections.