Vietnam Airlines Introduces New Signature Scent Ecosystem to Enhance Emotional Connection and Passenger Experience on the Path to 5-Star Status by 2030

Published on November 24, 2025

Vietnam Airlines’ CEO Le Hong Ha revealed that the airline is developing its first signature scent ecosystem, which marks a significant stride toward achieving 5-star airline standards in 2030 as aimed. He further stressed that fragrance is the strongest way to evoke emotion, adding that true brand differentiation only commences when passengers can recognize Vietnam Airlines by fragrance alone.

The scent, Nha, was created with perfumer Rei Nguyen and combines classic Vietnamese elements to capture both the culture and natural splendor of the country. Tam Coc lotus, Thai Nguyen tea leaves, Vong Village green rice flakes, and citrus from several Vietnamese regions form the core of the scent, creating a fresh, calming aroma.

A Fragrance Tailored to Every Step of the Journey

Vietnam Airlines refined the scent to match different stages of the customer experience. Check-in areas and Lotus Lounges are infused with a gentle mix of lotus and black tea to calm passengers during what is often the most stressful part of travel. Inside the aircraft cabin, the full fragrance blend is used to welcome and bid farewell to passengers. In the lavatory, the scent is adapted into a lighter lotus-mandarin mix that works well in compact spaces and under cabin-pressure conditions. Before being launched, the fragrance underwent extensive testing in a cabin simulator to ensure it held its character under low humidity and low pressure, diffused evenly, and remained gentle throughout long flights.

Passenger Travel Impact: How a Scent Shapes the Entire Journey

The introduction of Nha marks a shift in how Vietnam Airlines approaches the passenger journey. As global airlines compete less on hard products and more on emotional connection, Vietnam Airlines is using scent to shape how travellers feel from the moment they enter the terminal. The new fragrance helps calm passengers before departure, making the early stages of travel less stressful. It creates a sense of familiarity and comfort, especially for returning travellers who will associate the aroma with pleasant memories of previous trips.

It also elevates the perceived quality of service. Even without major seat or lounge hardware changes, passengers experience a more premium atmosphere simply through scent and mood. Cabins often feel dry or sterile; a well-crafted scent softens this and makes the environment more enjoyable on both short regional flights and long-haul journeys. For first-time visitors to Vietnam, the fragrance becomes an early cultural introduction, offering a subtle preview of the country’s hospitality before they land.

Competing Through Emotional Experience in a Crowded Aviation Market

The aviation sector in Vietnam is becoming increasingly competitive as new airlines enter the market and existing carriers expand. Traditional differentiators like seat design, meals, and route networks no longer offer clear separation between brands. Across Asia, leading carriers such as Singapore Airlines, ANA and Cathay Pacific have already begun to compete through sensory details like scent, sound design, and emotional touchpoints.

Vietnam Airlines is now stepping into this more refined arena. Premium passengers, especially long-haul international travellers, are paying greater attention to intangible elements such as fragrance, tone of communication, cabin aesthetics, and overall emotional feel. These travellers represent the highest-spending segment, and their loyalty is deeply influenced by how an airline makes them feel, not just what it provides materially.

Strengthening Vietnam’s Cultural Branding and Global Tourism Appeal

Nha is more than a cabin accessory; it is a cultural storytelling tool. By using ingredients tied to Vietnam’s regions and heritage, the airline is reinforcing the national tourism brand on every flight. Passengers experience a distinctly Vietnamese identity even before arriving in Hanoi, Ho Chi Minh City or Da Nang.

This sensory branding helps Vietnam stand out in a region filled with strong tourism players. The fragrance serves as a soft diplomatic gesture, strengthening global perceptions of Vietnamese hospitality and potentially influencing tourists’ intent to return or explore more of the country.

Future Impact: Shaping the Airline’s 2030 Vision and Vietnam’s Tourism Growth

The introduction of Nha supports Vietnam Airlines’ long-term plan to achieve recognised 5-star airline status by 2030. Over the next few years, the airline aims to build a cohesive sensory identity that includes smell, sound, visual design and communication style. As international tourism demand rises across Asia, passenger expectations are evolving toward experience-driven travel. Vietnam Airlines’ early investment in emotional identity positions it strongly in this future landscape.

High-value travellers—business visitors, long-haul tourists and repeat flyers—are likely to respond positively to these refinements, contributing to higher customer retention. This initiative also aligns with Vietnam’s broader tourism goals, where elevating service quality across national industries strengthens the country’s reputation as a modern, cultural, premium travel destination.

A Fragrance That Carries Vietnam Across the Skies

More than just a pleasant fragrance, Vietnam Airlines’ signature scent ecosystem reflects a shift towards emotional experience, cultural storytelling and refined passenger comfort. Anchoring the brand in a sensory identity inspired by Vietnamese heritage, the airline increases loyalty, raises the bar on the quality of its service and contributes to the country’s wider ambitions for tourism. Nha is both delicate and memorable-a true portrait of Vietnam that follows passengers from lounge to cabin to destination, turning every flight into a quiet celebration of the country’s culture.