Building the Vietnam national brand:
11 years standing strong in Burundi: How Lumitel proves Vietnamese businesses can create value in challenging markets
WVR - More than 11 years ago, when Lumitel's first broadcast stations were erected in Burundi, few could have imagined that a Vietnamese telecommunications enterprise would become a significant part of the relationship between two geographically distant nations.
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Mr. Phan Truong Son, General Director of Viettel-Burundi (Lumitel), shares with The World & Vietnam Report about the journey of a Vietnamese enterprise establishing presence, building a brand, fostering trust, and affirming its position in the Burundi market.
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| Mr. Phan Truong Son, General Director of Viettel-Burundi (Lumitel). (Photo: Courtesy by author) |
Connecting two economies through trust
After more than 11 years of operation in Burundi, how has Lumitel contributed to strengthening the economic cooperation between Vietnam and Burundi?
More than 11 years ago, when Lumitel's first broadcast stations were erected in Burundi, few could have imagined that a Vietnamese telecommunications enterprise would become a significant part of the relationship between two geographically distant nations.
To date, Lumitel has contributed over 403 million USD to Burundi's budget and created and maintained approximately 60,000 jobs. Behind these figures lies an entire process of building telecommunications infrastructure, developing a network of local partners, and accompanying Burundi's economy through various stages, even during the most challenging times.
When we arrived in Burundi with the Lumitel brand, we understood that we were bringing not only capital and technology but also the image and reputation of Vietnamese enterprises. The greatest value does not lie in the scale of investment but in the trust accumulated through each fulfilled commitment.
A Vietnamese enterprise fulfilling commitments, addressing the needs of the people, and maintaining a long-term presence in the host country makes the relationship between the two nations closer and more practical.
Lumitel not only connects communication but also contributes to linking the two economies through trust. This is the most sustainable contribution a business can make.
Lumitel is considered one of Vietnam's successful investment projects in Africa. In your opinion, how has the participation of Vietnamese enterprises in developing digital infrastructure and services in Burundi helped spread technological capabilities and the image of Vietnam?
In the past three years, Lumitel has invested nearly 80 million USD, expanding 4G coverage to about 80% of Burundi's population and becoming a pioneer in deploying 5G in the country. Importantly, we have demonstrated that Vietnamese enterprises have the capability to design, build, and operate digital infrastructure on a national scale, even in a market with challenges in energy, infrastructure, and resources.
On this network foundation, Lumitel gradually brings mobile financial services, electronic payments, and IT solutions closer to the people, businesses, and government.
Technology only truly holds value when it addresses specific issues: Helping people, even in remote areas, access previously limited services; assisting businesses in operating more smoothly; and supporting the government in enhancing management efficiency and public service delivery.
Moreover, Lumitel continues to invest in challenging areas where financial efficiency does not always come first; simultaneously training local personnel and transferring knowledge so that the Burundi team can gradually master the system.
| When Vietnamese enterprises gain trust in a distant country, that success will help pave the way and create additional motivation for other Vietnamese enterprises to confidently reach out to the world. This is Lumitel's greatest significance for Vietnam's position and soft power. |
During periods when the market lacked fuel and foreign currency, and many businesses had to scale down operations, we proactively ensured supply, maintained a continuous network, and continued to invest.
Through Lumitel, Vietnam is recognized as a nation capable of mastering an entire digital ecosystem, from design and construction to operation. We bring abroad not only technology but also deployment experience, management models, adaptability, and the responsibility to create value for the places we invest in.
When Vietnamese enterprises contribute to building digital infrastructure to support Burundi's development, it is also the most practical way to spread the image of a capable, responsible, and reliable Vietnam.
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| Mr. Phan Truong Son, General Director of Viettel-Burundi (Lumitel), meeting and working with Burundi Prime Minister Nestor Ntahontuye. (Photo: Courtesy by author) |
Realizing the philosophy of “technology from the heart”
Digital transformation is becoming an important aspect of international cooperation. In your view, how can telecommunications enterprises contribute to making digital diplomacy a new pillar in the relationship between Vietnam and African countries?
Digital diplomacy only truly holds meaning when cooperative orientations between two countries are transformed into specific projects that address the needs of the government, businesses, and people.
Telecommunications enterprises are the forces directly turning those commitments into infrastructure, platforms, and services that can be utilized. A successfully implemented project has a much greater persuasive power than many cooperative declarations because it produces results that people can directly use and experience.
In Burundi, Lumitel has built a relatively synchronized digital infrastructure platform, from mobile networks, fixed broadband, and data centres to the Lumicash digital payment ecosystem. This is the basis for the two countries to expand cooperation in areas such as digital government, healthcare, education, and agriculture.
On this foundation, we are participating in implementing public service payments and digital solutions serving essential sectors. These are areas where Vietnam has accumulated much experience, and they are also the practical needs in Burundi's development process.
Lumitel does not simply apply a successful model from Vietnam but rather understands Burundi's specific challenges to tailor solutions accordingly. When a payment platform helps people use public services more conveniently, an Internet connection helps remote students access knowledge, or a digital solution supports more efficient healthcare and agriculture management, digital cooperation between the two countries creates tangible value. These practical results are the most convincing language of cooperation.
Besides its role in implementation, Lumitel also serves as a bridge between the Burundi government and international development organizations and technology partners. Through projects involving the World Bank, United Nations organizations, and other international partners, we can combine Vietnam's technological experience, global development resources, and local implementation capabilities.
Technology creates value, value builds trust, and trust opens up new cooperation opportunities. This is how Lumitel contributes to making digital diplomacy an increasingly substantive pillar in the relationship between Vietnam and Burundi and other African nations.
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| Lumitel is honoured to receive the Third-Class Labor Medal awarded by the State of Vietnam. |
From the perspective of managing a business abroad, what do you think helps the Viettel brand, in particular, and the Vietnamese brand, in general, build credibility and trust in a distant and diverse market like Burundi?
Trust does not come from the scale of investment or initial declarations but is built when a business fulfills its commitments, continuously creates value, and remains present during the most challenging times.
In 2015, when political instability occurred in Burundi and many international telecommunications investors withdrew from the market, the Viettel team chose to stay, continue building the network, and ensure communication for the people. In the following years, amid fuel shortages, foreign currency issues, and inflation, instead of scaling down operations, Lumitel proactively sought supply sources, increased reserves, and maintained a continuous network, even when many other businesses were forced to halt operations.
Having courage alone is not enough. To build credibility in another country, a business must address the real needs of that country. In Burundi, Lumitel determined that it is not just a foreign investor but also a pioneering enterprise in developing digital infrastructure, making long-term investments, bringing the network to challenging areas, and building platforms to serve the people, businesses, and government.
Behind every broadcast station is not just a telecommunications signal but also an opportunity for people to access knowledge, livelihoods, financial services, and new connection methods. This is also how Lumitel realizes the philosophy of “technology from the heart”: Technology should not only connect devices but also connect people with development opportunities.
A digital connection can help remote students access knowledge, help small traders expand their customer base and make payments more conveniently, help families stay in touch, and help Burundians abroad maintain a connection with their homeland. The value of technology, in my view, does not lie in its level of modernity but in the specific changes it brings to life.
| Behind every broadcast station is not just a telecommunications signal but also an opportunity for people to access knowledge, livelihoods, financial services, and new connection methods. This is also how Lumitel realizes the philosophy of “technology from the heart”: Technology should not only connect devices but also connect people with development opportunities. |
Moreover, Lumitel builds an approach that aligns with the Burundi government's strategy, the people's needs, and local culture. We develop Burundi's human resources, transfer knowledge, create jobs, build a local business ecosystem, and accompany in areas such as education, healthcare, clean water, and support for vulnerable groups.
When people no longer see Lumitel as a foreign enterprise but regard it as a trusted partner and part of Burundi, that is the most sustainable foundation for Viettel's credibility and the Vietnamese brand.
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| Lumitel collaborates with the Vietnamese Ambassador to Tanzania, concurrently accredited to Burundi, Vu Thanh Huyen, to support roofing for 30 families affected by floods in Buramata village, Gihanga commune, Bubanza province. (Photo: Courtesy by author) |
To make “Made by Vietnam” valuable in the international market
With 11 years of experience building and standing firm in a very new market like Burundi, in your opinion, what should Vietnamese enterprises do to make the “Made by Vietnam” brand known for values such as products, services, quality, social responsibility, and innovation capabilities?
To make “Made by Vietnam” valuable in the international market, this phrase cannot merely refer to origin but must become a commitment to quality, innovation capabilities, and community responsibility. Every Vietnamese enterprise operating abroad represents the national image.
Therefore, the important thing is not just to bring products to market but also to prove that these products solve real problems and create long-term value for the host country.
From Viettel's foundation, Lumitel has directly built and operated telecommunications infrastructure on a national scale while collaborating with global technology partners to ensure modern, stable services that meet international standards.
This quality is not only demonstrated under favorable conditions but also tested when Burundi faces difficulties with fuel, foreign currency, and energy infrastructure. During these times, Lumitel still maintains the network, ensures communication, and continues to invest in expanding coverage.
Innovation must also start from real needs. Each country has different challenges, so from the Burundi government's strategy, the economy's bottlenecks, and the people's needs, we find suitable approaches.
On the telecommunications foundation, Lumitel develops mobile financial services, electronic payments, and digital solutions, helping people, even in areas with limited banking services, access essential utilities.
| When people no longer see Lumitel as a foreign enterprise but regard it as a trusted partner and part of Burundi, that is the most sustainable foundation for Viettel's credibility and the Vietnamese brand. |
In my opinion, the value of innovation does not lie in how complex the technology is but in its ability to reduce costs, expand access opportunities, and solve problems more effectively.
Additionally, Lumitel's social responsibility to the community is directly linked to business activities. Over the past 11 years, Lumitel has allocated approximately 16 million USD for education, healthcare, clean water, community connectivity, and support for vulnerable groups; simultaneously deploying rural Internet, connecting schools, healthcare facilities, and investing in youth through culture and sports.
When each broadcast station, each digital initiative, and each community project creates value recognized by the local people, “Made by Vietnam” will no longer just be where the product is made but will become a guarantee of quality, innovation capability, and long-term responsibility.
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| Mr. Phan Truong Son receives Lumitel's Gold Award in Portugal in 2025. |
Lumitel has been trusted by the people of Burundi for many years. How do you assess the significance of building a strong Vietnamese brand abroad for the country's position and soft power?
A strong Vietnamese brand abroad not only brings revenue to the enterprise but also serves as an economic ambassador, representing the technological capabilities, work ethic, and values of Vietnamese people.
When the people of Burundi use Lumitel's services, they do not just experience a telecommunications network but also feel how a Vietnamese enterprise keeps its commitments, addresses challenges, and acts responsibly with the community. Positive experiences accumulated daily will create goodwill, trust, and a desire to cooperate with Vietnam. This is soft power formed from real value, not just from media activities.
Viettel is one of the pioneering Vietnamese enterprises investing abroad. Pioneers always face many challenges but also have the opportunity to open a new path. The success or failure of pioneering enterprises not only affects the enterprise itself but also impacts international partners' trust in the Vietnamese business community.
Therefore, Lumitel has the responsibility to succeed, not only to ensure the effectiveness of an investment project but also to prove that Vietnamese enterprises have the capability to compete, master technology, and create value in challenging markets.
When Vietnamese enterprises gain trust in a distant country, that success will help pave the way and create additional motivation for other Vietnamese enterprises to confidently reach out to the world. In my opinion, that is Lumitel's greatest significance for Vietnam's position and soft power.
Thank you so much!
