Wink is a highly defined brand designed for Indochina – a region at the cusp of the next stage in its evolution, clamouring for a hospitality experience unlike any before. A brand that believes in the tenacity of the Indochine mentality, Wink is a celebration of what the region has overcome and, more importantly, what it will become.

Capturing the vision of developer Indochina Vanguard Hotels, a joint venture between Indochina Capital Corporation and Vanguard Hotels, the vibrant new brand seeks to redefine affordable luxury in Vietnam and Indochina.

We call this new generation ‘Indochine 2.0’,” said Peter R. Ryder, co-founder of Indochina Vanguard Hotels and Chief Executive Officer of Indochina Capital Corporation. “Wink speaks to its core by representing the power and tenacity of the Vietnamese identity, by catering to their fast-paced, ever-changing lifestyles and immersing them in the cultural depths of the destination.”

“With Wink Hotels, we want to be more than just the stylish ‘new kid on the block’,” said Bruce Musick, co-founder of Indochina Vanguard Hotels and Group Chief Executive Officer of Vanguard Hotels. “We want to change and disrupt the local hotel industry by challenging passé, outdated notions of hospitality, and developing a truly innovative and exciting brand that resonates with young and young-at-heart local and regional travellers.”

Wink Hotels will also provide guests with a literal taste of the locale. The brand’s exciting new food concept sees vendor-style carts delivering the best local street food to the shophouse-inspired multi-use space on the ground floor.

“Vietnam deserves the best, and we want to bring the finest elements of the hospitality industry to this dynamic country,” says Michael Piro, co-founder of Indochina Vanguard Hotels and Chief Operating Officer of Indochina Land. “We will provide a consistent brand experience not only in primary markets such as Hanoi, Ho Chi Minh City and Danang but also, over time, in many of Vietnam’s emerging secondary cities. Wink Hotels will have a nationwide footprint.”

CEO of QUO,Asia’s leading travel and hospitality branding agency, David Keen, sees the Wink brand as a tipping point for hospitality in the Indochina region, representative of democratising changes currently shifting the balance of power in the industry.

“Wink is one of those brands that has engaged all of us at QUO,” says Keen. “It inspires us because it reflects a change in society in Vietnam and in Indochina – change that is happening as fast as a wink. The brand is fun, it’s entrepreneurial, it’s dynamic, it’s irreverent; it’s a brand that will be a catalyst for change for all of hospitality in Vietnam.”

Wink Hotels launched with a dazzling event in Saigon that attracted more than 300 industry guests, as well as local bloggers, models and influencers. The first Wink hotel will open its doors in Saigon’s District 1 in Q3 2019.