POJ (CEO Lee Hyun-il) is accelerating its entry into the Vietnamese airport advertising market by signing a contract for the operating rights of large-scale billboards and digital signage inside Hanoi Noi Bai International Airport, the gateway to Vietnam’s capital Hanoi.

Under this contract, POJ will exclusively operate digital advertising media installed along core arrival and departure routes in Terminal 2 (T2, international flights) of Noi Bai International Airport for the next 10 years. These media are positioned where airport users spend the most time and where foot traffic is heaviest, and are expected to deliver high advertising effectiveness for both global brands and local companies.

Hanoi Noi Bai International Airport is the largest international airport representing northern Vietnam and serves as a key transportation hub with annual passenger traffic of more than 20–30 million. Major international routes, including those to and from Korea, are concentrated there, and the Hanoi–Incheon route is considered one of the busiest segments. As business demand and tourism have recovered rapidly since COVID-19, the airport is drawing attention as a major advertising hub for global companies targeting the Southeast Asian market.

The digital media to be operated by POJ are the largest-format, highest-specification high-resolution LED digital signages within the international terminal at Noi Bai Airport, and will be installed at four carousel areas with eight faces in the arrivals hall as well as key sections in the departures hall. In particular, as they are located above the essential route connecting the check-in counters on the third floor of the departures hall to the departure immigration area, they are expected to achieve virtually 100% exposure to both departing and transit passengers.

The signage adopts a “Twin Vision” format, consisting of two large LEDs positioned side by side, enabling a variety of content presentations such as single messages, simultaneous exposure of multiple brands, and storytelling-type video formats. This is seen as a strength in that it allows for strategic message delivery in line with the flow of passenger movement through the airport, going beyond simple image advertising.

POJ CEO Lee Hyun-il stated, “It is highly meaningful to operate a media platform that connects global companies and promising local companies at the gateway to Hanoi, the center of Vietnam’s economic growth,” and added, “With the acquisition of the advertising operating rights at Noi Bai International Airport, POJ will gradually expand its digital out-of-home (DOOH) advertising business from Hanoi to major key cities across Vietnam.”

He further commented, “POJ aims to establish itself as a trusted partner and leading operator in the Vietnamese airport advertising market.”

Meanwhile, starting from this contract, POJ plans to launch a “Vietnam Airport Advertising Package” to support Korean companies’ entry into Vietnam and begin full-scale advertiser recruitment. The package will be designed as a customized product centered on airport digital signage to simultaneously pursue brand awareness enhancement and rapid establishment in the local market.

In Korea, POJ already has experience operating premium new media outlets such as digital signage in major large subway stations in Seoul, and the company intends to actively leverage its accumulated operational know-how and content planning capabilities in its Vietnamese business as well.

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