After more than a decade since first landing in Vietnam, Esquire—one of the world’s most iconic men’s magazine brands—officially returns to the Vietnamese market in 2025, once again under Sun Flower Media, publisher of the longstanding Harper’s BAZAAR Vietnam.
In partnership with Hearst Magazines International, Esquire Vietnam joins a distinguished global network of more than 20 international editions, each shaping the cultural conversation about fashion, lifestyle, and modern masculinity through a distinctly local lens.
Esquire Vietnam was first published between 2013 and 2017 as an early pioneer in the men’s media landscape. Now, the 2025 return of Esquire Vietnam comes at a pivotal moment. As Vietnam experiences rapid cultural, economic, and generational transformation—considered one of the world’s fastest growing economies—there is a growing appetite for media that matches the country’s new ambitions and tastes.
“Esquire has always stood for timeless style and cultural relevance,” says Venus Tran, founder and CEO of Sun Flower Media. “As Vietnam steps confidently into a new era of excellence, there has never been a better time to relaunch an iconic title that speaks directly to today’s Vietnamese man.”
In its new iteration, Esquire Vietnam will be led by journalist-author Dan Q. Dao, who joins as Editor-in-Chief, and Joshua Turner, who joins as the brand’s Publisher, overseeing sales and business development.
Esquire Vietnam will explore not only style and grooming, but also culture, food, travel, design, sports, technology, and personal development—explored through a distinctly Vietnamese lens. Formats will include in-depth reported features, sophisticated visual storytelling, and thought-provoking sartorial advice across print, digital, and social platforms.
“Esquire defines and celebrates the modern man on a global scale, and we’re thrilled to re-introduce it in Vietnam,” said Kim St. Clair Bodden, senior vice president of global editorial and brand director at Hearst Magazines International. “We’re excited to build upon our deeply collaborative partnership with the team at Sun Flower Media to create compelling, thoughtful, and culturally relevant journalism that’s engaging, enlightening, and—above all—entertaining across every platform.”
Launching digitally in July 2025, Esquire Vietnam will officially debut in print in September 2025 with four issues annually. Beyond print, the brand will maintain a dynamic presence across Facebook, Instagram, and esquire.vn, forming a seamless lifestyle ecosystem. Additionally, the Esquire Vietnam Club will invite the country’s leading tastemakers, innovators, and creators into an exclusive members-only circle with privileged access to private events, curated cultural experiences, and bespoke collaborations with global luxury brands.
“We aim not only to inform and inspire but also to create a true community of readers and followers around Esquire Vietnam,” concluded Tran.
