Content is king in Asia at the moment, and those who believe they can do it well are moving places to exploit the native fashion.

In the case of Ian Paynton, that means Vietnam, to which he has returned to launch brand content consultancy Hashtag Content.

The former head of digital at Haymarket Asia previously had an agency agency in Vietnam, and was publishing manager for Stuff and FourFourTwo, consumer brands he helped launch in Singapore. He had worked as a journalist and copywriter, and in custom publishing for Haymarket on publications for the London 2012 Olympics.

The new venture has Adarra Pictures, Mott Visuals and Outbrain as partners.