Esquire Vietnam: The Return of a Global Icon for the New Generation

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.

Originally founded in 1933 in the United States, Esquire has long stood at the intersection of journalism, design and style. Its pages have hosted some of the most-celebrated writers in media history — from Gay Talese and James Baldwin to Norah Ephron and Tom Wolfe. More than just a men’s magazine, Esquire has evolved into a global cultural institution — one that defines, reflects and challenges what it means to be a man in every generation.

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 — it’s 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. 

About Esquire
Esquire creates engaging conversations that drive the culture with a unique mix of intellectual showmanship, hilarity, impeccable style, visual punch and extraordinary writing. Over its 92 years, Esquire has won 27 National Magazine Awards and the Pulitzer Prize. Esquire.com has an audience of 15 million (comScore). In addition to its U.S. flagship, Esquire publishes 20 editions around the world. Esquire is published by Hearst Magazines, the world’s largest lifestyle publisher, with a portfolio of more than 30 powerful brands in the U.S. that inspire and entertain audiences across all media platforms. Hearst Magazines’ print and digital assets reach 141 million readers and site visitors each month — 55% of all adults in the U.S., 53% of all Millennials and 50% of all Gen Z adults over the age of 18 (Source: 2024 Comscore Multi-Platform© MRI-Simmons - 09/24/S24). The company publishes more than 200 magazine editions and 175 websites around the world.