Vietnam Insight & News

The globalization of commerce has made it easier for small and medium-sized enterprises (SMEs) to reach new customers abroad, yet it has not simplified how  they establish a sustainable market presence. Traditional methods—setting up subsidiaries, partnering with distributors, or relying on export management companies - often require large investments and lengthy timelines. A new model is emerging: the Market Entry Service. Built on the concept of Market Development as a Serv

Vietnam has emerged as one of Asia’s most stable and promising economies — a nation where political consistency and pragmatic diplomacy have directly shaped its rapid economic ascent. In a decade defined by geopolitical turbulence, from trade wars to regional conflicts, Vietnam’s steady hand on governance has turned the country into both a manufacturing powerhouse and a rising consumer market. This article examines how Vietnam’s geopolitical stability fuels its market potenti

Vietnam has become one of Asia’s fastest-growing and most promising consumer markets. In 2023, GDP grew by 5.05%, with projections reaching 6.8–7.0% in 2024, making Vietnam one of ASEAN’s top-performing economies (World Bank). Retail sales exceeded USD 266 billion, up 9.6% year-on-year - a clear indicator of robust consumer spending from a population of nearly 100 million, where 69% are of working age and the median age is just 33. Beyond economic growth, Vietnam stands out a

Vietnam’s consumer market is among the most vibrant in Asia. With annual retail growth averaging 10–15%, a young population, and an expanding middle class, it has become a top destination for international brands—especially in FMCG, F&B, cosmetics, and household goods. Yet, for many small and medium-sized enterprises (SMEs), success in Vietnam is far from guaranteed. The country’s growth potential is accompanied by a web of legal, financial, and operational barriers that can

As global supply chains shift and Southeast Asia becomes the new growth frontier, Vietnam stands out as one of the region’s most promising markets for international SMEs seeking expansion. Its fast-growing economy, stable political environment, and expanding consumer base make it an ideal destination for brands looking to enter, test, and scale in Asia. However, understanding how to expand SME into the Vietnamese market requires more than enthusiasm. The complexity of local r

For years, hand-carried goods  — or “grey imports” — were a common choice for Vietnamese consumers, favored for their low prices and convenience. Yet, this informal channel also became the perfect cover for counterfeit and smuggled goods, blurring the line between authentic and fake products and eroding consumer trust. Today, as the Vietnamese government intensifies its crackdown on counterfeit and grey-market goods, the landscape is changing fast. A market that is being “cle

Entering Vietnam has always been attractive for global SMEs, but the landscape in 2025 is fundamentally different. Driven by the government’s firm action against counterfeit and smuggled goods, the country is entering a new phase — one defined by transparency, compliance, and growing consumer trust. For foreign SMEs seeking sustainable expansion, Vietnam market entry in a transparent environment is no longer just a possibility; it’s a strategic opportunity. A younger populati

Vietnam has emerged as one of Asia’s most dynamic consumer markets, with annual retail growth reaching 10–15 percent and a young population driving sustained demand for consumer goods. The opportunity is clear, but for many international SMEs, the challenge lies not in market potential—but in navigating Vietnam’s legal system. From investment registration to business licensing and product declarations, the legal procedures to enter the Vietnamese market are often described as

In today’s fast-moving global economy, speed is not just an advantage — it’s survival. For international SMEs, knowing how to enter the Vietnamese market quickly means achieving faster revenue, lower costs, and earlier access to customer data that drives long-term growth. Vietnam — one of Asia’s most dynamic consumer markets — has become a strategic destination for global expansion. However, to enter the Vietnamese market quickly and effectively, businesses need more than a s

As Vietnam’s economic powerhouse, Ho Chi Minh City is where most brands begin their market journey. With its vibrant network of supermarkets, convenience stores, and retail points, the city is proving ground for every FMCG or F&B brand entering the country. However, for international SMEs, the biggest challenge isn’t product adaptation — it’s the cost of building and managing a sales team in Ho Chi Minh City. From recruitment to training and operations, expenses can escalate

For many international SMEs planning to enter Vietnam, the question isn’t if they should come — but how fast  they can access the market. Among Vietnam’s major cities, Ho Chi Minh City stands out as the commercial heart of the nation — a place where traditional and modern retail channels converge, and consumer behavior evolves at lightning speed. To succeed here, brands must understand how to access retail channels in Ho Chi Minh City effectively — from local grocery shops (

Vietnam has become one of the fastest-growing consumer markets in Southeast Asia, attracting an increasing number of international SMEs seeking to establish a foothold here. However, what often slows them down is not the product itself—but the time, cost, and local manpower required. That’s why sales outsourcing in Vietnam has become a strategic solution for brands that want to enter the Vietnamese market quickly, efficiently, and at a fraction of the cost. Among the few play

Over the past two decades, Thailand has consistently ranked among Vietnam’s top trade and investment partners. Beyond being a regional export powerhouse, Thailand has also become a dynamic investor, particularly in FMCG, food, and modern retail. In Vietnam, the image of “Made in Thailand” has evolved into a symbol of quality, durability, and safety — a perception that Thai SMEs have successfully leveraged to expand their footprint. Yet, as ASEAN markets grow increasingly comp

China remains Vietnam’s largest trading partner, accounting for nearly 40% of Vietnam’s total import value in 2024 — equivalent to around USD 144 billion. Traditionally dominated by machinery and manufacturing inputs, Chinese exports to Vietnam have recently shifted toward consumer goods, food, and FMCG products — largely driven by small and medium enterprises (SMEs). For China SMEs in Vietnam, this market is not just geographically close but also strategically vital — a “tes

South Korea has long been one of Vietnam’s most important economic partners. Beyond conglomerates like Samsung, LG, or Lotte, South Korea SMEs in Vietnam are increasingly making their mark in sectors from beauty to food and fashion. Fueled by the global wave of K-culture, Korean products have quickly won the hearts of Vietnamese consumers. Yet, challenges remain — from intense competition to high marketing costs — meaning that success for South Korea SMEs in Vietnam depends o

Over the past decade, economic ties between Vietnam and Japan have deepened significantly. Japan is not only one of the largest FDI contributors but also among the top in terms of SME projects in Vietnam. Japan SMEs often carry the reputation of “quality and reliability,” well aligned with the expectations of Vietnam’s growing middle and upper-middle class. However, entering the Vietnamese market is far from easy. Cultural differences, complex distribution structures, and hig

Vietnam is emerging as one of the most attractive markets for international SMEs across Asia and beyond. From cosmetics to food and beverages, logistics to consumer goods, small and medium-sized enterprises are finding both promise and complexity in entering Vietnam. The period 2023–2025 is marked by rising SME activity, fueled by shifting consumer demand, supportive trade agreements, and Vietnam’s strong position as a regional growth hub. Yet, the journey into Vietnam is not

In the age of digital marketing, brands often turn first to KOLs, KOCs, and paid media. Yet General Trade (GT) Vietnam — the traditional mom-and-pop store network — functions in surprisingly similar ways. For SMEs entering Vietnam, GT is not just a distribution channel but also a digital-like marketing and sales engine. It combines credibility, performance-based costs, and highly relevant audiences that rival what digital platforms can deliver. A mom-and-pop shop owner recomm

In Vietnam’s retail market, General Trade (GT) Vietnam continues to dominate as the channel with the widest coverage. With over 1.4 million mom-and-pop stores and thousands of traditional markets, GT remains an everyday touchpoint for consumers. For SMEs newly entering Vietnam, the most urgent priorities are brand building and market coverage—and GT provides both. Illustration of General Trade (GT) Vietnam’s wide coverage, with location pins on a map representing the density

Vietnam’s Modern Trade (MT) market is increasingly attractive, with over 16,000 outlets and $57 billion in revenue in 2024. However, for SMEs, entering MT is not only an opportunity but also a challenge: high listing fees, heavy discounts, delayed payments, and fierce shelf competition. To succeed, SMEs must adopt a comprehensive SMEs Modern Trade (MT) Vietnam strategy tailored to the local market. Hypermarkets, supermarkets, convenience stores, and minimarkets – the four pil