Vietnam Insight & News

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

For SMEs, entering General Trade (GT) Vietnam is both necessary and difficult. GT accounts for the majority of Vietnam’s retail market share, making it an unavoidable channel for consumer goods. Yet, this dominance comes with barriers: consumer loyalty to familiar brands, fragmented logistics, and limited data transparency all create challenges for SMEs introducing new products. Traditional markets such as Bến Thành in Ho Chi Minh City and Đồng Xuân in Hanoi, alongside bustli

Modern Trade (MT) in Vietnam is expanding rapidly and seen as a “gateway” for SMEs to reach consumers. With over 16,000 outlets and $57 billion in revenue in 2024, MT represents a highly attractive retail channel. Yet entering Modern Trade (MT) Vietnam  is far from easy. SMEs often face hidden challenges—from upfront costs and cash flow pressure to fierce competition on supermarket shelves. Supermarkets, convenience stores, and minimarkets in Vietnam, reflecting key Modern Tr

Entering Vietnam’s HoReCa sector can be both promising and challenging for international SMEs. With the market valued at nearly USD 22 billion in 2024 and forecasted to exceed USD 50 billion by 2033, HoReCa has become one of the fastest-growing gateways for FMCG brands. Yet success in Horeca Distribution Vietnam depends heavily on choosing the right partner—one that can manage logistics, compliance, and market access effectively. The combined landscape of restaurants, hotels,

In the face of rapid growth in Modern Trade (MT) and e-commerce, General Trade (GT) Vietnam—long the backbone of retail—faces growing pressure to evolve. Today’s consumers demand cleaner, more transparent, and more modern shopping experiences. Many traditional mom-and-pop shops are “wearing a new coat,” transforming into “mini-mart light” models that retain their neighborhood familiarity while adopting modern practices. This shift is both a challenge and a major opportunity f

In Vietnam’s retail market, General Trade (GT) Vietnam still plays a dominant role, accounting for more than 60% of total sales. However, the steady rise of Modern Trade (MT) Vietnam is reshaping consumer habits, especially in urban centers. This shift opens up significant opportunities for MT growth while presenting challenges in competing with GT, which remains deeply rooted in Vietnamese culture. Traditional markets and modern supermarkets standing side by side, symbolizin

Vietnam’s HoReCa (Hotel – Restaurant – Catering) sector has become a magnet for international SMEs looking to expand in the fast-growing F&B industry. With revenue growth of 16.6% in 2024 and more than 323,000 outlets nationwide, the country’s two largest cities - Ho Chi Minh City and Hanoi - serve as the growth engines of Horeca Distribution Vietnam. Their scale, tourism potential, and consumer diversity make them the ideal entry points for international brands. Ho Chi Minh

In Vietnam’s retail landscape, General Trade (GT) Vietnam remains dominant not only in rural areas but also in major urban centers such as Ho Chi Minh City and Hanoi. Its greatest strength lies in dense coverage and unparalleled accessibility, offering a level of convenience that Modern Trade (MT) has yet to match. For SMEs looking to enter the market, urban GT represents the fastest gateway to achieve wide product distribution. A busy street in Ho Chi Minh City lined with mo

In Vietnam’s modern retail sector, FMCG (Fast-Moving Consumer Goods) and food are the key engines driving the rise of Modern Trade (MT) Vietnam. With daily demand, high purchase frequency, and shifting consumer habits after the pandemic, these categories are powering the rapid expansion of minimarkets, convenience stores, and supermarkets nationwide. Beverage products displayed on supermarket shelves, illustrating how FMCG categories drive the growth of Modern Trade in Vietna

Entering Vietnam’s HoReCa market offers enormous potential for international SMEs looking to expand in the fast-growing foodservice and FMCG sectors. With a market size of nearly USD 22 billion in 2024 and projections to more than double by 2033, HoReCa is often the first channel chosen for product testing and brand building. Yet, the path is not without challenges—high operating costs and strict compliance requirements can quickly derail expansion plans. This is where Vietna

In Vietnam’s retail landscape of 2024, Modern Trade (MT) Vietnam has emerged as a powerful growth driver. From minimarkets and convenience stores to pharmacy chains and shopping malls, MT is not only changing consumer behavior but also reshaping the market structure. With revenues reaching $57 billion and over 16,000 outlets nationwide, this channel is steadily asserting its role as the future backbone of Vietnam’s retail sector. Costco leadership meets Vietnam’s President to

General Trade (GT) Vietnam has long been the backbone of the country’s retail sector, with more than 9,000 traditional markets and over 1.4 million mom-and-pop shops. Despite strong competition from supermarkets, convenience chains, and e-commerce platforms, GT continues to dominate daily FMCG distribution. By 2024, GT accounted for about 61% of total retail, down from 73% in 2020, while Modern Trade reached 29% and e-commerce 10%. During Tet 2025, more than 80% of Vietnamese

FMCG Distribution Vietnam – why HoReCa is becoming a strategic channel Vietnam’s HoReCa (Hotel – Restaurant – Catering) sector is not only a service industry but also a critical distribution gateway for FMCG brands. Unlike General Trade (GT) or Modern Trade (MT), the HoReCa channel offers: Direct consumer product experiences. Faster brand exposure through dining, hotel, and tourism services. Stronger “brand pull” effect from real customer demand. According to Decision Lab (20