Anti-Counterfeit Campaigns Reshape Vietnam Market Entry

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 “cleaned up” is, in fact, a market that is opening up for authentic brands. For foreign companies seeking Vietnam market entry, this is the ideal moment to build sustainable success through legal, transparent, and compliant pathways.

Vietnamese authorities intensify nationwide inspections to combat counterfeit and smuggled goods — paving the way for a transparent and fair business environment that welcomes authentic foreign brands.

Vietnam Tightens Control on Counterfeit and Grey-Market Goods: A Positive Signal for Global Brands

According to the General Department of Market Management (QLTT), Vietnamese authorities handled more than 27,000 violations related to counterfeit, smuggled, and unverified goods in 2024 — a 15% increase compared to 2023.

Joint campaigns led by the Ministry of Industry and Trade, Customs Department, Ministry of Finance, and National Steering Committee 389 are enforcing tighter inspections at borders, warehouses, and online platforms.

These actions are not simply punitive; they reflect Vietnam’s commitment to building a transparent, fair, and competitive business environment. For foreign brands, this signals a turning point — a moment when quality, compliance, and brand integrity are finally rewarded.

When Counterfeit and Grey-Market Goods Lose Their “Grey Zone”

In the past, hand-carried or “xách tay” products were seen as affordable versions of authentic imports. But in reality, most were unregistered, untaxed, and unregulated, leaving room for counterfeit infiltration.

Now, with the government rolling out digital tracking codes, QR-based origin verification, and stricter border controls, that “grey zone” between real and fake is disappearing. Only brands with legally imported and certified products will be able to thrive in this new system.

In short, Vietnam market entry has become a matter of credibility: brands that follow the official route gain long-term trust, while those relying on informal distribution risk being shut out entirely.

Vietnam’s new traceability systems — including digital tracking codes and QR-based verification — are closing the “grey zone” between real and fake products, ensuring consumer trust and market transparency.

Vietnam’s Young, Dynamic Market Is Hungry for Authentic Brands

Vietnam today has over 100 million people, with more than half under the age of 35 — a generation that is brand-aware, digitally connected, and values authenticity. According to the Vietnam Retail Market Report 2025, over 60% of urban consumers are willing to pay 10–15% more for genuine products with verified origins.

This shift in mindset — from “cheap and convenient” to “authentic and safe” — is reshaping consumer expectations. And it’s creating new growth opportunities for foreign brands, especially in:

• FMCG & F&B: demand for clean, organic, and certified products continues to rise.

• Cosmetics & household goods: consumers prefer traceable products with official import documentation.

• Fashion & lifestyle: buyers are shifting from hand-carried goods to officially distributed, authorized retail brands.

Vietnam is no longer just a “price-sensitive” market — it is becoming a trust-sensitive market.

Vietnam’s young consumers are increasingly choosing authentic, traceable cosmetics — reflecting a new generation that values transparency and officially imported brands.

Go2Market (G2M) Vietnam: The Fast, Legal, and Transparent Route for Foreign Brands

In this context, Go2Market (G2M) Vietnam acts as the strategic partner helping foreign SMEs achieve Vietnam market entry quickly, legally, and sustainably.

Through its proven “Market Ready, Shelf Ready” model, G2M offers:

• Import by Proxy: enabling brands to enter Vietnam without establishing a legal entity.

• End-to-end product compliance: handling legal registration, quality certification, and labeling.

• Comprehensive distribution channels: covering Modern Trade (MT), General Trade (GT), and e-commerce.

• Brand protection and transparency assurance: ensuring traceability and compliance with Vietnam’s anti-counterfeit regulations.

With G2M, your brand doesn’t just enter Vietnam — it enters the right way: compliant, transparent, and built for long-term success.

Vietnam Market Entry 2025: A Turning Point for Authentic Global Brands

Vietnam’s intensified control over counterfeit and hand-carried goods marks a defining moment — from a fragmented grey market to a transparent, opportunity-driven economy. For authentic, quality-driven foreign brands, this transformation opens a golden window for sustainable Vietnam market entry.

As consumer trust rises and the government continues to foster transparency, the brands that choose the compliant path will own the future of Vietnam’s retail landscape.

And with Go2Market (G2M) Vietnam as your partner, entering Vietnam isn’t just faster — it’s smarter, safer, and built to last.