Branding to make Vietnamese goods competitive in int’l market: experts
Branding is a long-term solution to make Vietnamese goods competitive in the international market, as many products originating from Vietnam remain unfamiliar to consumers though they are among the world's top production volumes, said experts.
Vinfast displays electric vehicles in New York (Photo: VNA)
Hanoi (VNA) – Branding is a long-term solution to makeVietnamese goods competitive in the international market, as many products originating from Vietnamremain unfamiliar to consumers though they are among the world's top productionvolumes, said experts.
Thanks to itsimpressive export growth, Vietnam has been among the 20 countries globally withthe biggest trade. However, many Vietnamese exports are labelled underdifferent countries or brands other than Vietnam. This is particularly true foragricultural products as up to 80% of them lack branding.
Vietnamese Trade Counsellor in the UK Nguyen Canh Cuong said Vietnamese rice is sold in theUK under distributor brands like Longdan, Golden Lotus, Buffalo, Green Dragon, and Red Ant. Furthermore, a significant portion of Vietnamese rice exported to theEuropean Union is processed and packaged by importers who then label them withtheir own branding for sale.
ꦬ Meanwhile, head of the market development strategy consulting section underthe German Chamber of Commerce in Vietnam Dao Thu Trang said many Germans arestill unaware that Vietnam is the world's largest coffee exporter, even thoughthe drink they use daily is shipped in raw form from Vietnam. Similarly, 90%of Vietnamese tea and 95% of its black pepper are exported either in raw form orwith minimal processing. As a result, when these products enter the globalmarket, they often carry the names of foreign partners.
Vice President of the Central Retail Group in Vietnam Paul Le notedthat brands need to be readable and memorable. The products should caterto consumer preferences and meet standards of each market, especiallyconsidering the rising trend of eco-friendly consumption.
Vietnam's King Coffee enters Costco Wholesale distribution system in the US (Photo: VNA)
The Vietnamese Ministry of Industry and Trade (MoIT) has launched theNational Brand Programme until 2030 with an aim to build and populariseVietnamese brands, trade names, geographical indications, and origin names ofgoods in both domestic and foreign markets, according to Nguyen Thi Thu Thuy,Deputy Director of the Export Support Centre under the MoIT’s Trade PromotionAgency. From August 17-20, the sixth Vietnamese Goods Week was co-organised bythe MoIT and the Central Retail Group in Thailand, with 100 Vietnameseenterprises showcasing products such as fish sauce, rice, processed fruits,cashew and macadamia nuts, bird's nest, handicrafts and artworks./.
Vietnamese enterprises must develop globally competitive brands if they want to succeed internationally, speakers said at a conference on domestic trademarks held recently in Ho Chi Minh City.
Vietnam has no coffee brand in the list of the 10 most expensive in the world, although it is the largest Robusta coffee producer and ranks second in export coffee volume.
An increasing number of businesses with products receiving the national brand title entered the top 50 brands with highest value in 2022, Deputy Minister of Industry and Trade Tran Quoc Khanh said at the opening of the Vietnam National Brand Week and the National Branding Forum 2023 in Hanoi on April 20.
The probe, initiated on June 11 following a petition by the US Coalition for Fair Trade in Hardwood Plywood, targets products classified under HS Code 4412 and 9403 imported from China, Indonesia and Vietnam.
Sun PhuQuoc Airways was born as a perfect piece in Sun Group’s strategic vision to build a premium ecosystem of tourism, entertainment, real estate, and aviation. With a pioneering ambition, Sun PhuQuoc Airways is not just an airline, but a symbol of connection – bringing the world to Phu Quoc and taking Phu Quoc to the world.
A key change in the draft decree is a provision requiring bank transfers for gold transactions valued at 20 million VND (765 USD) and above, to enhance transparency and verify customer identities.
In the first four months of 2025, trade turnover between Vietnam and Cambodia surpassed 3 billion USD, marking a 7% increase compared to the same period in 2024.
On June 19 alone, a total of 2,005 trucks completed customs clearance at Lang Son’s border gates — the highest single-day figure ever recorded in the province. Of these, 634 carried exports and 1,371 imports.
The OECD Economic Surveys: Vietnam 2025 report focuses on analysing the country’s macroeconomic fundamentals, the impact of international integration on attracting foreign investment and trade, and the country’s prospects for developing a low-carbon economy.
Antoine Colin, Senior Vice President for Global Supply Chain Digital Transformation & Resilience at HP Inc., affirmed HP’s strategic commitment to building a supply chain and ecosystem in Vietnam and the region.
Deputy Director General of the Ministry of Industry and Trade (MoIT)’s Trade Promotion Agency Bui Quang Hung emphasised that logistics has evolved from a technical function into a core capability for Vietnamese exporters to maintain their competitive advantage in the US market.
A trade official has suggested companies work closely with shipping lines, airlines, and freight forwarders to monitor routes, transit times, and potential surcharges while exploring broader cargo insurance to cover risks like war and terrorism.
In addition to institutional reform, the agency is also rolling out key solution groups to combat counterfeit goods, imitations, and intellectual property infringements in the digital environment.
The event, co-organised by the Vietnam Trade Office in the UK and TT Meridian, a local importer of Vietnamese fresh produce, aims to build a national lychee brand and encourage broader recognition of Vietnamese fruits in a competitive, high-end market.
The industry's performance has been powered by bold investments in modern production lines, enabling Vietnamese firms to produce complicated products which were exclusive to advanced economies.
Outcomes of ABAC III will shape ABAC’s final policy recommendations to be submitted to the ABAC-APEC leaders’ dialogue, scheduled to take place in the Republic of Korea this November.
This is the second year the magazine has released the ranking, which is based on total revenue and key financial indicators of enterprises from seven countries in the region: Vietnam, Indonesia, Thailand, Malaysia, Singapore, the Philippines, and Cambodia.
At the summit, publishing, tech, and media sectors will discuss emerging trends, business models, and sustainable solutions for digital publishing development in Vietnam.
This year’s “Vietnam Goods Week” marks a significant milestone as it is being held simultaneously for the first time in four locations across Asia: Japan, Hong Kong (China), Cambodia, and Malaysia, from June 19 - 22.
According to NordCham Vietnam Chairman Thue Quist Thomasen, the Vietnamese Government’s commitment to achieving net-zero emissions by 2050 is both a challenge and an opportunity for businesses to contribute to green and sustainable growth.
Vinfast displays electric vehicles in New York (Photo: VNA) 
Vietnam's King Coffee enters Costco Wholesale distribution system in the US (Photo: VNA) 
