Vietnamese businesses accelerate international expansion

At the beginning of the year, the Ministry of Industry and Trade launched the Program “Go Global – Reaching the international market for the period 2026-2035”, aiming to develop 1,000 businesses with global competitiveness. Among them, there are 20 large corporations and 30 medium-sized enterprises rising to lead niche markets.

Anish Daryani, Founder and CEO of Havas Moonfolks & Moonfolks Vietnam, an independent marketing network in Southeast Asia, says he sees this vision “gradually becoming a reality”.

Indonesian experts use Vingroup as an example. Accordingly, the VinFast ecosystem and Green SM ride-hailing service are gradually expanding throughout Southeast Asia and beyond the region.

Culinary brands such as Pizza 4P’s and Maison Marou have also expanded from Ho Chi Minh City to Jakarta, Tokyo, Singapore and New York. He predicts that Biti’s, Masan, Coolmate… will also follow the steps of exporting abroad.

In fact, according to data from the Foreign Investment Agency (Ministry of Finance), it shows that in the first half of 2026, Vietnamese businesses invested more than 1.2 billion USD abroad, an increase of nearly 2.5 times compared to the same period in 2025 (487.1 million USD).

Capital flows focus heavily on agriculture, forestry and fisheries; production and distribution of electricity and gas; build. Among the 33 countries and territories receiving capital, Laos leads with 324.7 million USD, accounting for 26.9%; followed by Cambodia and Kyrgyzstan.

UOB’s research also notes that Vietnamese businesses’ need to develop international markets is increasing. There are 7 out of 10 businesses surveyed that have expanded (including trade and investment) abroad by 2025.

In the next 1-2 years, 80% of businesses plan to invest abroad, the average expected scale is about 28 million USD, most are from 5 to 25 million USD. The ASEAN region, with Thailand, Singapore and Indonesia as the top target markets.

What motivates Vietnamese businesses to accelerate international expansion? According to Mr. Anish Daryani, with structural changes in the economy, it is time for Vietnamese brands to go global. Strong digital adaptation of businesses and an increasingly skilled workforce are also advantages.

“Vietnam has built a solid foundation for domestic businesses to compete on a regional and international scale,” he said.

The UOB report said that “in addition to increasing revenue, Vietnamese businesses are increasingly looking to international markets to build production bases and seize new market opportunities”. Nearly nine in 10 of those interested in UOB’s research are opting for international expansion in the next three years.

Talk to VnExpress In April, Trung Nguyen Legend said Chinese consumers are shifting strongly from drinking tea to coffee, especially in big cities. This group plans to develop nearly 130 shops this year.

“China is becoming one of the markets with rich potential for global coffee brands,” Trung Nguyen Legend said.

Recommendations when expanding abroadMr. Anish Daryani suggested that businesses should go beyond the “made in Vietnam” price advantage. According to the founder of Moonfolks, competing purely on price is a race to the bottom. Vietnamese brands need to export intellectual property, design capabilities and brand stories.

For example, Indonesians don’t just buy coffee or cosmetics, they also buy lifestyle statements. Therefore, it is necessary to build premium positioning, create emotional connections and bring different value. “The ultimate goal is to turn Vietnamese brands into desirable options,” he said.

At the same time, businesses need to be proactive with legal and cultural barriers. Specifically, businesses need to decode and adapt to the complex legal system in each market, from cooperation models with local partners to differences in communication methods.

“It would be a mistake to think that the successful formula in Ho Chi Minh City can be applied the same in Jakarta, Manila, Bangkok or Kuala Lumpur,” Mr. Anish said.

Artificial intelligence (AI) can help overcome these barriers, at least in terms of commercial access. According to Mr. Ethan Wang, Global Director of Alibaba B2B Platform Customer Service & Products, with AI, Vietnamese small businesses can possess the same competitiveness as units with dozens of employees.

Because instead of guessing, AI supports analyzing data from cross-border e-commerce platforms to know which products are in high demand, thereby making more accurate business decisions. This technology also helps automate everything from product selection, image design to overcoming language barriers to respond to customers 24/7.

With marketing, Mr. Anish said ASEAN is a highly fragmented market, with unique cultural characteristics for each country. When advertising, AI can help automatically identify and manage thousands of influential consumers (KOCs) in each country.

“In the next decade, understanding and the ability to adapt to each market’s culture will play an important role in shaping the face of ASEAN trade. Opportunities are wide open and this is the time for Vietnamese brands to step beyond borders,” commented Mr. Anish Daryani.