Vietnam's Brands: Building Value And Global Recognition

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With supportive government export policies and robust manufacturing capabilities, Vietnam is poised for a surge in online exports. This presents a golden opportunity for businesses to solidify their position, and enhance the value of their products on the global market.

Kon Tum farmers harvest coffee for export processing. Photo: VNA

According to experts, while many Vietnamese businesses have been exporting products to various countries, a significant portion of these exports are in the form of raw materials or semi-finished goods. Foreign partners then process, package, and brand these products under their own labels. This not only reduces added value but also diminishes opportunities to promote Vietnamese brands on the international market.

A prime example is Vietnamese coffee, renowned worldwide. However, few international consumers are aware that they are drinking coffee originating from Vietnam. Most Vietnamese coffee exports are in the form of green coffee beans, unroasted and unpackaged. Global consumers are familiar with coffee brands from countries like the United States (Starbucks) or Switzerland (Nestlé), even though the raw materials are often sourced from Vietnam.

Similarly, despite a long-standing tradition in ceramics production and being one of the world's largest exporters of ceramics, a significant portion of Vietnam's ceramic exports are unfinished pieces, lacking decoration. Many products exported to Japan, Korea, or Europe are subsequently sold under the brands of these countries, leaving international consumers unaware of their Vietnamese origin.

Experts also point out that on e-commerce platforms, products such as cashews, black pepper, and various other spices from Vietnam are sold under the brands of foreign importers. This has led to international consumers being unaware of the Vietnamese origin of the products they are using. Consequently, Vietnamese brands have missed opportunities for promotion and value addition based on their country of origin.

Nguyen Van Thanh, director of the Center for E-commerce Development, Department of E-Commerce and Digital Economy, said that e-commerce in Vietnam has experienced significant growth, with online retail sales growing by approximately 16-30% over the past 4-5 years, one of the highest growth rates globally. In Southeast Asia, Vietnam is currently ranked third after Indonesia and Thailand in terms of online retail value through platforms.

Zion Market Research forecasts a global cross-border e-commerce growth rate exceeding 28% per year from 2020 to 2027. In Vietnam, over the past five years, the e-commerce market has expanded rapidly, with online exports opening up numerous opportunities for small and medium-sized enterprises, and even micro-enterprises.

As one of the leading organic food businesses, Organic Viet Food (OVF) has decided to introduce its cashew nuts onto e-commerce platforms to explore export opportunities. With a commitment to quality, OVF has developed the Newbam brand for its Binh Phuoc cashews, ensuring export-ready packaging, design, and presentation.

Furthermore, OVF has registered to sell on Amazon, diligently learned and met all of Amazon's requirements. As a result, Newbam cashews have been swiftly listed on Amazon. Currently, Newbam cashews are being exported regularly to the United States and Canada.

Vietnam ranks second in the world in coffee exports. Photo: VNA

Nguyen Thi Phuong Uyen, marketing director of Alibaba.com Vietnam, shared that Vietnamese products are increasingly valued in the international market, not only for their competitive prices but also for their design, style, and quality. This is a critical factor for Vietnamese products to seize opportunities to reach global markets.

To support Vietnamese brands in entering the international market, the Center for Information and Digital Technology (CID), Vietnam E-Commerce and Digital Economy Agency, in collaboration with major global e-commerce platforms and partners with resources, technical solutions, and operational processes, has launched the Go Export program to support businesses in exporting via e-commerce.

This is a practical solution to encourage businesses to enhance their capabilities, build brands, and export high-value-added products. Through this program, businesses are supported in building and protecting their brands, planning online promotions, and conducting thorough, and long-term market research.

Leveraging digital technology and cross-border e-commerce to utilize global export potential is being strongly supported by the government and the business community, contributing to the expansion of Vietnamese brands into the international market.

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