Vietnam enterprises shift from manufacturing to global brand ownership

Vietnamese enterprises are increasingly focusing on transitioning from simple manufacturing to building strong, technology-driven national brands. Companies like Vietnipa are successfully exporting organic coconut products to the US by meeting strict international standards, while beauty brands like Cocoon leverage local ingredients to establish unique identities.

To support this growth, experts emphasize the need for stable, long-term capital and improved access to credit. Financial professionals note that SMEs often face cash flow challenges during peak seasons and suggest using digital transaction data to improve credit accessibility. Additionally, there is a growing trend toward integrating technology in management, such as digital tools for small mechanical workshops, and incorporating wellness-focused design in high-end real estate.

In the cultural sector, the concert industry is expanding, though experts call for more original, identity-driven content to move beyond imported formats. Leaders in the business community, including TH Group founder Thai Huong, advocate for a strategic shift toward mastering AI, ESG standards, and circular economy models to ensure Vietnamese brands can compete globally.