Over more than three decades of opening up, Viet Nam has made a strong mark on the global trade map with significant advances in exports, investment attraction, and economic integration. However, the 21st century is unfolding against a backdrop of growing volatility and complexity—ranging from global pandemics and geopolitical conflicts to the resurgence of protectionism and new demands for sustainable, green, and equitable development. In this context, integration no longer simply means opening up, as it now requires proactive and selective engagement and a clear positioning of national value within emerging supply chains.

On this transformative journey, Viet Nam is striving not only to export goods, but also to export its brands, intellectual capital, cultural identity, and credibility - a vision of deeper and broader international integration. To realise this vision, conquering major, diverse, and high-potential markets—such as India, the EU, the US, and Japan—has become a strategic priority.

The three-part series “Affirming the position of Vietnamese product brands in the global market” examine both overarching strategies and specific case studies to demonstrate why Vietnamese brands are fully capable of standing firm and making breakthroughs and impression on the world’s most competitive playing fields.