Thank You, Japan! Vietcetera’s First International Event Marks The Beginning Of Something Bigger

"日本、ありがとうございました。
また会いましょう！"

Thank you, and see you again, Japan!

A year ago, I had the chance to attend an Overseas Vietnamese dinner in Tokyo. Little did I know that night would spark an idea that would eventually grow into Vietcetera’s first large-scale international event, hosted right here in Japan. The journey from that dinner to now has been nothing short of incredible, filled with partnerships, learnings, and a deeper understanding of the potential for Vietnamese brands in a global market.

How It All Began

That dinner was where I met Kayla Nguyen, a connector within the Overseas Vietnamese community. Soon after, I was invited to visit the FPT Japan office, where I met Trinh Van Thao, the Chief People Officer of Japan.

During that brief visit, I was struck by FPT’s growth in a traditionally difficult market like Japan. FPT has since scaled to over 3,000 employees, including a large number of Japanese talent, making it one of the top IT companies in Japan by 2024 with an ARR of $300M USD.

From major cities like Tokyo to remote areas like Hokkaido and Okinawa, FPT’s success demonstrated the potential for Vietnamese companies to thrive in foreign markets. Inspired by this growth story, Vietcetera began exploring the idea of expanding our own reach internationally. What would it look like to create a bridge between Japan and Vietnam through meaningful conversations, business, and cultural exchange?

One year later, we hosted the “Gateway to Vietnam” event in Tokyo. With over 250 speakers and attendees from both Japan and Vietnam, it became clear that this was just the beginning.

Bridging Two Economies

The “Gateway to Vietnam” event aimed to highlight the growing opportunities for collaboration between Vietnam and Japan. It wasn’t just about business; it was about creating a platform where ideas could flourish, partnerships could form, and both countries could learn from each other.

One of the standout sessions was “How to Change the World with Pizza?” featuring Yosuke and Sanae Masuko, the dynamic duo behind Pizza 4P’s. They introduced their concept of “Oneness,” a philosophy that has driven their business from its inception in Vietnam.

They shared how, as foreign entrepreneurs, they adapted their Japanese culinary skills to local Vietnamese tastes while maintaining respect for local culture. The conversation explored the challenges they faced and the ways in which they were able to blend the two cultures, emphasizing that business success abroad often stems from cultural sensitivity.

Another panel, “Japanese Business in Vietnam: Then, Now, and Next,” moderated by Taku Tanaka, CEO & Founder of Kamereo, featured key figures like Satoshi Kuriga from Reazon Capital, Takahiro Miki from JETRO Ho Chi Minh, and Junichiro Goto from the Tokyo Stock Exchange.

The session highlighted Japan’s exposure in Vietnam through startups, investment, and cultural exchange. It was fascinating to hear about how Japanese products have been received in various Vietnamese market segments and how Customer Relationship Management (CRM) differs between the two countries. The key takeaway? Japanese companies expanding to Vietnam need to understand the evolving startup scene and local consumer preferences to succeed.

Vietnam Innovators: Thriving In Japan

Our “Vietnam Innovator: Making it in Japan” session, moderated by Huong Tran, Investor at Pacific Light, featured Do Van Khac, CEO of FPT Japan. It was an in-depth look at how Vietnamese businesses are making waves in Japan.

He shared FPT’s journey from Vietnam to Japan, detailing the challenges and successes that came with breaking into a highly competitive corporate world. One of the most interesting points was how FPT incorporated aspects of Japanese corporate culture into its own, from work ethics to operational practices. It was clear that this blend of cultures allowed FPT to stand out in the Japanese market, positioning them for continued growth.

Breaking Barriers: Vietnamese Corporations In Japan

Vietnamese companies aren’t just surviving in Japan—they’re thriving. This was evident in the session, “Scaling New Heights: Vietnamese Corporations Breaking Barriers in Japan,” moderated by Phi Hoa, Founder & CEO of ONE-VALUE. Panelists Do Ba Duc, founder of Tokyo Techies, and Bui Thanh Tam, co-founder of Bánh Mì Xin Chào, discussed the key industries where Vietnamese businesses have found success, from tech to food, and what it takes to navigate the Japanese business landscape.

A central theme was the importance of adapting to local market expectations while staying true to the core values that define Vietnamese businesses.

Myth-busting Work-Life For Vietnamese In Japan

In “Myth-busting: Work-life for a Vietnamese in Japan,” moderated by Ngo Ha Anh, Network Solutions Specialist at Cisco Systems, speakers such as Tran Ba Vinh Son from Money Forward i and Nguyen Le Thuy Duong from Hakuhodo Product's shared their experiences of working in Japan.

They tackled the common misconception that it’s easier for Vietnamese people to work in Vietnamese companies in Japan compared to Japanese companies. While there are cultural similarities, the discussion revealed that the choice between the two depends on individual goals and the kind of work environment that suits them best.

What’s Next For Vietcetera?

The event closed with a thought-provoking discussion on the “Developing National Brands in Japan and the Role of the Vietnamese Community.” As someone who has seen the power of national branding firsthand, I was especially interested in this conversation.

Tran Tue Tri, Senior Advisor of Vietnam Brand Purpose, shared insights into how Vietnamese businesses and communities abroad can work together to develop strong national brands that resonate globally.

The success of this event is just the beginning for Vietcetera’s international journey. Collaborations were sparked, ideas were exchanged, and new opportunities emerged. We’re already looking ahead to expanding this format to other markets like the USA, Europe, and Australia. We hope to not only grow the Vietcetera brand internationally but also support Vietnamese businesses in their global journey.

Special thanks to our Major Sponsor - FPT Japan, Communications Partners - the Vietnamese Academic Network in Japan (VANJ), and Brandchie for their unwavering support.

We also deeply appreciate the Japanese organizations that have believed in us from the start—JETRO, Kamereo, Pizza 4P’s, REAZON, the Tokyo Stock Exchange, and more.

Japan, we’re not done yet. This is just the beginning!