Happy New Year. As we begin 2026, I want to extend my best wishes to you and your teams. May the coming months bring steady growth and the successful realization of your objectives.
What is currently top of mind for us as we exit a rocky 2025 and a cautiously optimistic 2026 is the steady evolution of Brand Vietnam.
We are seeing a transition where the country is moving beyond its traditional role to become a more integrated player in the global market. While household names like VinFast or Viettel often lead the headlines, it is important to recognize that Brand Vietnam is also defined by the emerging startup industry that have made their mark in recent years as well as the international companies that have called this country home for decades.
Throughout 2025, it felt as though we were celebrating 30-year anniversaries almost every week. Global names such as Unilever, Toyota, Isuzu, Visa, and Cargill all marked three decades of operations here. These organizations have moved past being foreign investors; they are now locally rooted institutions with legacies that are as much a part of the Vietnamese story. Their long-term commitment serves as a practical foundation for the country’s reputation as a stable, high-tech manufacturing and services hub. A key question they now face is how to tell that story. Same with SME and startup space where Vietnamese and foreign entrepreneurs alike are staking their claims to the country’s interest in entrepreneurship.
We look forward to providing you with the insights needed to navigate these developments as we meet the stakeholders driving this topic.