More opportunities await Vietnamese goods in Thailand

Thailand is one of Southeast Asia’s largest economies, with a population of more than 71.6 million.

Its GDP per capita reached some US$8,056 in 2025, according to the World Bank.

Therefore, the country represents a promising market for Vietnamese products, thanks to similarities in culture and consumer tastes, while the diversity of local produce and processing methods gives Vietnamese firms opportunities to differentiate themselves.

“The Thai and Vietnamese markets are quite similar, but Vietnam stretches 1,650 kilometers, with three regions that have their own distinct product cultures,” Paul Le, vice-president of trade promotion at Central Retail Vietnam, told Tuoi Tre (Youth) online newspaper.

Vietnamese goods can reach Thai customers more easily through the Vietnam Week in Thailand 2026, which is set to take place at shopping plaza and complex CentralwOrld in Bangkok from September 17 to 20.

The event, jointly organized by Central Group and Central Retail Vietnam in cooperation with the Ministry of Industry and Trade, will feature the participation of more than 60 Vietnamese businesses.

A variety of Vietnamese goods will be introduced to Thai consumers such as coffee, tea, cakes, spices, cashew nuts, noodles and dipping sauces.

The cultural and taste similarities between the two markets give Vietnamese goods an advantage in reaching Thai consumers, Le said.

Although many product categories are similar in the two countries, each has its own distinctive produce and culinary traditions, allowing Vietnamese businesses to differentiate their offerings rather than compete solely with similar products.

Fish sauce is one example.

At this year’s event, Vietnamese businesses will bring fish sauce to Thailand with complete documentation required by the Thai Food and Drug Administration.

Le said that meeting all the requirements to bring a signature Vietnamese product into the Thai market could pave the way for other distinctive Vietnamese products to reach consumers in the country.

Building Vietnamese brands on Thai soil

Vietnamese firms seeking to expand overseas need to move beyond selling raw materials or providing contract manufacturing services and instead focus on developing their own products and brands, Le said.

“They have to sell brands and sell value,” Le said, hinting at investing in packaging, processing and brand identities to increase the value of products in international markets.

Also, Le said products under Vietnam’s One Commune One Product (OCOP) program which will also be showcased at the event have further potential if businesses improve their packaging, sales strategies and brand identities to meet the requirements of overseas retail systems.

For food and beverages, Vietnam’s regional diversity is another competitive advantage.

Coffee is a case in point.

Vietnam has a strong coffee industry, but greater potential lies in roasting, processing and product development rather than simply exporting raw materials.

“The best representatives of Vietnamese products are Vietnamese people,” Le said, arguing that the domestic market should serve as a foundation for businesses to refine their products and brands before expanding overseas.

With their strengths in agricultural produce, cuisine and culture, Vietnamese enterprises can capitalize on the distinctive characteristics of individual products to appeal to Thai consumers, gradually building Vietnamese brands in the regional market.