At the Thaifex Anuga Asia 2025 international food and beverage fair held in Bangkok from May 27 to 31, Vietnamese companies shared their aspiration for collaboration to build a robust national brand on the global stage

Vietnam’s rich raw materials Vietnam stands out globally thanks to its abundant and high-quality raw materials, notably rice, coffee, cacao, and seafood. Businesses in Vietnam are leveraging these advantages to conquer international markets. A prime example is cacao. Huynh Hoang Nhat Truong, founder of Bittersweet Chocolate, noted that Vietnamese cacao, grown on alluvial or basaltic soils, has superior quality. Vietnamese cacao beans are rich in cocoa butter and possess a robust aroma. Notably, the International Cocoa Organization (ICCO) has recognized Vietnam as a producer of fine-flavored cacao (1). In an interview with The Saigon Times, Ho Diep Anh Khoi, general director of Nam Duong International Foodstuff Corporation, emphasized a shift in market dynamics. “Previously, international products penetrated local markets, but now it is time for products of local origin to penetrate international markets,” said Khoi. “Vietnam is a world of spices,” Khoi noted, indicating the country’s rich diversity of seasonings sourced from different regions. From various types of chili to macadamia nuts and seasalt, Vietnam’s spices boast distinctive flavors, presenting untapped potential for companies willing to invest in product development. Vo Huu Truong An, head of the Import-Export Department at Coffee Concept, echoed this viewpoint, highlighting Vietnam’s agricultural strengths, especially in coffee, cacao, and cashew nuts. “Visiting various countries, I realize Vietnam’s unique potential to develop these products,” he said. Even fruits and Robusta coffee from Vietnam offer uniquely distinctive flavors that differ from similar varieties grown elsewhere. This is a golden opportunity for Vietnam to build exclusive brands rather than simply supplying raw materials globally. Overcoming the “cheap products” stereotype Vietnam faces both challenges and opportunities to transform international perceptions of its product quality. Nguyen Viet Anh, deputy director of the Kien Giang Investment, Tourism, and Trade Promotion Center, said that some products from Kien Giang meet international quality standards but have competitive prices. However, relying solely on prices is like a double-edged sword. If Vietnam is consistently associated with cheap goods, the quality of its products may be undervalued. According to An from Coffee Concept, this stereotype presents both a barrier and an opportunity. Many international buyers still approach Vietnam seeking low-cost products. “We are working hard to change that perception,” An said. “Although one swallow doesn’t make a spring, we are seeing a growing number of Vietnamese companies prioritize quality to build a solid image for themselves,” he added. Truong from Bittersweet Chocolate brand emphasized that when Vietnamese businesses step onto the global stage, they represent themselves and the country. Cooperation to establish a strong national brand is thus crucial for long-term strategy. At Thaifex Anuga Asia 2025, Vietnamese businesses collectively promoted unity to strengthen the national brand. Global competition is not merely about prices or branding but also about the quality of national resources. Only by joining forces and leveraging these advantages can Vietnam extend its reach internationally. Collaboration for greater reach Winning international consumer trust requires time and collective effort. Whether competing domestically or internationally, companies in the same sector can engage in healthy competition while collaborating to elevate Vietnamese products globally. Each business contributes to celebrating Vietnamese brands and values, enhancing the country’s international profile. Strategic partnerships can amplify brand credibility. For example, Nam Duong distributes ST25 rice, which is recognized as the world’s best rice. By pairing this rice with the Neptune brand, known for its “Perfect 10 for Quality” slogan, Neptune endorses ST25’s quality. This exemplifies how brand collaborations generate collective strength, rapidly boosting product market penetration and turning it into a supermarket bestseller in Vietnam. Collaboration extends beyond brands, encompassing business-to-government or business-to-community partnerships. Coffee Concept exemplifies how sustainable cooperation can positively impact Vietnam’s coffee sector. Over the past decade, Coffee Concept has promoted higher-quality products through organic farming. Many coffee regions have replaced chemical fertilizers with organic ones and adopted natural weed control methods, turning weeds into onsite organic fertilizers instead of traditional herbicides. The transition to organic farming, initiated by Coffee Concept and Tam Trinh Coffee from 2015-2016, required substantial investment and a shift in farmers’ mindsets. Coffee Concept is committed to purchasing organic produce at premium prices to incentivize adoption, ensuring stable demand. The company also facilitated training and connected farmers with technical support providers, resulting in better market prices for farmers and high-quality raw materials for export. Nguyen Viet Anh believes solidarity is key to sustainable success. “A single company may achieve short-term success, but sustainable, long-term growth requires tight cooperation,” he said. Anh added that Kien Giang Province’s Department of Industry and Trade proactively supports those businesses adopting green standards to meet European export market demands. These standards include environmental hygiene practices, sustainable sourcing, and the use of renewable energy, such as solar power. He said that the province is working to develop policies for renewable energy, affirming its commitment to assisting businesses in sustainable growth and global integration. As Vietnamese enterprises continue to enhance product quality, adopt sustainable standards, and foster collaboration, the spirit of “To go far, go together” will be instrumental in building a strong, sustainable national brand. The collaboration will help Vietnamese businesses go further in a fast-changing global market, but quality will define how far they can go. As Huynh Hoang Nhat Truong, founder of Bittersweet Chocolate, put it: “Beyond price and branding, the real competition lies in the potential of a country’s raw materials. At the end of the day, the ultimate battle is for the quality of ingredients. Without superior quality, we have no way to win over customers. Quality is what will ultimately put Vietnam’s name on the world map.” (1) https://vinanet.vn/nong-san/nghien-cuu-thi-truong-ca-cao-so-co-la-the-gioi-va-viet-nam-giai-doan-2019-2025-va-du-bao-797223.html