Vietnamese brands step up overseas expansion

Three brands that originated in Vietnam, namely Hasaki, Pizza 4P’s and Maison Marou, reached new international milestones in July 2026 as they opened outlets overseas.

Their expansion reflects more than a push into new markets, as the companies are also introducing foreign consumers to products developed or manufactured in Vietnam.

A dream that comes true

Vietnamese cosmetics retailer Hasaki said on Facebook that it had opened its first overseas store in California, the United States, marking its international debut after 10 years of growth at home.

"This has been the dream of the entire Hasaki team after years of relentless effort," the post said.

"Our first step into the United States marks a historic milestone, demonstrating the ambition and vision of Vietnamese retail on the global stage."

Founded in 2016, Hasaki now operates more than 330 stores nationwide.

It is the official distributor of over 600 cosmetics and personal-care brands and serves as a strategic distribution partner in Vietnam for several international companies.

The retailer also runs its own e-commerce platform and maintains storefronts on major online marketplaces.

Its business extends to beauty services through a network of skincare and hair-care centers.

Chinese e-commerce giant Alibaba is reportedly a shareholder in Hasaki.

The cosmetics chain is also backed by Hong Kong-based investment fund Excelsior Capital Asia.

Taking ‘Made in Vietnam’ products global

Also in July, Pizza 4P’s opened its first U.S. restaurant in Greenpoint, Brooklyn, New York City.

Founder Yosuke Masuko wrote on social media that while New York was a highly competitive pizza market, the restaurant had been nearly fully booked for its first month of operation.

Established in Ho Chi Minh City in 2011, Pizza 4P’s has grown into one of Vietnam’s best-known pizza chains.

According to its website, the company operates 35 restaurants in Vietnam, two in Cambodia, and other locations in Japan, Indonesia and India.

The brand is known for its artisanal cheeses, particularly the burrata it produces in Da Lat in the Central Highlands, which has been one of its signature products since its early years.

Chocolate brand Maison Marou has also opened its first international store in the departure area of Terminal 1 at Changi Airport in Singapore.

Founded in 2011 by Vincent Mourou and the late entrepreneur Samuel Maruta, Maison Marou is known for its ‘bean-to-bar’ model.

The brand works directly with farmers in six cocoa-growing regions in southern Vietnam and produces all of its chocolate in the country.

Maison Marou currently operates 26 stores in Vietnam, most of them in a café format.

Its Changi Airport outlet is its first overseas location, offering chocolate made from Vietnamese cocoa beans with milk and cream sourced from New Zealand.

In 2016, The New York Times described Marou as “the best chocolate you’ve never tasted,” helping introduce Vietnamese chocolate to a wider international audience.