Vietnam's consumer sector has long been dominated by foreign brands, but the landscape is shifting. The presence of Vietnamese companies is increasing, not only in the domestic market but also in the global arena. As local businesses continue to grow and expand, consumer perceptions toward Vietnamese brands have improved significantly, reflecting enhanced competitiveness and brand strength.

More Positive Perception About Vietnamese Companies

Our research among 300 Vietnamese respondents indicates a marked improvement in the perception of domestic companies. A significant 50% of respondents believe that Vietnamese companies have improved significantly, while another 39% think they have slightly improved. Only a small percentage (8%) see no change, and almost no respondents perceive any worsening.

These figures highlight a strong shift in consumer confidence toward Vietnamese brands. The absence of negative sentiment suggests that local companies are succeeding in enhancing their market position and public perception. This improvement can be attributed to better product quality, competitive pricing, and an increasing presence in international markets.

Strengths of Vietnamese Companies

Vietnamese businesses have carved out competitive advantages that allow them to stand strong against foreign competitors. Our study identifies affordable pricing (62%) as the top strength of Vietnamese companies, making them highly competitive in the local market. Additionally, strong brand recognition within Vietnam (59%) and high adaptability to market trends (47%) reinforce their presence. Other notable strengths include their commitment to innovation (37%), growing international presence (36%), and strong local market knowledge (39%). While customer service remains a weaker area, continuous efforts in quality improvement (33%) are enhancing brand trust.

These strengths illustrate why local companies are gaining more recognition and why consumers are increasingly favoring homegrown brands. Affordable pricing and brand recognition serve as key pillars, while factors like innovation and international expansion further solidify their standing.

Leading Vietnamese Companies

A closer look at Vietnam’s most recognized companies reveals how different brands are perceived based on their industries and geographic appeal. VinGroup (72%) is the most recognized Vietnamese conglomerate, largely due to its innovative approach and international expansion through VinFast. Viettel (66%), a leader in telecommunications and infrastructure, is particularly strong in northern Vietnam. In contrast, Vinamilk (37%), the country’s top dairy company, has greater recognition in the south.

Other notable brands include FPT Corporation (35%), a key technology player; Trung Nguyen Coffee (31%), a strong representative of Vietnam’s coffee culture; and TH Group (22%), a growing dairy brand. Meanwhile, Sabeco (12%) and Masan Group (11%) remain key players in the beverage and food industries, respectively.

Notably, northern respondents tend to mention infrastructure-focused companies like Viettel more frequently, while southern consumers are more inclined to recognize consumer goods brands such as Vinamilk. This regional variation highlights differences in consumer priorities and the varying impact of industry presence across Vietnam.

The perception of Vietnamese companies has shifted positively, reflecting their increasing competitiveness, improved brand image, and expansion into international markets. As local businesses continue to innovate and strengthen their positions, expectations for the future remain high. Companies like VinGroup and Viettel are leading the way in technology and infrastructure, while consumer-oriented brands such as Vinamilk and Trung Nguyen Coffee continue to dominate their respective sectors.

Looking ahead, Vietnamese companies will need to maintain their momentum by investing in quality, innovation, and international expansion. The growing recognition of domestic brands suggests that they are on the right track, and with continued strategic growth, they have the potential to compete on an even larger global scale.