Positioning Vietnamese enterprises in a new phase

Against the backdrop of continued restructuring in the global economy, intensifying strategic competition, and rapid shifts in supply chains, Vietnamese enterprises face an urgent need to innovate to adapt and achieve breakthroughs.

Investment in technology helps Dong Nai enterprises build their brands. Photo: Vuong The

As a country with a high export value, Vietnamese goods are increasingly earning the trust of international markets. In this context, strategic repositioning and brand development for Vietnamese enterprises have become particularly critical.

The integration and development challenge

After years of reform and integration efforts, Vietnam has emerged as one of the most open economies, deeply integrated into a network of new-generation free trade agreements. The country has also become an attractive destination in global supply chains and investment flows, gradually affirming its role and standing both regionally and globally.

Many Vietnamese enterprises have steadily established their positions in international markets, including FPT, Viettel, Vinamilk, VinFast, TH True Milk, and THACO, among others, across sectors such as agriculture, processing, textiles, and technology.

Along with the rest of the country, Dong Nai is a traditional center of industrial development, with many product brands that have been well received by consumers, such as Bien Hoa  Sugar(Bien Hoa Sugar JSC), Lothamilk (Lothamilk JSC), Vinacafe (Vinacafe Bien Hoa JSC), Donagamex (Dong Nai Garment Corporation), GC Food (GC Food JSC), Nam Long, and Trong Duc Cocoa.

According to Vo Tan Thanh, Vice President of the Vietnam Chamber of Commerce and Industry, Vietnamese enterprises are transitioning from “participation” to “value creation” within global value chains. However, such progress remains concentrated among several large corporations, while most small and medium-sized enterprises continue to face significant challenges.

Experts note that the world is entering a new development phase marked by profound changes. Global supply chains are being restructured alongside strategic recalculations by major powers. Meanwhile, the rapid advancement of artificial intelligence (AI) and digital transformation is fundamentally reshaping production and business models. Green economy, sustainable development, and ESG standards are becoming mandatory requirements for enterprises seeking access to international markets. In contrast, the predominance of small and medium-sized enterprises in Vietnam creates persistent constraints in finance, technology, labor productivity, and the availability of high-quality human resources.

Dinh Hong Ky, Chairman of the Ho Chi Minh City Green Business Association, emphasized that building green strategies has become an urgent priority. Around 90% of enterprises have yet to develop clear green strategies, although nearly all have already been affected by new standards. Small and medium-sized enterprises, in particular, face difficulties related to capital, carbon data, technology, and human resources, and therefore require stronger support.

By the end of 2025, total outstanding loans for green sectors, including renewable energy, clean energy, agriculture, and transport, reached nearly VND780 trillion, accounting for approximately 4.2% of total credit. Green credit has maintained a positive growth trend, rising by 9.5% in 2024 and more than 14.6% in 2025.

Restructuring to keep pace with the world

According to Dr. Gian Tu Trung, Founder and Chairman of PACE Institute of Management, the challenge of positioning Vietnamese enterprises lies not only in production capacity or technology, but more fundamentally in the ability to build trust. In today’s world, where capital, technology, and labor can all move freely, trust is the core competitive advantage that cannot be copied. Vietnam is gradually earning greater trust among international partners, and that is a major advantage.

Supporting industry enterprises in Dong Nai seek customers and partners from Japan.

Beyond leveraging international trust, Vietnam is also gradually restructuring its enterprises toward upgrading from “Made in Vietnam” to “By Vietnam,” with the ultimate goal of achieving “Trusted Vietnam.” In this trajectory, each product not only carries the brand of an enterprise but also reflects the nation's credibility, thereby reinforcing the competitiveness of Vietnamese businesses.

Regarding brand trust, economic expert Dinh The Hien from IIB Institute and VFA Group noted that correctly identifying Vietnam’s position and finding pathways for Vietnamese entrepreneurs to take control of value chains is not merely a matter of growth, but a national mission. Vietnam has already become a major exporting country and is expanding its global supply chains. In the coming years, more Vietnamese corporations are expected to reach export values of billions of US dollars, with added value increasing by three to five times through supply chain development. While opportunities for Vietnamese enterprises to expand globally are substantial, the key lies not only in participating in others’ supply chains but in striving to take ownership of their own value chains.

Alongside the efforts of the business community, policy support is particularly important, especially measures to support access to capital. According to Nguyen Duc Lenh, Deputy Director of the State Bank of Vietnam’s Regional Branch 2, which oversees Ho Chi Minh City and Dong Nai, the banking sector is supporting and enabling enterprises to accelerate their green transition through credit for investment in innovation and the application of modern technology, the implementation of green projects and environmental protection, and the production of green, clean products. In addition, banks continue to support enterprises and business households with capital and banking services, thereby helping promote private-sector development in line with the Party and State’s major policies.

By Vuong The – Translated by M.Nguyet, Minho