​​​​​​​Businesses urged to build globally trusted Vietnamese brands

​​​​​​​Businesses urged to build globally trusted Vietnamese brands

Building on the successes achieved by Vietnamese brands over the past 30 years, businesses must now strive for a greater goal: creating global trust in Vietnamese products.

Vice Chairman of the National Assembly, Lê Minh Hoan, speaks at the 2026 High-Quality Vietnamese Goods awards ceremony in HCM City on March 31. — Photo courtesy of the organiser

Vice Chairman of the National Assembly, Lê Minh Hoan, highlighted this message at a ceremony held to award the 2026 High-Quality Vietnamese Goods title in HCM City on March 31.

Today’s world is no longer “easygoing”, and consumers do not simply purchase with money; they buy with trust and awareness, and so businesses must be able to address questions about transparency, responsibility and long-term impact, he said.

Many Vietnamese brands have expanded internationally over the past three decades, offering not only products but also stories, from rice grown in the Cửu Long (Mekong) Delta to shrimp from brackish waters and coffee from the highlands, he said.

“The next goal is greater: to gain the world’s confidence in the value of Vietnamese products.”

Bùi Minh Thạnh, vice chairman of the HCM City People’s Committee, said: “The High-Quality Vietnamese Goods programme has established itself as a trusted brand with broad influence, helping raise product quality and build consumer confidence in Vietnamese goods.

“It has also served as a catalyst for businesses to pursue continuous innovation, strengthen competitiveness and integrate internationally.”

He said the business community remains a central driver of socio-economic development.

Amid ongoing economic challenges, the city is implementing a range of measures to support economic recovery and growth, focusing on improving the investment and business environment and helping businesses enhance competitiveness and pursue sustainable development, he said.

The city also recognised the role of the High-Quality Vietnamese Goods Business Association in supporting enterprises to improve production capacity, build brands, connect supply and demand, boost domestic consumption and expand into international markets, while promoting the spirit of “Vietnamese people prioritise using Vietnamese goods,” he said.

He called on the association to remain a bridge between businesses, regulators and the market while strengthening support for enterprises in improving product quality, building sustainable brands, meeting domestic and international standards, and deepening participation in local and global supply chains.

“The city will continue to stand alongside businesses, listen to their concerns and promptly address difficulties and obstacles, creating favourable conditions for the business community to achieve stable and sustainable development.”

Vice Chairman of the National Assembly, Lê Minh Hoan, speaks at the 2026 High-Quality Vietnamese Goods awards ceremony in HCM City on March 31. — Photo courtesy of the organiser

At the ceremony, the association awarded the 2026 High-Quality Vietnamese Goods certificate to 581 enterprises, including 42 for the first time.

This year marks the 30th anniversary of the programme, and 28 enterprises have achieved the recognition every single year.

Vũ Kim Hạnh, the association’s chairwoman, said the programme has helped reshape consumer perceptions and gradually build trust in Vietnamese products.

It is ultimately consumers who make the final decision, making consumer trust the programme’s core value, she said.

After 30 years the key lesson is trust in consumers, she said, noting that Vietnamese consumers are knowledgeable and highly demanding.

Their high expectations have driven improvements in Vietnamese goods, she added.

Economist Phạm Chi Lan said the programme’s 30-year journey would not have been possible without the persistence of pioneering enterprises, which from the outset adopted a quality-centred strategy, consistently investing in and upgrading their products to win over the market.

Trần Phương Nga, CEO of Thiên Long Group, said recognition from the programme has helped her company, a provider of learning and creative tools like colouring supplies, mind-mapping products, calculators, and school backpacks, create strong trust among domestic consumers and acted as a springboard for regional expansion. 

Bizhub