In the context of deep international integration, building the National Brand is not only about improving the image of “Made in Vietnam” products, but also about creating national credibility and increasing Vietnam’s soft power on the international stage.

At the Vietnam National Brand forum 2026 held on April 16, Hoang Minh Chien, Deputy Director of the Trade Promotion Agency under the Ministry of Industry and Trade and Deputy Head of the Secretariat of the Vietnam National Brand Programme, said that from 30 participating enterprises in 2003, the number had risen to 190 in 2026, demonstrating the development of the Vietnamese business community.

Vietnam National Brand value reached US$519.6 billion in 2025, ranking 32nd among 193 economies, up more than US$200 billion compared with 2020. National soft power and the business-trade pillar have also improved in ranking.

However, Hoang Minh Chien also pointed out a notable paradox: while the number of National Brand products has increased rapidly, their quality has not strengthened accordingly. The total value of the top 100 Vietnamese enterprise brands in 2025 hit about US$38.4 billion, down 14% from the previous year.

This shows Vietnam still mainly participates in low-value segments of the global supply chain, focusing on OEM, while capacity in ODM and OBM remains limited.

According to Santiago Velasquez, Interim Senior Programme Manager (MBA and MIB) at RMIT Vietnam, Vietnamese products and culture are increasingly present in everyday life in many countries, and perceptions of Vietnam in international markets have improved significantly, but there remains a large gap from being “known” to being “trusted”, requiring a more systematic and consistent approach.

He said the National Brand should be built on long-term standards and consistency in quality, capability and the way Vietnam presents itself to the world, rather than short-term image.

From this perspective, the Vietnam National Brand Programme is being repositioned with a new scope, no longer limited to promotion or traditional trade promotion. Under the Vietnam National Brand Strategy to 2035, with a vision to 2045, the roadmap is divided into clear phases.

The 2026-2030 period is defined as a phase of “foundation building and fundamental transformation”, focusing on improving the criteria system in a more substantive manner, targeting 1,000 products recognized under the National Brand programme. The 2030-2035 period aims to form enterprises with strong brands at regional and international levels, with 5-10 Vietnamese brands entering the global Top 500 and Vietnam National Brand value reaching the global Top 25.

By 2045, the National Brand needs to present a clear image of a modern, innovative and responsible economy, in which Vietnamese products export not just in commercial terms, but also value, design thinking and standards of sustainable development.

The roadmap will begin from 2026 with the improvement of inter-agency coordination mechanisms, the renewal of the programme’s implementation method, and the completion of the National Brand identity system.

Deputy Minister of Industry and Trade Nguyen Sinh Nhat Tan said the National Brand is no longer merely about image promotion or traditional trade promotion, and must be identified as a strategic asset that represents Vietnam’s overall competitiveness and credibility in the global value chain.

He said in the coming period, the National Brand needs to be built on a foundation of quality, innovation and sustainable development associated with Vietnamese cultural identity. Enterprises need to apply artificial intelligence and big data in management and production; build structured, long-term international market strategies; effectively use free trade agreements; and link this with intellectual property protection and the promotion of endogenous cultural values, identified as key pillars to elevate Vietnam’s brand.

Many experts said these factors are key pillars to strengthen the National Brand, contributing to the completion of the Vietnam National Brand Strategy for 2026-2035, with a vision to 2045.

Vietnam National Brand Week 2026 is taking take place nationwide from April 16 to 23, marking the 18th anniversary of Vietnam Brand Day (April 20, 2008-April 20, 2026). The event includes an opening ceremony, the National Brand Forum, thematic seminars, exhibitions and business networking activities.

Vietnam National Brand Week 2026 set for April 16–23 nationwide

VOV.VN - Vietnam National Brand Week 2026 will be held nationwide from April 16 to 23, aiming to promote and strengthen the country’s brand image.

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