In recent years, a growing number of Vietnamese brands have become more visible in overseas markets. Rather than remaining contract manufacturers or raw material suppliers, Vietnamese companies have gradually built distribution systems, invested in branding and taken part more directly in global value chains. The process has not been smooth, especially as the global economy faces continued uncertainty, but it points to the ability of Vietnamese businesses to adapt when entering demanding and highly competitive markets.

Among companies active in international production and trade, Vicostone, a national brand under Phenikaa Group, is a representative example. Operating mainly in quartz stone exports, the company’s business results are closely linked to global economic developments, particularly in key markets such as North America and Europe.

In 2025, the real estate and housing construction sectors in these regions continued to face difficulties, as high property prices and rising material and labour costs reduced both consumption and investment demand.

Despite these challenges, overseas market development and brand building continued to be a positive area for the company in 2025. In the United States, one of Vicostone’s core markets, a restructuring of its distribution system launched in 2024 delivered results. As of 2025, the dealer network enabled products to reach consumers across all states, helping to secure the brand’s position in the market. Wider coverage improved access to customers and provided a basis for a long-term presence in the world’s largest market.

In Canada, although economic conditions remained difficult, the company still recorded growth in 2025. This came from stronger marketing and sales promotion activities, along with timely and flexible support for its distribution network.

Europe also remained a challenging market in 2025 due to the prolonged impact of geopolitical tensions and political instability in several major countries. However, with the company working closely with distributors on marketing and sales, dealers in the region still achieved growth, making a meaningful contribution to export revenue for the year.

Alongside efforts to consolidate key markets, the company has stayed the course in expanding into new ones to increase coverage and support long-term growth. In 2025, its distribution system was extended to markets including Taiwan (China), India and Japan, while dealer networks in existing markets continued to be expanded. These moves helped raise brand recognition and value at the global level.

Also in 2025, Vicostone continued to invest in environmentally friendly products through research and the launch of new lines. An initial batch of 36 products was introduced in Australia and California, opening a new approach to customers with a strong interest in sustainability.

Event connects Vietnamese businesses with African countries

Vietnamese businesses and diplomats from many African countries gathered at the “Meet Africa 2025” event held by the Ministry of Foreign Affairs on December 11.

Vietnamese businesses seek opportunities for agricultural exports in Middle East-

VOV.VN - The Ho Chi Minh City Investment and Trade Promotion Centre (ITPC) on December 9, inaugurated the Vietnam agricultural products pavilion at Food Africa 2025, held at the Egypt International Exhibition Center from December 9 to 12.