Foreign Companies That Succeeded in Vietnam's Food Industry 2025: A Deep Dive into Their Entry Strategies

The Growth of Vietnam's F&B Market and the Rise of Foreign Companies

Vietnam's food service market is expected to grow from USD 21.92 billion in 2024 to USD 54.27 billion by 2033 (CAGR 9.7%). The development of highways and the expansion of shopping malls into regional areas have made it easier for foreign food chains to enter markets outside major cities (source: Vietnam Briefing).

With a population of about 100 million and an average age in the early 30s, Vietnam's young consumer base is characterized by strong curiosity about new food experiences and high receptiveness to foreign food culture.

Case Studies of Successful Foreign Companies

Haidilao – China

Haidilao, a hot pot chain from China, recorded USD 43.6 million in sales in Vietnam in the first half of 2025, equivalent to more than 10% of the company's global sales. Its thorough commitment to service quality and its provision of a "dining experience" favored by Vietnamese consumers are the keys to its success.

Mixue – China

The ice cream and drink chain Mixue operates more than 1,300 stores in Vietnam, with 2023 sales reaching VND 1.26 trillion (USD 47.7 million). It has swept through Vietnam's youth market with a low-price strategy and a mass-store-opening model.

KFC, Pizza Hut, Lotteria – Various Countries

International food chains such as KFC, Pizza Hut, Lotteria, Domino's Pizza, and Popeyes each operate 50 to 200 stores nationwide. Developing local menu items (for example, rice bowls and Vietnamese-style flavors) has been a factor in their market establishment.

Strategy Patterns Common to Successful Companies

Thorough Localization

Foreign F&B companies succeeding in Vietnam always localize their menus. Adjusting seasoning to suit Vietnamese palates, adapting portion sizes, and using local ingredients are all important. Vietnam's Café Culture Developing a drink menu tailored to this is also essential.

Digital Marketing and Delivery Support

Social Media Marketing and Delivery services must be supported. ShopeeFood (with a 56% market share) and GrabFood (36%) together account for 90% of Vietnam's food delivery market, where optimization on the platform greatly affects sales.

Leveraging Social Media and Live Commerce

TikTok Food review videos and live commerce on this platform are among the most effective channels for acquiring new customers. Gen Z Because word-of-mouth on social media, centered here, is directly tied to purchasing behavior, investing in influencer marketing is essential.

Entry Opportunities and Strategies for Japanese Food Companies

Strong Interest in Japanese Food

Interest in Japanese food is very strong in Vietnam, and the number of sushi, ramen, yakiniku, and izakaya-style restaurants is increasing. The Advantage of Japanese Brands (quality, safety, and aesthetics) strongly appeals to Vietnamese consumers.

Challenges at the Time of Entry

When a foreign individual opens a restaurant in Vietnam, there are many technical and legal licensing requirements, and a deep understanding of Vietnam's own food culture is required (source: VnExpress). Working with local law firms and consultants is important.

A Phased Rollout Model

First open a flagship store in central Ho Chi Minh City or Hanoi, and Food E-Commerce raise awareness through this and delivery before expanding the store network — this model is recommended. Rolling out through a franchise model is also a viable option.

Conclusion

Vietnam's F&B market offers major growth opportunities for foreign companies. The common elements of success are localization, digital readiness, and speedy rollout. Japanese companies need to leverage their strengths in quality and safety while remaining flexible enough to adapt to the sense of speed and cost consciousness unique to the Vietnamese market.

Sources:

• Vietnam Briefing – Foreign Food Chains in Vietnam
• VnExpress – Foreign Entrepreneurs in Vietnam
• The Shiv – Vietnam F&B Industry 2025
• VIR – Gen Z Shaping F&B Industry