ISSUES
By the time companies come to us, most are stuck on one of these four points.
01
We want to find out first whether it will sell
Hearing that Japanese food is popular is one thing; whether your own product lands is another. Before you invest in earnest, we first produce the material you need to decide whether to go ahead.
02
We have no one who can act on the ground
You cannot afford to post staff overseas, but you want to move ahead in earnest. Our permanently stationed local staff act in place of your own expatriate and report to Japan in Japanese.
03
It will not sell as it is in Japan
What to change and how cannot be settled without asking local buyers. We adjust taste, packaging, and price to match what comes back.
04
We have sales channels, but nobody knows us
In Vietnam, TikTok and Facebook carry a lot of weight, and simply being on the shelf does not move goods. We work with local partners to build awareness.
CHANNELS
The people you meet, the documents you need, and the way you build prices all change with the channel. The first decision is where to enter.
RETAIL
Retail shelves
Here you meet chain buyers: Masan (WinMart), Central (GO!), and Aeon Mall. What marks Vietnam today is that mini supermarkets are increasing in the provinces, not only in the cities.
To decide: which chain to start with, how many stores, and at what price
E-COMMERCE
EC
Shopee and TikTok Shop are the two leaders, with Lazada behind them. TikTok Shop sells through live streaming, so the way you sell there differs from putting goods on a shelf.
To decide: open your own store or leave it to a local seller
FOODSERVICE
Restaurants and cafés
This route supplies chains such as Highlands Coffee, Golden Gate, and The Coffee House on a commercial basis. Because they run many outlets, volume moves once a deal is set.
To decide: supply a single item or develop a menu together
IMPORTER
Importers and wholesalers
This route goes through a local importer handling Japanese ingredients. For food, this importer becomes the party that files the self-declaration (Decree 15), so who you choose determines how you sell afterward.
To decide: who to make the importer, and whether to grant exclusivity
The companies listed here are ones we are researching as candidate customers and partners. It does not mean we have business with them. Vietnamese company directory →
CITIES
Taste preferences and buying habits differ between the south and the north of Vietnam. Rather than going nationwide at once, start by narrowing down to one place.
HO CHI MINH
Ho Chi Minh City
The commercial center of the south and the largest consumer market. New things in food service and e-commerce start moving here. It is often chosen as the first place to put Japanese products.
Suited to: products that sell on novelty, products supplied to restaurants
HANOI
Hanoi
The capital, home to government bodies and foreign embassies. There is gift demand, and buying is more measured than in the south. A sales approach that worked in Ho Chi Minh City will not carry over unchanged.
Suited to: gifts, products chosen on quality
DA NANG
Da Nang
The hub of central Vietnam and a city with many tourists. It does not match the two largest cities in population, but Aeon Mall is moving ahead with its first mall in the central region, and retail space will increase from here.
Suited to: products shown to tourists, a small first step into the central region
RURAL
Regional Cities
What is growing now is the provinces. Mini supermarket and convenience store openings, fast food expansion into the provinces, and e-commerce programs aimed at rural areas are all under way at once. Competition is still lighter than in the cities.
Suited to: products that can compete on price, products you want to move in volume
We follow how each city is moving in Vietnam News.
INDUSTRIES
The procedures to complete before selling, and the first people you meet, change by industry.
Food and beverage
Procedures needed first
Filing the self-declaration (Decree 15). The filing is made by the local importer. Who becomes the importer is settled at this point.
The first people you meet
Importers handling Japanese ingredients. From there, on to retail chain buyers and restaurant chains.
Anime and character IP
What to decide first
Who to license. Whether you export the product or have it made locally changes who you partner with.
The first people you meet
E-commerce sellers, mall event managers, and event organizers. Japanese anime is watched in Vietnam too, so how you present it matters more than where you place it.
Apparel and materials
What to decide first
Whether you sell finished goods or materials. Vietnam is a major garment production base, so for materials the customers are factories.
The first people you meet
For finished goods, e-commerce sellers and mall units. For materials, the sourcing staff at garment factories.
Cafes and restaurants
What to decide first
Whether you open your own outlet or leave it to a company already operating stores locally. The structure and the investment required change with that choice.
The first people you meet
Local operators already running stores, and the leasing staff at malls. Along with that, you decide where to source ingredients.
For industries not listed here, the way to research the market and approach sales channels is the same. Please start by getting in touch.
PROCESS
The same person carries these three through in sequence. You can engage us at any point.
01
Research and validation
Researching Vietnam
The market reports in circulation do not tell you how things actually feel on the ground. We meet people, ask questions, look at stores, and turn that into material for deciding whether to go ahead.
What to do
02
On-the-ground sales
Selling on the ground
Our permanently stationed local staff act in place of your own expatriate, driving everything from buyer meetings to building a structure for continuing supply. We report progress in Japanese.
What to do
Concluding contracts and setting trading terms are done by you and your local counterparty. We do not buy the goods and we do not become the seller.
03
Building awareness
Reaching people on the ground
Simply being on the shelf does not move goods. We run programs using TikTok and Facebook together with local partners.
What to do
Depending on what the program involves, we handle it together with local partners.
TIMELINE
Rather than investing heavily from the start, we set break points along the way where you can stop. The following is a guide and will shift with the product category.
2–4 WEEKS
Research
Interviews, on-the-ground conversations, and research on competitors and stores. We deliver price ranges and messaging in one package.
You can decide to stop here
1–2 MONTHS
Approach
We approach candidate importers and customers. For food, we assemble the documents required for the filing and finalize the labeling and the landed price.
Here you can see who you will be meeting
1–2 MONTHS
Test
We actually place a small quantity through a pop-up or test sales. If it does not move, we change the price, the placement, or the presentation.
Here you find out whether it sells
3–6 MONTHS
Continue
We settle the trading terms and move on to import arrangements that can be repeated. From here we build up awareness through TikTok and social media.
This is the end of the launch phase
PLANS
You can engage us for research alone or for on-the-ground sales alone. The amount changes with what you ask for, so we present a breakdown after the first consultation.
We want to understand the market first
Market research plan
We carry out interviews, on-the-ground conversations, and competitor research together, and deliver the material for judging whether your product will sell in Vietnam in as little as two to four weeks.
We have no one to sell on the ground
On-the-ground sales plan
Our permanently stationed local staff drive everything from buyer meetings to test sales and building a structure for continuing supply. We take on running the strategy you have decided on, on the ground.
We want to build awareness
TikTok and social media plan
We run programs using TikTok and Facebook together with local partners, covering the use of KOLs and the reworking of your messaging for the local market.
From research through sales and awareness
Full support plan
We take you straight through from market research to test sales, local rollout, and building a structure for continuing supply. It is for companies starting from nothing on the ground.
Early stages such as research are mostly contracted case by case, while the on-the-ground sales stage is mostly contracted monthly. What is possible changes with the product category, so at the first consultation we tell you what we can and cannot do.
COLUMNS
Sales channels, e-commerce, packaging, and consumer behavior. Written up by category.
Vietnam Agricultural Investment 2025: Entry Strategies and Future Potential for Japanese Companies, Learned from Success Stories
Investment in Vietnam's agriculture sector is accelerating. We explain the background to FDI disbursements reaching USD 25.35 billion and the growth potential of high-tech and smart agriculture, along with cases of Japanese companies and the key points of an entry strategy, using the latest data.
Vietnam Dairy Market 2025: Demand Trends, Key Players, and Entry Strategies for Japanese Companies
Vietnam's dairy market stood at USD 5.71 billion in 2024 and is projected to reach USD 13.37 billion in 2033. We take a close look at the strategies of Vinamilk and TH True Milk and at a market changing with rising health consciousness, from the viewpoint of Japanese companies entering it.
Vietnam Food E-Commerce Platforms Compared 2025: How to Use Shopee, TikTok Shop, and Lazada
Vietnam's e-commerce market reached USD 16.4 billion in 2025. With Shopee (56%) and TikTok Shop (41%) dominating, we compare and explain sales strategies for the food category platform by platform.
Foreign Companies That Succeeded in Vietnam's Food Industry 2025: A Deep Dive into Their Entry Strategies
Vietnam's food service market is set to grow to USD 54.27 billion in 2033. We explain the success of foreign chains such as Haidilao and Mixue, and practical entry strategies for Japanese food companies to win in the Vietnamese F&B market.
Vietnam Health Food Market 2025: Growth of Organic and Functional Foods and a Guide to Market Entry
Vietnam's health food market is worth USD 2.8 billion, and organic food is expected to grow to USD 3 billion in 2033. A full guide to the latest trends in functional foods, probiotics, and plant-based alternatives, and to entry strategies for Japanese companies.
How Vietnam's Gen Z Is Changing Food Preferences in 2025: Market Trends and Opportunities for Japanese Companies
A close analysis of the shift in food trends driven by young Vietnamese. From bubble tea to craft coffee, the vegetarian boom, and food made for social media, we explain Gen Z consumer behavior and the business opportunities for Japanese food companies, using the latest data.
NEWS
Investment by Japanese manufacturers and moves in retail and e-commerce. We compile this daily, together with the actions Japanese companies can take.
Jollibee sells Highlands' parent company shares for 2.3 trillion dong, founder side to hold 51%
Jollibee sold an 11% stake in SF Vung Tau, the parent company of Highlands Coffee, to VTI for 2.3 trillion dong. Its holding drops to 49%, with the founder’s side holding 51%. This summarizes the payment terms and listing plans.
Four Vietnam-built offshore substations head to Poland, totaling 16,000 tons built simultaneously
Four 375MW-class offshore substations built in Vietnam by PTSC M&C are headed to Poland’s Baltica 2. Two of the four are already en route. The four substations and their support structures weigh a combined approximately 16,000 tons, and this also summarizes the division of roles with Semco Maritime.
Central invests a new 3.5 billion dollars in Vietnam, shifting store focus to tier 3 and 4 cities
Thailand’s Central Group to invest a new $3.5 billion in Vietnam. This summarizes the breakdown of $1.5 billion for retail and $2 billion for CPN and Centara, a store opening plan covering 200 candidate sites across four tiers in parallel, and the challenge of local sourcing exceeding 90%.
Golden Gate, with about 600 restaurants, starts up its second food plant in Phu Tho Province
Vietnamese food service giant Golden Gate has started operating its second food factory, in Phu Tho Province. Phase 1 covers 4 hectares and cost more than 600 billion dong, with capacity of 3,600 tons of meat per year and up to 10,000 pizza dough bases per day. This summarizes only what could be confirmed in the original article.
Sojitz acquires a 27.64% stake in Vietnamese airport services firm Taseco Airs
On September 14, 2026, Sojitz acquired a 27.64% stake in Vietnamese airport services company Taseco Airs (HOSE: AST) for approximately $40.5 million. This confirms the two selling funds, the deal terms, and the company’s business results.
Saeki Selva, with 56 stores in Japan, starts with workforce training for its 100-store push into Vietnam
Saeki Selva Holdings plans 100 stores in Vietnam. It established a local subsidiary with capital of $80,000 in May 2026, and its first store is set to open in Ho Chi Minh City within three years. The total investment amount and partner have not been disclosed.
COMPANIES
Food, agriculture, distribution, and food service. We compile these with their business activities, as a starting point when you look for customers and partners.
Betrimex / Cocoxim | Vietnam's first Fairtrade certified coconut company. Exports to more than 70 countries.
Vietnam's first Fairtrade certified coconut company. With more than 42 years of history, it exports brands such as Cocoxim to more than 40 countries.
MimosaTEK | Smart agriculture platform built on IoT sensors. Irrigation optimization and environmental moni
Smart agriculture platform built on IoT sensors. Irrigation optimization and environmental monitoring cut water use by 13 to 20% and raise yields by 25%.
Loship | Vietnam's hyperlocal food delivery service
Vietnam's hyperlocal food delivery service. Raised $12M. 70,000 drivers, 200,000 merchants, and 3 million customers.
Nguyen Coffee Supply | The first Vietnamese specialty coffee brand in the US. Raised $4.1M+. Robu
The first Vietnamese specialty coffee importer and roaster in the US. Raised $4.1M+. Began RTD sales at 260 Walmart stores in 2025.
FoodMap | Farm-direct e-commerce platform. Raised $4.5M. Partnered with more than 300 domestic farms and pro
Farm-direct e-commerce platform. Raised $4.5M. Partnered with more than 300 domestic farms, supplying produce with traceability.
Entobel | Vietnam-born insect protein producer
Operates Asia's largest insect protein production facility. Raised $32.5M+. Annual capacity of 10,000 tons of protein meal.
INDIA OR VIETNAM
We cover India and Vietnam with the same team. We take on consultations even at the stage of deciding which to do first.
India has a large population, and for food it takes time to launch because you first have to register your Japanese production facility. Vietnam has a smaller market, but it is close by and importers handling Japanese ingredients are already there, so you can try small volumes quickly. Which suits you depends on the product, so you can compare the two side by side before deciding.
HOW TO START
1
Free consultation
We ask about your industry, your products, and your objective for entering the market, online.
2
Proposal
We set out in writing the first stage to work on and the breakdown of costs.
3
Contract
You can contract stage by stage. You can also engage us for research alone.
4
Started
Your contact in Japan handles communication, and our permanently stationed local staff act in Vietnam.
FAQ
Yes. Our permanently stationed local staff act in place of your own expatriate, running buyer meetings, test sales, and the building of a structure for continuing supply on the ground. We report progress to your contact in Japan in Japanese.
Yes. You can contract stage by stage. The research may also lead to the conclusion that now is not the time to enter.
For market research alone, we deliver results in as little as two to four weeks. If you go through test sales to full-scale rollout, we set the stages over a guide period of three to six months. We recommend a way of proceeding that avoids large upfront investment and lets you make decisions along the way.
It changes with what you ask for. Early stages such as research are mostly contracted case by case, while the on-the-ground sales stage is mostly contracted monthly. Venue fees, shipping of samples, and filing fees are charged at cost. After the first consultation, we provide a breakdown in writing.
Yes. Food and beverage, anime and character IP goods, apparel and materials, and cafés and restaurants. For industries not listed here, the way to research the market and approach sales channels is the same, so please start by getting in touch.
You can import without an entity. The first thing to decide is who your local importer will be. For food, that importer becomes the party that files the self-declaration (Decree 15).
We do not buy the goods and we do not become the seller. We take on building the places and the structure for selling, while receiving payment and owning the goods is done by you or your local counterparty.
SOJAPAN
We support Japanese companies entering India, from market research through local partner development, test sales, and import.