{"id":111,"date":"2026-03-24T14:54:32","date_gmt":"2026-03-24T05:54:32","guid":{"rendered":"http:\/\/india-marketing.jp\/vietnam\/%e3%83%99%e3%83%88%e3%83%8a%e3%83%a0%e9%a3%9f%e5%93%81%e6%a5%ad%e7%95%8c%e3%81%a7%e6%88%90%e5%8a%9f%e3%81%97%e3%81%9f%e5%a4%96%e5%9b%bd%e4%ba%ba%e8%b5%b7%e6%a5%ad%e5%ae%b6%e3%81%ae%e5%ae%9f%e4%be%8b\/"},"modified":"2026-08-02T01:18:52","modified_gmt":"2026-08-01T16:18:52","slug":"vietnam-strategy-success","status":"publish","type":"vietnam","link":"https:\/\/india-marketing.jp\/en\/vietnam-business\/vietnam-strategy-success\/","title":{"rendered":"Foreign Companies That Succeeded in Vietnam's Food Industry 2025: A Deep Dive into Their Entry Strategies"},"content":{"rendered":"
\nThis article is based on what we could verify As of August 1, 2026<\/strong> This article is based on public materials and news reports from Vietnam. Vietnam's tax system, regulations, and administrative divisions change frequently, so information here may have been updated since publication. For actual business decisions, please confirm the latest details with the relevant government authorities or local experts as primary sources.\n<\/div>\n\n\n

The Growth of Vietnam's F&B Market and the Rise of Foreign Companies<\/h2>\n

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<\/a>).<\/p>\n

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.<\/p>\n

Case Studies of Successful Foreign Companies<\/h2>\n

Haidilao \u2013 China<\/h3>\n

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.<\/p>\n

Mixue \u2013 China<\/h3>\n

The ice cream and drink chain Mixue<\/a> 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.<\/p>\n

KFC, Pizza Hut, Lotteria \u2013 Various Countries<\/h3>\n

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.<\/p>\n

Strategy Patterns Common to Successful Companies<\/h2>\n

Thorough Localization<\/h3>\n

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 Caf\u00e9 Culture<\/a> Developing a drink menu tailored to this is also essential.<\/p>\n

Digital Marketing and Delivery Support<\/h3>\n

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

Leveraging Social Media and Live Commerce<\/h3>\n

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

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