{"id":90,"date":"2026-03-24T14:54:28","date_gmt":"2026-03-24T05:54:28","guid":{"rendered":"http:\/\/india-marketing.jp\/vietnam\/%e3%83%99%e3%83%88%e3%83%8a%e3%83%a0%e4%ba%ba%e5%8f%a31%e5%84%84%e4%ba%ba%e5%b8%82%e5%a0%b4%e3%81%ae%e5%8f%82%e5%85%a5%e6%88%a6%e7%95%a5%ef%bd%9c%e6%88%90%e9%95%b7%e5%b8%82%e5%a0%b4%e3%81%a7%e5%8b%9d\/"},"modified":"2026-09-19T14:53:20","modified_gmt":"2026-09-19T05:53:20","slug":"entry-strategy-vietnam-guide-population","status":"publish","type":"vietnam","link":"https:\/\/india-marketing.jp\/en\/vietnam-business\/entry-strategy-vietnam-guide-population\/","title":{"rendered":"Entry Strategy for Vietnam's 100 Million-Person Market: A Practical Guide to Winning in a Growth Market (2026 Edition)"},"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 Current State of Vietnam's Economy and Drivers of Growth<\/h2>\n

Why is the Vietnamese market drawing so much attention right now? The reasons are its enormous population of about 100 million, the youthfulness of a population that is half 35 or younger, and its remarkable rate of economic growth.<\/p>\n

In 2025, Vietnam achieved year-on-year 8.02%<\/strong> GDP growth, and per-capita GDP for the first time $5,000<\/strong> surpassed (source: Vietnam General Statistics Office, announced January 2026). For 2026, the government has set a target of 10% or higher<\/strong> growth, making it a standout growth market even among ASEAN countries (source: JETRO, \"2026 GDP Growth Target Set at 10% or Higher\"<\/a>).<\/p>\n

This growth is underpinned by the market-oriented reforms of the Doi Moi (Renovation) policy in place since 1986 and an active embrace of foreign investment. Vietnam has also benefited greatly from the \"China Plus One\" strategy driven by U.S.-China trade friction, and investment is accelerating not only in manufacturing but also in the services sector.<\/p>\n

Market Potential Expanded by FDI and Free Trade Agreements<\/h3>\n

Foreign direct investment in 2023 reached $36.6 billion on a registered basis and $23.2 billion on a disbursed basis, with international companies such as Samsung, Intel, LG, and Toyota establishing large-scale production facilities. Vietnam is party to numerous free trade agreements, including the CPTPP and an FTA with the EU, allowing it to export to the world's major markets on preferential terms.<\/p>\n

According to analysis by the Itochu Research Institute, the industry and construction sector grew 8.95% and the services sector 8.62% in 2025, confirming broad-based economic expansion (source: Itochu Research Institute, \"Vietnam's Economy: Both Domestic and External Demand Strong\"<\/a>).<\/p>\n

New Market Opportunities Created by Young Consumers<\/h2>\n

Vietnam's true appeal lies in its demographic makeup. Of a population of about 100 million, roughly half are 35 or younger, and the average age is 31. Gen Z alone numbers about 15 million<\/strong> people, accounting for 25% of the workforce. This young generation is education-minded and digitally literate, and its consumption mindset is shifting dramatically from owning things to spending on experiences.<\/p>\n

What stands out is the purchasing behavior of Vietnam's Gen Z. Rather than simply \"looks\" or \"price,\"empathy with a brand's brand story, story, and social stance<\/strong> is what shapes purchasing decisions (source: Digima, \"What Gen Z and Millennials Want Is 'Empathy'\"<\/a>).<\/p>\n

How Social Media Drives Purchasing Behavior Directly<\/h3>\n

The number of social media users in Vietnam is 79 million<\/strong> (about 92% of internet users). TikTok's ad reach rate is 88.8%<\/strong> far ahead of others, and monthly usage time reaches as much as 41 hours 45 minutes. Facebook's ad reach covers 77.6% of the population (about 79 million people), Zalo is used at a similar level, and messenger-based purchasing known as \"chat commerce\" has also become common (source: BigBeat, \"Latest Vietnam Social Media Usage Trends 2025\"<\/a>).<\/p>\n

Delivery apps such as Grab and ShopeeFood<\/a> and integration with live commerce on TikTok Shop are also accelerating, making support for digital platforms a required condition for market entry.<\/p>\n

Related article: Vietnam Social Media Marketing Strategy<\/a><\/p>\n

Caf\u00e9 Culture and Its Affinity with Japanese Brands<\/h2>\n

Vietnam is the world's second-largest coffee producer, and caf\u00e9 culture is deeply rooted in national life. Alongside the traditional c\u00e0 ph\u00ea s\u1eefa \u0111\u00e1 and egg coffee, third-wave and concept caf\u00e9s have surged in cities in recent years. There is a clear tendency for the \"design of the experience\" to be valued more than the coffee itself.<\/p>\n

This is where Japanese companies have a strength. Matcha, hojicha, yuzu, and brown sugar<\/strong> and other Japanese ingredients in drinks and sweets make it easy to stand out from existing Vietnamese caf\u00e9s. Space design built around the keyword \"Japanese Minimalism\" and attentive, Japanese-style service are both highly regarded as premium brand images.<\/p>\n

Related article: Vietnam's Caf\u00e9 Culture and Market Opportunities<\/a><\/p>\n

Key Points for Localization<\/h3>\n

That said, sweetness levels, the milk ratio, and price points need to match local tastes. Prices set too high risk feeling out of reach, so moderate pricing and a casual overall feel are key. An effective approach is to build awareness first through e-commerce or pop-ups, then consider a mall storefront based on the response.<\/p>\n\n\n

\n
\n
\n
\n

\u30d9\u30c8\u30ca\u30e0\u9032\u51fa\u652f\u63f4\u4e8b\u696d\u306e\u8cc7\u6599\u30c0\u30a6\u30f3\u30ed\u30fc\u30c9<\/h3>\n\n\n\n

\u6771\u5357\u30a2\u30b8\u30a2\u306e\u6210\u9577\u5e02\u5834\u3092\u653b\u3081\u308b<\/strong>\u306b\u306f<\/p>\n\n\n\n

\n
\n
\"\"<\/figure>\n<\/div>\n\n\n\n
\n