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Market entry is not just about demand. It is about whether your plan survives contact with reality. When most executives imagine expanding into Vietnam, they visualize the outcome: the packed café, the sold-out shelf, the double-digit growth charts. They rarely visualize the moment when time, cash, and inventory are all on the line . In a previous article, I outlined where Vietnam’s next wave of consumer growth is likely to come from. This piece looks at the less discussed qu

Real Pet Food Co and CrossLink Asia have announced an exclusive partnership to introduce premium Australian pet nutrition to Vietnam. Leading the launch is Ivory Coat — recognised for its high-quality, science-backed formulations — as both companies focus on capturing the rapid premiumisation wave in the market.

Vietnam remains one of Asia’s strongest growth markets. GDP expanded 7.25% year-to-date - even with tariff headwinds - driven by resilient exports, rising foreign investment, and a strengthening services sector. By late 2026, as policies become clearer and household confidence improves, Vietnam is expected to return to a more stable and predictable growth cycle. But the conditions for growth are not the same as before. Consumer priorities, spending logic, and shopping behavi