Stuttgart, 24 September – In line with our shared mission of showcasing investment opportunities across Asia, Dezan Shira & Associates joined forces with Baden-Württemberg International (BW_i) and PALLAS BrandFare to host a workshop titled “Succeeding in Vietnam: Assessing Locations, Building Brand Success.”
Together with Riccardo Benussi, Partner Europe at Dezan Shira & Associates, and Corinna Seidel, Managing Director at PALLAS BrandFare, and with the strong support and moderation of Caroline Müller-Runte, Manager Internationalization, Southeast Asia at Baden-Württemberg International, the event provided an excellent platform for SMEs from one of Germany’s strongest economic regions to gain practical insights into the Vietnamese market and explore pathways for sustainable success.
Key Takeaways:
- Vietnam offers significant business potential for companies from Baden-Württemberg and beyond. Organizations that thoroughly analyze the market, identify potential challenges early, and establish a long-term local presence substantially increase their likelihood of a successful market entry.
- Marketing and communication in Vietnam follow different dynamics compared to Germany. What resonates with audiences in Germany may not have the same impact in Vietnam. Success depends on understanding the market, effectively leveraging local channels, and adapting messages to the cultural context.
- Germany continues to enjoy a positive reputation in Vietnam, but “Made in Germany” alone is no longer sufficient to secure a competitive advantage. With strong competition from across the Asia-Pacific region, both quality and an attractive price-performance ratio are now key factors for success.
Companies from Baden-Württemberg are already well represented in Vietnam through active German-Vietnamese communities, business expansions, academic cooperation, talent exchange, and trade delegations. These ties continue to deepen and strengthen.
Riccardo Benussi underlined the unique position of the country: “Vietnam’s numerous free trade agreements serve as valuable entry points. A careful analysis of these agreements reveals which product groups and services stand to benefit most, offering considerable untapped potential, particularly for small and medium-sized enterprises.”
Building trust and personal relationships is essential. Business in Vietnam relies heavily on networks and interpersonal connections. Companies that invest time in developing local relationships with employees, distributors, and clients lay a strong foundation for long-term success.
We thank all participants for joining the workshop and stay committed to supporting companies and investors from any background with their expansion and development in Asia.
Further resources:
- Doing Business in Vietnam Portal
- Vietnam Partners with Germany and Austria for Agriculture and Technology Developments
If you would like to learn more, please connect with our German Desk or get in touch at vietnam@dezshira.com.