This is considered a key factor in successfully building the Vietnamese brand in the international market.
Recently, the Cooperatives Union of Ho Chi Minh City (Saigon Co.op) has continuously increased the proportion of Vietnamese goods exported to many global markets by partnering with various distribution chains worldwide. In 2025, Saigon Co.op expects its export turnover to reach around VND120 billion (US$4.7 million), promising to open up many opportunities for Vietnamese products.
Nguyen Anh Duc, CEO of Saigon Co.op, stated that in the context of Vietnamese brands increasingly establishing their position in demanding markets and the rising demand for Vietnamese goods abroad, Saigon Co.op has developed a strategy to expand its export market share, focusing on both private-label products and those of suppliers. Accordingly, it is gradually establishing a secure export corridor for Vietnamese products by collaborating with numerous global distribution chains.
In 2023, through its partnership with NUTC Fair Price - a professional modern retail entity with over 260 supermarkets, hypermarkets, and convenience stores, accounting for 57% of the market share in Singapore, Saigon Co.op exported Vietnamese agricultural and aquatic products to this market, with a total export value nearing VND90 billion.
Recently, it has shaken hands with STC Natural Vina to export products such as fish sauce, vermicelli, noodle, spices, tea, and coffee, with an order value of nearly US$70,000. All of these products will be sold in H-mart chain, part of the the Republic of Korea’s Hee Chang Group, with more than 100 outlets in the US. Prior to this, the two companies successfully exported two containers of Vietnamese goods to the Canadian market.
Thanks to the implementation of a project on promoting Vietnamese enterprises' direct participation in foreign distribution systems by 2030 launched by the Ministry of Industry and Trade, Vietnamese products have been increasingly exported into the AEON system. Through this initiative, many Vietnamese products that meet Japan's high standards have been imported by AEON and are now sold in hundreds of supermarkets across Japan and other countries.
Statistics show that the volume of Vietnamese goods purchased at the AEON system has grown significantly over the years, with projections indicating it will reach 1 billion USD by 2025. Notably, many agricultural products, such as bananas and fresh mangoes, have been entirely sourced from Vietnam and are praised for their superior quality compared to similar products from Thailand, the Philippines, and other countries. As a result, AEON is actively seeking Vietnamese businesses that meet their criteria and standards to become long-term suppliers, not only in Vietnam but also within the global AEON TopValu network.
As one of the largest distribution chains in the world, Walmart has been sourcing a wide range of products from Vietnam for many years, including frozen mangoes, tea, coffee, electronics, textiles, footwear, furniture, household items, and toys. Last year, it imported US$7 billion worth of Vietnamese goods, primarily electronics, textiles, and toys.
Currently, Vietnam is ranked among the top five countries exporting goods to Walmart's global network and is rising to the second place, behind China. Vietnamese products are not only entering Walmart's stores in the US but also in other major markets such as China, Canada, and Mexico. Walmart's strategy is to focus on developing Vietnam into a regional supply hub for the Asia-Pacific region.
Recently, Lulu Group, in collaboration with the Vietnamese Ministry of Industry and Trade, successfully organised the “Vietnamese Goods Week” at Lulu Hypermarket in Dubai, to promote high-quality Vietnamese products in the United Arab Emirates (UAE).
Thamban Kanna Poduval, Director of Lulu in Dubai, stated that Lulu is one of the largest retail groups in the UAE and the first retailer to introduce Vietnamese products to this market. At present, more than 300 Vietnamese products are available in Lulu's supermarket chain in the UAE.
Ta Hoang Linh, Director of the Europe-America Market Department under the Ministry of Industry and Trade, emphasized that when Vietnamese products gain access to large retail chains such as AEON, Walmart, Amazon, Central Retail, and others, businesses will be able to cut out intermediary steps in the export process, thus increasing the value of Vietnamese goods in foreign markets. This approach reduces costs and enhances the competitiveness of Vietnamese products in terms of price, as well as boosting brand promotion.
