Vietnam is emerging as a significant destination for international business, particularly attracting Singaporean brands. Notable names such as Charles and Keith, BreadTalk, and Benjamin Barker have successfully entered this market, showcasing its potential for growth. Vietnam's economic landscape is bolstered by a reported 8.02% GDP growth in Q4 2025, marking it as the second-highest achievement since 2011.
Charles and Keith set up its first outlet in Vietnam in 2016 at the Saigon Centre, and it now operates 33 stores nationwide. Similarly, BreadTalk began its expansion in 2010 and currently has 26 locations throughout the country. The enthusiasm for foreign investment is further supported by commitments from Vietnamese leadership, with To Lam, the General Secretary of the Communist Party, promising over 10% annual economic growth for 2026, contingent on reducing bureaucratic hurdles.
Vietnam's trade policies remain favorable, despite facing challenges such as the 20% trade tariff from the previous U.S. administration. The country is focused on enhancing trade relationships and fostering collaboration with international partners, particularly with Singapore, through initiatives like the Global Innovation Alliance.