27/05/2026
COMPREHENSIVE STRATEGIC PARTNERSHIP EXPECTED TO OPEN A NEW ERA
On the occasion of the official visit to Thailand by General Secretary and State President Tô Lâm, reporters from Việt Nam News spoke with representatives of Vietnamese and Thai businesses to gather their assessments of investment and business opportunities between the two countries following the elevation of bilateral ties to a Comprehensive Strategic Partnership. The business representatives also shared key insights, practical experiences, and recommendations for enterprises from both nations.
The upgrade of Việt Nam-Thailand ties to a Comprehensive Strategic Partnership carries not only diplomatic significance but also heralds a new era of deeper economic collaboration between the two nations. This is a pivotal moment for Vietnamese enterprises to look toward Thailand as a prime destination for investment, trade and regional connectivity within ASEAN.
Thailand boasts one of Southeast Asia's leading economies in trade, retail, tourism, and services. Meanwhile, Việt Nam holds strengths in manufacturing, a young workforce, rapid adaptability and an increasing number of brands gaining international recognition. The two economies are clearly complementary. By effectively leveraging current bilateral opportunities, Vietnamese businesses can certainly view Thailand as a strategic gateway to expand their operations throughout the region.
When it comes to F&B, the potential for Vietnamese brands in Thailand is massive. Today’s Thai consumers care more about healthy eating, authentic cultural vibes, and unique identities. This plays right into the strengths of Vietnamese food. Popular staples like phở, bánh mì, bún chả and Vietnamese coffee are already winning over Thai locals.
However, Vietnamese businesses must recognise that Thailand is a highly competitive market with professional operational standards. Serving delicious food is a necessary condition, but it is not sufficient. Thai consumers place a high premium on customer experience, brand consistency, speed of service, interior design, management systems and digital communication. A restaurant today competes not only on food quality but also on its brand image and social media presence.
For Vietnamese enterprises looking to invest in Thailand, the first priority must be legal compliance. Thailand has stringent regulations regarding restricted industries for foreigners, foreign ownership ratios, work permits, food safety standards and tax requirements. Without thorough and methodical preparation from the outset, businesses are highly susceptible to operational risks.
The second key factor is respecting the local business culture. The Thai people generally adopt a diplomatic and flexible working style, yet they remain very principled. Reputation, punctuality, transparency and long-term stability in partnerships are highly valued. While it may take years for a business to build its brand, just a few lapses in professionalism can lead to a total loss of market trust
Furthermore, Vietnamese enterprises must avoid the 'one-size-fits-all' mindset of simply transplanting a successful domestic model into Thailand. Every market has unique consumer behaviours and cultural nuances. To achieve sustainable growth, businesses need a clear localisation strategy for their products, services and operational models to ensure they resonate with Thai customers.
I believe the greatest strengths of Vietnamese businesses are their dynamism, flexibility, and resilient spirit. By pairing these advantages with professional management, long-term investment and local adaptability, Vietnamese firms are well-positioned to build strong brands in Thailand and the broader ASEAN region.
Thailand may not be a place for 'quick wins,' but it is an excellent environment for Vietnamese companies to learn how to grow sustainably, build robust systems and step onto the international stage in a more methodical manner.
