After more than two decades, the Viet Nam National Brand Program has become a distinctive, long-term trade promotion Program, contributing to improving the competitiveness of businesses and the value of the national brand. In the new period, the Program aims to link brand development with innovation, digital transformation, green transformation, and the elevation of Vietnamese brands in international markets.

In an interview with the press, Deputy Minister of Industry and Trade Luong Hoang Thai shared his views on the achievements of the Viet Nam National Brand Program and orientations for increasing the value of Vietnamese brands in the coming period.

The National Brand strengthens competitiveness

- Deputy Minister, after more than two decades of implementation, what marks has the Viet Nam National Brand Program made in enhancing the value of the National Brand, as well as Viet Nam’s reputation and standing internationally?

Deputy Minister Luong Hoang Thai: The Viet Nam National Brand Program is a distinctive, long-term trade promotion Program of the Government, linking the development of product and corporate brands with the enhancement of national reputation and competitiveness. After more than two decades, the Program has established a common framework for the State and businesses to jointly develop Vietnamese brands, with quality, innovation and pioneering capacity as the foundation.

In 2026, according to Brand Finance, a UK-based brand valuation consultancy, the value of the Viet Nam National Brand reached USD 462.279 billion, up 45.14% from 2020, ranking 32nd among 193 countries assessed. As part of this overall achievement, the Program has contributed through the development of the business community whose products have earned Viet Nam National Brand recognition. These businesses account for 50% of the Top 50 most valuable brands in Viet Nam, while five businesses are among the Top 10, accounting for approximately 69.1% of the group’s total value.

Through quality and competitive brands, the Program contributes to enhancing global recognition of Viet Nam as a country capable of innovation, mastering production and supplying high-value products, as well as a reliable economic partner. This provides a foundation for strengthening the confidence of consumers, partners and international investors, increasing Viet Nam’s attractiveness and enhancing its position in global value chains.

- The community of businesses with products recognized under the Viet Nam National Brand Program is growing and making significant contributions to production, exports, the State budget and employment. How do you assess the role of this business community in the economy?

Deputy Minister Luong Hoang Thai: The community of businesses with products recognized under the Viet Nam National Brand Program is one of the important forces driving production development, export expansion and the competitiveness of the economy. Over 10 selection cycles, the number of recognized businesses has grown from 30 companies with 50 products in 2008 to 227 businesses with 499 products in 2026, demonstrating the expanding scale of the Vietnamese-branded business community.

First, these businesses make direct contributions to production, exports, the State budget and employment. In 2025, the 227 businesses whose products were recognized under the Viet Nam National Brand Program in 2026 recorded total revenue of more than VND 2.5 quadrillion, export revenue of more than VND 262 trillion, and State budget contributions of more than VND 133 trillion, while creating jobs for more than 760,000 workers. The businesses also allocated nearly VND 5 trillion to social welfare activities.

Beyond their production and business scale, these businesses are also focusing on investing in competitiveness. In 2025, they invested nearly VND 43.6 trillion in research and development (R&D), up more than 6% from 2024. They also registered nearly 5,700 trademarks, patents and utility solutions, as well as more than 2,400 international certificates and standards. These are important factors enabling businesses to improve productivity and quality, increase product value and expand their markets.

This also provides a foundation for the business community to play a leading role in supporting domestic suppliers in their development, strengthening the economy’s self-reliance and enhancing the position of Vietnamese goods in global value chains.

Directing Vietnamese brands toward global value

- Based on the results achieved, what orientations and priorities will the Viet Nam National Brand Program focus on in the coming period to strengthen brand-building capacity and help Vietnamese brands reach international markets?

Deputy Minister Luong Hoang Thai: In the coming period, the Viet Nam National Brand Program will focus on three key priorities.

First, developing the Viet Nam National Brand Development Strategy through 2035, with a vision to 2045, linking the development of product brands, corporate brands, industry brands and the National Brand. The focus will be on promoting the strengths of economic sectors, mobilizing the participation of ministries, sectors, localities and the business community, and combining economic strength with Vietnamese cultural and human values to enhance the country’s value, reputation and attractiveness internationally.

Second, strengthening businesses’ capacity in brand building and management, with “Quality - Innovation - Pioneering Capacity” as the foundation. The Program will promote digital transformation and green transformation while helping businesses meet international standards, build their reputation and develop sustainable competitiveness.

Third, supporting Vietnamese brands in expanding their presence in regional and international markets; strengthening brand promotion and protection, and connecting branding efforts with diplomacy, culture, tourism and external communications. The focus will be on developing businesses with strong brands and the capacity to lead their respective sectors, while enabling domestic businesses to participate more deeply in global value chains.

The overarching goal is to shift from “Made in Viet Nam” to “value created from Viet Nam,” moving from participation to strengthening Viet Nam’s position in global value chains and thereby consolidating the country’s position in international markets.

- Thank you very much, Deputy Minister!

The 10th ceremony to announce products recognized under the Viet Nam National Brand Program in 2026, themed “The Flow of Vietnamese Brands,” will take place on October 16, 2026, at the National Convention Center in Ha Noi, with approximately 1,500 delegates and guests.

This article was written by Ngoc Hoa, a reporter with the Trade and Integration Department of the Newspaper of Industry and Trade.