https://www.sospgroup.com/post/launching-our-new-community-vrf-vietnam-retail-f-b

VRF: Vietnam Retail & F&B Network, 17th floor, Vincom Center Buildings, 72 Le Thanh Ton Street, Ben Nghe Ward, District 1, HCMC (2026)

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17th Floor, Vincom Center Buildings, 72 Le Thanh Ton Street, Ben Nghe Ward, District 1

15/05/2026

Vietnam's Ministry of Health has ordered the recall and mandatory destruction of 511 cosmetic products manufactured by Viet Huong Cosmetics Co., Ltd, citing non-compliance with CGMP-ASEAN good manufacturing practice standards.

A separate recall of 268 products was issued for A.Q.P Vietnam Pharmaceutical & Cosmetics JSC, same reason.

A few things worth noting for brands operating in this space:

- Viet Huong wasn't just selling under its own label, it was contract manufacturing for multiple brands including I'm Nature, Dakami Group, Olic Vietnam, Bio Cosmetics, and others. Those brands are now caught in the recall regardless of whether they were aware of the compliance gap.

- The recall covers a wide product range: skincare, haircare, body care, makeup, and fragrance, 511 SKUs across dozens of formulations.

The compliance risk in contract manufacturing isn't new. But cases like this are a reminder that brand owners carry the liability, not just the manufacturer.

If you're a brand outsourcing production in Vietnam, knowing your manufacturer's compliance status is part of managing your own risk.

Follow VRF: Vietnam Retail & F&B Network for consumer & retail market updates in Vietnam.

Photo source & Credit: Thong Tin Chinh Phu, Nguoi Lao D**g
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𝐕𝐑𝐅: 𝐕𝐢𝐞𝐭𝐧𝐚𝐦 𝐑𝐞𝐭𝐚𝐢𝐥 & 𝐅&𝐁 𝐍𝐞𝐭𝐰𝐨𝐫𝐤
Email: [email protected]
Headquarter: 17F, 72 Le Thanh Ton, Saigon Ward, HCMC, VN
Community: https://shorturl.at/QU1Jk

15/05/2026

Yesterday the VRF: Vietnam Retail & F&B Network team attended a seminar at Food Ingredients - Fi Vietnam (Trung Tâm Hội Chợ và Triển Lãm Sài Gòn - SECC, HCMC), where GlobalData Plc walked through their TrendSights framework, five consumer health trends shaping SEA: Beyond the Scale, Metabolisms Matter, Powered by Plants, Seamless Self Care, and His & Her Health.

Solid global framing. A few things stand out when you layer in Vietnam specifically:

1) 55.8% of Vietnamese consumers plan to increase health spending in 2026

2) The functional food market is ~$2.4B, growing ~15%/year, with 23,000+ licensed products, large but fragmented

3) 16.1 million people aged 60+ (>16% of population), demand for function-specific products is structural, not a short-term trend

4) Consumer skepticism toward health claims is rising, transparency and scientific backing are becoming real competitive advantages, not just nice-to-haves

The broader shift: Vietnam is moving from "treat when sick" to "manage health proactively." The opportunity is real, so is the complexity.
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𝐕𝐑𝐅: 𝐕𝐢𝐞𝐭𝐧𝐚𝐦 𝐑𝐞𝐭𝐚𝐢𝐥 & 𝐅&𝐁 𝐍𝐞𝐭𝐰𝐨𝐫𝐤
Email: [email protected]
Headquarter: 17F, 72 Le Thanh Ton, Saigon Ward, HCMC, VN
Community: https://shorturl.at/QU1Jk

13/05/2026

Jollibee opening franchising in Vietnam is more than an expansion announcement.

It signals that Vietnam’s QSR market is entering a new operating phase.
According to InsightAsia:
- 47% of fast-food orders now come from delivery platforms
- 68% of transactions are combo meals
- 82% of consumers ordered chicken in their latest fast-food visit
The market is no longer competing only on branding or store count.
The real challenge is: how to localize, standardize, and scale operations consistently across provinces.

Many FDI brands can enter Vietnam.

Far fewer can maintain ex*****on quality while scaling under delivery pressure, promotion-heavy consumer behavior, and multi-format operations.

Jollibee’s franchise move is interesting because it suggests the company believes its operating foundation is now mature enough to scale through partners, not just company-owned stores.

Vietnam’s next QSR winners may not simply be the loudest brands, but the operators with the strongest ex*****on discipline at scale.

References: Euromonitor International, InsightAsia, VnExpress.net, SOSP Consulting Group
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𝐕𝐑𝐅: 𝐕𝐢𝐞𝐭𝐧𝐚𝐦 𝐑𝐞𝐭𝐚𝐢𝐥 & 𝐅&𝐁 𝐍𝐞𝐭𝐰𝐨𝐫𝐤
Email: [email protected]
Headquarter: 17F, 72 Le Thanh Ton, Saigon Ward, HCMC, VN
Community: https://shorturl.at/QU1Jk

12/05/2026

Entering Retail ≠ Winning the Market
Many international F&B brands entering Vietnam focus first on getting listed in modern retail chains.
And understandably so.
However, from what we’ve observed across the market, retail placement is usually only the beginning of the ex*****on journey.
Especially during the first 6–12 months, performance often depends on pricing fit, replenishment consistency, local activation, distributor engagement and ongoing consumer education
Shelf presence alone does not automatically translate into sell-through.
Vietnam remains a highly promising market but also one where ex*****on gaps become visible very quickly.
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𝐕𝐑𝐅: 𝐕𝐢𝐞𝐭𝐧𝐚𝐦 𝐑𝐞𝐭𝐚𝐢𝐥 & 𝐅&𝐁 𝐍𝐞𝐭𝐰𝐨𝐫𝐤
Email: [email protected]
Headquarter: 17F, 72 Le Thanh Ton, Saigon Ward, HCMC, VN
Community: https://shorturl.at/QU1Jk

29/04/2026

𝐆𝐥𝐨𝐛𝐚𝐥 𝐒𝐨𝐮𝐫𝐜𝐢𝐧𝐠 𝐅𝐚𝐢𝐫 𝐕𝐢𝐞𝐭𝐧𝐚𝐦 𝟐𝟎𝟐𝟔: 𝐖𝐡𝐞𝐫𝐞 𝐈𝐧𝐭𝐞𝐫𝐧𝐚𝐭𝐢𝐨𝐧𝐚𝐥 𝐁𝐫𝐚𝐧𝐝𝐬 𝐌𝐞𝐞𝐭 𝐕𝐢𝐞𝐭𝐧𝐚𝐦’𝐬 𝐌𝐚𝐫𝐤𝐞𝐭 𝐏𝐨𝐭𝐞𝐧𝐭𝐢𝐚𝐥

As global brands continue exploring Southeast Asia, Vietnam stands out as one of the most promising consumer markets for long-term growth.

At Global Sourcing Fair Vietnam 2026 Global Sourcing Fair Vietnam, businesses across industries, from electronics & home appliances, office accessories, power banks, handicrafts, bamboo decor, home decoration, stationery, fashion brands, footwear, bags, jewelry, and fashion accessories, are coming together to explore opportunities and partnerships.

Brands from China, Indonesia, South Korea, India, and many other markets are recognizing the strong potential of Vietnamese consumers and actively seeking ways to localize successfully.

At VRF: Vietnam Retail & F&B Network, we see our role as a connector, supporting FDI brands in navigating the Vietnam market with a grounded understanding of local consumer behavior, enabling effective localization, and building operations that can sustain long-term growth.

For consumer & retail brands considering Vietnam, the opportunity is clear but success depends on how well you adapt to the local context.
Vietnam is not just a market to enter.
It is a market to understand.
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𝐕𝐑𝐅: 𝐕𝐢𝐞𝐭𝐧𝐚𝐦 𝐑𝐞𝐭𝐚𝐢𝐥 & 𝐅&𝐁 𝐍𝐞𝐭𝐰𝐨𝐫𝐤
Email: [email protected]
Headquarter: 17F, 72 Le Thanh Ton, Saigon Ward, HCMC, VN
Community: https://shorturl.at/QU1Jk
China Desk: https://xhslink.com/m/2KfqX7ZZbL8

24/04/2026

Last week, we attended FOODEX & Cafeshow at SECC, one of the key meeting points for the F&B ecosystem in Vietnam.

The exhibition brought together a wide spectrum of players: from beverage brands (milk tea, coffee,...) exploring franchising and ingredient supply, to F&B equipment providers (coffee machines, bakery ovens,...), as well as packed food (snacks, confectionery, agri-products) and emerging FoodTech solutions. It’s a space where local and international businesses connect, buyers, sellers, and partners alike.

Through our conversations with brands from Europe, the US, China, and Korea, a consistent perspective emerged: Vietnam continues to be seen as a high-potential market, particularly for packaged food, F&B ingredients, and franchise expansion.

At VRF: Vietnam Retail & F&B Network , we see our role as a connector, supporting FDI brands in navigating the Vietnam market with a grounded understanding of local consumer behavior, enabling effective localization, and building operations that can sustain long-term growth.

For F&B, FoodTech and café brands considering Vietnam, the opportunity is clear, but success depends on how well you adapt to the local context.

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𝐕𝐑𝐅: 𝐕𝐢𝐞𝐭𝐧𝐚𝐦 𝐑𝐞𝐭𝐚𝐢𝐥 & 𝐅&𝐁 𝐍𝐞𝐭𝐰𝐨𝐫𝐤
Email: [email protected]
Headquarter: 17F, 72 Le Thanh Ton, Saigon Ward, HCMC, VN
Community: https://shorturl.at/QU1Jk
China Desk: https://xhslink.com/m/2KfqX7ZZbL8

21/04/2026

𝐌𝐢𝐱𝐮𝐞 continues optimizing its Vietnam footprint into 2026 despite global profits topping CNY5.98B ($868M) in 2025, shuttering underperformers amid market saturation.

Vietnam's beverage scene reveals pitfalls for aggressive franchise rollouts: excessive density fuels internal rivalry, as urban consumers prioritize quality, ambiance, and localized innovation over rock-bottom pricing.

Shifting to upscale flagship stores with expanded layouts and uniform service standards, Mixue aims to rebuild appeal, mirroring successful local players like Highlands Coffee.

𝐊𝐞𝐲 𝐓𝐚𝐤𝐞𝐚𝐰𝐚𝐲𝐬 𝐟𝐨𝐫 𝐅𝐃𝐈 𝐄𝐧𝐭𝐫𝐚𝐧𝐭𝐬:

Country Managers/Founders:
- Balance expansion with precise location strategy in franchising;
- Tailor operations to escalating city rents and discerning youth preferences for premium, customized experiences in a maturing market.

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𝐕𝐑𝐅: 𝐕𝐢𝐞𝐭𝐧𝐚𝐦 𝐑𝐞𝐭𝐚𝐢𝐥 & 𝐅&𝐁 𝐍𝐞𝐭𝐰𝐨𝐫𝐤
Email: [email protected]
Headquarter: 17F, 72 Le Thanh Ton, Saigon Ward, HCMC, VN
Community: https://shorturl.at/QU1Jk
China Desk: https://xhslink.com/m/2KfqX7ZZbL8

&B

16/04/2026

Vietnam is one of the fastest-growing F&B markets in Southeast Asia. Most foreign brands still walk in blind.

- When to start building buzz.

- Which channels actually move the needle.

- Who to call for licensing, HR, distribution.

We put together a practical GTM guide covering exactly that, a 6-month launch timeline and readiness checklist built specifically for F&B brands entering Vietnam.

Free to download.

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𝐕𝐑𝐅: 𝐕𝐢𝐞𝐭𝐧𝐚𝐦 𝐑𝐞𝐭𝐚𝐢𝐥 & 𝐅&𝐁 𝐍𝐞𝐭𝐰𝐨𝐫𝐤
Email: [email protected]
Headquarter: 17F, 72 Le Thanh Ton, Saigon Ward, HCMC, VN
Community: https://shorturl.at/QU1Jk

&BExpansion

10/04/2026

Delivery revenue is up, margin isn't.

A lot of operators are feeling this but haven't found the right words for it yet.

In 2025, plenty of F&B chains looked at their revenue report and felt okay.

Orders still coming in on the apps, GMV still growing, customers still ordering.

But at the end of the month, the money didn't quite show up the way it should.

Not because they were selling less.

Because the way money moves had quietly changed. Month by month, without anyone signing off on it.

Platform commission takes 25–30% before anything reaches you. Packaging is on you. Staying visible on the app means running promotions which means thinner margins on the orders you do get. And the empty dine-in seats? Still costing you the same rent.

Here's what makes this harder for coffee and beverage chains specifically.

Receipt data from Q&Me across Vietnam coffee chains shows the average visit is already a low-ticket transaction: 110,000 VND per order, 63,000 VND per guest. 77% of orders are drink-only. Solo visits make up 61–62% of traffic.

The transactions that actually move the needle: drink + food combinations at 162,000 VND versus 88,000 VND for drink-only, group visits reaching 180,000 VND, those happen predominantly dine-in, not delivery.

Which means the channel growing fastest is also the channel least likely to carry your highest-value orders.

A lot of operators running 30–40% of revenue through delivery if you actually break it down by location that channel isn't covering the overhead of the store generating it.

The issue isn't delivery itself.

The issue is most chains don't have that number. Not in aggregate. Per store.

Knowing total delivery revenue is easy. Knowing whether delivery is feeding or draining each location that's the number that matters. And it's usually the one nobody has pulled yet.

When that number doesn't exist, decisions about where to expand, where to cut, and where to push harder get made on feeling.

2025 was the year a lot of chains learned that lesson the expensive way.

Data source: Q&Me

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𝐕𝐑𝐅: 𝐕𝐢𝐞𝐭𝐧𝐚𝐦 𝐑𝐞𝐭𝐚𝐢𝐥 & 𝐅&𝐁 𝐍𝐞𝐭𝐰𝐨𝐫𝐤
Email: [email protected]
Headquarter: 17F, 72 Le Thanh Ton, Saigon Ward, HCMC, VN
Community: https://shorturl.at/QU1Jk

03/04/2026

At Viet Beauty last week, a few signals stood out clearly for Vietnamese beauty brands looking toward the EU market.

First, EVFTA continues to be a strong enabler:
- Up to ~99% of tariffs eliminated over time
- A real pricing advantage for Vietnamese products entering the EU

Second, the opportunity is real but still underpenetrated.

Vietnam’s beauty exports remain relatively small compared to imports, while global demand for natural, sustainable products continues to grow.

This gap is room for Vietnamese brands to move up the value chain.

But the most important takeaway: Standardize to Scale.

To access EU markets (and fully benefit from EVFTA), product quality is just the starting point.

Brands need to be ready on:

- Certification & compliance (e.g. organic, safety standards)
- Consistent production & documentation
- Operational discipline across the supply chain

This is not only about export eligibility, it’s also what drives consumer trust, competitiveness, and investor readiness.

On ESG, a practical note from retail operators:

Sustainability doesn’t have to start big. Vietnamese SMEs can begin with:
- Reducing packaging waste
- Optimizing logistics & transportation emissions
- Improving sourcing transparency

Small steps, but increasingly expected by global buyers and consumers.

At VRF: Vietnam Retail & F&B Network, we focus on connecting local and FDI businesses across retail & F&B, while supporting high-growth Vietnamese SMBs to:
- Better understand consumers
- Strengthen operations
- Access the right partners and capital

If you’re exploring EU expansion or preparing your brand for scale, feel free to connect: [email protected]
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𝐕𝐑𝐅: 𝐕𝐢𝐞𝐭𝐧𝐚𝐦 𝐑𝐞𝐭𝐚𝐢𝐥 & 𝐅&𝐁 𝐍𝐞𝐭𝐰𝐨𝐫𝐤
Email: [email protected]
Headquarter: 17F, 72 Le Thanh Ton, Saigon Ward, HCMC, VN
Community: https://shorturl.at/QU1Jk

01/04/2026

Hello April.

Over the past few months, VRF: Vietnam Retail & F&B Network has been focused on M&A, working alongside both buyside and sellside on pre-deal readiness and post-merger operations.

We’re now rolling out our first Mekong Delta Site Trip (Agri / Aquaculture).

What this is about:

- For business owners (sellside): direct exposure to investors and buyers (sourcing / OEM)

- For investors & corporates: on-the-ground visibility into how local businesses actually operate before making investment, acquisition, or sourcing decisions

This format isn’t new. Ex*****on and network will make the difference.

Trip format:
- 1-day curated trip
- 3 destinations (farm / factory level)
- Pickup from District 1
- Timing: late April / mid-May
(Agenda shared with selected participants)

If relevant, please fill in the form below.

We’ll follow up within a week.

https://docs.google.com/forms/d/e/1FAIpQLSeXU055okeE2Yzp23Er3MKZ2lWKAvQXlpMgeqj8yK4Fbg5RJQ/viewform

For inquiries: [email protected]
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𝐕𝐑𝐅: 𝐕𝐢𝐞𝐭𝐧𝐚𝐦 𝐑𝐞𝐭𝐚𝐢𝐥 & 𝐅&𝐁 𝐍𝐞𝐭𝐰𝐨𝐫𝐤
Email: [email protected]
Headquarter: 17F, 72 Le Thanh Ton, Saigon Ward, HCMC, VN
Community: https://shorturl.at/QU1Jk

VRF: Vietnam Retail & F&B Network

15/05/2026

15/05/2026

13/05/2026

12/05/2026

29/04/2026

24/04/2026

21/04/2026

16/04/2026

10/04/2026

03/04/2026

01/04/2026

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