Experts believe that if Vietnam wants strong national and corporate brands, it must pursue a long-term strategy with a clearly defined point of difference. In Vietnam’s case, agriculture should be placed at the heart of economic growth.
A Vision of a Global Agricultural Center
Đặng Lê Nguyên Vũ, Chairman of the Trung Nguyên Group, argues that Vietnam needs to rethink its development strategy. He asks why a country where nearly 80% of the population still lives on agriculture would chase far-fetched industrial goals—like “abandoning our strength for our weakness.” Historically, agriculture has always been the safety net during global economic crises. Given its natural advantages, Vietnam could build a national brand around agricultural products and even lead the green economy and global food security efforts. Turning Vietnam into a world agricultural hub, he insists, is not a dream but an achievable goal.
Brand consultant Đoàn Đình Hoàng adds that the country’s national branding strategy remains unfocused: Vietnam has yet to define its place in the global value chain. While the government has promoted industries such as automobiles and software, agriculture actually contributes the most to GDP but is often treated as a “stepchild.” He warns that the usual narrative of “industrialization and modernization” is too inward-looking and does not create a recognizable identity on the world stage.
Agriculture as the Main Driver
Hoàng argues that prioritizing agriculture is the key to shaping Vietnam’s economic image. As a top rice exporter, Vietnam should channel investment into agriculture and make better use of its maritime advantages—such as marine engineering, logistics, offshore oil and gas, mineral resources, and coastal tourism—while moving beyond the current fragmented, small-scale approach.
Đặng Lê Nguyên Vũ proposes five key steps:
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Reposition agriculture and farm products as a cornerstone of national development with long-term investment.
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Adopt a global vision based on Vietnam’s strong position in food security and optimize the agri-value chain.
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Engage actively in global agricultural governance and international financial systems.
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Create model projects that showcase best practices in agribusiness.
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Support the coffee industry as a pioneer toward a “global coffee leader” model, aiming to grow its value from the current USD 2 billion to USD 20 billion in the next 15 years, making coffee a true national brand—linked to coffee tourism and coffee-themed hospitality.
He emphasizes that this transformation requires government support: signing bilateral and multilateral trade agreements for tariff advantages, boosting direct exports, and setting up technical barriers to protect Vietnamese products.
The Role of Businesses and Policy
Enterprises, in turn, must build integrated value chains, gather solid market intelligence, adopt new technology, and raise product quality. Because agriculture is capital-intensive and vulnerable to price volatility and natural disasters, businesses need long-term strategies rather than chasing short-term price gaps. Partnerships with foreign firms can also provide complementary strengths.
Bùi Văn Tiến, Director of Viet Tien Garment Corporation, adds that exports should be seen as a lever, not an end in themselves. Agriculture must be recognized as a core pillar of the economy, with food security placed at the center of Vietnam’s national strategy.