Britain aims to bring more retail brands to Vietnamese market

British Consulate General Ho Chi Minh City aims to help more British retail brands, particularly small and mid-sized businesses, to tap into the expanding Vietnamese market, said consul-general Alexandra Smith.

Smith made her statement at a business briefing with key importers, distributors, and retailers in Vietnam to explore opportunities for importing UK consumer goods under the Comprehensive and Progressive Agreement for Trans-Pacific Partnership (CPTPP) and the UK-Vietnam Free Trade Agreement (UKFTA) in Ho Chi Minh City on Wednesday. The event brought together 50 local businesses and industry experts.

Under these agreements, up to 99% of UK exports to Vietnam are now subject to zero tariffs, making British goods in sectors such as fast-moving consumer goods (FMCGs), consumer retail, food and drink, and health and wellbeing more accessible and competitive, offering local consumers a broader variety of high-quality options.

Beyond tariff reductions, these deals also offer significant non-tariff benefits. For example, the CPTPP ensures quicker clearance times, with standard trade releases occurring within 48 hours of arrival and express shipments cleared within six hours after the submission of necessary customs documents, provided the shipment has arrived.

The CPTPP also streamlines registration procedures for UK cosmetic products, eliminating the need for a Certificate of Free Sale. Additionally, under this agreement, UK exporters can now self-certify the origin of goods, removing the requirement for third-party certification. Once fully implemented, these measures will reduce costs and administrative burdens and are welcomed by the business community.

The UK is home to several globally recognized consumer and retail brands, making UK products a trusted choice for their quality and high food safety standards. From tea to chocolate, seafood to meat, vitamins to nutrition brands, and household products to fragrances and fashion, consumers in Vietnam are already enjoying a wide range of UK products, which are prominently featured in brick-and-mortar stores as well as rapidly expanding e-commerce platforms.

“Popular British brands such as Jo Malone, Lush, The Body Shop, Mothercare and Unilever are already making their mark in Vietnam, and through the UK government’s trade policy and export support work, we aim to further open up the market and help more British retail brands, particularly small and mid-sized businesses, to tap into this expanding market,” said Alexandra Smith, British consul-general.

The implementation of the UK-Vietnam Free Trade Agreement in 2019 has further boosted bilateral trade, particularly in the agricultural and food and drinks sector. According to the “Connecting the UK and Vietnam in Agriculture, Food and Drink” report 2024 by Edelman Public & Government Affairs (EGA), and sponsored by the British Embassy Hanoi, UK food and drink exports to Vietnam surged by 97% from 2020 to 2023, reaching $154 million.

David Johnstone, head of Free Trade Agreement Utilisation, UK Government, commented: "The UK’s recent accession to CPTPP, in December 2024, is expected to create even more exciting opportunities for local businesses to bring the UK's rich portfolio of consumer products to Vietnamese consumers. New tariff reductions in food & drink, cosmetics, and consumer goods, as well as improved customs guarantees make it easier and more cost-effective to buy from the UK."

"Exports of UK goods to Vietnam increased by 9.9% in 2024, and we want to see that trend continue in 2025, with CPTPP creating new opportunities for Vietnamese importers, retailers, and distributors to source more products from the UK," he added.

The event also featured a selection of high-quality British brands, including well-known F&B names such as Waitrose and Fentimans, personal care products like Batiste, Femfesh, and Faith in Nature, as well as beauty tech brands such as SmoothSkin, all showcasing the diverse and high-quality UK products available to local consumers.