Vietnamese enterprises and their journey to go global

What began as a search for new markets amid economic downturns or a desire to reach beyond national borders has, through unwavering belief and relentless effort, enabled many Vietnamese businesses to secure a foothold on the global stage.

AA Corporation: From outsourcing to global interior decoration player

Unlike many wood processing companies that rely on outsourcing contracts, AA Corporation has long stood out for exporting high-end furniture and providing comprehensive interior design solutions.

Nguyen Quoc Khanh, chairman of AA Corporation, recalls that nearly 30 years ago, in 1996, the company embarked on its first overseas project in Sri Lanka. At the time, AA was a small firm, with no international experience and little brand recognition.

Explaining the courage it took to venture abroad, Khanh shared that it was driven partly by the need to save the company during an economic downturn and partly by confidence in their own capabilities.

That risky step became a gateway. After completing a hotel lobby, one investor entrusted AA with the entire hotel project. From there, opportunities expanded - to the Maldives, Myanmar, Cambodia, the U.S., the Caribbean, and beyond. Today, AA Corporation has established a presence in 40 countries worldwide.

“Our first lesson was this: the world is not as intimidating as we think. The capability and qualities of Vietnamese enterprises are sufficient to meet even the most demanding standards,” said the chairman.

He also revealed that AA’s first international project was essentially a “ride-along” with a Singaporean design firm, DHdeco Pte Ltd. But after boldly stepping out on its own, AA Corporation now owns that very firm, along with 10 subsidiaries operating across four countries.

Thien Long: Harnessing internal strength to conquer global markets

From a small production facility supporting a family of 13, Thien Long Group, under the leadership of chairman Co Gia Tho, has grown into the “King of Pens,” a leading Vietnamese stationery brand now present in over 70 countries and territories.

A major milestone came between 1995 and 1996, when Thien Long transitioned into a limited liability company, and later became a publicly listed joint-stock company.

Unlike many businesses that turn to foreign markets as a lifeline, the firm expanded internationally from a foundation of internal strength.

“As a listed company, Thien Long has engaged with and received investment from numerous foreign shareholders and funds. Before the pandemic, we welcomed a leading U.S. consumer and household goods brand as a strategic shareholder with over 7% ownership.

"We’ve always committed to collaboration - not joint ventures - to preserve the Vietnamese essence of our brand. Today, those foreign shareholders have gradually divested and are no longer major stakeholders," said Tho.

Reflecting on overcoming challenges, he emphasized that each era brings its own difficulties - an inevitable part of doing business.

“To overcome hardship, internal strength is essential. Without a solid foundation, even small issues can become major obstacles. From our earliest days, we prioritized building strong management systems - ranging from quality control and workplace safety to labor protection and employee well-being. That’s why Thien Long products have been able to compete in demanding markets like the U.S.,” he shared.

With solid capabilities in management, human resources, and finance, Thien Long has built the trust of both customers and investors. Even amid rising competition from international brands, the company remains confident in its internal sales capacity.

In addition to broadening its product portfolio, Thien Long has also been expanding into regional markets. According to data from Agency MRF, the Asia-Pacific region’s compound annual growth rate (CAGR) is just 5-7%, while Thien Long achieved 25% growth in 2024.

Currently, exports contribute 20% of the group’s total revenue. Over the past decade, international sales have often seen double-digit growth, with 2024 marking the first year Thien Long surpassing the trillion-VND (VND1 trillion = $37.96 million) export revenue mark.

“We aim to increase this ratio in the coming years by applying a ‘glocalization’ strategy - leveraging domestic strengths (local) and adapting them for international markets (global). Our goal is to be among the top five pen and stationery brands in Southeast Asia, a region with strategic geography and cultural, demographic, and economic similarities,” Tho noted.

Nafoods and the dream of making Vietnam a branded export nation

Thirty years ago, Nafoods Group began with a small factory in Nghe An. Today, the company operates six factories across Son La, Nghe An, Gia Lai, Lam Dong, and Tay Ninh, exporting products to over 70 countries.

"This journey has shown me that when we sharpen our advantages into strategic spearheads, Vietnamese enterprises can truly reach the global stage," said CEO Nguyen Manh Hung.

Nafoods is well-known for its role in the production and export of agricultural products. Its CEO, often called “The Passion Fruit King of Vietnam,” has led the company through a path marked by both global ambition and formidable challenges.

In 2001, Nafoods successfully exported a batch of concentrated pineapple juice to Europe but soon fell into crisis for various reasons. Learning from that experience, the company shifted focus and gradually succeeded with passion fruit and gac fruit, leveraging their unique advantages and investing methodically amid growing global competition and advances in technology.

“For agricultural manufacturers and exporters like Nafoods, sustainable growth depends on building circular and resilient agricultural value chains. This is not just a global trend - it’s a key demand of consumers in developed markets,” Hung emphasized.

He added that Nafoods will continue investing in digitalization, artificial intelligence, IoT sensors, and circular value chain management. The company is also working closely with the government and the business community to help shift Vietnam’s position from a “raw material exporter” to a “branded product exporter.”