HANOI (BERNAMA) – Vietnamese products are gaining traction and increasing their market share in the ASEAN bloc, particularly in neighbouring countries such as Cambodia and Laos, according to a report by Vietnam’s Ministry of Industry and Trade (MoIT), as reported by the Vietnam News Agency (VNA).
The global economy has undergone significant shifts since the COVID-19 pandemic, prompting many businesses to pivot from major markets in Asia, Europe and the Americas to closer and more accessible ones like ASEAN.
A 2024 report by MoIT highlights substantial opportunities for Vietnam to expand exports of agricultural products, food and consumer goods to ASEAN countries, including Indonesia and Malaysia.
Trade promotion activities have also been ramped up. In Ho Chi Minh City, the Investment and Trade Promotion Centre (ITPC) has organised numerous market-connection conferences, offering businesses insights into regional markets and export strategies.
According to ITPC Director Tran Phu Lu, ASEAN represents a highly promising export market for Vietnamese businesses. Often overlooked, it aligns well with the capabilities of small and medium-sized enterprises (SMEs).
In 2024, trade turnover between Vietnam and ASEAN reached a record USD83 billion, an increase of USD10 billion compared to 2023.
Hoa Mai Co Ltd, a company specialising in wooden household goods, began exporting to Cambodia in 2021 through a distributor based in HCM City. Over the past three years, the company’s export revenue in Cambodia has tripled.
Similarly, in Laos, products such as chopsticks, ladles, mortars and pestles have shown steady growth, with monthly shipments becoming routine.
At the start of 2025, Hoa Mai Co Ltd is ramping up production to meet new orders, including a significant kitchenware order worth over USD10,000, marking a promising step in strengthening its foothold in the Cambodian market.
The company’s founder Nguyen Le Thai Hoa attributes this success to understanding market demands and tailoring products accordingly. For instance, the company developed sugar palm wood chopsticks priced lower than competitors in Cambodia, enabling smooth market penetration.
These chopsticks, along with other kitchenware, are now sold in supermarkets and convenience stores in Cambodia and Laos. With the company’s export portfolio steadily expanding, it anticipates significant revenue growth in these markets.
