Ministry of Industry and Trade honors Viet Nam National Brand products for 2026

The ceremony was attended by Politburo member and Prime Minister Le Minh Hung; Party Central Committee member and Minister of Industry and Trade Le Manh Hung; Party Central Committee member, Deputy Head of the Central Commission for Communication and Education, President of the Viet Nam Journalists Association and Editor-in-Chief of Nhan Dan Newspaper Le Quoc Minh; Deputy Minister of Industry and Trade Luong Hoang Thai; leaders of central and local ministries and agencies; and representatives of businesses receiving the recognition.

Prime Minister Le Minh Hung, Minister Le Manh Hung and delegates visit exhibition booths at the announcement ceremony.

Brand resilience built on trust

Speaking at the ceremony, Minister of Industry and Trade Le Manh Hung said that after 23 years of implementation and 10 selection rounds, the number of businesses with products recognised as Viet Nam National Brand products had increased more than sevenfold, from 30 businesses in 2008 to 227 in the 2026 selection round.

Minister Le Manh Hung speaks at the announcement ceremony.

Of these, 14 businesses had maintained the title through all 10 selection rounds, while 84 had been recognised in at least five rounds. These figures demonstrate the enduring strength of trust, as a brand is measured by its ability to maintain confidence through the ups and downs of the market.

Minister Le Manh Hung stressed that, in response to the demands of a new era of development, the programme could no longer focus solely on recognition and honour. It must also inspire ambition and progress, with each selection round raising standards across the business community. The 10th selection round continued to be based on three core values  “Quality, Innovation and Creativity, and Pioneering Capacity” but the assessment criteria had undergone fundamental changes.

Businesses receive Viet Nam National Brand recognition.

In particular, the weighting for innovation and creativity was increased from 18% to 30% of the total score. Assessments now examine more closely businesses’ research and development capacity, application of science and technology, digital transformation, green transition and intellectual property assets all identified as drivers of growth in Politburo Resolution No. 57-NQ/TW.

The selection process was also conducted rigorously, objectively and transparently, with verification by ministries, sectors and local authorities. According to Minister Le Manh Hung, the Viet Nam National Brand emblem is not an award for past achievements but a commitment by businesses to the future.

Looking ahead, the Ministry of Industry and Trade has identified a clear shift in the programme’s approach, moving from selection and recognition towards enabling development and accompanying businesses. The ministry will focus on four priorities.

First, it will urgently finalise and submit to the Government the Viet Nam National Brand Development Strategy to 2035, with a vision to 2045, linking national, sectoral, local and corporate brands into a coordinated and mutually reinforcing whole.

Second, it will support businesses throughout the entire brand lifecycle, from development, management and valuation to intellectual property protection and the resolution of overseas brand disputes, underpinned by digital data on businesses and markets.

Third, it will closely integrate brand development with trade promotion, investment and tourism, making effective use of free trade agreements and Viet Nam’s overseas Trade Offices network to establish a systematic and lasting presence for Vietnamese brands in key markets.

Fourth, it will safeguard the credibility of the title through strict programme discipline. Assessment criteria will continue to be raised in line with international standards, post-recognition monitoring will be strengthened, and businesses that no longer meet the requirements will be removed from the programme.

A new set of priorities for the next phase

Attending and addressing the ceremony, Prime Minister Le Minh Hung acknowledged that, over 23 years of development and 10 selection rounds, the Viet Nam National Brand programme had reflected the remarkable progress of Vietnamese businesses. From a modest starting point of 30 businesses with 50 products in 2008, the programme now recognises 227 businesses with 499 products. In 2025 alone, the honoured businesses generated more than VND 2.5 quadrillion in revenue, contributed over VND 133 trillion to the state budget and provided stable employment for more than 760,000 workers.

Prime Minister Le Minh Hung delivers guidance at the ceremony.

According to Brand Finance, the value of Viet Nam’s national brand exceeded USD 462 billion in 2026, up 45.14% from 2020 and ranking 32nd among 193 countries. The combined value of Viet Nam’s top 100 brands reached USD 43 billion, an increase of 11% from the previous year. These figures not only reflect the economy’s strong growth but also demonstrate rising confidence in Vietnamese products.

However, the Prime Minister also pointed out that many high-quality products still lacked sufficiently strong brands, while their added value and ability to control markets remained limited. Export revenue from businesses with National Brand products accounted for only around 11% of those businesses’ total revenue, equivalent to approximately 2.3% of Viet Nam’s total export turnover. Investment in research, core technologies, intellectual property protection and the fight against counterfeit goods also remained insufficient in some areas.

To help Vietnamese brands establish a stronger presence in international markets, the Prime Minister called on the business community, particularly companies whose products have earned Viet Nam National Brand recognition, to focus on five key tasks.

First, businesses must take a pioneering role in implementing the Party’s strategic resolutions on reforming the development model and advancing businesses and entrepreneurs. They should proactively improve productivity, increase domestic value added, expand market share and participate more deeply in global value chains. Brands must be treated as long-term strategic assets. Leading businesses should take the lead, open new pathways and set an example through action, spreading standards of quality, governance and social responsibility.

Second, businesses must make substantive investments in core capabilities, science and technology, innovation and digital transformation. They should strengthen research and development, master technologies, design and inventions, and raise standards for quality, green production and traceability. Data and artificial intelligence should be applied in brand management, with customer experience at the centre. Businesses must move from “made in Viet Nam” towards “created by Viet Nam”, and from competing on price to winning markets through quality, technology and trust.

Third, businesses must proactively pursue international markets and build sustainable brands. They should develop distribution networks, partnerships and after-sales services, protect intellectual property and preserve Vietnamese identity in each market. Free trade agreements must be used effectively. Success should be measured not only by export turnover but also by customer confidence and brand value. Vietnamese brands must do more than simply enter markets; they must establish a lasting position and become recognised and trusted choices.

Fourth, businesses must move from operating in isolation towards closer cooperation and the collective upgrading of Vietnamese value chains. Large enterprises should lead their ecosystems and help small and medium-sized enterprises improve technology, quality and management. Healthy cooperation, resource sharing and joint efforts to build strong industries and supply chains are essential. A strong national brand cannot exist without strong businesses and value chains.

Fifth, businesses must persist in building a culture of integrity, transparency and responsibility. They must uphold the law, protect workers and the environment, avoid origin fraud and the trading of counterfeit or imitation goods, and implement environmental, social and governance (ESG) standards while ensuring transparency in product quality and origin. Brands may be built through quality and creativity, but they can endure only through trust. Protecting a company’s reputation also means safeguarding the honour of the national brand.

Prime Minister Le Minh Hung and Minister Le Manh Hung pose for a photo with businesses recognised under the Viet Nam National Brand programme.

Regarding the Ministry of Industry and Trade, the Prime Minister called on the ministry to work with other ministries, sectors, local authorities, associations and businesses to carry out three key tasks.

First, it must promptly submit the Viet Nam National Brand Development Strategy to 2035, with a vision to 2045. The strategy should link national brands with sectoral, local, corporate and product brands, while setting targets and roadmaps for developing internationally competitive brands that reflect a modern, innovative, responsible and trustworthy Viet Nam.

Second, the programme must be reformed to place businesses at the centre, use market needs as its guide and measure success through tangible results. Criteria relating to technology, innovation, domestic value added, market share and green standards should be strengthened. Post-recognition inspections must be intensified, and titles revoked when businesses no longer meet the criteria. Viet Nam National Brand recognition must serve as a guarantee of quality, credibility and competitiveness.

Third, the ministry must mobilise combined resources to bring Vietnamese brands to the world. Trade promotion, investment, tourism, diplomacy, culture and communications should be connected, while the network and role of Vietnamese representative offices and Trade Offices abroad should be strengthened to help businesses expand into new markets, protect intellectual property and establish a lasting presence. Pioneering businesses should also play a leading role in opening markets and spreading the value of Vietnamese brands.

Prime Minister Le Minh Hung and Minister Le Manh Hung pose for a photo with delegates and businesses at the launch of the redesigned Viet Nam National Brand section on Nhan Dan Newspaper.

The Prime Minister affirmed that the Government valued the efforts and ambitions of entrepreneurs and workers and would continue to accompany businesses in turning potential into value and aspirations into achievements. He expressed confidence that the businesses honoured at the ceremony would view Viet Nam National Brand recognition not as a final destination but as a foundation and fresh motivation to continue innovating, mastering technology and expanding their global reach.

“Every strong brand is a source of pride for Viet Nam; every business that reaches a higher level contributes to strengthening the country’s power and standing. I believe the ‘Flow of Vietnamese Brands’ will grow increasingly strong, spread further and reach new markets, contributing to building a prosperous, strong, civilised and happy country,” the Prime Minister said.