Amidst increasingly fierce competition to attract foreign direct investment (FDI) among regional and global economies, the national brand is asserting itself as a strategic factor, playing a vital role in enhancing the stature and appeal of Vietnam’s investment environment.
The National Brand: An Intangible Economic Asset
Under the leadership of the Party and the State, the effort to build and develop Vietnam’s national brand has yielded encouraging results. Entering 2026, the value of Vietnam’s national brand continues to show positive growth momentum, with international valuation organizations ranking it among the fastest-growing brands globally. Vietnam is gradually positioning itself as a regional hub for technology and green energy – a shift of profound strategic significance in its development and international integration process.
According to valuation reports, the total value of Vietnam’s top 100 brands in 2025 reached approximately USD 38.4 billion. Notably, Vietnam’s national brand value is estimated at USD 507 billion, and the country ranks 52nd out of 193 nations on the Global Soft Power Index. This serves as vivid proof of the ceaseless efforts made by the entire Party and people to elevate the nation's reputation and image on the international stage.
From Cost Advantages to Sustainable Competitive Advantages
Reflecting on its development journey, Vietnam has long been regarded as an attractive destination for FDI, thanks to competitive labor costs, a strategic geographic location, and consistent policies regarding openness and integration. However, as neighboring countries simultaneously ramp up efforts to improve their investment environments, this cost advantage is increasingly narrowing.
In light of this reality, the Party and the State have proactively steered the shift from an extensive FDI attraction model to an intensive one which prioritizes quality, technological sophistication, and high value-added content. Within this framework, the national brand is recognized as a vital intangible asset that lays the foundation for long-term, sustainable competitive advantage.
From an international finance perspective, a strong national brand directly reduces the "risk premium" factored into investors' capital allocation decisions. As market credibility rises, major investment funds, leading technology corporations, and global manufacturers become willing to commit to long-term investments and expand into high-value sectors such as semiconductors, artificial intelligence, data centers, logistics, and clean energy.
Domestic enterprises: The core force in the strategy to attract high-quality FDI
Experience shows that the strength of a national brand is inextricably linked to the growth of the domestic business sector. The successful establishment of prominent local brands—such as Viettel, VinFast, and FPT—in pioneering sectors has sent a clear message to the international investment community: Vietnamese enterprises possess the management capabilities, technological expertise, and high-quality human resources required to operate global-scale projects.
This represents a shift of strategic significance—moving from "Vietnam as a factory location" to "Vietnam as a hub for building value ecosystems." Consequently, foreign capital inflows are no longer limited to processing and assembly; they are expanding into research and development centers, product design, and core technologies—links in the value chain that generate higher profit margins and make more substantive contributions to the national economy.
A prime example is FPT AI Factory, an artificial intelligence platform honored among the "Top 10 Excellent Strategic Digital Technology Products" at the Make in Vietnam 2025 Awards. After one year of operation, the platform has attracted nearly 19,000 data scientists, programmers, and AI engineers worldwide, while providing 43 specialized AI services and accelerating the growth of over 20 AI startups in Vietnam. Developed through a strategic $200 million investment and NVIDIA’s technology ecosystem, FPT AI Factory has evolved into a piece of national-level AI infrastructure, helping bring Vietnam closer to its goal of becoming a regional AI hub.
Leveraging National Brand Strength in a New Phase of Development
As the competition to attract foreign direct investment (FDI) shifts toward a quality-focused approach, the national brand has evolved from a supplementary element into a core component of the economy's competitiveness. While tax incentives and low costs can be replicated, the reputation built over time, market confidence, and the strength of the domestic business ecosystem constitute advantages that are not easily imitated.
With a solid foundation already established, Vietnam is well-positioned to attract high-quality, technology-intensive capital flows. This will drive rapid and sustainable economic growth, advancing the goal of building a prosperous and happy nation—an objective shared by the Party, the State, and the people.