Amid global economic volatility and increasingly complex market requirements, Vietnamese businesses are facing an urgent need to expand markets and strengthen their adaptability. This explains why the dialogue held on November 12 between heads of Vietnam’s overseas missions and domestic enterprises and associations drew exceptional attention. With the participation of 23 Ambassadors and Consuls General representing 48 markets, the event created a practical forum linking domestic companies with the diplomatic network.
A common concern: the hunger for export market information
Opening the dialogue, Deputy Minister of Foreign Affairs Đỗ Hùng Việt emphasized that regular meetings with enterprises before the ambassadors depart for their postings are a critical step. These meetings help missions understand the real needs of each industry. According to him, ambassadors are not only diplomatic representatives but also “storytellers” of Vietnamese brands abroad—from products and services to business culture.
Many companies voiced the same concern: insufficient and outdated information. This is especially true for sectors such as textiles and garments—one of Vietnam’s leading export industries—which must comply with new sustainability and supply chain regulations from the EU, Germany, and the United States.
Vice Chairman of VITAS Trương Văn Cẩm noted that while the industry exports to more than 100 markets, nearly 90% of total export value is concentrated in six key regions. The strategy aims for market diversification, yet businesses remain unfamiliar with many new regulations. Meanwhile, attracting investment for core stages such as weaving, dyeing, and finishing remains challenging without diplomatic support.
What do businesses expect from Vietnam’s overseas missions?
Many companies candidly discussed the lack of market intelligence and direct access to international partners. Hapro representatives explained that they do not expect ambassadors to introduce their products for them, but they do need them to provide timely market updates, policy changes, and connections to reputable partners—especially when global geopolitical shifts happen rapidly.
Industries such as supporting industries also seek assistance in identifying reputable investors with advanced technology and long-term cooperation strategies. Visa assistance for foreign business delegations wishing to explore opportunities in Vietnam is another important need.
Economic diplomacy now accounts for over half of diplomatic workload
According to Ambassador Phạm Thanh Bình, economic diplomacy currently accounts for more than 50% of the workload at overseas missions—and up to 80% in certain locations. The promotion of Vietnamese agricultural products, facilitation of business partnerships, and resolution of issues encountered abroad are now daily tasks.
He shared that Vietnam will soon establish four new overseas missions in Portugal, Iceland, Chongqing, and Busan, further expanding the country’s global diplomatic reach.
At the dialogue, the Ministry of Foreign Affairs urged businesses to provide market plans at the beginning of each year. If enterprises only notify missions a few days or weeks before trade promotion trips, matchmaking with international partners is nearly impossible.
Toward a seamless support system
Across the discussion, it became clear that businesses need not only information but also a structured, continuous support mechanism. Economic diplomacy must continue to evolve as a strategic partner for enterprises—helping expand markets, strengthen brand recognition, and enhance Vietnam’s competitiveness.
As global competition intensifies, deeper collaboration between overseas missions and the business community will enable Vietnamese goods not only to reach new markets but to gain a stronger foothold based on quality and reputation.