liên
your link, between France and Vietnam
Eleven foreign investment projects are registered in Vietnam every day.
Some of them are your competitors.How much will you let them take?
The market
Vietnam is moving ahead.
European brands are falling behind.
Every day, eleven foreign investment projects are registered in Vietnam.
In retail, Central Retail runs around 330 stores, Circle K more than 460.
Not one of these chains is European.
- GDP growth in 2025. The country beat its own target, and GDP per capita passed $5,000. Source
- bn of registered foreign investment in the first half of 2026 alone, up 61% year on year. Source
- of the population in the middle class in 2026, against 13% in 2023. A doubling in three years. Source
- M people, median age 33.9. One of the youngest consumer markets in Asia. Source
- of the population online. A brand is discovered on a phone long before it is found on a shelf. Source
- free trade agreements in force, including the EU-Vietnam deal. Preferential access to more than 60 economies. Source
Every figure links to its source. 2025 and first-half 2026 data, from Vietnam's National Statistics Office, the Asian Development Bank and DataReportal.
The corridor
Ten thousand kilometres apart.
One team on both sides.
The problem was never the market.
It is the distance.
Running Vietnam from France, with no one on the ground,
means deciding blind.
Liên was born of that double culture,
with a team on each side of the corridor.
We read a European house from the inside:
its history, its positioning, what makes it valuable.
And we read the Vietnamese consumer with the same familiarity:
their codes, their desires, the way they buy.
That double reading is what lets a brand adapt
without ever losing itself.
FranceParis ·
VietnamHo Chi Minh City ·
What we do
Study.
Establish.
Control.
One thread runs through all three: knowing what is actually happening in a market ten thousand kilometres away, and turning it into decisions.
Control your distribution
Is your market still what you believe it is?
You chose a positioning. Ten thousand kilometres away, your distribution does something else with it: a price cut on the shelf, a reseller you never approved, a display that looks nothing like your brand.
We measure the gap between what you are told and what we see on the ground.
See how it works →Bespoke missions
Beyond the audit,
the whole corridor.
-
Market studies
Read a market before you commit: demand, competition, pricing, and the local partners actually worth talking to. You leave with a clear read, not a hunch.
-
Go-to-market strategy
The plan to enter and be chosen: positioning for local codes, the right channels, distribution and launch, built for the market as it actually is.
-
Local establishment
Set up and grow on the ground: local structure, the right partners, and a team on each side of the corridor, long after launch day.
Journal
Latest notes
from the corridor.
What Europe calls a barrier, Hanoi calls a supplier
We prepared and accompanied a delegation from Vietnam's state chemical group in Paris. Three meetings, and a lesson about the market Europe's own carbon rules are creating.
Read →Vietnam in four steps: an F&B market entry guide
$15 billion of F&B imports in 2024. European brands took 10 to 15%. How a French juice brand enters without building a company first.
Read →The founders
Two Franco-Vietnamese
founders.
One in France, one in Vietnam.
The same two people, all the way through.
Control your distribution
Who audits
your distribution?
Tell us where your brand is sold and who runs it for you. We'll compose your Initial Audit around it.
Compose your Initial Audit →