Journal
What we see on the ground in Vietnam: markets, distribution,
consumers, and the brands making the crossing.
In September 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 quietly creating.
Read the essay →$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 →Korean brands hold 30% of a $2.66 billion market. European brands 23%. The gap is not taste. It is fluency.
Read →The question is no longer China or Vietnam. It is what you add to China, and why. Free trade agreements, a 1,280 km border, and a consumer market that changed the question entirely.
Read →The journal
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