In 2026, Vietnam continues to be one of the most dynamic and promising markets in Southeast Asia for Italian companies looking to internationalize. Thanks to sustained economic growth, a young population, and strong industrial development, the country is playing an increasingly central role in global supply chains and the commercial expansion processes of European companies.
Vietnam is no longer just a low-cost production destination, but a rapidly evolving market characterized by increasing domestic demand, industrial modernization, and strong openness to foreign investment. In this context, numerous sectors of Made in Italy (from mechanics to automation, from furniture to cosmetics, and even industrial technologies) find concrete development opportunities today.
In recent years, Vietnam has consolidated its position as one of the most dynamic economies in ASEAN. With a population exceeding 100 million people and an average age of around 33, the country possesses a young workforce and a rapidly expanding domestic market.
One of the main strengths of Vietnam it is its ability to attract international investment thanks to a combination of economic and strategic factors. The political stability represents one of the most relevant elements for foreign investors, especially in a global context characterized by high geopolitical volatility. The Vietnamese government continues to promote policies favorable to industrial development and foreign investment. Also the competitive costs remain a significant advantage. Although wages have increased compared to the past, Vietnam continues to offer lower manufacturing costs than many other Asian countries, making it particularly attractive for industrial production and international sourcing.
An additional strategic factor is the strong Commercial opening from the country. Vietnam has signed numerous international agreements, including’EVFTA with the European Union, and the RCEP, strengthening its role in global trade flows. Vietnam has also become an increasingly relevant manufacturing hub in “China+1” strategies. Many multinational corporations are indeed shifting part of their production from China to Vietnam to reduce geopolitical risks and diversify their supply chains. According to the Vietnamese Ministry of Planning and Investment, FDI (Foreign Direct Investment) has exceeded $36 billion in 2025, with strong growth in the manufacturing, electronic, and infrastructure sectors.
In summary, Vietnam in 2026 offers Italian businesses a unique combination of factors: a growing domestic market, developing infrastructure, favorable trade agreements, and increasing demand for European quality products.
In 2026, Vietnam is undergoing a profound economic transformation. The growth of the urban middle class and the increase in disposable income are rapidly changing consumption patterns. Major cities like Ho Chi Minh City, Hanoi e Da Nang they are becoming increasingly advanced economic and industrial poles. Ho Chi Minh City represents the country's main commercial and manufacturing hub, while Hanoi continues to strengthen its institutional and technological role. Da Nang, on the other hand, is emerging as a strategic logistics and tourism center. In parallel, the demand for:
According to Statista, Vietnam's middle class will continue to grow rapidly in the coming years, contributing to the expansion of domestic consumption and modern retail.
One of the most promising sectors for Italian businesses is instrumental mechanics. Vietnam's industrial growth is generating increasing demand for advanced machinery, production lines, and automation systems. The opportunities particularly concern:
Italian companies can enhance their reputation in terms of reliability, customization, and technological innovation.
Real estate growth and the development of the hospitality sector are creating new opportunities for Italian design. In particular, international hotels, resorts, premium offices, and mid-to-high-end residential projects require:
Made in Italy continues to be associated with elegance, design, and manufacturing quality, especially in premium segments.
The Vietnamese beauty market is one of the most dynamic in Southeast Asia. The growing focus on skincare, wellness, and premium products is favoring the entry of international brands. The most promising segments include:
According to Euromonitor, the Vietnamese beauty market continues to grow at above-average regional rates, driven primarily by younger urban consumers.
Vietnam is investing significantly in infrastructure development and energy transition. Opportunities include:
According to the Asian Development Bank, the country needs billions in infrastructure investment in the coming years to support urban and industrial growth.
One of the most important aspects of exporting to Vietnam is choosing the correct distribution model.
The modern retail it is growing rapidly thanks to the expansion of international chains and convenience stores in large cities. traditional distribution continues to maintain a significant weight, especially outside of large urban centers. The channel hotel/restaurant/catering It is particularly strategic for premium and Made in Italy products, thanks to the growth of hotels, international restaurants, and high-end tourism.
Also the’e-commerce records very high growth rates. According to Google, Temasek, and Bain & Company, Vietnamese digital commerce continues to be one of the most dynamic in Southeast Asia.
Despite the country progressively simplifying procedures to favor international trade and foreign investment, the Vietnamese regulatory system still presents elements of complexity that Italian companies must carefully manage to avoid delays, additional costs, or problems during the import phase.
One of the most relevant aspects concerns the Import requirements, which can vary significantly depending on the sector and product category. Some products require prior authorizations, specific registrations, or technical inspections by Vietnamese authorities. This is particularly important in the agri-food, cosmetic, medical, chemical, and technological sectors.
Great attention must also be paid to customs documentation, which must be complete and consistent in all its parts. Errors related to customs classification, declared values, certificates of origin, or transport documents can slow down customs clearance of goods and generate additional operational costs.
A strategic element for European businesses is represented by the’EU-Vietnam Free Trade Agreement (EVFTA), which has progressively come into effect in recent years. The agreement provides for the reduction or elimination of duties for numerous categories of European products, offering a significant competitive advantage to Italian companies compared to competitors from other markets. However, to benefit from tariff concessions, it is necessary to correctly demonstrate the European preferential origin of the product through the required documentation.
Also the’local labeling represents a central theme. Many products must carry mandatory information in Vietnamese, including details on composition, origin, local importer, and usage or safety instructions. Non-compliant labeling can lead to customs holds or requests for adjustment.
For some industrial sectors, it may also be required technical certifications or conformity verification, especially for machinery, electrical components, electronic devices, and regulated products. It is therefore essential to verify any applicable local standards in advance.
Finally, an often underestimated aspect concerns the choice of the correct logistic and contractual model. Precisely defining Incoterms, customs responsibilities, shipping management, and the role of the local importer is essential to reduce operational risks and ensure business continuity.
In 2026, Vietnam represents one of the most strategic destinations for Italian companies focused on internationalization. Mechanics, automation, furniture, cosmetics, and energy are the sectors with the greatest development opportunities.
Success in this market requires a structured strategy: knowledge of the local context, selection of the right distribution partners, management of regulatory compliance, and localized communication. Italian companies that approach Vietnam with a medium-to-long-term vision will be able to transform it into a strategic platform for the entire ASEAN region.
Vietnam combines political stability, sustained economic growth, an expanding middle class, and favorable trade agreements such as the EVFTA. FDI exceeded $36 billion in 2025, confirming the country as one of the most attractive markets in ASEAN.
The sectors with the greatest opportunities for Italian businesses are: mechanics and industrial automation, contract furniture and design, cosmetics and personal care, renewable energy, and infrastructure. For companies in the food sector, explore the opportunities in our article dedicated to Italian exports in the Food & Beverage sector in Vietnam.
The main channels are: modern retail (international chains and convenience stores), HORECA channel (hotels, restaurants, premium tourism), e-commerce (Shopee, Lazada), and traditional distribution in non-urban areas.
It is necessary to ensure: correct customs classification, EUR.1 certificate of origin to benefit from the EVFTA, labeling in Vietnamese, any specific technical certifications, and complete import documentation.
The EVFTA (EU-Vietnam Free Trade Agreement) is the free trade agreement between the EU and Vietnam that provides for the reduction or elimination of duties on numerous categories of European products, offering a significant competitive advantage over competitors from other markets.
The Vietnamese cosmetic market is one of the most dynamic in Southeast Asia, with above-average regional growth, driven by younger urban consumers and the growing demand for premium and natural skincare products.
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