Going overseas inevitable for beverage businesses

Over the past decade, Vietnam has witnessed a strong influx of international food and beverage (F&B) brands expanding their footprint.

- By Le Hoang Consulting manager for Vietnam and Asia-Pacific, Arches Corporation

Names such as Starbucks, Mixue, KFC, McDonald’s, and Jollibee have established a widespread presence, spanning multiple provinces and catering to a range of consumer segments. From beverages to fast food, these brands have become embedded in the daily consumption habits of Vietnamese consumers.

Conversely, a growing number of Vietnamese F&B brands have begun venturing overseas. However, their expansion stories remain far less visible and under-discussed. To better understand how Vietnamese chains are positioning themselves globally, it is essential to examine their development trajectory in comparison with foreign entrants into Vietnam.

Two key observations emerge. Firstly, beverages, particularly coffee and tea, offer the strongest potential for scalable international expansion. Fast food concepts present a mixed outlook, while traditional Vietnamese cuisine, often characterised by complex preparation and niche appeal, faces greater challenges in replication across markets. Secondly, Vietnamese brands remain significantly outnumbered on the global stage. Although there has been some progress, especially within the beverage segment, overall achievements remain modest and lack breakthrough scale.