10:17:35 AM | 11/5/2026
The Southeast Asia Communication Agency Network (SEA CAN Alliance by COMCO Mundo) and Chi Communications - a founding member and the Vietnam focal point of SEA CAN Alliance, officially host the international seminar titled “From Vietnamese Products to Regional Brands”. The seminar serves as a forum for enterprises and regional communication experts to discuss the role of local culture, consumer behavior, and media environments in introducing Vietnamese products to Southeast Asian markets. Through these discussions, the event opens opportunities for networking, experience sharing, and identifying suitable market approaches on the journey toward building regional brands. The seminar is supported by Nước Vietnamese Restaurant as Venue Partner and Advertising Vietnam as Media Partner.
Southeast Asia represents a promising market for Vietnamese enterprises thanks to regional trade linkages and supply chains. According to the Customs Department, bilateral trade turnover between Vietnam and ASEAN during the first nine months of 2026 reached 84.3 billion USD, up 20.6 percent over the same period, demonstrating ample room for collaboration and market expansion for Vietnamese brands. However, brand building across the region requires businesses to adapt to differences in culture, consumer behavior and media environments in each country. Beyond product quality and distribution capabilities, communicating brand value in ways that resonate with local consumers remains an essential focus.
SEA CAN Alliance experts from Cambodia, Malaysia, Indonesia, the Philippines, Singapore, Thailand, and Vietnam at the seminar
Against this backdrop, the international seminar “From Vietnamese Products to Regional Brands” features SEA CAN Alliance experts from Cambodia, Malaysia, Indonesia, the Philippines, Singapore, Thailand, and Vietnam. Drawing upon perspectives across seven markets, these specialists share growth opportunities and analyze local factors that influence brand reception. Discussions center on utilizing market insights to identify target audiences, tailor messaging and choose communication channels while preserving the core identity of the brand. The event also brings together representatives of Vietnamese enterprises, foreign invested companies in Vietnam, as well as business leaders and teams in charge of marketing, branding, communications, and market development, providing an opportunity for direct dialogue on key issues businesses face when expanding regionally.
The seminar gathered representatives of domestic and foreign-invested enterprises in Vietnam, together with executive leaders and personnel in charge of marketing, branding, communications, and market expansion
Key market insights shared by SEA CAN Alliance experts highlight distinct strategic imperatives across the region:
Cambodia: Geographical proximity does not automatically translate into market understanding. Beyond reaching consumers via Facebook and TikTok, brands must prioritize Khmer-language content, maintain transparent origin tracing, and foster trust through strong relationships with employees, suppliers and local communities.
Indonesia: The market comprises multiple distinct consumer hubs, from Jakarta to Surabaya, Bandung, Medan, and Makassar. Short-form video and livestream commerce drive product discovery, while traditional press reinforces brand credibility; businesses must integrate these channels and tailor execution across different territories.
Malaysia: A diverse demographic landscape brings nuanced differences in language, culture, and digital ecosystems. Brands must carefully account for these dimensions when shaping content strategies and tailoring engagement for each audience segment.
The Philippines: Engaging consumers requires a coordinated blend of press outreach, digital platforms, content creators, and grassroots activations. Authentic storytelling and hands-on experiences enable brands to build meaningful connections alongside expanding reach.
Singapore: The market’s true value extends beyond local purchasing power to its role as a regional gateway connecting partners, investors and business networks. To establish a foothold, brands must deliver practical consumer value while providing verifiable proof of capability and corporate governance when engaging B2B stakeholders.
Thailand: Value for money, quality and reliability stand out as paramount consumer priorities. Communication strategies should stem directly from customer behaviors and firsthand experiences, with digital platforms and micro-influencers playing an increasingly influential role.
Vietnam: Amid AI-driven content surges and fragmented touchpoints, brands must preserve a coherent presence across news outlets, social platforms and AI-powered search engines. Culturally resonant platform content, credible voices and proactive community engagement remain essential pillars for cultivating sustainable trust.
Mr. Ferdinand L. Bondoy - COMCO Mundo League of Enterprises Interregional President & CEO / Partner & Co-Founder, as well as Lead Convenor of SEA CAN Alliance discussing with businesses how to maintain brand integrity while adapting to local markets
Speaking at the seminar, Mr. Ferdinand L. Bondoy - COMCO Mundo League of Enterprises Interregional President & CEO / Partner & Co-Founder, as well as Lead Convenor of SEA CAN Alliance, stated: “Venturing into the region is a journey full of challenges yet rich with promise. In our view, businesses require a consistent brand direction, but execution in each market must stem from local reality. The key is to identify which values to uphold and which elements to adapt. SEA CAN Alliance aspires to connect businesses with regional experts to jointly solve this puzzle, from selecting messages to approaching customers”.
A key highlight of the event was the official launch of the GO SEA Guidebook, consolidating practical insights and on the ground experiences from SEA CAN Alliance members across seven Southeast Asian markets. The guidebook outlines essential considerations prior to regional expansion, providing a framework for cross market evaluation and identifying areas requiring deeper inquiry. Through this, the perspectives shared at the seminar serve as an ongoing reference for enterprises formulating regional brand development roadmaps.
Ms. To Nguyen Bich Ngoc – RuNam Operations Manager in Cambodia, shares the journey of bringing Vietnamese identity to a new market through culinary experiences
From a practical perspective, RuNam’s expansion into Cambodia exemplifies the experience of conveying Vietnamese identity through culinary dining in a new market. Speaking directly with guests, Ms. To Nguyen Bich Ngoc - RuNam Operations Manager in Cambodia, shared: “Despite our geographical proximity, Vietnam and Cambodia still differ in consumer habits and customer expectations. Throughout our operations, we found that guests in Cambodia desire authentic Vietnamese flavors within an upscale dining space accompanied by commensurate service. Therefore, RuNam prioritizes consistency across our cuisine, ambiance, and service quality, while carefully considering local purchasing power to make appropriate adjustments”.
Overview of the International Seminar “From Vietnamese Products to Regional Brands”
Spanning strategic market perspectives and concrete execution, the international seminar “From Vietnamese Products to Regional Brands” underscored the imperative of aligning business expansion with brand building from the initial planning stages. For Vietnamese enterprises, localized knowledge forms the bedrock for prioritizing markets, allocating resources, and incrementally earning customer trust. Leveraging expert networks alongside the GO SEA Guidebook, SEA CAN Alliance endeavors to provide an essential channel for reference, dialogue, and collaboration, enabling enterprises to translate regional aspirations into actionable initiatives aligned with their capabilities and long term goals.
By Van Luong, Vietnam Business Forum
