In fact, a lot of well-known agricultural exports from Vietnam are not able to take advantage of their brand recognition and thus fail to compete with products from other countries. Fish sauce with such Vietnamese brand names as Phan Thiet, Phu Quoc and several others can be found in this Vietnamese supermarket in the US, but ironically they are produced in Hong Kong and Thailand. This is also the case for many other products with Vietnamese brand names here. Consumers in the US rarely care about products’ origins.
This Vietnamese supermarket also offers Vietnamese goods produced in Vietnam. But the “made in Vietnam” items do not sell as well as Vietnamese products made in other countries.
Famous Vietnamese brand names, such as Phan Thiet or Phu Quoc fish sauce, are also favourites in the US market, which incentivises foreign companies to sell their products with Vietnamese names. However, agricultural products actually made in Vietnam fail to differentiate themselves from the competition.
