Vietnamese products branding unsuccessful

99% of the coffee imported into Europe comes from Vietnam, but very few EU consumers are aware of that. The same issue affects tea, toys, shoes and textiles.

According to EU Trade-Investment Facilitation Project in Vietnam’s Chief Technical Advisor Claudio Dordi, most Vietnamese agricultural products distributed in the EU market are labelled as coming from China or Japan, while Vietnam only exports raw materials through these countries.

Vietnamese exporters were urged to quickly focus on renovating technology and build stronger brand names.