Get Ready to: Vietnam. The practical constraints of building business in Southeast Asia (and how to design around them)
Entering Vietnam (and, more broadly, Southeast Asia) is rarely a product problem. It is usually an execution problem: how you communicate, how you build trust, how you interpret signals in meetings, and how fast you adapt your materials to a market where the “default” assumptions of Western trade do not always apply.
A useful starting point is language. Vietnam’s English proficiency is improving, but it remains uneven across roles and contexts. In the EF English Proficiency Index, Vietnam sits around the mid-range globally (e.g., score ~500 and a global rank in the 60s, depending on the edition), which is consistent with a reality most exhibitors experience: English is present, but often not deep enough for technical product conversations, compliance details, or nuanced negotiation.
1) Language is not only comprehension but also credibility
In Southeast Asia, using the local language even at a basic level is repeatedly described as a relationship accelerator. The “Business Culture and Traditions in Southeast Asia” guide explicitly notes that local language skills can be an advantage in Vietnam and that using the local language shows respect and helps build rapport; it also recommends business cards with a local-language translation, particularly when dealing with government officials or traditional businesses. For Wines Experience exhibitors, the practical implication is not “translate everything.” It is: translate the minimum that unlocks conversation. A one-page Vietnamese “quick read” (brand story, portfolio categories, price positioning, key differentiators, contact and QR) often performs better than a perfect 12-page catalogue nobody can comfortably read at speed.
This is where AI becomes a pragmatic tool. Not because it guarantees perfect translation, but because it makes “good enough to start” materials feasible at low cost. Government guidance on AI translation in trade contexts makes the same point: when content is translated automatically, it should be verified, because nuance and acronyms can be problematic.
2) Business cards are part of the relationship protocol
In Vietnam and across the region, business cards are treated as an extension of the person. Because of that cards should be presented and received with both hands and a slight nod, and that taking a moment to look at the card before putting it away is a sign of respect; writing on someone’s card is considered impolite.
3) Relationship-building it’s a deal prerequisite
Western companies often aim to keep relationships strictly professional. In much of Southeast Asia, the opposite is true: business is rooted in personal relationships and trust, and early meetings can be more about getting to know each other than closing details. Rushing negotiations without rapport can be seen as disrespectful or aggressive; social interactions outside formal settings help build trust. Multiple meetings are common, in-person conversations are preferred, and introductions via a shared contact are recommended over cold outreach. For Wines Experience, the relevance is clear: the fair is not the end of the funnel. It is often the first trust checkpoint. Exhibitors who treat the first conversation as relationship-building (not immediate negotiation) generally unlock better follow-up outcomes.
4) “Yes” does not always mean agreement
One of the most common failure points in Southeast Asian business communication is misreading positive signals. Saying “yes” may merely indicate understanding, not agreement, and recommends follow-up confirmation. A simple rule for exhibitors is: leave every promising conversation with a concrete next step that can be confirmed in writing (e.g., “I will send the price list + technical sheet by Friday; you will confirm which SKUs to taste next week”). This respects communication style while protecting commercial clarity.
5) Logistics and time realism matter more than people admit
Major Southeast Asian cities can have significant traffic congestion, and commutes can expand unpredictably. It is important to consider traffic as a major issue in cities including Ho Chi Minh City and notes that ride-hailing apps can be more reliable than taxis; it also notes punctuality expectations vary, with Vietnam generally valuing on-time arrival in business settings. Avoid scheduling that assumes “European” travel predictability.