The year 2026 marks an important milestone as Vietnam is confirmed by FTSE Russell to upgrade to Secondary Emerging Market. This is not just a technical reclassification but reflects the continuous improvement of the Vietnamese market in scale, liquidity, transparency, and access for international investors.

The upgrade means Vietnam begins to be included in the allocation portfolios of global investment funds, especially ETFs and long-term investment organizations. This creates a significant shift in capital flows, from opportunistic to more systematic and stable capital.

For the business environment, the impact of the upgrade extends beyond the stock market. As market standards rise, factors such as information transparency, corporate governance, and access to capital also improve, providing better conditions for businesses operating or preparing to enter the market.

For ASEAN and international businesses, this is a clear signal that Vietnam has entered a new stage of development where opportunities come not only from growth but also from improvements in market quality and the business ecosystem.

2. Economic drivers strengthening Vietnam’s appeal

The change in Vietnam’s status does not occur in isolation but is supported by many converging economic and policy factors.

2.1 Economic growth and infrastructure investment

Vietnam continues to maintain a high growth rate in the region, with GDP in the first quarter of 2026 reaching about 7.83%, indicating that the economy is still on a stable growth trajectory. One of the main drivers is the promotion of investment in transportation, energy, and urban infrastructure.

• These investments have two clear impacts:
• In the short term, boosting demand and economic activity
• In the long term, increasing productivity and reducing operating costs

2.2 Capital returning to the financial market

Recently, the relative change between investment channels is making the stock market a more notable choice for domestic capital. At the same time, the IPO plans of many large-scale companies also contribute to market expansion and attract more investor interest.

Parallelly, after the upgrade, Vietnam is expected to attract about 1.67 billion USD of passive capital from ETFs, disbursed in phases. More importantly, being included in international indices enhances Vietnam’s visibility and becomes part of global investors’ asset allocation strategies.

2.3 Legal reforms and investment environment

Vietnam is implementing several reforms to approach international standards and create a more favorable environment for foreign investors:

• Removing the pre-trade deposit requirement
• Relaxing foreign ownership limits
• Improving information transparency
• Upgrading trading and settlement systems

These reforms show a clear trend: the market is being standardized, enabling businesses and investors to access with greater clarity and stability.

3. Vietnam opens clear opportunities for ASEAN and international businesses

The market upgrade not only brings in capital but also reshapes the business environment, thus opening clearer opportunities for international businesses.

3.1. Opportunities for businesses seeking market expansion in ASEAN

During the transformative phase of the market, many sectors in Vietnam remain with growth potential and have not yet reached saturation levels. As market standards rise, entering businesses can operate in a more transparent, predictable environment with higher connectivity to international capital flows.

• This allows businesses to:
• Build an early position in the market
• Establish strategic partnerships
• Gradually expand activities in a controlled manner

3.2. Redeployment opportunities for businesses previously accessing the Vietnamese market

For businesses that have previously attempted to access the Vietnamese market but did not achieve the desired results, the current context opens a new opportunity to redeploy strategies.

As factors such as capital flow, market standards, and transparency levels improve, the business environment becomes clearer, giving businesses a better basis to:

• Adjust market approach
• Optimize operating models
• Enhance deployment efficiency

At the same time, demand for technology, governance, and international cooperation is also increasing, creating conditions for foreign enterprises to engage more deeply in the market’s development process.

4. Market environment has improved, but implementation gaps remain

Although the upgrade and recent reforms have improved the Vietnamese market’s accessibility and transparency, the implementation effectiveness of international businesses still depends on the appropriateness between strategy and the operating characteristics of the market.

In reality, many international businesses entering emerging markets often encounter gaps between planning and execution, mainly due to differences in B2B customer behavior, decision-making processes, and ways of building trust in business. These factors can directly affect market penetration speed and conversion efficiency, especially in the initial phase.

Moreover, although market infrastructure and legal frameworks are being upgraded, actual implementation depends on the ability to adapt to the local operating environment, including how to approach customers, build relationships, and organize business activities. As Vietnam attracts more capital and international business participation, the level of competition is expected to increase over time. This makes deployment effectiveness depend not only on the product but also on how businesses approach and position themselves in the market.

5. M-Expert: Effective approach to tapping opportunities in Vietnam

In the context of Vietnam opening opportunities for both new entrants and businesses re-deploying strategies, market approach becomes a decisive factor. M-Expert is built as a platform connecting international businesses with industry experts in Vietnam and ASEAN, helping businesses understand the market faster, identify the right customer segments, and adjust strategies appropriately from the start.

For businesses that have previously entered the market but did not achieve expected results, M-Expert acts as a validation layer, helping to reassess product fit, optimize market approach, and reduce trial-and-error costs. By leveraging insights and credibility from experts, businesses not only access the market more effectively but also build trust with B2B customers and gradually establish a position in a market with increasingly elevated standards.

6. Opportunities are clear, approach will determine results

Vietnam is entering a new phase by converging many important factors: stable economic growth, increasing international capital flows, and ever-improving market standards. This foundation creates clear opportunities for international businesses to expand in ASEAN.

However, as the market is gradually being standardized, the advantage will belong to businesses capable of approaching the market appropriately and implementing strategies effectively from the beginning. The combination of global capacity and local understanding will become key factors in building a position and sustainable development in the long term.

👉 If you are considering expanding or returning to the Vietnamese market, contact M-Expert to discuss directly the strategy suitable for your business.

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