How does AusHub operate and why did the Australian Chamber of Commerce (AusCham) establish its operations in Vietnam?

AusHub manager Edwin Law

AusHub was established in late 2022 in line with the Australia-Vietnam Enhanced Economic Engagement Strategy agreed upon by the two countries, which determined agriculture, forestry, and fisheries as an important sector in our economic relationship.

After carefully assessing expressions of interest, we pinpointed three industry bodies with whom AusHub would be a strategic partner: Summerfruit Australia, WoolProducers Australia, and Wine Australia.

Through funding and AusCham’s legal entity in Vietnam, we were able to recruit and facilitate the operations of three industry representatives who demonstrate in-depth knowledge of their respective fields and are well-connected with industry stakeholders. They allow the Australian industry bodies to have a comprehensive understanding of the Vietnamese market and execute a tailored strategy for market entry.

How do you evaluate AusHub’s operating mechanism so far, and what strengths are the platform showing?

We are glad to have witnessed AusHub’s significant progress in its first year. Compared to other trade promotion efforts, AusHub operates with a very compact team but aims to provide high-impact deliverables. We understand there is no one-size-fits-all for all industries, and each Industry Representative is tasked with vastly different responsibilities.

For example, in this phase, Wine Australia focuses on educating the market mostly through business-to-business connections with importers, distributors, and the hospitality, restaurant, and catering sector. Summerfruit Australia leans more on the retail aspect and amplifies the branding with Vietnamese consumers. Meanwhile, WoolProducers Australia prioritises research and development for wool processing over trade.

The upside to this model is that we can optimise resource use and ensure visible impact in a short timeframe. However, connecting these distinct industries and consistently engaging with multiple communities have proven challenging. To sustain this momentum, it is also critical for us to expand our scope of collaboration with industry partners.

AusHub’s first projects were mainly aimed at importing Australian goods into Vietnam. In the opposite direction, how does AusHub support Vietnamese businesses in understanding the market and exporting goods to Australia?

AusHub’s projects aimed at not only promoting the import of Australian goods into Vietnam, but also exploring the feasibility of large-scale investment into processing facilities.

As for Vietnamese exports to Australia, this is outside our function at the moment, but we have joint efforts with AusCham Vietnam to promote knowledge sharing, business matchmaking, and policy advocacy wherever possible.

Going forward, we will be working with some partners in Australia on a reverse marketing campaign aimed at promoting Vietnamese exports and investment in Australia. This idea is still in the very early stages of development, so please keep a keen eye on it.

What is AusHub’s development strategy in the coming time?

AusHub aspires to continue our mission of supporting Australian industries with market development in Vietnam. We are only in the second year of the operational phase, leaving tremendous potential to explore with our existing industry groups.

There is general optimism in the programme and heightened interest levels from many stakeholders to see AusHub to its sustainability phase beyond the Australian government’s funding. The team and I are in the midst of strategising, and we would love to share it once more details are confirmed.