In late April, a business delegation from France’s Normandy region visited Ho Chi Minh City to showcase premium regional goods and explore new investment opportunities in Vietnam’s growing food and beverage sector.

Relations deepen with France in food and beverages

Led by Delphine Wahl, director general of the Normandy Chamber of Commerce and Industry, the mission featured Michelin-starred chef David Gallienne alongside a dozen producers of artisanal cheese, meat, cider, and spirits.

“Vietnam and Normandy share a dynamic business environment and a refined culinary culture. This is fertile ground for sustainable, long-term cooperation,” Wahl said, emphasising that consumer tastes in Vietnam are increasingly aligned with the values of origin, quality, and traceability strengths long associated with French producers.

This visit was part of a broader push by French businesses to deepen their foothold in Vietnam, amid growing interest in high-quality imports and a large consumption base, with a fast-growing middle-income segment.

France continues to be one of the leading suppliers of premium beverages to Vietnam. Data from International Wine and Spirits Research shows that still wine imports to Vietnam grew by over 9 per cent annually between 2019 and 2023, with French wines consistently among the top-ranked in both value and volume. Demand is particularly strong in urban centres and among young professionals with rising disposable incomes.

Rodolphe Lameyse, CEO of Vinexposium, noted that Asia is increasingly shaping global consumption behaviours, especially in wine and premium beverages. Vinexposium will host the latest Vinexpo Asia event in Singapore in late May (see box).

“Vietnam stands out in the region for its rapid cultural shift towards wine appreciation, and it is turning to wine as their social drink of choice,” Lameyse said.

This rising demand aligns with France’s strength in heritage-based branding. According to Lameyse, over 30 per cent of Vinexpo Asia exhibitors are French, demonstrating the deep-rooted commercial and cultural ties between France and Asia, with Vietnam as a key node.

The institutional framework for trade is also reinforcing momentum. Under the EU-Vietnam Free Trade Agreement, French products benefit from reduced tariffs and legal protection for geographical indications such as champagne, cognac, and roquefort. These protections are deemed powerful branding levers for French exporters seeking consumer trust in a competitive and brand-conscious market.

Playing a key facilitation role is the French Chamber of Commerce and Industry in Vietnam (CCIFV), which continues to connect producers, importers, and government agencies. The chamber is also the official Vietnamese representative of Vinexpo Asia.

“We see Vietnam as both a consumption market and a growing gateway for French brands to expand across ASEAN,” a CCIFV spokesperson noted.

French firms are not only exporting, they are investing. In the Mekong Delta, Andros Asia has expanded its strategic sourcing and production activities, working directly with cooperatives in Tien Giang province. By the end of 2024, the company aimed to have sourced 30,000 tonnes of local fruit annually, with two production facilities in operation since 2016.

Last month, Andros confirmed a new investment package worth $20 million over the next 18 months to expand automation, enhance sustainability standards, and strengthen partnerships with local farmers through vocational training and certification support.

“Our goal is to develop a responsible value chain that balances growth with long-term impact,” the company stated.

Pernod Ricard Vietnam, known for its premium spirits portfolio, is stepping up its involvement in sustainability and circular economy initiatives. Last year, the company participated in a national policy seminar on extended producer responsibility, organised during Vietnam Expo 2024.

Also last year during its annual Responsib’All Day, the company rolled out a series of environmental awareness campaigns in Hanoi, Ho Chi Minh City, and Danang, ranging from waste recycling workshops to public waste-sorting activities.