Here’s the clearest signal yet. On June 9, when VFLN (Vietnam Franchising & Licensing Network) and Vietfranchise Expo opened registration for their webinar, Investment 101: Safe, Solid, Sustainable, 2,912 people signed up within 24 hours. Vietnamese investors are increasingly viewing franchising as a fresh alternative to traditional investment vehicles, a portfolio and career play, not just a business opportunity.
The fundamentals support the momentum. The Ministry of Industry and Trade has registered more than 310 foreign franchise brands, while chained F&B outlets are forecast to grow at an 11.1% CAGR through 2031, outpacing mature markets growing at low single-digit rates and positioning Vietnam among Southeast Asia’s fastest-growing franchise economies.
Recent market developments reinforce the trend. In May 2026, Jollibee, Euromonitor’s No.1 QSR brand in Vietnam, accelerated franchising past 250 locations across 50+ provinces. In June, Highlands Coffee opened its 1,000th store in Hanoi, serving 100M+ cups yearly. Heritage brand PHO24 is relaunching domestic franchising, and regional entrants including Chicken Plus, BHC Chicken, China’s Meiyijia, continue to expand into the market.
Vietnam is no longer an emerging franchise market. It is becoming one of Asia’s most dynamic franchise growth engines, and the window to scale is now.
Phi Nguyen
Founder and Chair of Go Global Holdings,
