MANAGING PARTNER’S INSIGHT
VIETRF 2025: A Strategic Milestone Elevating Franchise Legal Standards in Vietnam
By Hana Tran – Managing Partner, Tran & Co. Attorneys
1. Vietnam Is Entering a Defining Phase of Franchise Expansion
The Vietnam International Retail Tech & Franchise Show (VIETRF) 2025 was not merely the largest franchise exhibition in the country. It marked a turning point in how global brands view Vietnam as a strategic destination for expansion. This year, Vietnam emerged as one of the “Top 3 Priority Markets” for international franchisors.
Yet the market faces a dual reality: Franchising is expanding faster than the regulatory framework built to govern it. This gap between growth and governance is precisely why Tran & Co. Attorneys was invited to serve as the Strategic Legal Partner of VIETRF 2025.
2. Tran & Co.’s Role at VIETRF: Beyond Legal Counsel – Shaping Market Standards
At Booth D21, our role went far beyond answering legal questions. We were there to help franchisors and franchisees reshape their mindset, understand market risks, and adopt sustainable expansion strategies tailored for Vietnam’s fast-developing landscape.
2.1 Direct strategic and legal consultation for hundreds of brands
Throughout the three-day exhibition, our team delivered personalized advisory sessions on:
- Market entry and legal compliance
- Master franchise & area development structures
- Franchisee partner evaluation
- Brand/IP protection strategies
- Negotiation readiness and long-term development planning
More than 70% of visitors requested follow-up consultations, demonstrating the market’s growing demand for strategic, ethical, and globally aligned franchise legal guidance.
2.2 Launching the “Vietnam Franchise Entry Guideline 2025”
The publication quickly became one of the most requested materials at the exhibition, particularly among brands from the U.S., Korea, Japan, Singapore, and Hong Kong. Its core message resonated strongly: Entering Vietnam requires more than legal registration; it requires strategic clarity, operational readiness, and ethical compliance from day one.
2.3 Strengthening the bridge between global brands and Vietnamese investors
In addition to legal advisory, Tran & Co. served as a strategic connector, facilitating high-quality introductions between international brands and Vietnamese investors. Our contribution centered on:
- Evaluating investor capabilities
- Facilitating aligned expectations
- Designing sustainable expansion roadmaps
- Ensuring compliance and brand protection throughout the process
This reflects our fundamental belief: Franchising thrives only when both sides grow with transparency, alignment, and long-term responsibility.
3. What VIETRF 2025 Revealed About the Future of Franchising in Vietnam
Three clear market shifts emerged from this year’s exhibition:
- A significant increase in legal and operational transparency. Brands are prioritizing structured compliance and risk management more than ever before.
- Vietnamese investors are approaching franchising as a strategic investment, not a trend. Many sought early-stage guidance to design “franchise-ready” business models, a shift that indicates a maturing market.
- Demand for strategic legal advisory is rapidly accelerating. The post-show surge in consultation bookings reflected a clear need for a modern, principle-driven legal partner in Vietnam.
4. From VIETRF 2025 to Tran & Co.’s Long-Term Vision
The insights gathered during the exhibition reinforce our next steps:
- Launching a LegalTech platform for Franchise Readiness Assessment
- Strengthening cooperation with WIPO Arbitration & Mediation Center
- Integrating ESG values into franchise expansion frameworks in Vietnam
Our commitment is clear: To help position Vietnam as a model of transparent, ethical, and sustainable franchising for Asia and beyond.
5. Conclusion
VIETRF 2025 was more than an event it was a strategic milestone in Tran & Co.’s journey to elevate franchise legal practice in Vietnam. With a mission-driven approach, innovative service models, and deep industry insight, Tran & Co. will continue guiding both global brands and Vietnamese investors toward responsible, sustainable growth.
Contact information:
- Address: 34th Floor, Landmark 81, 720A Dien Bien Phu Street, Ho Chi Minh City, Vietnam.
- Hotline: +84 765 888 168
- Email: info@tranandcolaw.com
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- LinkedIn: Tran & Co. Attorneys
