Executive Summary
On 15 April 2026, the ASEAN-Japan Centre (AJC), in collaboration with the Ministry of Industry and Commerce, Vietnam Trade Promotion Agency (VIETRADE), JETRO Hanoi, and the Vietnam Trade Office in Japan, co-organized the “Seminar on Trade and Investment Promotion with the Japanese Market.”
The seminar brought together over 100 participants from Vietnamese enterprises, cooperatives, local governments, and industrial zones to explore business opportunities, market entry strategies, and investment collaboration with Japan.
The event also introduced the upcoming Viet Nam Trade and Investment Mission to Japan (June–July 2026), providing a concrete platform for Japanese and Vietnamese stakeholders to engage in business matching and partnership development.
Introduction / Background
Economic cooperation between Viet Nam and Japan continues to expand, driven by trade, investment, and supply chain integration. At the same time, Vietnamese enterprises are increasingly seeking to enter the Japanese market, while Japanese companies continue to explore opportunities in Viet Nam.
However, challenges remain in bridging market expectations, standards, and business practices. There is a growing need for practical platforms that connect stakeholders, provide market insights, and support concrete engagement.
This seminar was organized as part of AJC’s efforts to strengthen practical business linkages and support structured engagement between Viet Nam and Japan.
Objectives and Goals
The seminar aimed to:
- provide Vietnamese stakeholders with updated insights on the Japanese market and investment environment
- share practical experiences and approaches for entering and expanding in Japan
- promote participation in the upcoming Viet Nam Trade and Investment Mission to Japan
Activities and Highlights
The seminar gathered a diverse group of participants, including enterprises, cooperatives, local government agencies, and industrial park representatives, reflecting growing interest in Japan not only at the company level but also at the local development level.
The programme featured a sequence of presentations combining policy perspectives and practical business insights:
- JETRO Hanoi shared updates on Japanese companies’ investment trends and expectations in Viet Nam, highlighting continued interest alongside operational challenges such as regulatory procedures and business environment issues
- The Vietnam Trade Office in Japan presented the business and investment environment in Japan, emphasizing opportunities in high-value sectors and the importance of quality, compliance, and long-term commitment
- Vietnamese enterprise experience (Vien Son JSC) provided practical insights into exporting agricultural products to Japan, including step-by-step market entry approaches and the importance of building trust with Japanese partners
- A Japanese-invested enterprise (Hokuriku Vietnam) shared perspectives on investment requirements, highlighting the importance of transparency, local support systems, and structured partnerships
Throughout the seminar, participants actively engaged in discussions, focusing on practical questions related to market entry, partnership development, and operational requirements.
The programme concluded with the introduction of the Viet Nam Trade and Investment Mission to Japan (June–July 2026), which will include business matching, site visits, and direct engagement with Japanese stakeholders.
Outcomes and Impact
The seminar contributed to:
- strengthening understanding among Vietnamese stakeholders of Japanese market requirements and business practices
- generating strong interest in the upcoming trade and investment mission to Japan as a practical next step
- enhancing AJC’s visibility as a facilitator of Japan–Viet Nam economic cooperation
The event also received media coverage, with key messages from AJC’s Secretary General reflected in external communication, contributing to broader visibility and reinforcing AJC’s positioning.
Key Takeaways
- Demand for engagement with Japan is expanding beyond individual enterprises to include local governments and industrial zones
- Market entry into Japan requires long-term commitment, quality consistency, and trust-building
- Practical platforms, such as business missions and direct engagement opportunities, are essential to convert interest into action
- Japan represents not only a market, but also a strategic partner for investment, technology, and sustainable development
Way Forward and Engagement
Building on this seminar, AJC will continue to work with VIETRADE and relevant partners to support follow-up engagement, particularly in relation to the Viet Nam Trade and Investment Mission to Japan.
The Centre will further explore opportunities to:
- facilitate business matching between Vietnamese and Japanese stakeholders
- support enterprises with strong readiness for Japan market entry
- engage local governments and industrial zones in structured collaboration initiatives
These efforts aim to strengthen long-term, practical economic linkages between Viet Nam and Japan.
