Vietnam's Anti-Counterfeit Crackdown: A Golden Opportunity for Local Brands in 2025

The transformation happening in Vietnam right now is historic. After decades of counterfeit goods flooding the market, 2025 marks the definitive turning point where "Made in Vietnam" is becoming synonymous with quality, authenticity, and cultural pride. The Vietnamese government's unprecedented crackdown on fake products isn't just about trade compliance—it's unleashing a golden era for authentic Vietnamese brands.

Just as Korea transformed from a counterfeit hub to a global brand powerhouse after the 1988 Seoul Olympics, Vietnam stands at the same pivotal moment. Major markets like Saigon Square and Dong Xuan are shutting down, raids are seizing thousands of fake products, and consumers are actively seeking authentic alternatives. For Vietnamese brands, local artisans, and smart consumers, this represents the opportunity of a lifetime.

What does this mean for you? Whether you're a Vietnamese brand owner ready to scale, a consumer seeking quality local products, or someone interested in Vietnam's economic transformation, this comprehensive guide reveals exactly how to navigate and benefit from this historic shift. We'll explore the successful Korean model, identify which industries will boom, and show you where to find the most trusted authentic Vietnamese products today.

Why is Vietnam suddenly cracking down on counterfeit goods?

Vietnam is currently experiencing its most intensive anti-counterfeit campaign in history. Following pressure from the U.S. Trade Representative threatening 46% tariffs, the Vietnamese government has shut down major counterfeit hubs including Ho Chi Minh City's Saigon Square. Recent raids at Saigon Square Shopping Mall resulted in authorities seizing thousands of fake products, including imitation Rolex watches and Prada handbags, marking Vietnam's definitive shift toward becoming a trusted "Made in Vietnam" economy.

Many counterfeit products were found at Saigon Square. Image: Người Lao Động Newspaper.

>> Read more: US 46% Tariff on Vietnamese Goods: Time to Support Local!

What triggered Vietnam's anti-counterfeit measures in 2025?

The immediate catalyst came from the U.S. Trade Representative (USTR) identifying Vietnam as a major counterfeit hotspot and threatening steep tariffs of 46%. In response, Vietnamese Prime Minister Pham Minh Chinh ordered a comprehensive crackdown on trade fraud, counterfeit goods, and intellectual property violations. This pressure from both the U.S. and Europe has given the Vietnamese government the perfect opportunity to launch a genuine transformation toward authentic Vietnamese brands.

How does Vietnam's situation compare to Korea's experience?

Korea provides the perfect blueprint for Vietnam's current transformation. In the late 1980s, Korea used the 1988 Seoul Olympics as a turning point to enhance its global reputation through aggressive anti-counterfeit enforcement and intellectual property protection. The Olympics became a catalyst for Korea's image transformation from a poor, war-stricken country to a rising economy open to international cooperation.

The 1988 Seoul Olympics marked Korea's transformation from war-torn nation to global economic power. Image: Getty Image.

Korea's transformation results:

• Extensive operations cleared counterfeit hubs like Itaewon
• Local brands experienced rapid growth throughout the 1990s
• Former counterfeit producers became innovative brand creators
• Government initiatives supported SMEs entering global markets
• Koreans developed pride in local brands, establishing today's global Korean brand recognition

Which Vietnamese industries will benefit most from this shift?

Based on Korea's experience, several sectors are positioned for significant growth:

1. Fashion and Apparel

Vietnamese designer and local SPA brands can capture market share through reasonable prices and trendy designs that reflect local culture. This includes not only clothing but also accessories like scarves, jewelry, and handcrafted fashion items that showcase Vietnamese artistry. Many authentic Vietnamese artisan brands are already creating unique accessories with intricate patterns and vibrant colors carrying distinct Vietnamese flair.

2. Food and Health Supplements

Brands leveraging Vietnam's abundant local ingredients and traditional food culture can build strong consumer trust and loyalty. Products like Vietnamese chocolate made from locally sourced cacao demonstrate the quality and cultural richness available to consumers.

3. Baby Products and Household Essentials

High-quality local alternatives can quickly gain market trust as consumers become more conscious of product authenticity. Many sustainable Vietnamese brands are already leading this transformation.

What strategies should Vietnamese brands adopt now?

1. Innovation and Differentiation

The disappearance of counterfeits doesn't automatically guarantee success. Vietnamese brands must:

• Invest continuously in R&D and unique designs

• Utilize traditional materials creatively

• Develop products specifically tailored for Vietnamese lifestyles

• Create competitive advantages through local innovation

Vietnamese bamboo craftsmanship: traditional materials transformed into modern sustainable products. Image: Customized Bamboo Gift Set (Bamboo Tumbler and Cup) by Tre Việt

2. Cultural Brand Storytelling

Following Korea's success model, Vietnamese brands should:

• Craft distinctive narratives connected to local traditions

• Incorporate cultural elements meaningfully

• Create authentic brand identities that resonate with Vietnamese consumers

• Use local influencers and cultural ambassadors effectively

Vietnamese dragon folklore transformed into modern accessories - authentic cultural storytelling that resonates with local consumers. Image: Classic Red Hand-Drawn Leather Lighter - Ly Dynasty Dragon Art by ĐỎ

3. Reliable Distribution Channels

Moving away from unofficial markets requires:

• Establishing trusted distribution networks

• Partnering with platforms specializing in authentic local products like CHUS

• Creating collaborative "Made in Vietnam" gift sets that showcase multiple local brands

• Building credibility through verified retail partnerships

CHUS curated gift sets demonstrate trusted distribution - verified authentic Vietnamese products with professional packaging that builds consumer confidence. Image: Feminine Silk Gift Box - Chus Exclusive Set With Eye Mask, Hair Tie & Scarf

How can platforms like CHUS support this transformation?

CHUS plays a crucial role in Vietnam's authentic brand ecosystem by:

• Providing verified authenticity for local products

• Offering curated collections of genuine Vietnamese brands

• Creating trust through rigorous vendor verification

• Supporting local artisans and manufacturers with platform visibility

• Facilitating collaborative gift sets like the authentic Vietnamese ceramic collections that showcase local excellence

CHUS connects consumers directly with Vietnamese artisans - supporting traditional craftsmanship while building trust in authentic local production.

What does this mean for Vietnamese consumers?

This transformation benefits Vietnamese consumers through:

• Higher quality products as brands invest in genuine innovation

• Better value as competition focuses on quality rather than price-cutting

• Cultural pride in supporting authentic Vietnamese craftsmanship

• Global recognition as Vietnamese brands gain international respect

What can we learn from Korea's success timeline?

Korea's transformation timeline offers valuable insights:

• 1988-1990: Intensive anti-counterfeit operations

• 1990-1995: Local brand development and government support

• 1995-2000: International market entry and brand recognition

• 2000-present: Global brand dominance and cultural export

Vietnam is currently at a similar stage to Korea in 1988, poised for exponential growth of its local brands over the next decade. However, Vietnam is uniquely positioned to accelerate beyond Korea's transformation pace. Thanks to modern digital infrastructure and lessons learned, it could compress Korea's 25-year journey into just 5-7 years.

Vietnam's Acceleration Advantages:

• Digital-first approach: Platforms like CHUS enable instant global reach

• Established manufacturing excellence: Already recognized for quality production

• Strategic geographic position: Gateway to ASEAN's 650+ million consumers

• Young, tech-savvy population: Driving rapid adoption and innovation

• Government digitization support: Streamlined processes for brand development

How should local businesses prepare for this opportunity?

Immediate Actions (Next 6 months)

• Verify all supply chains for authenticity
• Develop authentic brand storytelling
• Establish relationships with verified distribution platforms
• Invest in product quality improvements

Medium-term Strategy (6-18 months)

• Expand product lines showcasing Vietnamese heritage
• Build strategic partnerships with other local brands
• Develop export capabilities for regional markets
• Create comprehensive marketing campaigns emphasizing authenticity

Long-term Vision (2-5 years)

• Position for international market entry
• Establish global brand recognition
• Contribute to "Made in Vietnam" becoming a globally trusted label

Why is timing critical for Vietnamese brands?

The window of opportunity is limited. Early movers who establish authentic brand positioning now will:

• Capture market share as counterfeits disappear

• Build consumer loyalty during the transition period

• Establish distribution partnerships before competition intensifies

• Create brand recognition that becomes difficult to challenge

How can consumers support this transformation?

Vietnamese consumers can accelerate this positive change by:

• Choosing verified local brands over uncertain alternatives

• Supporting platforms like CHUS that guarantee authenticity and curate only genuine Vietnamese products

• Sharing positive experiences with Vietnamese products

• Educating others about the value of authentic local brands

• Choosing corporate gifts that showcase Vietnamese heritage for business relationships

The Bottom Line:

Vietnam stands at the same pivotal moment Korea faced in 1988. With coordinated efforts from government, businesses, and consumers, "Made in Vietnam" is positioned to become a globally trusted and admired label. This transformation represents not just an economic opportunity, but a chance to build national pride through authentic Vietnamese innovation and craftsmanship.

Ready to support authentic Vietnamese brands?

Explore CHUS's curated collection of verified local products and join Vietnam's authentic brand revolution. From authentic ceramics to sustainable local brands, discover the quality and cultural richness of genuine Vietnamese craftsmanship.

Sources: This analysis draws from recent reports by Reuters, Bloomberg, and Olympic historical documentation on Korea's transformation. For more insights about Vietnamese brand development and authentic local products, visit CHUS.vn.