Which Country First?

5 lessons · 3 knowledge checks · First-Market Scorecard

What's inside

1. 1Why This Is Your Most Important Decision6 min

   Among all the strategic questions Vietnamese founders ask on their go-global journey, this one is asked most: "Which country should I enter first?" Not because it's the hardest — but because the wrong answer costs 18 mon…

2. 2ASEAN Is Not One Market — 11 Countries, 11 Legal Systems7 min

   There is no "ASEAN market." There are 11 countries with 11 legal systems, 11 competitive landscapes, and 11 completely different consumer behaviours. A strategy that works in Singapore can be a complete disaster in Indon…

3. 3The 7 Factors in the First-Market Scorecard7 min

   Instead of choosing a market by gut feel, use these 7 factors for systematic evaluation. Each market is scored 0–10 for each factor, then weighted according to your category and capital.

4. 4The 7 Markets — Concrete Trade-Offs7 min

   Here is an honest assessment of the 7 markets Vietnamese brands most commonly target — not based on each country's own marketing materials, but on the real trade-offs Vietnamese founders encounter on the ground.

5. 5The Pilot-Pair Rule + First-Market Scorecard7 min

   Once you have a ranked list of markets, the next step is not "pick 1 and go all-in." It's to select a pair — one core market and one trial market.