World Franchise Associates×Go Global Holdings
Start free
Quarterly · Inaugural edition · Q3 2026

Vietnam Franchise Export Report.

The quarterly public record of Vietnamese franchising going global — registrations, deals, destinations and fee benchmarks. Every figure carries its source; nothing is estimated without saying so.

Published July 2026 · Data as of Q2 2026
Headline numbers

The state of Vietnam's franchise exports.

No official tally

of Vietnamese brands franchising abroad — outbound MOIT registration ended in 2011; the last MOIT figure was 7 brands (2016)

Source: MOIT; Dân trí (2016)
331

foreign franchise brands registered in Vietnam — the inbound benchmark outbound must catch

Source: MOIT, Mar 2025
$1.36B+

Vietnam outbound investment in 2025, up ~90% year-on-year

Source: Vietnam.vn government portal
$465B

projected Southeast Asia foodservice market by 2031 (from $223.8B in 2025)

Source: Mordor Intelligence (directional)
The moves

Publicly reported this cycle.

Deals and milestones reported by state media and official portals — the outbound wave in plain sight.

Three O’Clock2026

First 5 franchise stores in India via FranGlobal; deal includes rights for Nepal, Sri Lanka and Bangladesh.

Source: Việt Nam News ↗
Phúc Tea / HappiTea2025–2026

Franchise presence established in the Philippines; expansion under way toward India, the UAE, Saudi Arabia, Kuwait and Qatar.

Source: Việt Nam News ↗
Destinations

Where Vietnamese brands are heading.

01

India & South Asia

Master-deal momentum (Three O'Clock via FranGlobal covering India, Nepal, Sri Lanka, Bangladesh); large young consumer base.

02

Gulf states

HappiTea's push into the UAE, Saudi Arabia, Kuwait and Qatar; strong appetite for Asian F&B concepts; halal certification is the entry ticket.

03

Southeast Asia

Philippines as the proven first stop (HappiTea); ASEAN proximity, familiar consumer habits and the region's 12.98% foodservice CAGR.

04

Northeast Asia

Cộng Cà Phê's Korea-led international footprint (~20 stores) shows Vietnamese identity travels; Trung Nguyên's Shanghai flagship anchors China.

05

North America

Trung Nguyên's US entry plus the large Vietnamese diaspora — a culturally fluent, capital-holding master-franchisee pool.

Fee benchmarks

What international F&B rights actually cost.

From WFA's international F&B benchmark (200+ brands, 25 years of deal data; January 2026 edition). International master/area-developer royalties typically run 3–6%; per-outlet fees by category:

Themed / gastro-gaming / fine dining

USD 50–80K+ per outlet · 4–6% royalty

Quick casual / QSR

USD 20–50K per outlet · 4–6% royalty

Beverages / grab-and-go / low-cost

USD 5–30K per outlet · 3–6% royalty

Advertising funds are typically separate; two-tier structures often price company-owned vs sub-franchised outlets differently.

Outlook

2026–2027: the strong-growth window.

Franchise experts quoted in state media expect 2026–2027 to bring “strong growth” of Vietnamese brands in global markets, on the back of 2025's near-doubling of outbound investment. The infrastructure gap — readiness standards, verified dossiers, structured rights markets — is exactly what this hub exists to close.

Methodology

How this report is built.

Compiled by the Go Global Franchise Hub team from official registries (MOIT), government portals, state media and named industry research. Figures are quoted as published by their sources; vendor market forecasts are labelled directional. Vietnam's inbound MOIT registry is re-checked each edition; outbound has no official registry since 2011, so it is shown as a data gap. Corrections: phi@nguyenphivan.com.

Sources cited in this edition

Get the next edition first.

The report ships quarterly with the hub newsletter — and GO GLOBAL 100 nominees are profiled in it.

Next edition: Q4 2026.