UEF and JCI Collaborate to Help Vietnamese Businesses Build Global Brand Identity

On August 23, JCI Wonder Woman, in collaboration with the Faculty of Economics UEF, hosted the program “From Local to Global – Positioning Vietnamese Brands on the World Map”. With the participation of more than 60 export-oriented businesses, the event provided a dynamic platform for knowledge sharing, in-depth discussion, and potential collaboration opportunities within the business community.

The event featured notable speakers including Dr. Nhan Cam Tri - Vice President of UEF, Mr. Nguyen Thanh Hien (Henry Nguyen) - Founder & CEO of Chilica - Fresh Chili Sauce, Ms. Hoang Nhu Yen - Founder & CEO of Simgolf VN, President of JCI Wonder Woman 2025, Mr. Benjamin Emmanuel Lee - Founder & CEO of Sealed Network, President of JCI City Singapore 2025, Ms. My Nguyen - Senior Account Manager, Amazon Global Selling Vietnam.

UEF representatives included Dr. Majo George, Dean of Faculty of Economics; Dr. Tang My Ha, Vice Dean; and Ms. Nguyen Le Dong Xuan, Vice Dean. From JCI Vietnam, attendees included Senator Tran Bang Viet, President of JCI Vietnam 2016; Mr. Tran Phuoc Dai, Legal Advisor of JCI Vietnam 2025; along with other distinguished business leaders.

The focus of the program was to provide a comprehensive understanding of the global integration journey of Vietnamese brands. In his opening presentation, Dr. Nhan Cam Tri analyzed the current landscape of Vietnam’s brand positioning in international markets, identifying both opportunities and challenges for businesses seeking to expand globally.

A highlight of the session was the inspiring story shared by Henry Nguyen, who turned a familiar agricultural product into a globally recognized brand. The success of Chilica exemplifies how a Vietnamese product can win international consumers’ trust through superior quality and innovative strategies.

To provide a more practical perspective, Ms. Hoang Nhu Yen presented export and branding strategies through the case of Simgolf VN. She emphasized the importance of developing sustainable strategies - from market research to personal brand building - to ensure long-term success.

Speakers discussed key issues and solutions for elevating Vietnamese brands to the global stage

In the context of booming e-commerce, the program also delivered valuable insights into leveraging online platforms for business growth. Mr. Benjamin Emmanuel Lee shared perspectives in Singapore as a strategic gateway for Vietnamese brands to access global markets, particularly for startups.

Meanwhile, Ms. My Nguyen provided detailed guidance on building authentic brand stores and achieving sustainable brand development on major e-commerce platforms, using practical examples from Amazon.

The “From Local to Global” program concluded with meaningful takeaways for participating businesses. Beyond its practical insights, the event fostered a vibrant environment for connection, collaboration, and experience sharing among like-minded entrepreneurs - reinforcing the spirit of partnership and innovation between UEF and JCI.