เวียดนาม
ระยะที่ 1 ขยาย — เปิดดำเนินการแล้ว
เวียดนามเป็นตลาด Phase 1 Extended ของ TNGAP รองรับการเข้าตลาดผ่าน Shopee VN, Lazada VN และช่องทาง D2C
Four compliance layers — Trading License is the critical path.
VAT / Tax
Vietnam's VAT rate is 10% standard (reduced to 8% for certain categories until end of 2024, reverted to 10% for most goods in 2025). The Q2 2026 VAT reform reclassified processed food (previously 5%, now 8%) and consumer electronics (previously 10%, now 12% for imported electronics). Japanese food brands should verify HS code classifications before pricing models are set — a 3% VAT reclassification on a VND 500,000 product is a VND 15,000 per-unit cost shift. TNGAP's customs coordinators conduct HS code VAT verification as part of the onboarding process.
Customs / DPI
Vietnam's General Department of Vietnam Customs (GDVC) administers import duties. The Ministry of Planning and Investment (MPI/DPI) oversees foreign investment and trading entity registration. Import duty rates for Japanese goods under ASEAN FTA (ATIGA) are 0-5% for most categories. For non-ATIGA goods or categories outside ASEAN FTA coverage, MFN rates apply (0-30%). TNGAP's local partner coordinates with licensed Vietnamese customs brokers for import declaration filing. Customs clearance timelines: 2-5 business days for standard consumer goods; 5-10 business days for regulated categories (food, cosmetics).
Trading License / E-Commerce Decree
The Trading License (Giấy phép kinh doanh nhập khẩu phân phối) is issued by MOIT and is mandatory for foreign entities wishing to conduct import and distribution activities in Vietnam. Applications require: company registration documents (with Vietnamese-certified translation), business activity description matching MOIT approved categories, and registered Vietnamese address or local partner appointment. Review time: 45-50 business days (no express lane available). E-Commerce Decree 85/2021 additionally requires all foreign sellers on Vietnamese marketplaces to register on MOIT's e-commerce portal — this registration triggers Trading License verification. TNGAP initiates both applications simultaneously from Day 1 of engagement.
Decree 13/2023 — Personal Data
Vietnam's Personal Data Protection Decree (Decree 13/2023, effective July 2023) establishes data localization requirements for consumer data collected in Vietnam. For Japanese brands selling through Vietnamese marketplaces, the decree requires that personal data of Vietnamese consumers is stored in Vietnam or processed through MOIT-registered data processors. Platform compliance: Shopee VN and TikTok Shop VN are registered Vietnamese data processors — transaction data collected through these platforms is Decree 13/2023 compliant by default. For Japanese brands collecting data independently (email lists, CRM), Vietnamese data localization must be verified. TNGAP's compliance framework identifies data collection touchpoints and ensures Decree 13/2023 compliance at contract initiation.
Vietnam's three-channel market — TikTok first.
Shopee VN
Shopee VN holds 70%+ consumer e-commerce market share in Vietnam. Japanese beauty brands, supplements, and household goods perform well through Shopee VN's Shopee Mall (brand flagship program). IOR requirement: Shopee VN requires a Vietnamese-registered entity or appointed local partner with Trading License. TNGAP's local partner network provides this function. Shopee VN's Authentic Japanese Goods section (created 2024) has high traffic from Vietnamese consumers specifically seeking Japanese-origin products.
TikTok Shop VN
TikTok Shop VN is the fastest-growing marketplace in Vietnam — GMV grew 380% in 2024 and surpassed Lazada VN in total volume. For Japanese brands, TikTok Shop VN's creator ecosystem is uniquely valuable: Vietnamese TikTok creators specializing in Japanese brand reviews have audiences of 500K-5M followers. Product categories with strongest TikTok VN performance: Japanese cosmetics (skincare, sunscreen), premium food (matcha, wagyu beef, craft snacks), and lifestyle goods. TNGAP's Pro Plan includes TikTok Shop VN setup and Vietnamese creator partnership introduction.
Tiki
Tiki is Vietnam's domestic e-commerce platform with strongest positioning in books, electronics, and premium imported goods. TikiNow (same-day delivery in Ho Chi Minh City and Hanoi) gives Tiki a logistics advantage for premium Japanese products. Tiki's quality verification program for imported goods (Tiki Authentic) provides additional brand protection for Japanese brands concerned about counterfeit issues on larger platforms. TNGAP supports Tiki setup for Pro Plan clients.
Phase 1 Extended — Month 6-9. Trading License initiated Day 1.
Vietnam entry is the most preparation-intensive of TNGAP's Phase 1 markets — but the 45-day Trading License timeline is manageable with early initiation. Day 1 of Vietnam engagement: TNGAP initiates Trading License application through Vietnamese local partner (simultaneous with MOIT e-commerce portal registration). Week 6-10: Trading License approval received. Week 10-12: Shopee VN and TikTok Shop VN seller accounts activated. Week 12+: First Vietnam sales. Brands that begin Vietnam preparation at Month 3 (while Thailand entry is active) complete the Trading License timeline before Month 6 targets.
TikTok Shop VN live. 2.8M views on launch day.
Challenge
Hokkaido-based functional food company, 32 employees. Japanese collagen supplements with strong organic demand signals on Vietnamese social media — but no legal way to sell in Vietnam without a Trading License.
Result
Launch day TikTok VN campaign generated 2.8M views. Week 1 GMV: VND 280 million (approximately USD 11,000). Month 3 recurring monthly GMV: VND 840 million. All Decree 13/2023 data compliance maintained.
The 45-day wait felt long. But TNGAP started it on Day 1 — by the time we were ready for Vietnam, the license was already there.
International Sales Manager — Functional Food Company, 32 employees, Health & Wellnessสิ่งที่ TNGAP ดูแล
ใบอนุญาตเพื่อเปิดตลาด
เวียดนามต้องการการเตรียมการมากกว่าตลาด Phase 1 อื่นๆ TNGAP จัดการกระบวนการปฏิบัติตามกฎระเบียบก่อนเข้าตลาดทั้งหมด
การสนับสนุนการยื่นขอใบอนุญาตการค้า
การประสานงานพันธมิตรท้องถิ่น
การตรวจสอบรหัส HS กับ Customs Broker ในประเทศ
การตั้งค่า Shopee VN และ TikTok Shop VN
โครงสร้างการออกใบแจ้งหนี้ที่สอดคล้องกับ VAT
พื้นฐานการกำกับดูแล
- UEN
- 202548372K
- ที่อยู่
- 6 Raffles Quay, #11-07 John Hancock Tower, Singapore 048580
- กรรมการ
- Uruma Matsushita (Founder & CEO)
- พื้นฐานทางกฎหมาย
- การดำเนินงานเวียดนามผ่านฮับสิงคโปร์ — ประสานงานพันธมิตรท้องถิ่นสำหรับใบอนุญาตการค้า
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