ASIA R&D Connect Forum 2026: Building and Protecting Vietnamese Brands in Global Economic Integration

28 Jul, 2026

On the afternoon of July 22, 2026, the ASIA R&D CONNECT 2026 Forum took place at the University of Economics Ho Chi Minh City (UEH) under the theme "Building and Protecting Vietnamese Brands in Global Economic Integration". The event served as a strategic dialogue space, helping businesses find solutions to the challenge of positioning intangible assets amidst constantly shifting global supply chains.

The event was co-organised by the Ho Chi Minh City Department of Industry and Trade, the Ho Chi Minh City Department of Science and Technology and UEH, drawing the participation of policymakers, academics, representatives of research institutes and the business community. This convergence affirms the urgency of building an ecosystem that closely links "Government - University - Enterprise".

Mr. Lê Văn Danh - Deputy Director of the Ho Chi Minh City Department of Industry and Trade emphasises the State’s accompanying role in creating an innovation ecosystem

Innovation as the foundation for moving from "Made in Vietnam" to "Trusted by the World"

Delivering the keynote remarks at the Forum, Assoc. Prof. Dr. Bùi Quang Hùng, President of UEH, and Mr. Lê Văn Danh, Deputy Director of the Ho Chi Minh City Department of Industry and Trade, both emphasised that a brand has become a core strategic asset. In the era of the Fourth Industrial Revolution, the survival and global reach of a brand are directly proportional to an organisation’s Research & Development (R&D) and innovation capabilities.

Assoc. Prof. Dr. Bùi Quang Hùng - President of UEH affirms the close relationship between R&D capability and brand strength.

The modern concept of a brand has moved beyond the limits of traditional marketing tools. Presenting at the Plenary Session, Mr. Nguyễn Quốc Uy, Vice President of the Asian SME Business Federation in Vietnam, offered a perspective combining academic insight with deep practical experience: a brand must be defined as a "Trust Asset". Shifting the positioning from "Made in Vietnam" to "Trusted by the World" requires businesses to make their processes transparent, comply with international standards and continuously accumulate value through R&D as well as intellectual property (IP) management.

Digital transformation and ESG in the private sector

Going deeper into the micro-level context in Parallel Session 1, experts analysed the importance of quantifying and digitalising brand management processes. Ms. Nguyễn Thị Huyền Trang (IPTC Centre - Vietnam National University Ho Chi Minh City) warned against separating digital transformation from IP management. In the digital economy, every idea and product can easily be copied; businesses therefore need a strategy for protecting intangible assets that runs from the earliest stages of R&D through to commercialisation on digital platforms.

At the same time, sustainable development is no longer an optional matter of form. Through the practical lens of AgriS, Ms. Trần Quế Trang affirmed that Environmental, Social and Governance (ESG) standards are the essential "passport" for entering demanding markets. The application of the circular economy and the reduction of carbon emissions are redefining the structure of competition, in which businesses that pioneer ESG practices will hold the upper hand in the global value chain.

Local economies: Destination management and IP protection under new-generation FTAs

Alongside the private sector, Parallel Session 2 extended the analytical framework to models of place branding and distinctive local products. From an academic perspective, Dr. Nguyễn Thị Kiều Chi (UEH) proposed a shift in destination brand management: from traditional promotion to a model centred on the "visitor experience", making full use of digital data to build brand awareness. Alongside this, Dr. Thái Đàm Huy Trung (UEH.ISB) introduced an integrated theoretical framework for standardising the cultural narrative of OCOP products, turning identity-based values into competitive advantages grounded in research.

Dr. Nguyễn Thị Kiều Chi presents a picture of destination brand management based on digital data

Dr. Thái Đàm Huy Trung presents a brand storytelling design matrix, creating sustainable added value for local products

In particular, within the framework of new-generation Free Trade Agreements (FTAs), the protection of IP has become more important than ever. Mr. Phan Vũ Tuấn’s analysis made clear that a lack of legal capacity can cause Vietnamese businesses heavy losses both on "home ground" and in export markets, requiring them to proactively establish ownership rights and comply with established international legal rules.

The Forum opens up a new step forward in close cooperation among management agencies, institutes and universities, and the business community.

The ASIA R&D CONNECT 2026 Forum did not stop at discussion sessions but also opened up practical directions for action. The Ho Chi Minh City Department of Industry and Trade and Department of Science and Technology reaffirmed their commitment to continuously creating an enabling legal environment, promoting technology transfer and providing resource support. Through the convergence of knowledge from institutes and universities such as UEH, Vietnamese brands are expected to increase their intellectual content, reach confidently further afield and take deep, lasting root in the global economy.

News, photos: UEH.ISB Talent School