Vietnam: the new frontier of wine in Asia for buyers

In the Asian wine landscape, often dominated by mature markets such as China and Japan, a dynamic and still-developing reality is emerging with growing interest: Vietnam. A young market, yet rapidly evolving, Vietnam represents one of the most vibrant economies in Southeast Asia, with an expanding middle class and an increasing appetite for premium products. In this context, wine is not yet an everyday consumer good, but it is gaining ground as a symbol of status, culture, and refinement.

Vietnamese consumers, particularly in major cities such as Ho Chi Minh City and Hanoi, are developing a growing curiosity for the world of wine, driven by the rise in international tourism, the spread of mid- to high-end dining, and the increase in wine bars and luxury hotels.

For Freschi&Bufano, this translates into concrete opportunities. Of course, entering the Vietnamese market is not without challenges, such as still-high duties and taxation, bureaucratic complexities in import processes, and a distribution system that remains fragmented and requires a strong strategic presence on the ground.

At present, Vietnam is not yet a high-volume market, but it is a perfect laboratory for those aiming to build long-term value. For Freschi&Bufano, Vietnam represents a destination aligned with its vision: helping Italian companies export not only wine, but culture.

Looking at Vietnam today means investing in the future of wine in Asia—a young, curious, and transforming market where those who arrive first, with expertise and a clear identity, can truly make a difference.