Taiwanese technology brands widen their retail push in Vietnam’s $269 billion market
Thirteen Taiwanese brands presented technology, health and lifestyle products directly to consumers in Ho Chi Minh City. Their broader product mix signals an effort to capture demand beyond computers in Vietnam’s retail market, valued at about $269 billion in 2025.
Thirteen brands seek wider consumer reach
Taiwanese technology suppliers are expanding their consumer-facing presence in Vietnam, targeting a retail market valued at approximately $269 billion in 2025. The figure comes from the 2025 Vietnam Domestic Market Report published by the Ministry of Industry and Trade’s Agency for Domestic Market Surveillance and Development, according to CafeBiz.
Thirteen brands appeared at a Taiwan Excellence event held in a Ho Chi Minh City shopping center on September 26-27. The participants included established computer and electronics names ASUS, MSI, Silicon Power and Transcend, alongside companies selling products connected with data storage, air treatment, clean water, sport and active lifestyles. The choice of venue placed the companies directly in front of retail consumers rather than the specialist audience typically reached through an industry technology exhibition.
Product range extends beyond computers
The participating companies were divided into four groups covering technology, creativity, health and lifestyle solutions. Datotek, MSI, ASUS, Maktar, Silicon Power and Transcend formed the technology and creativity group. Acerpure, DEMAI and SAEKO presented products or solutions related to air, clean water, sport and physical activity. ATUNAS, Mbran Filtra, KSS and Johnson Fitness focused on resource use, exercise and lifestyle applications.
The range illustrates how Taiwanese suppliers are attempting to build recognition beyond the computer segment where brands such as ASUS and MSI already have an established profile. Storage products remain part of the offer, but air purification, water filtration and fitness equipment place the campaign in several consumer categories with different distribution requirements. That may require partnerships with appliance retailers, sports-equipment sellers and general shopping-center operators, rather than relying solely on computer and electronics channels.
Direct experience supports brand building
The event space was organized into four areas where visitors could interact with and test products. Taiwan Excellence said its objective was to introduce more Vietnamese consumers to the participating brands while demonstrating Taiwan’s capabilities in technology innovation and product design. Han Kuo-Yao, head of the Taipei Economic and Cultural Office in Ho Chi Minh City, said he expected more Vietnamese consumers to become familiar with Taiwan Excellence and Taiwan’s strengths in those fields.
For manufacturers, the format provides a way to observe consumer responses across several product categories in one location. For Vietnamese distributors and retailers, the presence of 13 brands creates opportunities to assess products that could supplement established computer ranges or enter less consolidated categories such as air and water treatment. The event does not by itself establish sales volumes, distribution agreements or market share. It does, however, show that Taiwanese suppliers are seeking more direct contact with Vietnamese buyers and a broader position in a large national retail market.