Over 100 business leaders gathered in HCMC on July 17 for a brand franchising seminar, organized by the 2030 Business Club under the Saigon Times Club. The event was not just about expanding business models; it was about the concept of “exporting intellectual property ” and turning Vietnamese brands into valuable international assets. When intelligence becomes a commodity Nguyen Phi Van, a senior advisor for the Innovative Startup Ecosystem Support Project, painted a vivid picture of how Vietnamese businesses are “exporting intellectual property.” “Just last night at 11:23 p.m., I wrapped up an exclusive franchising deal with a partner in Jakarta, Indonesia, for a Vietnamese coffee brand. Not a single ingredient or piece of machinery has even left the country, but the partner wired VND2 billion right away,” she said. Van explained that the partner was not buying physical products. Instead, they were paying to own a standardized business model, encompassing everything from the brand and recipes to operational procedures. In essence, they were buying carefully “packaged” intellectual property. This idea of exporting intellectual property—rather than just raw materials—is opening up a whole new path for Vietnamese products to shine on the international stage. It is not about shipping goods […]
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