Monkey Sees Monkey Will Do

Unlike many other shopping destinations, Vietnam in 2025 continues to be a hub for imitations and knock-offs. For some, this is an appealing aspect of the country, while others see it as a significant drawback. Many locals even express disappointment over the growing prevalence of counterfeits.

With minimal expenditure, shoppers in Vietnam can find a vast array of products. Supported by a low-cost labor force, flourishing trade, and its role as a manufacturing powerhouse, the country maintains steady access to a variety of goods. It's truly a shopper's paradise in terms of quantity, yet the quality and origins of many items remain questionable.

Numerous Western brands, including Nike, Apple, and Starbucks, continue to face imitation and trademark infringements across Asia. The influx of Chinese-made products, coupled with counterfeits from other countries, perpetuates the difficulty for unique Vietnamese goods, which are already sparse. Product quality is often subpar, regulations inadequately enforced, and many consumers prioritize low prices over quality or authenticity. While this situation may be convenient for consumers, it presents ongoing challenges for the Vietnamese government.

Vietnam remains eager for foreign direct investment and is incrementally imposing stricter regulations to attract investors while attempting to maintain public satisfaction. With a significant portion of the population living at or near poverty, balancing the need for foreign goods and protecting local consumers from "overpriced" products is a complex dilemma.

While the challenges extend to foreign investors, they are not the only ones affected. Local brands, such as Ben Tre’s famous coconut candies and Trung Nguyen, Vietnam's well-known coffee brand, have previously battled significant trademark losses in international markets. This situation underscores the stark reality of copyright infringement, as international law often favors those who are better prepared.

Famous coffee brand in Vietnam

If a brand owner does not secure their trademark before someone else does, the fight may be lost before it begins. With 95% of companies in Vietnam categorized as small or medium-sized enterprises, many entrepreneurs are too preoccupied with their daily operations to prioritize copyright issues. This creates a formidable challenge for local businesses, the government, and even the educational system geared towards corporate awareness.

As China gradually loses its status as the world’s lowest-wage mass producer, numerous international brands are relocating their operations to Vietnam. Consistent with other developing nations, Vietnam is quick to follow suit in imitation. The market is saturated with knock-off apparel and leather goods, and in certain instances, the quality rivals that of the originals.

However, a majority of these imitations still originate from China. The government has implemented measures to tackle this issue, yet results remain uncertain. The sheer volume of counterfeit goods complicates enforcement. Anti-smuggling units are overwhelmed, and rampant bribery undermines import regulations. A notable example includes a Vietnamese company replicating the design of the renowned Italian Piaggio Vespa scooter. Interestingly, the Vietnamese firm had successfully registered the design with local authorities, despite Piaggio holding the global design rights.

Ultimately, the case concluded in favor of Piaggio, demonstrating that the Vietnamese marketplace can sometimes work against local businesses for controversial reasons. As long as the government struggles with issues of this nature, it is likely that the marketplace will continue along its current trajectory. For both local and foreign consumers, there are no immediate changes anticipated in the way people shop in Vietnam. Buyers are encouraged to be cautious regarding their purchases, recognizing that their choices can influence the system as a whole.