A Guide to the Important Business Cultures in Vietnam

Importing from Vietnam is a very feasible option for traders. Though, owing to the vast difference in cultures between the West and the distant Asian country, some bureaucratic difficulties are common. With a fair amount of knowledge of the local business practices, importers can make sourcing from Vietnam, as smooth as it is with a familiar destination.

A sense of duty, loyalty and respect for seniority is closely associated with the Vietnamese culture. A direct contradiction with your business partner should be avoided as far as possible. ‘Familiarity’ is important. Usually, a new partner is introduced through an existing contact or an official channel. Your Vietnamese counterpart will make sure he knows you well before getting down to business. Visible discontentment won’t help. Hugging is not appropriate in business context — limit it to just handshakes.

It would be a very good gesture to have your business card printed in both Vietnamese and English. Present them with the Vietnamese side facing up, while receive cards with both hands. Gift giving is another good gesture. Small, inexpensive gifts, or those with your company’s logo, or those exclusive to your native place would be perfect. It is an existing practice to send cards and gifts to business associates on ‘Tet’ (Vietnamese Lunar New Year).

Though it is likely that some English will be known, an interpreter will be invaluable. However, maintain eye contact with your business partner during interactions.

A dinner or drinks together is a handy networking tool, but avoid too much humor, as it may cause some misunderstanding. It is not common to address a person by his full name. In business as well as private contexts, just the first name shall be fine; and do not be put off if you are asked about your age — Vietnamese need that information for proper addressing of personal pronouns.

A legal team is very much a part of a Vietnamese businessman’s think tank. Though a lawyer may not be present at the ‘semi-formal dinner’, it is unlikely that any conclusion will be arrived at, without his expert opinion. So do not expect upfront decisions.

Lastly, the thing that will be required in abundance in the process of importing goods from Vietnam is ‘patience’. While the Vietnamese value continued relationship, the company websites are seldom up-to-date. The more you follow up with mails and phone calls, the better it is.q