Vietnam livestock sector shifts focus to branding and value

Examples from abroad, such as Japan’s Kobe beef and Korea’s Hanwoo beef, show how branding based on genetics, production standards, and quality can elevate products beyond volume. Vietnam has opportunities in specialty items like H’Mong cattle, Hương Sơn deer, bird’s nests, and honey, alongside mainstream pork, poultry, and dairy.

Building stronger industry ecosystems

Turning potential into export brands requires more than marketing. Experts highlight the need for coordinated ecosystems covering breeding, production zones, standards, processing, traceability, logistics, and trade promotion. Improved industry databases will help forecast supply and demand more accurately, aligning production with market needs.

Companies are urged to treat brands as long‑term assets rather than short‑term sales tools. At the same time, Vietnam must reduce dependence on imported feed ingredients and breeding stock, while addressing environmental pressures and biosecurity risks caused by uneven geographic distribution and fragmented slaughtering systems.

Technology and sustainability as pillars

Restructuring efforts will rely heavily on science and technology. Genome‑based breeding, digitized industry databases, and identification codes for production facilities are among the measures proposed. Increasing domestic feed production and strengthening supply chain links will also be critical.

Sustainable development, according to Mr Duong, should rest on four pillars: economic efficiency, environmental protection, social considerations, and animal health and welfare. Coordination among regulators, businesses, scientists, and farmers will be essential to achieve these goals.

Export ambitions for 2030

Vietnam’s Ministry of Agriculture and Environment has set a target of USD 1.5 billion in annual livestock exports by 2030. In the first eight months of 2026, exports were estimated at USD 511.9 million, up 30% year‑on‑year.

This growth underscores the potential of Vietnam’s livestock industry to become a global player, provided it can successfully transition from volume‑driven expansion to value‑driven branding and marketing.