Vietnam's Biggest Franchise Show Opens in Ho Chi Minh City With Nearly 100 Exhibitors and a Korean F&B Wave

The Vietnam International Franchise Show (VIFS) 2026, also marketed as VietFranchise 2026, opened on October 29 at the Saigon Exhibition and Convention Center (SECC) in Ho Chi Minh City and ran through October 31, drawing close to 100 participating businesses, according to Vietnamese business outlet VnBusiness. The show was organized by COEX Vina and the Vietnam Franchise & Licensing Network (VFLN), and was held alongside Coffee Expo Vietnam.

Exhibits spanned the categories typical of the event: food and beverage, beauty and healthcare, fashion and apparel, retail and wholesale, startup models, and education and training, according to show materials.

A notable share of the floor was Korean. VnBusiness reported that ten Korean businesses and organizations took fifteen booths, and Vietnamese newspaper Tien Phong reported separately that eight of those were F&B brands attending specifically to recruit Vietnamese partners willing to take on master-franchise rights for their concepts in the country.

The Korean F&B contingent's presence reflects the continued growth of Vietnam's foreign-franchise base: Vietnam had roughly 330 officially registered foreign franchise brands by the end of 2024, close to three times the count a decade earlier, with food and beverage accounting for about 45% of that total, per a 2026 market review by Japanese advisory firm B&Company.