Consulting
For those who require expert insight, advice or guidance on Vietnam’s F&B market or launching/growing their F&B business. My areas of competency and knowledge:
Chef and F&B concepts
I help to source chefs and F&B concepts for new projects (hotels, restaurants, retail etc.), events and industry immersion
Restaurant marketing and PR
More information here
Vietnam’s Fast-Growing Dining Scene
I offer and help to source industry experts to provide market insight and industry-specific knowledge that spans:
LEGAL
Company registration and set-up
Intellectual property rights and protection and steps to safeguard intellectual property
Regulatory and legal requirements for importing into Vietnam including - labelling, tariffs, trade barriers and documentation
GO-TO-MARKET
Market sizing (TAM, SAM, SOM)
Market demographics and characteristics
Market trends and dynamics
Key competitors in the market - unique selling points, SWOT
Current market pricing
Successful go-to-market strategies (marketing, sales and channels)
Popular flavours and concepts (category specific)
Cultural norms, business etiquette and language insights
Popular distribution channels
Popular marketing and social media channels
Potential partners and collaborators in the market (introductions incur a referral fee)
Local and international companies I’ve worked with:
Who is this for?
This service is for brands who have specific questions or needs for a category, topic, product or campaign that need to be fulfilled or answered quickly by F&B industry experts.
Market research companies
Marketing and branding agencies
Hotel chains
Retail operators
Real estate developers
Media companies
International F&B brands entering the market
FMCG
Restaurants
Tech
Tourism boards
Frequently Asked Questions
If you have additional questions, feel free to email me at joveleugeniachan@gmail.com
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To empower F&B businesses with the market insight and knowledge for them to succeed in Vietnam
This is done in conjunction with industry experts in Vietnam and third-party market research companies (where necessary).
What’s on offer
- Hourly consulting calls
- Workshops and training
- Bespoke projects -
My core expertise lies in:
- marketing
- communications (content/storytelling)
- franchising -
Jovel has been in the F&B industry since 2015 and has helmed roles such as Head of F&B Marketing (Retail) at AirAsia in Malaysia, Ebb&Flow in Singapore and Jones the Grocer in the Middle East.
She has been living in Vietnam since December 2020 and tracking the dining scene. Her past clients include Singapore Tourism Board, Kantar Market Research, Golden Gate Group, amongst other leading F&B brands
About Jovel | LinkedIn -
Localisation is key to the success of F&B in Vietnam - a country notorious for the ‘failure’ of many international brands
Having on the ground experts who understand the market to help navigate these cultural nuances, localise as well as adapt products are crucial. -
Opinion-driven advice based on my experience, understanding of the market and speaking with F&B leaders on the ground
If third-party involvement is required, I will also disclose this beforehand. -
I’ve worked with local restaurants in Vietnam to launch new outlets in Saigon.
For FMCG, I’ve helped international FMCG brands to revamp their content strategy as part of their GTM strategy in Vietnam. -
For hourly consultation, I charge between 150 usd (less than 5 hours).
For longer-term projects as well as custom ones that require third party involvement, please get in touch for a quote (joveleugeniachan@gmail.com)
What people say
Joshua Rene Jeyaraj - Business Strategist, Singapore
“Jovel was an immense help in advising me on the Vietnamese food market, what I should consider if I wanted to set up operations there and how to shape my product and business to capitalise on trends there. She had great insights from a brand-building perspective and I was impressed by the amount of detail in her analysis minutes into our conversation.
This was especially the case when she dived into different demographics and regions in Vietnam. Most importantly, she was very candid about the suitability of the product for different market segments.”
Vietnam food trends by key industry leaders
Next steps
Jump on a free 30-minute call (schedule in the Calendly on the right)
After, we move forward at 150 USD an hour (Jovel only)
For longer-term projects (more than 5 hours), a negotiated rate can be discussed
For projects that require a third party (market research or other industry experts), please get in touch directly
Payments can be made via bank transfer (Vietnam and Singapore) or PayPal (overseas)
VAT invoices can be issued for Vietnam-based companies
In response to recent government measures, a global consumer shift towards sustainable packaging, an increasing number of F&B retail players and restaurants in Vietnam are adopting more sustainable and eco-conscious efforts. Here’s a list of F&B players leading the way and making our industry greener by the day.