The "ASEAN Forum 2025: 50 Years + $50 Billion", hosted by the ASEAN-New Zealand Business Council (ANZBC), took place on 28/8 at the ANZ Centre in Auckland, New Zealand. This year's event marked the 50th anniversary of the New Zealand-ASEAN dialogue relationship, aiming to increase two-way trade to $50 billion USD. New Zealand Minister of Trade and Investment Todd McClay, government representatives, association members, and nearly 140 multinational companies attended.

The ASEAN Forum 2025 served as a strategic bridge for New Zealand businesses seeking growth opportunities. It allowed companies to discuss trends, identify challenges, and explore collaboration within one of the world's fastest-growing regions. Minister McClay emphasized the importance of the partnership, highlighting the complementary strengths of ASEAN and New Zealand in food, manufacturing, education, and technology.

Minister of Trade and Investment Todd McClay speaks at the forum. Photo: Care For Viet Nam

Minister of Trade and Investment Todd McClay speaks at the forum. Photo: Care For Viet Nam

Representing Care For Viet Nam (CFVN), Pham Son Tung, Vice President of CF Holdings and Senior Advisor to CFVN's Executive Board, participated in the forum. This was CFVN's first time at the international event.

Tung discussed Vietnam's nutrition industry potential, highlighting three key factors contributing to CFVN's success: high-quality, science-based products developed in collaboration with New Zealand experts and partners; a smart direct sales model providing health solutions and business opportunities; and the "We Are One" company culture fostering a connected ecosystem of shared growth and prosperity.

With over 12 years in the Vietnamese market, CFVN is a leading multi-level marketing (MLM) company. The company partners directly with New Zealand suppliers to bring high-quality products to Vietnam. In 2022, CFVN achieved $181 million USD in revenue, solidifying its top position among direct sales companies in Vietnam.

Tung explained that while quality is essential for entering the Vietnamese or Asian market, understanding the local market is crucial. "Each ASEAN nation has its own unique culture, language, and consumer behavior. Therefore, investing in market research and product localization is key to differentiating and connecting with consumers," he stated.

Pham Son Tung, Vice President of CF Holdings and Senior Advisor to Care For Viet Nam's (CFVN) Executive Board, at the ASEAN Forum 2025. Photo: Care For Viet Nam

Pham Son Tung, Vice President of CF Holdings and Senior Advisor to Care For Viet Nam's (CFVN) Executive Board, at the ASEAN Forum 2025. Photo: Care For Viet Nam

He encouraged New Zealand businesses to leverage their national image. While New Zealand is known for its beautiful landscapes and high-quality products, many Vietnamese consumers remain unaware of them. "Tell the story of New Zealand so Vietnamese consumers not only appreciate the products but also understand and value the country's essence," he said.

CFVN's products address health needs and align with Vietnamese consumer habits thanks to the company's understanding of the local market. 2023 marked a turning point with a comprehensive restructuring to enhance internal capabilities. From partnering with Carefore Global New Zealand (CFG) to source quality ingredients and utilize advanced manufacturing facilities, to investing in research and development (R&D), CFVN prioritizes quality control from the source to create a sustainable competitive advantage.

This strategy reflects over a decade of understanding Vietnamese consumers' needs, from physical condition and lifestyle to health improvement desires. CFVN innovates formulas and integrates advanced nutritional technology to create internationally recognized products from New Zealand optimized for Vietnamese consumers. Carefully selected ingredients from reputable partners and collaboration with leading New Zealand manufacturers ensure the quality of this value chain.

Introducing new nutritional solutions from New Zealand to Vietnam not only provides consumers with access to top-quality products but also establishes a sustainable business partner community, promoting a healthy lifestyle.

Pham Son Tung with other speakers at the forum. Photo: Care For Viet Nam

Pham Son Tung with other speakers at the forum. Photo: Care For Viet Nam

Nga Blanchard, a member of the ANZBC Executive Board, noted that CFVN's insights not only highlighted Vietnam's growth potential, particularly in nutrition, but also offered practical perspectives for New Zealand businesses seeking to enter the market. "CFVN's analysis identified bottlenecks in the collaboration process, helping both sides develop more effective and sustainable strategies," she said.

Care For Viet Nam (CFVN) provides New Zealand-sourced healthcare products, aiming to share knowledge and quality proactive care solutions with Vietnamese consumers. CFVN seeks innovative ways to offer accessible products and is committed to building a healthy community through sustainable development, benefiting both partners and customers.

(Source: Care For Viet Nam)