Nguyen Nhat Quynh Nhi
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As a Trade Promotion Specialist at KOTRA, I support Vietnam’s transformation by facilitating partnerships with Korean businesses in sectors such as public health and smart agriculture. Many Korean businesses struggle to navigate Vietnam’s dynamic market, and many Vietnamese partners lack access to the latest global technologies. My work helps close that gap. I’ve contributed to projects like EGGTEC’s smart egg processing solutions for local farms and AONE Medical’s provision of electric hospital beds to public facilities. By bridging cultural and business gaps, I promote inclusive growth and long-term impact in Vietnam’s key development sectors.
Cultivate patience, embrace adaptability, and focus on co-creating value rather than imposing one-sided solutions. Sustainable partnerships are built on mutual understanding.
My work has created both strategic and tangible impact, supporting Korean companies in adapting to Vietnam’s unique market conditions while advancing sustainable development locally. For example, through KOTRA Ho Chi Minh, I initiated and facilitated the market entry of A-ONE Medical’s electric hospital beds into Vietnam. I stood by the company throughout their market research process, identified and engaged with potential buyers, clarified the differences between Vietnam’s public procurement (tender) systems, and provided ongoing updates on market changes and regulatory shifts.
By leveraging platforms like K-MED 2024 and Vietnam Medipharm Expo 2025, we successfully facilitated their product entry into hospitals like Can Tho Southern General Hospital and Hue University Hospital, with ongoing discussions with Thu Duc General Hospital. Beyond short-term success, this partnership showcases how government-led trade promotion can drive healthcare innovation and sustainable public-private collaboration. I also assist companies like EGGTEC (egg grading machine), MEDIOGEN () and COSTEL (EV chargers) to enter the market with sustainable solutions. Beyond individual projects, these efforts contribute to long-term shifts in how Vietnamese industries modernize and engage with global technology.
A significant challenge in my role has been navigating the complexities of disparate regulatory systems and distinct business cultures between Korea and Vietnam. This is especially evident when working with senior Korean CEOs, many of whom have decades of global trade experience. As a young Vietnamese professional, I often find myself bridging not only language gaps but also differences in mindset, hierarchy, and pace.
A clear example is EGGTEC, a Korean egg-processing equipment company that has been in Vietnam for over 10 years. Despite their advanced technology, they face difficulties due to Vietnam’s still largely manual agricultural sector, limited budgets, and slower speed of modernization. Closing this gap requires more than just product promotion. It demands trust, a localized strategy, and long-term commitment. Overcoming these obstacles has required meticulous market research, a deep understanding of import/export regulations, and strong interpersonal skills to build mutual confidence.