We take products from factories in Asia and Europe and build the route to the shelf, the café and the production line — in Vietnam, Cambodia and Laos.
Rollout logic: multi-city, every channel — the market where a portfolio is built and proven.
126 million people across three markets that are opening at different speeds. Vietnam has scale and supply depth, Cambodia is import-driven and consolidating fast, Laos moves on cross-border trade. The same product needs a different route in each.
Modern trade share of retail, 2025 estimate
Cambodia is moving from roughly 5% to 10% as chains expand out of Phnom Penh. Vietnam is on a similar path from 15% toward 25% over five years.
Share of FMCG volume by channel — directional
Roughly 1.4 million traditional grocery outlets, against a modern-trade network of a few thousand stores. A listing in modern trade exposes demand; general trade is where volume repeats.
Vietnam foodservice market, US$bn — projected at the reported ~10.5% CAGR
Vietnam, latest available counts
This is why a single route rarely works. A product that sells in a minimart and a product that performs in a milk-tea shop are bought by different people, on different terms.
Sources: World Bank; IMF World Economic Outlook; EIU 2024; Vietnam General Statistics Office 2025; Mordor Intelligence 2025–26 (foodservice size and CAGR); Mibrand (coffee-shop count); Primelink internal market analysis 2024–26. Figures are directional and not audited.
A first container is not a market. What decides whether a product stays is what happens after it lands — whether the shop reorders, whether the café keeps using it, whether the wholesaler puts it back on the truck.
Most entries into Vietnam and Cambodia do not collapse. They go quiet: listed, available, occasionally tried, never repeated.
Listing ≠ sales
Shelf space is rented, not earned. Shoppers still have to choose the product, and then come back for it. A chain listing tells you demand exists; it does not create it.
Distributor ≠ demand
Distributors push what rotates. Their decisions are about cash flow, inventory and opportunity cost, not enthusiasm. A new item with no pull behind it loses to faster movers in the same van.
Exclusivity ≠ execution
A signed territory is not an active one. Rights without activity block the market for a year or more, and the brand owner usually finds out too late.
We are not a broker passing on an enquiry, and not a consultant handing over a report. We import, price, place and follow the product until it repeats.
Market intelligence, distributor and RTM work, brand development, marketing execution, logistics and procurement, and the planning that holds them together. A brand owner deals with one partner, not six suppliers.
Manufacturers in Indonesia, Malaysia, Korea, Poland and Vietnam looking for a market, not a one-off order.
Importer, distributor, wholesale, GT, MT, KA, F&B, industrial and e-commerce — chosen per product, never applied as a template.
Reorder and rotation first, then expansion into more accounts, regions and channels — and a second route before the first one becomes a dependency.
A creamer for households, a creamer for milk-tea shops and a creamer for an ice-cream factory are the same category and three different businesses. Pick a category to see how the route differs.
A café or a bakery does not buy a pack, it buys a result in the cup and in the oven. We put the product in front of the people who will use it, in the format they use, before asking anyone to list it.
Indonesia → Vietnam · one factory, three brands, three different first customers
Minimart entry with 380g and 500g packs, where offtake can be read store by store.
Selective F&B in 1kg — cafés, milk tea and bakery — proving the product works in application, not just on shelf.
General trade and broader F&B once acceptance is proven, plus industrial packs for ice-cream and dessert producers.
Korea → Vietnam & Cambodia · an imported snack entering an established category
Importer and distributor set-up, with the first listings placed where Korean products already sell.
Modern trade and key accounts plus online, where trial and repeat can be measured quickly.
General trade and F&B once rotation holds, then the same range extended into Cambodia.
Vietnam → Cambodia · a Vietnamese product moving outward
A Cambodian importer takes the first shipment into Phnom Penh.
Modern trade and key accounts in the capital, where price and pack are tested against Thai and local products.
Provincial general trade through the distributor network, across 25 provinces.
Vietnam → Cambodia · a staple sold on price, usage and availability
Importer and wholesaler placement, with pack sizes matched to how the product is used.
General trade, wet markets and F&B kitchens, where repeat purchase shows up fastest.
Modern trade listings once the product has a following, and adjacent markets after that.
Simplified route logic. Every sequence is adapted per account, territory and pack size.
Vietnam is both a destination market and a product origin. Cambodia extends what has been proven. Laos opens selectively, through distributors and cross-border trade.
All MT chains
Present in every modern-trade chain, with general-trade coverage reaching 25 provinces.
An import-driven market that takes both international brands and selected Vietnamese products.
Distributor-led and cross-border expansion, opened where demand has already been proven in a neighbouring market rather than on principle.
Modern trade is still around 5% of retail, so the route runs through wholesale and border trade.
We represent manufacturers bringing products into Indochina, and we take selected Vietnamese products outward into Cambodia and neighbouring markets. Each brand below links to the manufacturer behind it.
Sweetened condensed creamer for household and retail use.
Indonesia → VN · KH · LA Milk Barn↗Condensed creamer built for coffee, milk tea and bakery use.
Indonesia → VN · KH · LA Dairy Crown↗Value and industrial creamer, in pouch and bulk packs.
Indonesia → Vietnam Parkadia↗UHT full-cream milk from a Polish dairy.
Poland → VietnamKorean seaweed — snack packs and rice-roll sheets.
Korea → VN · KH Genkai↗Seaweed made in Vietnam — roasted, crispy, soup and rice-roll ranges.
Vietnam → Cambodia Ika's↗Malaysian seafood snacks with a strong F&B and impulse following.
Malaysia → VN · KHCream cupcakes for impulse and minimart distribution.
Indonesia → VN · KH Cherish↗Fruit pudding and soft candy.
Vietnam → CambodiaPudding and juice drinks.
Vietnam → CambodiaBrown-rice paper and rice vermicelli for export.
Vietnam → Cambodia
Trade fairs, buyer meetings and category reviews are where new products enter the portfolio and where existing ones find their next channel. Most of what we represent started as a conversation at a booth like this one.
International manufacturers entering Vietnam and Cambodia through an operator that carries the brand rather than storing it.
Vietnamese manufacturers reaching Cambodia and adjacent markets through routes we already run.
Where a customer already has distribution and a clear product requirement, we develop selected OEM solutions through our manufacturing network. It is a secondary capability, not the business.
Private-label creamer for Vietnamese customers, with further projects in development.
Seaweed OEM projects under development for selected Vietnamese customers.
Private-label development for retailers in Vietnam.
We are not collecting SKUs. A category earns a place when it can travel through more than one route and make the next brand easier to launch. Portfolio builds distribution; distribution builds the next portfolio.
Can the category be developed through more than one route to market?
Is there a scalable production base with flexibility on cost, pack and spec?
Do price, pack, application and positioning actually work in the target market?
Does it open or strengthen a category, customer group, channel or geography?
Categories under development
Directional. These are the categories we are actively looking for partners in, not lines already on the market.
Brand owners deal with the people who actually open the accounts. The same team that agrees the price corridor sits with the buyer, walks the trade and reads the reorder data.
Primelink Trade Asia works out of Singapore and Ho Chi Minh City, with sourcing, import and market operations run from Vietnam.
Janet Le
Founder, Primelink Trade Asia
Tell us the product, the pack and the market you have in mind. We come back on whether it fits, which route we would start with, and what the first step looks like.
A practical route into Vietnam or Indochina, with someone accountable after the first container.
Branded business in the region, or selected OEM opportunities.
New categories, imported products or private-label solutions for an existing network.