This is just one example faced by inspectors of counterfeit or imitation goods.

Statistics show that in the first six months of 2025, authorities nationwide inspected and handled over 50,400 cases involving smuggling, counterfeit goods, and intellectual property violations, with the value of infringing goods reaching trillions of VND. Of these, 1,430 cases involved trademark infringements, with fines exceeding VND18 billion, a 30 percent increase from the same period in 2024.

This information was released at the forum “Improving Intellectual Property Policy - A Driver for Business Innovation,” held on August 26.

Nguyen Thanh Nam, Deputy Director of the Domestic Market Management and Development Department (Ministry of Industry and Trade), said that counterfeit and imitation goods not only harm consumers but also violate intellectual property rights, creating an unhealthy business environment and severely impacting legitimate businesses.

He recalled that in December 2024, at an international conference on intellectual property, Saigon Square Shopping Center in HCMC was flagged by the US Department of Commerce as a notable place.

Every raid on infringing goods at Saigon Square is closely monitored. “We’re watched from every entrance. Even disguised as motorbike taxi drivers, we’re still detected by cameras. When information leaks, stall owners immediately close the doors, preventing us from addressing violations without direct inspections,” he said.

Fish sauce disputes

On another subject, disputes related to intellectual property violations are not easy to resolve. For example, with fish sauce, disputes center on the term “traditional.” Yet, only about 15 percent of fish sauce on the market is “traditional” (understood as produced with traditional method, involving the full process from catching anchovies to processing and extracting the sauce). The rest is not traditional fish sauce.

Citing this, Nam admitted that authorities find it difficult to handle lawsuits involving the concept of “traditional fish sauce.” Currently, there is no official legal definition for “traditional fish sauce” or “modern fish sauce.”

In Vietnamese thoughts, traditional fish sauce is fish sauce fermented naturally from fish. Those mixed with chemicals and artificial flavors are ‘dipping sauces’, or ‘counterfeit fish sauce’. Anything natural and healthy is traditional; anything blended with chemicals and additives is non-traditional.

Many people have complained about the lack of state management in the fish sauce market, as the market is flooded with ‘counterfeit fish sauce’.

Another concern is production technology. Nam noted that businesses can purchase advanced technology and machinery; the higher the price, the better the quality.

He shared a real-life example: a director established a new company to compete with an existing brand. The director bought technology from major firms. There are formulas for all kinds of products, from soy sauce to soft drinks.

“Machines from South Korea, Japan, or the US cost about $5 million each. In this case, the new company doesn’t infringe on a design or trademark; they just need to create better packaging, slightly tweak the brand name, and launch the product. How can the long lasting company sue?” Nam said, admitting he has no solution yet.

From these examples, Nam emphasized that while waiting for intellectual property policies to be improved, businesses must innovate and improve. They need to spend time and money on research and development, product marketing, and foster a strong business culture.

Additionally, businesses must protect themselves in a fiercely competitive market. If a company provides sufficient evidence of trademark infringement, state agencies can settle the case within 24 hours.

Alongside businesses’ self-reliance and state support, consumers also need to be savvier in their product choices.

Nam cited Nike as an example. Despite not owning factories, Nike outsources production globally yet has built a world-renowned brand.

Similarly, Sabeco, with charter capital of about VND6,000 billion, was sold for VND110,000 billion in 2017 when Thai Beverage acquired 53.6 percent of its shares.

According to Nam, this shows that brand value lies not only in trademarks but also in a combination of many factors, from market share, workforce and assets to future growth potential. These are all intellectual property assets that businesses must consider.

Tam An