Vietnam leads ASEAN as Europe’s most attractive market, with 64% of businesses planning expansion over five years. The country combines strong existing European presence with high entry interest from new companies. European firms increasingly view ASEAN strategically for supply chain resilience and growth opportunities, though regulatory complexity remains a significant concern.
Key Points
• Vietnam emerges as the most attractive ASEAN market for European expansion, with 64% of respondents planning to invest there over five years, followed by Indonesia (57%), Malaysia and Thailand (49% each).
• European companies prioritize economic growth opportunities and regulatory predictability when choosing expansion locations, with 73% citing ASEAN’s increased importance to global revenues and supply chain resilience driving investment decisions.
• Despite global uncertainties affecting confidence, European businesses view ASEAN as strategically valuable, though regulatory complexity and inconsistent standards remain significant barriers to efficient regional operations.
Vietnam’s Position as Europe’s Premier ASEAN Investment Destination
Market Leadership and Expansion Momentum
Current Investment Trends
According to the 2026 EU-ASEAN Business Sentiment Survey, Vietnam has emerged as the most attractive ASEAN market for European businesses, with 64 percent planning to expand operations over the next five years. This represents the highest percentage across all ASEAN nations, significantly outpacing Indonesia at 57 percent, and Malaysia and Thailand at 49 percent each. Vietnam’s appeal extends beyond existing investors, as it simultaneously attracts substantial interest from European companies seeking to establish their first presence in the region.
Dual-Growth Market Characteristics
The report identifies Vietnam and Indonesia as the region’s clearest “dual-growth markets,” combining substantial existing European business communities with strong prospective market entry interest. Notably, 70 percent of surveyed European businesses already operate in Vietnam, making it the fifth-most common ASEAN location. Meanwhile, 34 percent of respondents not currently operating in Vietnam are considering entry, compared to 20 percent for Malaysia and Thailand. This combination of established presence and future growth potential distinguishes Vietnam from smaller ASEAN economies with more limited European business footprints.
Broader Regional Recovery and Strategic Motivations
ASEAN’s Rising Importance
Nearly three-quarters of survey respondents reported that ASEAN has become more important to their companies’ worldwide revenues over the past two years. Additionally, 61 percent identified ASEAN as offering the best economic opportunities over the next five years, while 78 percent expect increased trade and investment in the region. This positive sentiment reflects a broader recovery in European business confidence toward Southeast Asia as a strategic economic region.
Investment Decision Drivers
European companies prioritize commercial opportunities and growth potential over cost reduction alone. Economic recovery and growth opportunities were cited by 66 percent of respondents as top expansion reasons, followed by adequate laws and regulations at 46 percent and customer base diversification at 44 percent. Supply chain restructuring also drives investment, with 67 percent of businesses recalibrating supply chains considering ASEAN as a destination, ahead of South Asia, China, and Europe.
Operational Challenges and Future Outlook
Regulatory Environment and Barriers
Despite positive growth prospects, European businesses face significant regulatory challenges, with 73 percent believing too many barriers hinder efficient regional supply chain usage. Regulatory complexity and inconsistent standards top concerns at 67 percent, while non-tariff barriers and customs delays affect 55 percent. Additionally, 81 percent reported reduced confidence due to U.S. tariff uncertainty, and 64 percent experienced Middle East conflict impacts. However, companies are adapting through diversification rather than withdrawing entirely.
Vietnam’s Conditional Leadership
Vietnam’s strong position results from combining existing business presence with unusually high expansion interest, positioning it ahead of ASEAN competitors. Yet the survey cautions against unconditional optimism, noting that European investment is becoming increasingly selective. Businesses favor markets combining strong growth prospects with predictable regulations, market access, and established ecosystems. For ASEAN overall, faster customs procedures, deeper regional integration, and improved market access remain critical priorities for sustained attractiveness.
