Vorwerk opens Ho Chi Minh City office as it expands in Vietnam

German home cooking company Vorwerk has opened its first office in Ho Chi Minh City, Vietnam, marking its expansion in the Southeast Asian nation. The new office, which came online on August 5th, was established more than a year after Vorwerk began setting up local operations. Company executives highlighted Vietnam's robust economic growth and burgeoning consumer market as key drivers behind this strategic move.

Vorwerk specializes in home cooking products and services, capitalizing on Vietnam's strong culinary traditions and a growing population comfortable with technology. The company sees significant potential in Thermomix, a popular product, and is introducing an authorized Vorwerk Studio in Vietnam. These studios will offer product demonstrations, cooking classes, community activities and digital content creation.

According to Vincent Liang, Senior Vice President of Sales at Vorwerk East Asia, Vorwerk follows a simple principle of 'test, refine, and then scale.' In Vietnam, the company has prioritized building its local operations, assembling a skilled team, instituting training systems, refining service operations, establishing customer-care processes, setting up sales channels, and cultivating a partner network.

Trang Do, General Manager of Vorwerk Vietnam, expressed that the company is focused on developing customer experience as it seeks to embed its brand in Vietnamese households. Trang emphasized that trust is built through positive experiences; hence, a good initial interaction can lead to long-term relationships with the brand.

Alongside Thermomix TM7, Vorwerk is launching its Cookidoo recipe platform, product demonstrations, workshops, after-sales services, and a user community. The company is also collaborating with authorized retail partners to strengthen its customer community and distribution network, marking its official entry into the Vietnamese market.