Introduction
In early November 2025, the SelectUSA ASEAN Roadshow made its Vietnam stop, attracting U.S. states, global service providers, and Vietnamese companies exploring new pathways to invest in the U.S. market and understand the requirements of the SelectUSA Investment Summit 2025.
Representing Source of Asia (SOA), Ms. Huong TRAN, Head of Sourcing & Supply Chain Consulting, and Ms. Tra LE, Market Expansion Director, actively joined the mission to support dialogue, share practical expertise, and strengthen SOA’s long-standing role as a connector between ASEAN businesses and international markets.
While the Roadshow introduced market trends and U.S. investment pathways, SOA’s participation centered on one purpose. It enables ASEAN companies to access the right information, partners, and advisory frameworks needed for a successful internationalization journey. Through direct engagement with business leaders, ecosystem partners, and government representatives, our team ensured that SOA could offer informed, actionable guidance for companies evaluating opportunities to invest in the U.S. market.
A Concise Overview of the SelectUSA Roadshow 2025
The Vietnam chapter of the SelectUSA Roadshow consisted of two main stops, Hanoi and Ho Chi Minh City. It featured conferences, ecosystem visits, and networking between government agencies, private companies, and U.S. delegations. Discussions revolved around regulatory readiness, foreign investment in the U.S., incentives offered by American states, and the increasing role of Southeast Asia in global supply-chain realignment.
For readers looking for a full event agenda, key sessions, and delegation composition, you can explore the complete program here.
Representing Source of Asia (SOA), Ms. Huong TRAN, Head of Sourcing & Supply Chain Consulting, and Ms. Tra LE, Market Expansion Director, actively joined the mission to support dialogue and share practical expertise.
SOA’s Active Contribution: Insights, Support & Local Expertise
Throughout the Roadshow, Source of Asia focused on one mission: helping businesses gain clarity, confidence, and reliable connections for their expansion plans, whether entering the U.S. or exploring new collaboration channels with American partners.
Thus, SOA’s representatives played an active role by:
- providing real-world insights into market entry requirements.
- advising companies on how to structure their plans for FDI investment abroad.
- clarifying compliance, incentives, and expectations around investment in the United States.
- nurturing connections between Vietnamese companies and U.S. states, service providers, and potential partners.
With deep experience across market research, supply chain, sourcing, and business expansion, our team ensured that companies received practical, on-the-ground perspectives rather than abstract theory.
Strategic Engagements with Vietnam’s Public-Sector Leaders
The SelectUSA 2025 Roadshow opened opportunities for SOA to engage with senior representatives, interact with various Vietnamese companies, and explore potential collaboration with partners.
During the SelectUSA ASEAN RoadShow 2025, we engaged with senior representatives from key Vietnamese institutions, including:
- Vietnam Chamber of Commerce and Industry (VCCI)
- Ministry of Finance – Foreign Investment Agency (FIA)
- U.S. Trade and Development Agency (USTDA)
- Vietnam ASEAN Global Business Club
- ASEAN BAC Vietnam
These engagements reinforced SOA’s long-standing commitment to maintaining strong institutional relationships. That is an advantage that helps businesses navigate regulatory landscapes and international expansion more effectively.
Business Connections: Who SOA Engaged
We interacted with 30+ Vietnamese companies attending the SelectUSA ASEAN Roadshow 2025. It includes those in agribusiness, IT, advanced manufacturing, and industrial engineering & construction.
Many of these companies expressed strong interest in exploring opportunity investments, partner matchmaking, and new supply-chain links in the U.S. market.
Across all interactions, companies most commonly asked us about:
- How to comply with U.S. market regulations.
- How to identify the right state, partners, and incentives.
- How to approach FDI investment in a structured, low-risk way.
- How to prepare internal capabilities before scaling overseas.
These questions reflect the increasing sophistication of Vietnamese firms when planning internationalization, and the growing need for practical, localized support.
The SelectUSA Roadshow 2025 also opened opportunities for SOA to explore potential collaboration with partners. These partnerships can help expand the internationalization support available to SOA clients, particularly for multi-market expansion across the U.S., South Korea, Japan, and ASEAN.
SOA & Two-Way Supports: From ASEAN to the U.S. and from the U.S. to ASEAN
While the SelectUSA ASEAN Roadshow focused strongly on helping Vietnamese companies explore investment in the United States, the mission also demonstrated increasing interest from U.S. companies seeking reliable pathways into Southeast Asia, especially Vietnam.
Indeed, SOA plays a pivotal two-way role.
For Vietnamese & ASEAN companies expanding to the U.S.
- Market entry & expansion advisory. Clarifying feasibility, regulations, and strategic positioning.
- FDI investment readiness assessments. Helping businesses understand compliance, regulatory, incentives, and readiness.
- Partner identification & business matchmaking. Connecting companies with credible ecosystem partners and institutional contacts.
- Supply-chain insights for the U.S. market. Leveraging SOAs’ on-the-ground ecosystem to build competitive, resilient operations.
For U.S. companies entering Southeast Asia
- Market access research & feasibility studies. Providing U.S. enterprises with updated market intelligence, regulatory guidance, and feasibility assessments to help them understand where and how to position their products or operations in ASEAN.
- Distributor, supplier, and partner matchmaking. Leveraging SOA’s extensive business network to connect U.S. companies with Vietnamese and regional distributors, manufacturers, suppliers, and investment partners.
- Sourcing & supply-chain localization. Providing hands-on, on-the-ground support, including office setup, staff hosting, B2B introductions, and local representation to help U.S. companies accelerate market penetration with lower risk and reduced cost.
- Factory setup, industrial park evaluation, and China+1 diversification. Supporting U.S. clients seeking China+1 diversification by identifying suitable industrial clusters, evaluating suppliers, and designing resilient supply-chain pathways across Vietnam, Thailand, Malaysia, Indonesia, etc.
- Regulatory navigation, administrative support & soft-landing services. Assisting with legal, licensing, compliance, labor regulations, and administrative procedures, critical for U.S. companies unfamiliar with ASEAN’s fragmented regulatory landscape.
This two-directional capability reflects SOA’s mission as a regional business accelerator. We help businesses on both sides of the ocean access new markets and scale sustainably.
Look Ahead: How SOA Can Support Your Expansion
To sum up, whether you are:
- evaluating opportunities to invest in the U.S.,
- exploring how to enter the Asia market,
- looking for partners in Southeast Asia, or
- building a supply chain across ASEAN.
Source of Asia (SOA) is here to help your next move with clarity, confidence, and on-the-ground expertise.
- Market entry & Expansion advisory;
- Investment & FDI facilitation;
- Compliance support, etc.
Our team is ready to accompany you, both to the United States and into Southeast Asia’s most dynamic economies.
Contact us to discuss your project and explore how your business can approach the U.S. market with clarity and confidence.
FAQs
SelectUSA Investment Summit is a U.S. federal government program founded in 2007. It was aimed at promoting foreign direct investment into the United States, facilitating job creation and economic development.
The U.S. remains one of the most strategic markets for Vietnamese and ASEAN companies due to its scale, purchasing power, and strong appetite for high-quality manufacturing, agrifood, IT services, and sustainable products. However, entering the U.S. requires more than market interest; it demands regulatory understanding, site selection support, operational readiness, and reliable local connections.
Participating in the Roadshow allowed us to deepen our knowledge, expand our network, and reaffirm our role as a trusted partner that prepares companies for cross-border success.
