Can foreigners establish a marketing or event organization company in Vietnam?

In recent years, Vietnam has become a promising market for the marketing and event management industry thanks to its stable economic growth, the increasing presence of international businesses, and the ever-growing demand for brand communication and promotion. So, can foreigners open a marketing or event management company in Vietnam?
The answer is yes, but there are certain legal requirements and restrictions that investors need to be aware of.

1. Opportunities for Foreign Investors in the Marketing and Event Industry

Vietnam is considered one of the fastest-growing marketing and advertising service markets in Southeast Asia. International brands such as Ogilvy, Dentsu, WPP, and Publicis have already established their presence in Vietnam through joint ventures or partnerships with local companies.

In addition, the event management, communication, and trade promotion sectors offer plenty of opportunities. The demand for organizing conferences, seminars, product launches, festivals, and cultural or sports events has increased significantly - especially in Ho Chi Minh City, Hanoi, and Da Nang.

Therefore, foreign investment in Vietnam’s marketing and event management sectors is entirely feasible, provided that investors comply with the current Law on Investment and Law on Advertising.

See also: 59 conditional business sectors for foreign-invested companies.

2. Legal Basis for Opening a Marketing or Advertising Company in Vietnam

According to the Law on Advertising (2012), the Law on Investment (2020), and Decree No. 31/2021/NĐ-CP, advertising activities (including marketing, communication, and PR) are conditional business sectors and restricted for foreign market access.

Specifically:

• Advertising services (CPC 871) are open to foreign investment under Vietnam’s WTO commitments, allowing foreign investors to participate through joint ventures or business cooperation contracts (BCC).
• However, foreign investors are not permitted to establish 100% foreign-owned advertising companies in Vietnam.
• The Vietnamese partner in a joint venture must be a company that is already licensed to provide advertising or marketing services in Vietnam.

3. Conditions for Establishing a Marketing or Event Management Company for Foreigners

Depending on the business model and scope of operation, foreign investors should carefully prepare the following:

a) Determine the Business Sector

• If engaging in marketing, advertising, or communication, the company must register under the advertising service code (CPC 871) and is only allowed to invest through a joint venture or BCC.
• If focusing on event management, conferences, seminars, or product launches without advertising elements, the investor may establish a 100% foreign-owned company, as this activity is not on the restricted list.

b) Investment Forms

• Joint venture with a Vietnamese partner: This is the most common form. The foreign investor can contribute a large capital share (no specific limit), but the company cannot be 100% foreign-owned.
• Business Cooperation Contract (BCC): This form does not require establishing a new legal entity; both parties cooperate under a profit and risk-sharing agreement.

c) Legal Documents and Procedures

• Apply for an Investment Registration Certificate (IRC) at the Department of Planning and Investment.
• Obtain an Enterprise Registration Certificate (ERC) after receiving the IRC.
• Announce business registration information, create a company seal, and fulfill tax obligations.
• Apply for specialized licenses if the company conducts advertising activities under the Law on Advertising.

4. Important Notes for Marketing and Event Operations

• Comply with the Law on Advertising, especially regarding content, form, and media of advertising.
• If an event involves advertising elements, the company must notify the competent authority about the advertising content.
• Certain activities such as outdoor advertising or advertising sensitive products (alcohol, tobacco, pharmaceuticals, etc.) are subject to specific regulations.
• For event activities, ensure compliance with regulations on venue permits, public security, music and image copyrights, etc.
• Regularly update legal changes, especially the amended Law on Advertising 2025 (effective from January 1, 2026) to avoid violations.

Foreigners can absolutely establish a marketing or event management company in Vietnam, but it is essential to clearly distinguish between the types of activities:

• If engaging in advertising, marketing, or communication, the company can only be established through a joint venture or cooperation with a Vietnamese business.
• If engaging in independent event management or trade promotion, the investor can set up a 100% foreign-owned company.

To ensure compliance with the law and a smooth registration process, foreign investors are strongly advised to consult professional investment advisory firms such as Zora Consulting or corporate lawyers before proceeding.