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Vorwerk Group opened its new office at 201A Nam Ky Khoi Nghia Street, Xuan Hoa Ward, Ho Chi Minh City, on Aug. 5, 2026. Photo courtesy of the company |
The German company, which has more than 140 years of history, opened its new office in central Ho Chi Minh City on Aug. 5, more than a year after it began establishing its local operations.
Vincent Liang, Senior Vice President of Sales at Vorwerk East Asia, said Vietnam’s economic growth and consumer market were among the factors behind the company’s expansion.
The group focuses on home cooking products and services, while Vietnam has a strong culinary culture and a growing consumer base familiar with technology. The company sees these factors as supporting the potential for Thermomix in the market.
It is also introducing its authorized Vorwerk Studio model in Vietnam, following its launch in mainland China and Taiwan (China). The studios are designed to provide product demonstrations, cooking classes, community activities and digital content creation.
“Vorwerk follows a simple principle: test, refine, and then scale,” Vincent Liang said.
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Trang Do (R), General Manager of Vorwerk Vietnam, and Vincent Liang (L), Senior Vice President, Sales, Vorwerk East Asia, Photo courtesy of the company |
According to Trang Do, General Manager of Vorwerk Vietnam, establishing a local operational foundation was a priority during the company’s first year. The company has focused on building its team, training systems, service operations, customer-care processes, sales channels and partner network.
“The team is in place. The sales channel has been established. The new product is here. And now Vorwerk, with Thermomix TM7, has officially entered the Vietnamese market,” Trang Do said.
Developing customer experience is another focus as it seeks to establish the brand in Vietnamese households.
“We believe trust is built through experience. If customers have a positive experience from the beginning, they are more likely to continue using the product, recommend it to others, and build a long-term relationship with the brand,” Trang Do said.
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Trang Do (C) discussing with guests at the office opening ceremony on Aug. 5. Photo courtesy of the company |
Alongside the Thermomix TM7, Vorwerk is introducing its Cookidoo recipe platform, product demonstrations, workshops, after-sales services and user community.
The company is also working with authorized retail partners to develop customer communities and expand its distribution network.
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