NEO Corporate Public Company Limited (NEO) announces a significant achievement for its "D-nee" brand in the Vietnamese market. D-nee Baby Liquid Soap has experienced growth of 369% since its strategic market entry in 2022, securing its position as the No. 1 imported brand and ranking among the Top 5 of the overall baby liquid soap market with an 8.6% market share. The company aims to reach the Top 3 by 2026.
Patama Thakolsri, Deputy Chief Executive Officer of Commercial at NEO Corporate Public Company Limited, commented on the vision and business opportunities: "Vietnam stands as ASEAN's 'Rising Star,' a market of paramount importance to NEO. Its economy continues to exhibit robust growth, with the World Bank projecting a 6.8% GDP increase this year. We identify significant opportunities driven by rising consumer purchasing power, fueled by increasing average incomes. This is further bolstered by a predominantly young demographic eager to embrace innovation and adopt more urban lifestyles. Crucially, the enduring popularity and trust in the quality of Thai products have enabled our brand to rapidly capture the loyalty of Vietnamese consumers, even amidst fierce global competition. Moreover, Vietnam boasts a healthy birth rate. The upcoming year, 2026, being the Year of the Horse - traditionally considered auspicious for childbirth in the Vietnamese zodiac - signals a limitless growth potential for NEO within this dynamic market."
NEO has laid out a clear strategy to penetrate this market: to expand distribution channels nationwide, coupled with building strong, widespread brand awareness, and adapting product strategies to meet the needs of Vietnamese consumers (Product Localization). This strategy has proven very successful.
"Our market penetration strategy for baby products in Vietnam has yielded exponential growth over the past 2-3 years, particularly within the Baby Liquid Soap segment, which has seen an astounding surge of over 369% since 2022. We are firmly on track to achieve Top 3 status by 2026, and we've set a goal to triple D-nee's sales in Vietnam within the next five years," added Patama.
Sirisupa Ajsonjorn, Chief Marketing Officer, NEO Corporate Public Company Limited, stated, "NEO has exported products to the Vietnamese market since 2008, building a robust consumer base by consistently delivering high-quality products, meticulously formulated and developed to resonate with urban and modern lifestyles. Consequently, we have garnered enduring recognition for our quality and reputation across both the D-nee Baby Laundry Detergent and D-nee Baby Liquid Soap product categories."
3 Key Strategies Driving "D-nee" Success in 2025
1.Strategic Brand Investment for Widespread Awareness:Developing communication strategies that resonate with Vietnamese consumers by leveraging Key Opinion Consumers (KOCs) and Influencers, particularly within the new-mother demographic, whose profiles align with the D-nee brand image. Their engagement generated credible, user-generated product review content. A significant highlight was the successful launch of new D-nee Baby Liquid Soap formulations at the VietBaby Fair 2025 in both Ho Chi Minh City and Hanoi. These launches garnered exceptional feedback, reinforcing D-nee's robust growth trajectory in the final quarter of the year and solidifying its prominent brand image across the Vietnamese market.
2.Proactive Distribution Expansion: Accelerating its penetration into key Modern Trade channels, including Emart, Lotte, WinMart, and specialized Baby Shops, which are vital for comprehensive nationwide product distribution in Vietnam. Complementing this, aggressive plans are in motion to further penetrate the e-Commerce market to enhance consumer accessibility.
3.Tailored Product Adaptation:developing and adjusting product sizes to precisely meet the demands of Vietnamese consumers, with focus on family-centric households. An example is the introduction of D-nee Baby Laundry Detergent in a 3,600 ml size, a format highly favored by Vietnamese consumers.
These strategic operational plans are projected to drive D-nee's brand growth in Vietnam to an impressive 34% for the full year, year-over-year. This achievement is particularly significant given a challenging market environment: the Vietnamese government's policy changes to tighten product standards led to a 2.4% contraction in the overall baby liquid soap market. However, this situation became a pivotal opportunity for D-nee to demonstrate its inherent strength and reliability. The brand not only achieved remarkable counter-cyclical growth but also solidified its position as the No. 1 imported brand and secured a place within the Top 5 of the overall market, commanding an 8.6% market share.
"D-nee's success in Vietnam is a direct reflection of our profound market understanding," Sirisupa affirmed. "We go beyond merely offering quality products; we rapidly adapt our strategies to align with evolving consumer lifestyles and needs. Looking ahead to 2026, we will elevate brand experiences with over 100 on-ground activations in two major cities and aggressively penetrate the e-Commerce market on both Shopee and TikTok, aiming to secure a Top 3 market position."