According to the latest report published at the Vietnam Mergers and Acquisitions Forum 2024, the total value of Japanese merger and acquisition (M&A) deals in Vietnam in 2024 reached $167 million, a sharp decrease compared to $1.55 billion in the previous year.

Phi Hoa, founder and CEO ONE-VALUE

However, the number of transactions increased to 21 deals, showing that despite the lack of blockbuster deals, Japanese enterprises still maintain their expansion strategy into Vietnam through small and medium-sized deals.

This clearly reflects that Japan’s interest in the Vietnamese market remains substantial, despite global uncertainties such as geopolitical tensions and tariff risks. Healthcare services and medical support, along with high technology, semiconductors, retail, and energy, are emerging as focal points of this investment wave.

For example, the deal in which Elan acquired 51 per cent of TMC Vietnam, in which we provided end-to-end advisory services, serves as clear evidence of the shift in Japanese investment strategy. No longer focusing solely on manufacturing, finance, and retail, Japanese enterprises are making a strong move into healthcare services and medical supply chains – a sector with immense growth potential in Vietnam over the next decade.

The success of this deal could set a precedent for a wave of future M&A transactions, paving the way for deeper collaboration between businesses from both countries. Vietnam is gradually solidifying its position as one of the most important strategic markets for Japanese enterprises in Southeast Asia, and this is only the beginning of a new investment wave.

The Vietnamese market boasts a high growth rate, a young population, and a rapidly expanding healthcare system. Elan’s decision to make Vietnam the first destination in its Southeast Asia expansion strategy is no coincidence. The company recognises the long-term potential of medical support services, especially amid the strong growth of private hospitals.

Moreover, acquiring TMC not only enables Elan to accelerate market entry but also allows it to leverage an existing customer network to swiftly roll out its Care Support Set – its flagship product.

This year, the fundamental factors sustaining Japan’s investment wave into Vietnam remain unchanged. While 2024 witnessed the rise of mid-sized and small-scale M&A transactions, 2025 is expected to mark a significant transformation, with Japanese conglomerates making bold moves in technology, financial services, and healthcare.

The ongoing shift of capital away from China continues to drive the expansion of supply chains into Southeast Asia, with Vietnam emerging as a top destination. Japanese enterprises are increasingly focusing on high technology, AI, semiconductors, and research and development, aiming not only to leverage Vietnam’s skilled workforce but also to expand their influence within the global value chain.

Interest in the semiconductor industry is also rising sharply, particularly as Vietnam implements structured investment policies to attract capital into this sector.

At the same time, healthcare services and pharmaceuticals are emerging as a strategic investment sector. Vietnam is in the early stages of upgrading its healthcare infrastructure, with a strong demand for modern equipment, premium healthcare services, and private hospitals. This presents a golden opportunity for Japanese corporations to establish their presence not only through direct investment but also through M&A transactions, enabling rapid market entry.

Beyond healthcare, consumer finance, digital banking, and fintech are also gaining traction among Japanese investors. The rapid growth of e-commerce and personal finance demand is creating opportunities for Japanese conglomerates to expand operations through M&As.

Another noteworthy trend is the growing proactivity of Vietnamese enterprises. In addition to being a prime destination for Japanese capital, Vietnamese businesses are expected to seek investment opportunities in Japan through reverse M&A transactions. Companies specialising in technology, financial services, or food supply chains could emerge as key players in the Japanese market in the near future.

Vietnam is entering a crucial phase in its integration and foreign investment attraction. M&As are not only a tool for Japanese businesses to expand their market share, but also an opportunity for Vietnamese enterprises to elevate their position and integrate into the global value chain. The investment wave from Japan in 2025 will continue and expand with highly strategic transactions, laying the foundation for a sustainable partnership between the two economies.

SINGAPORE, March 18, 2025 /PRNewswire/ — Singapore’s tourism and retail industries are undergoing a transformation, with Chinese tourists increasingly relying on digital platforms like Meituan Dianping and Xiaohongshu to plan their trips. Recognizing this shift, FY Ads—the leader in cross-border marketing and the official overseas partner of both Meituan Dianping and Xiaohongshu—partnered with the Singapore Chinese Chamber of Commerce & Industry (SCCCI) and Meituan Dianping to host an exclusive industry event aimed at helping local businesses capitalize on this opportunity.

A Landmark Event for Singapore Businesses

On February 26, 2025, business leaders from Singapore’s F&B, retail, and hospitality sectors gathered at the SCCIOB Theatre for an insightful session on how to leverage Meituan Dianping to attract and convert Chinese tourists into loyal customers. The event, featuring expert speakers and real-world case studies, provided attendees with actionable strategies to enhance their digital presence and drive foot traffic.

Key Takeaways from the Event

1. Why Digital Trust is Crucial for Chinese Consumers
FY Ads’ CEO Linda Chen emphasized that Chinese tourists prioritize online reviews and trusted digital platforms, with research showing that 92% of Chinese travelers rely on online recommendations before making travel decisions. Unlike Western travelers, they rarely make spontaneous decisions, instead relying on user-generated content and social proof from platforms like Meituan Dianping and Xiaohongshu.

2. The Power of Meituan Dianping in Influencing Chinese Tourists
Hana Zhang, Global Business Director at Meituan Dianping, shared exclusive insights into how over 80% of Chinese tourists research their travel destinations on Meituan Dianping before arrival. With millions of active users searching for dining, shopping, and lifestyle recommendations daily, businesses with optimized Meituan Dianping profiles enjoy significantly higher visibility and sales.

3. Proven Success Stories: How Singapore Brands Are Winning on Chinese Platforms
The event highlighted real-world success stories, featuring brands like Raffles Hotel, TWG Tea, Dian Xiao Er, and Song Fa Bak Kut Teh, which have successfully engaged Chinese tourists through Meituan Dianping. Many businesses have seen a 30-50% increase in foot traffic and revenue by using digital strategies tailored to the Chinese market.

4. A New Era for Singapore’s Tourism & Retail Sectors
As Chinese inbound tourism continues to grow in 2025, businesses that fail to establish a presence on key Chinese platforms risk missing out on a massive consumer base. The event made it clear that adapting to the digital habits of Chinese travelers is no longer optional—it’s essential for sustained growth.

Businesses that act early will gain a first-mover advantage, securing brand loyalty among Chinese tourists before competitors catch up.

FY Ads: The Leading Cross-Border Marketing Agency

As the leader in cross-border marketing and the official overseas partner of Meituan Dianping and Xiaohongshu, FY Ads stands out by offering exclusive access to insider platform analytics, direct integration capabilities, and customized marketing solutions that help businesses achieve measurable growth in the Chinese market. Unlike other agencies, FY Ads provides direct partnerships, exclusive insights, and proven strategies to ensure maximum visibility and engagement for businesses targeting Chinese consumers.

“Our goal is to bridge the gap between Singapore businesses and Chinese tourists through the platforms they trust most,” said Linda Chen, CEO of FY Ads. “By leveraging our partnerships with Meituan Dianping and Xiaohongshu, we empower businesses to increase visibility, engagement, and revenue in the Chinese market.”

The Future of Chinese Tourism in Singapore

With Chinese tourism on the rise, businesses must act now to establish a strong presence on Meituan Dianping and Xiaohongshu. Don’t wait—early adopters will gain the first-mover advantage in capturing this growing market. Those who embrace digital-first strategies tailored to Chinese consumers will dominate the post-pandemic tourism boom.

For companies looking to maximize their reach and revenue, FY Ads offers expert consultation and execution strategies tailored to these platforms. Now is the time to act—businesses that take initiative today will be at the forefront of the booming Chinese tourism market.