Vietnam in focus: Insights from the Asia Pacific CEO Outlook 2026

The global economic outlook for 2026 projects resilient GDP growth of 3.3%, driven by technology investment and financial support conditions, trade adaptation strategies from countries. However, this is set against a backdrop of significant structural headwinds, including persistent geopolitical tensions, a mounting public debt projected to exceed 100% of GDP, and financial market risks from potential asset bubbles in emerging markets.

Against this cautious global context, Vietnam is positioned for significant outperformance with an actual GDP growth of 8.02% in 2025 while the country sets GDP growth at 10% for period from 2026–2030. This growth is underpinned by robust consumption supported by fiscal stimulus, a projected 20–30% increase in public infrastructure spending, and sustained export competitiveness.

The primary strategic challenge for Vietnam will be to balance this rapid growth with macroeconomic stability.

Asia Pacific CEOs remain bullish on the global economy but cautious on near-term revenue growth. Confidence improves over the three-year horizon, reflecting an expectation that markets will normalise and that ongoing strategic investments in digital transformation, AI, and supply-chain resilience will begin to yield returns.

The data clearly shows this focus, with the US (42%), Vietnam (15%), and the Chinese Mainland (14%) emerging as the top three destinations. Vietnam's performance is particularly notable, having almost doubled its share of investor interest from 8% to 15% in one year. This rapid ascent is directly underpinned by its central role in supply-chain diversification strategies ("China+1"), strong government policy support, and growing intra-regional trade (e.g. ASEAN+).

Read full report

Cyber risk accelerates to become dominant threat for Asia Pacific CEOs

Perceived exposure to threats among Asia Pacific CEOs has intensified, with cyber risk now becoming the primary concern. In 2026, 39% of leaders feel highly or extremely exposed to cyber threats—a significant increase from 23% in 2025 and surpassing other major risks such as inflation (33%) and macroeconomic volatility (33%). This marks a clear shift, positioning cyber threats not merely as a top risk, but as a rapidly accelerating one that stands apart from other economic pressures.

This heightened sense of vulnerability is a direct consequence of the Asia Pacific region’s advanced digital ecosystem. The very factors driving economic growth—rapid digitalisation, cloud adoption, and complex supply chains—are expanding the corporate attack surface, often outpacing organisational readiness. Fragmented cross‑border regulations further complicate efforts to build consistent cyber resilience.

This regional trend has direct implications for Vietnam. As a fast-growing digital economy, Vietnam is an increasingly frequent target for cyberattacks, particularly across its fintech, manufacturing, and export sectors. Prioritising cybersecurity investment and building organisational resilience is therefore not just a compliance issue, but a critical imperative to avoid significant operational and financial disruption.

Strategic resilience: Asia Pacific is navigating trade tariffs

A notable resilience to trade tariffs is evident across Asia Pacific. Despite concerns remain higher than in other regions, fewer than a quarter (24%) of CEOs feel highly exposed. This is further reflected in profit expectations, with a majority (51%) anticipating little to no change in their net profit margin over the next 12 months.

This resilience is not passive; it is the result of proactive strategic adaptation as organisations re‑route supply chains, diversify sourcing, and deepen intra‑regional partnerships. The development of the China-ASEAN corridor, for example, where Chinese EV manufacturers are establishing production hubs in Southeast Asia to serve regional demand, is a clear illustration of this trend.

Assessing the delayed impact of US tariffs on Vietnam

Despite the imposition of a 20% US tariff, Vietnam’s economy showed apparent resilience in 2025, with total exports growing 17% and shipments to the US surging by nearly 28%, according to Vietnam Customs. This strong performance, however, was largely attributable to temporary measures, such as pre-tariff export surges and key sectoral exemptions, that masked the tariff's initial impact.

This historical data might not reflect deep-seated concern on the ground. A PwC Pulse Survey reveals that a decisive 86% of Vietnamese manufacturers are bracing for future negative impacts.

This anxiety is focused on 2026, when the tariff's full-year effects are expected to materialise without these temporary supports. This poses an acute threat to vital sectors like apparel, furniture, and agriculture, a risk compounded by increased US scrutiny over transshipment, which could trigger even more severe penalties.

Asia Pacific CEOs find Artificial Intelligence (AI) delivering impact, but not uniformly

While Asia Pacific CEOs report tangible revenue (39%) and cost (26%) benefits from AI, the impact is far from uniform. A significant performance gap is emerging between a select group of high-achievers and the majority of organisations where financial returns remain limited.

Asia Pacific CEOs are managing current risks while positioning their organisations to capture future growth opportunities

The imperative to reinvent is a primary concern for Asia Pacific CEOs, who share global anxieties about the pace of technological change and long-term business viability. This concern, however, is met with the reality of a pronounced short-term operational focus.