We recently had the opportunity to have an insightful conversation with Trần Thanh Phương, Founder and CEO of ExtendMax Vietnam Co., Ltd. With more than two decades of professional experience in the field of executive management, Phương is a well-known figure and an exceptional expert in Vietnam. Under his visionary leadership, ExtendMax has developed into a professional company in market access services of international stature, emerging as a supplier of the world’s leading technology corporations. His success has also been recognized by several international organizations, and he has earned Trần Thanh Phương and his company’s top prestigious international awards.
Spark Behind Starting ExtendMax
We started the interview by asking, “What inspired you to start ExtendMax, and what was the initial vision?”
Trần Thanh Phương shared, “When I worked with global tech companies, I realized that Vietnam lacked a professional partner who could handle compliance complexities to international standards. That’s why I founded ExtendMax — to become a trusted bridge between international businesses and Vietnam’s legal landscape.
The original vision was simple but powerful: to bring clarity, efficiency, and proactive support to product conformity and import-export consulting, especially for high-tech and regulated products.”
Setting Up A Unique Position In The Market
Interested to learn more about Phương’s company, we asked, “What sets ExtendMax apart in Vietnam’s regulatory compliance space?”
“We don’t just give advice — we take full ownership of results. What sets ExtendMax apart is our deep technical expertise and ability to navigate complex legal frameworks, especially around encryption, IoT, and telecom devices.
Our team has hands-on experience and understands not only the laws but also how regulations are applied in real-world scenarios. That’s why clients trust us with the most difficult cases,” he mentioned.
Navigating Through Challenges
We further asked Phương to share the biggest challenges he has faced as a founder.
Trần Thanh Phương responded, “Building trust — with customers, our team, and myself. In the early days, not many believed that a Vietnamese company could deliver world-class regulatory consulting. But I’ve always believed that staying true to our values and consistently delivering on our promises would earn us long-term credibility. And I’m proud that it has.”
Adapting To Tech-Driven Innovations
To understand ExtendMax’s strategy to stay ahead of the curve, we posed the question, “How is ExtendMax adapting to new tech trends like 5G and IoT?”
“We stay ahead by getting involved early — even during our clients’ product R&D phase. For emerging tech like 5G and IoT, we not only stay updated with international standards but also work closely with government bodies to anticipate upcoming legal changes. This allows us to help clients minimize risk and accelerate time-to-market,” he explained.
Precautionary Measures For Businesses To Follow In Vietnam
Regarding the precautions crucial to undertake in Vietnam’s market, we asked Phương, “What common mistakes do foreign companies make in Vietnam’s regulatory process?”
Trần Thanh Phương replied, “Many companies underestimate the complexity and nuance of Vietnam’s legal environment, or try to apply models from other countries without local adaptation. Another common mistake is seeking compliance consulting too late — when delays and risks have already occurred. My advice: engage with local experts early, ideally during product design, or import planning stages.”
Staying Updated With Market Trends
We further asked, “How do you stay updated with evolving regulations and standards?”
Trần Thanh Phương mentioned, “We’ve built an internal legal intelligence system to track regulatory drafts, government consultations, and industry changes. Personally, I also participate in policy dialogues and industry forums — because I believe that understanding regulatory context is key to giving the right advice at the right time.”
Triumphs At ExtendMax
Eager to learn more about the triumphs Phương has achieved in his journey with the company, we inquired, “What achievement are you most proud of in your journey with ExtendMax?”
“It’s not the awards — it’s the fact that our clients come back to us again and again and that I’ve seen our team grow into experts who solve problems with confidence and integrity.
One standout project was supporting LEGO in importing and certifying high-value IT equipment for their $1.3 billion factory in Vietnam. We handled complex legal approvals and delivered everything on time — that’s a win I’ll never forget,” Phương added.
Message To Beginners
Addressing the entrepreneurs entering technical or compliance-heavy sectors, we asked Phương to share some advice.
“Be ready for a long game. In this field, consistency, depth, and precision matter more than speed. Invest in understanding the law, build a technically strong team, and always act with transparency. In compliance-heavy industries, credibility and accuracy are your most valuable capital,” Phương shared.
Follow Trần Thanh Phương on LinkedIn.
Find ExtendMax on LinkedIn and visit their website https://extendmax.vn/
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