This market research with Vietnamese consumers collected baseline consumer perceptions and stated behaviours of Canadian products and processes, and evolving market demands to help inform the upcoming strategic approach for the Canada Brand marketing campaign. Specific objectives of the research include, but are not limited to, providing AAFC with data on: Vietnamese food purchasing behaviours, Vietnamese media consumption habits, Canadian agriculture, food and seafood product awareness, Canadian food and seafood product purchase frequency, and demand for Canadian food and seafood products. The findings of the research are used in the development of policies, programs and initiatives, to improve communications and to better serve clients. The results are used to gain critical insights into the opinions, issues and challenges of marketing Canadian food products in Vietnam.