Cong Thanh Bui (James)

Biography

• 2000 – 2005: Mr. Cong Thanh Bui (James) began his career at a law office in Ho Chi Minh City as assistant to the Head of Office, handling consulting and litigation in labor and tax. 
• 2005 – 2007: He worked at an investment solutions company, engaging in capital transactions and implementing projects for foreign investors across sectors such as IT, retail, education, F&B, entertainment, hospitality, and manufacturing. 
• 2007: He became Managing Partner at a leading Ho Chi Minh City law firm, overseeing tax, labor, IP, real estate, trading, and investment. He advised foreign clients and strengthened his expertise through numerous M&A deals, providing practical solutions for smooth project deployment in Vietnam. 
• 2009 – Present: He founded PLF Law Firm, aiming to bridge foreign businesses with Vietnam’s legal and business environment. Since then, he has dedicated his efforts to helping investors understand local regulations and culture, overcome initial barriers, and establish sustainable growth in Vietnam. 
• 2024 – Present: On behalf of PLF, James launched offices in Canada, the U.S, Singapore and Australia to support investors, merchants in the cross-border investments, exports, imports and M&A. 

Professional Expertise 

With over 26 years in legal services industry, James have dedicated his career to building a practice that goes beyond traditional rigid advice, helping foreign investors and businesses navigate Vietnam’s opportunities with clarity and confidence. Drawing on early experience as a corporate lawyer and business developer, he founded PLF Law Firm to bridge not only legal gaps but also the unspoken challenges clients face when starting or expanding their ventures. Today, together with a team of experienced partners, of counsels, and lawyers, PLF delivers strategic legal and business consulting for FDI companies, SMEs, and corporates in Vietnam, while also expanding internationally to Canada, the U.S., Singapore, and Australia under PLF Consulting. 

James’s core expertise spans Inbound & Outbound Investment, M&A, In-house Counsel, and Corporate Advisory. Guided by mindfulness, integrity, and a commitment to sustainable growth, he remains passionate about fostering partnerships that thrive on trust, transparency, and shared success. 

High-Profile Cases  

Mergers & Acquisitions

• Advised PACIFIC SILVER HONG KONG on a USD 3.4 million factory acquisition in Tien Giang, Vietnam 
• Supported EVOLABLE ASIA (VIETNAM) in M&A and overseas investments worth nearly USD 12 million. 
• Guided GLOBAL CYBERSOFT (VIETNAM) in post-M&A integration with Hitachi Consulting. 
• Advised HYBRID TECHNOLOGIES on an M&A deal worth USD 1 million. 
• Conduct M&A due diligence for GULF ALUMINIUM ROLLING MILL CO. B.S.C. (c) (GARMCO) 

Doing business in Vietnam (Investments) 

• Assisted UL VS (VIETNAM) in an investment project worth USD 9 million. 
• Advised SCHADE (GERMANY) on their EUR 28 million transactions with Formosa Vietnam. 
• Supported VRG KHAI HOAN in their USD 4 million international glove export transactions. 
• Assisted ATICO INVESTMENTS (BAI Capital, US) in expanding into Vietnam and Asia. 
• Supported THUAN VIET in a real estate transaction worth nearly USD 3.5 million. 
• Consulted NOBLE GIFT PACKAGING (CANADA) on supplier sourcing and risk management in Vietnam. 
• Advised INTRINSIC VENTURE CAPITAL INC. (Canada) in restructuring. 

Outsourced In-house Counsel 

Operations and compliance support for: 

• HPROPTECH 
• JFB INTERNATIONAL 
• MICV 
• SETS – SNAIL EXTRACT THERAPEUTICS 
• SOI DA LAT (DWS) 
• TÜV RHEINLAND VIETNAM 
• WORLDWIDE PATH 

Corporate Tax & Advisory 

Consulted restructuring of shareholders and changing company ownership for: 

• ZPOWER SOLUTIONS JSC 
• HTLC LLC

Conducted corporate services for: 

• EZPZ CONSULTING LLC. 
• HLT CONSULTING LLC.  

Conduct investment reports for: 

• BLUE PLANET ENVIRONMENTAL SOLUTIONS 
• KAMEREO 
• SANGFOR TECHNOLOGIES (VIETNAM) 

Others 

Contract & Document services: 

• GLOBAL PACIFIC 
• GROOVE TECHNOLOGY VIETNAM 
• LEROY SEAFOOD UK LTD. 

Drafting documents, legal advisory, and more:

• ASTRID TRIPODI 
• ALLEN OVERY SHEARMAN STERLING 
• PSC SERVICES (VIETNAM) 
• SATO-SANGYO VIETNAM 
• VITA LAB 
• GREVO 
• DENTSPLY SIRONA 
• IGI INTERNATIONAL INC 
• GULF ADVISORY AND SERVICES DWC-LLC 
• METAMORPHOSEED VENTURES PTE. LTD. 
• BDA PARTNERS LIMITED 
• A8 RESOURCE 
• MSC VIETNAM 

Pro Bono Work 

• 2005 – 2006: Provided legal advice at “1080 switchboard” – A hotline number that people can dial to access various emergency services or assistance. 
• 2009 – 2013: Provided legal advice at Dan Luat (Civil Law) Forum – on website Thu Vien Phap Luat (Library of Law in English). 
  • Reference: https://thuvienphapluat.vn/cong-dong-dan-luat/luat-su/lsbuicongthanh 
• Jan 2024: Coordinated a pro bono initiative focused on raising awareness among parents in Chau Ma village – a rural area in Vietnam’s Central Highlands – about the importance of their children’s education. 
• 2021 – 2024: Provided updates on labor law regulations impacting women, analyzing their participation in economic development for Women, Business and the Law project – belongs to World Bank Group. 

Industry Coverage  

Technology, Education, Retail, Food & Beverage, Hospitality, Entertainment, Manufacturing, Real Estate, Renewable Energy. 

Clients 

Southeast Asia, Japan, Korea, Canada, the U.S, Germany, France, the U.K, Italy, and Australia. 

Professional Associations  

• Vietnam Business Lawyers Club (VBLC) 
• Inter-Pacific Bar Association (IPBA) 
• Canadian Chamber of Commerce Vietnam (CanCham) 

Admissions  

• Vietnam Bar Federation (VBF) 
• Vietnam International Arbitration Center (VIAC) 
• Ho Chi Minh City Bar Association (HCBA) 
• Singapore International Arbitration Centre (SIAC) 
• Singapore Business Federation (SBF) 

Network – Partnership 

Baker & McKenzie, A&O Shearman, Deloitte, KPMG, Ernst & Young (EY), Crown, Forvis Mazars, Rajah & Tann and Drew & Napier. 

Languages 

Vietnamese and English.