Far beyond a mere product display, the event served as a “miniature map” of Viet Nam’s rapidly integrating economy, underscoring its growing appeal to global business partners.
Global appeal of a dynamic, open Viet Nam
The fair’s international flair shone through, with hundreds of exhibitors from China, Japan, New Zealand, India, the US, Australia, Singapore and beyond showcasing goods, technology, and business models across industries.
China’s Shandong province sent a standout 112-member delegation, touting its “quality Shandong products” brand and manufacturing prowess.
New Zealand dispatched its largest trade mission to Viet Nam in five years – a 21-strong group led by the ASEAN – New Zealand Business Council (ANZBC) spanning food and beverages, technology, education, infrastructure, and health care.
Viet Nam is a key market in New Zealand’s Asia-Pacific cooperation strategy, said ANZBC Executive Director Liz Bell, pointing to high-tech agriculture, education, and green technology as ripe for enduring ties.
Meanwhile, India fielded 15 companies peddling consumer goods, apparel, food, and cosmetics, eyeing Viet Nam as a gateway to Southeast Asia and exploring triangular trade opportunities linking Viet Nam, India, and Europe.
Ajoykaant Ruia, Chairman of the India – Viet Nam Chamber of Commerce and Industry, said he is impressed by the hosts’ organisation, turnout, and enthusiasm, adding that the fair is the go-to place for meaningful deals.
A platform for real, sustainable partnerships
Organisers announced that during the 10-day event, over 100 memoranda of understanding and cooperation agreements were signed, focusing on investment, trade, technology transfer, supply chain development, and exports. More than 40 agreements emerged in the first two days, highlighting the fair's effective trade promotion model that unites companies, policymakers, and investors.
The event featured over 30 forums, trade promotion sessions, and networking opportunities with key players from Japan, the Republic of Korea, Singapore, the EU, and neighbouring countries, helping Vietnamese firms expand their international presence.
It also saw notable progress in digital transformation, with livestream sales and B2B and B2C connections on platforms like Amazon and Alibaba, linking Vietnamese goods directly to global buyers.
From trade fair success to a national promotion strategy
The Autumn Fair 2025 was also where the competitiveness and adaptability of Vietnamese companies in managing green transition and digital transformation were assessed. Local players seized opportunities here to expand their reach and partnerships, while foreign brands came to examine trends and tap into one of Asia's hottest markets.
Cambodian firms, for instance, gained ground: Kon Khmer Rice Company’s debut solo booth drew throngs, moving 200–250kg of rice daily and hinting at robust prospects.
With its scale, influence, and tangible results, the event has reinforced the country’s growing presence on the global economic map, presenting an image of a dynamic, open, and cooperative Viet Nam ready to engage with the international business community on a sustainable growth path.
Its success also signals a strategic shift in Viet Nam’s trade promotion policy: from basic showcases to building real value-chain links and establishing Viet Nam as an active player in global trade.
