Packaging: The 'brand language' of Vietnamese products.

(Chinhphu.vn) - According to the leaders of the Trade Promotion Department (Ministry of Industry and Trade), packaging today is not just a "shell," but a "brand language," reflecting the story, commitment, and vision of the business.

Báo Chính Phủ•30/10/2025

Packaging: The 'brand language' of Vietnamese products - Image 1.

Mr. Le Hoang Tai, Deputy Director of the Trade Promotion Department ( Ministry of Industry and Trade ): Packaging today is not just a "shell," but a "brand language," reflecting the story, commitment, and vision of the business - Photo: VGP/Vu Phong

On the morning of October 29th, within the framework of the first Autumn Fair – 2025, the Trade Promotion Department (Ministry of Industry and Trade) organized the seminar "Export Packaging and Branding 2025 - From Trends to Implementation".

Presiding over the workshop, Mr. Le Hoang Tai, Deputy Director of the Trade Promotion Department (Ministry of Industry and Trade), emphasized that in the context of deep integration, Vietnamese goods are present in more than 200 global markets. However, for Vietnamese products to stand firm and expand further, in addition to quality, special attention must be paid to packaging and branding – two key factors in positioning value and creating differentiation in the eyes of international consumers.

He argued that packaging today is not just a "shell," but a "brand language," reflecting the story, commitment, and vision of the business. A sophisticated, creative, environmentally friendly, and culturally appropriate packaging design can increase the value of exported products by 10-30%.

Accordingly, Mr. Tai pointed out three prominent packaging trends today: Firstly, green packaging and sustainable development. Major markets such as the EU, the US, Japan, and South Korea are tightening regulations on environmentally friendly packaging, forcing businesses to switch to participate in green supply chains.

Secondly, digitizing packaging allows for traceability and connects consumers through QR codes and digital platforms.

Third, packaging is linked to brand strategy, where consumers buy both value and experience, not just the product itself.

Mr. Tai stated that, with its strengths in design and printing capabilities and a young workforce, Vietnamese businesses have ample opportunities to break through. The Trade Promotion Department will continue to support businesses by strengthening consulting, training, and assistance in transitioning packaging to green trends, promoting the sustainable development of export brands.

"From trend to implementation is a long journey, requiring perseverance and cooperation. If the State, businesses, and organizations work together, the Vietnamese packaging industry can absolutely reach new heights, making a positive contribution to the national brand and export growth," Mr. Tai emphasized.

The workshop was organized to help businesses grasp packaging design trends, develop brands linked to sustainable exports, and move towards green, transparent standards that meet the requirements of the international market. The program was divided into four in-depth discussion sessions, bringing together branding experts, manufacturing businesses, and exporters.

Session 1, "Export Packaging and Branding Trends 2025," focuses on topics such as: Green packaging trends, traceability, ESG; New standards of major markets such as the US and EU; Experiences in changing packaging to boost export growth.

Session 2, "Packaging - A Silent Competitive Weapon," includes the following topics: the impact of packaging on purchasing behavior, packaging design that meets export standards, and the barriers that make it difficult for Vietnamese products to enter global retail systems.

Session 3, "Packaging and Marketing Brand Storytelling," revolves around storytelling techniques in packaging, from images, slogans, QR/AR codes to building brand stories for specific export markets.

Session 4, "Building Sustainable Export Brands," focuses on long-term strategies for international brand development, including methods for building a consistent brand identity, optimizing design, printing, and marketing…

Anh Tho

Source: https://baochinhphu.vn/bao-bi-ngon-ngu-thuong-hieu-cua-san-pham-viet-102251029112154401.htm