Packaging: The 'brand language' of Vietnamese products

Packaging: 'Brand language' of Vietnamese products - Photo 1.

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

On the morning of October 29, within the framework of the first Autumn Fair - 2025, the Trade Promotion Agency (Ministry of Industry and Trade) organized the Workshop "Packaging and Export Brands 2025 - From Trend to Implementation".

Chairing the workshop, Mr. Le Hoang Tai, Deputy Director of the Trade Promotion Agency (Ministry of Industry and Trade) emphasized that in the context of deep integration, Vietnamese goods are present in more than 200 global markets. However, in order for Vietnamese products to stand firm and reach far, in addition to quality factors, special attention must be paid to packaging and branding - two key factors to position value and create a difference in the eyes of international consumers.

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

Accordingly, Mr. Tai pointed out 3 prominent packaging trends today: First, green packaging and sustainable development. Major markets such as the EU, the United States, Japan, and South Korea have tightened regulations on environmentally friendly packaging, forcing businesses to convert to participate in green supply chains.

Second, digitize packaging, enable traceability and connect consumers through QR codes and digital platforms.

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

Mr. Tai said that with the strength of design and printing capacity and young human resources, Vietnamese enterprises have full opportunities to make a breakthrough. The Trade Promotion Agency will continue to accompany by increasing consulting, training, and supporting enterprises to convert packaging to green trends, promoting the development of sustainable export brands.

"From trend to implementation is a long journey, requiring perseverance and cooperation. If the State, businesses and organizations join hands, the Vietnamese packaging industry can completely reach new heights, contributing positively to the national brand and export growth," Mr. Tai emphasized.

The workshop was organized to help businesses grasp packaging design trends, develop brands associated with sustainable exports, towards green standards, transparency and in accordance with international market requirements. The program content was divided into 4 in-depth discussion sessions, bringing together branding experts, manufacturing and exporting enterprises.

Session 1 "Packaging and export brand trends 2025" focuses on topics such as: Green packaging trends, origin transparency, ESG; New standards of major markets such as the US and EU; Experience in changing packaging to increase export growth.

Session 2 "Packaging - A silent competitive weapon" includes the following contents: Impact of packaging on purchasing behavior, packaging design to meet export standards and barriers that make it difficult for Vietnamese products to enter the global retail system.

Session 3 "Packaging and marketing brand storytelling" revolves around storytelling techniques in packaging, from images, slogans, QR/AR codes to building brand stories for each specific export market.

Session 4 "Building a sustainable export brand" focuses on long-term strategies in international brand development, including methods for building a unified identity, optimizing design - printing - marketing...

Anh Tho

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