Director of the Trade Promotion Agency (Ministry of Industry and Trade) Vu Ba Phu:

Regarding this content, Hanoi Moi Newspaper had an interview with Director of the Trade Promotion Department ( Ministry of Industry and Trade ) Vu Ba Phu.

A successful start all round

- As a person directly participating in the Organizing Committee, closely following the organization process of the first Autumn Fair - 2025, how do you evaluate the overall results of the event?

- The first Autumn Fair - 2025 (Fair) is a very successful start, both in terms of organization scale, trade promotion effectiveness and social influence. The Fair brings together more than 3,000 booths on an area of 130,000m², with the participation of 34/34 provinces and cities, 2,500 enterprises, cooperatives and hundreds of large corporations such as Viettel , EVN, Vinamilk, T&T, Hapro..., along with international business delegations from 16 countries and territories, including Japan, Korea, China, Singapore, India, New Zealand and the European Union.

During the 10 days of the Fair, it attracted more than 1 million visitors, an average of 100,000 visitors/day - the highest number among domestic trade promotion events. Average revenue reached 300 million VND/standard booth, total direct revenue was nearly 1,000 billion VND. Total transaction value, cooperation agreements, investment and technology transfer reached nearly 5,000 billion VND, with local booths contributing about 500 billion VND. Direct and online revenue increased by 40-45% compared to the average of previous years, contributing to promoting domestic consumption, export and creating thousands of new jobs.

In particular, more than 100 international cooperation memoranda were signed, expanding investment and export opportunities for Vietnamese enterprises. Along with 30 conferences and seminars on digital transformation, green transformation and circular economy , the Fair affirmed its role as a national trade promotion platform, contributing to enhancing the position of Vietnamese goods in regional and international markets.

It can be affirmed that the Fair has achieved its dual goals, being both a national trade promotion event and a festival of Vietnamese consumption and culture.

- In your opinion, what are the factors that created initial success, helping the Fair make a difference compared to previous trade promotion events?

- This event marks a breakthrough in the thinking and method of organizing trade promotion in Vietnam. First of all, the Fair pioneers the combination of traditional exhibitions and digital space, applying 4.0 technology in displaying, trading and connecting supply and demand, opening up opportunities to access the global market for Vietnamese goods.

Second, the event is designed as a comprehensive promotion model, creating a multi-dimensional connection forum between businesses, localities, investors and domestic and foreign promotion organizations, thereby affirming its national scale and international stature.

Third, the Fair honors Vietnamese products, regional specialties and key export industries, contributing to affirming the value of the "Made in Vietnam" brand and promoting regional linkages in supply chain development.

In particular, the activities at the Fair clearly reflect the creative spirit, bravery and intelligence of Vietnam in the era of integration and digital transformation.

Despite the short preparation time and large scale, the Fair achieved comprehensive results, far exceeding the set goals thanks to the strong direction of the Government, close coordination between ministries, branches, localities and strong spread from communication work, creating great attraction.

Visitors visit and learn about products displayed at the first Autumn Fair - 2025. *Photo: Quang Thai*

Many valuable experiences for annual development

- From organizational practice, what do you think is the most important lesson to learn?

- Firstly, the organization must be implemented early, systematically and professionally. Right from the stage of space planning, theme design to infrastructure operation, there must be close coordination between central, local and business units.

Second, attracting businesses must be linked to practical benefits. Not only inviting, but also creating an effective trading environment. This year's fair has 5 clearly themed zones. Within the framework of the event, the Organizing Committee has deployed more than 30 thematic events such as business connection conferences, trade promotion forums; beer and food festivals; unique cultural and artistic activities...

Third, the media must be one step ahead. The media campaign before, during and after the fair has proven that media coverage determines the attraction of the event. Close coordination with the Ministry of Culture, Sports and Tourism, press agencies from central to local levels; media information on digital platforms has helped the message "Connecting people with production and business" to be widely conveyed.

Fourth, the Fair has the participation of businesses from India, Japan, Korea, Laos, opening up real export opportunities. Therefore, it is necessary to prepare business data, product profiles and separate connection programs for each market, focusing on potential partners.

Fifth, the experience and culture factor is the key to spreading. When consumers come not only to shop, but also to “experience Vietnamese autumn” through cuisine, art, technology, etc.; the Fair has become an “economic and cultural festival”. This experience is very valuable, because it helps the event enter into social life, not just stopping at the commercial aspect.

- In your opinion, what conditions, mechanisms or organizational models are needed to form a series of annual fairs with themes throughout the year in the coming time?

- Firstly, it is necessary to develop a master plan and a synchronous coordination mechanism between the Central, local and industry associations; each season of organization must be associated with the production and consumption characteristics of each region, with a clear theme. Secondly, it is necessary to ensure appropriate financial resources and mechanisms, encourage socialization and attract businesses and international organizations to participate in investment and operation. Thirdly, focus on forming a professional organization model, unifying brands and standards, and connecting with a series of specialized international events in the region. In addition, applying digital transformation is a mandatory requirement, helping the Fair expand online interactions, maintain 24/7 trade activities and improve promotion efficiency for Vietnamese businesses even after the Fair has ended.

The Ministry of Industry and Trade and the Trade Promotion Agency are gradually perfecting the inter-regional coordination mechanism, developing long-term plans for each fair season, and issuing a set of criteria on the quality, scale and brand of Vietnam Fairs. The goal is to form a series of annual fairs of national scale, of international stature, ensuring professionalism, efficiency and sustainability, thereby contributing to spreading Vietnamese goods more widely and deeply in the domestic and international markets.

- What role do you expect Vietnam's annual fair chain to play in export activities, domestic consumption and enhancing the national brand?

- The annual fair chain associated with key export industries is considered an important channel to spread the national brand, promote investment, production, develop the supply chain and expand domestic consumption. Fairs are not only a forum connecting supply and demand, but also help businesses demonstrate their production capacity, quality and Vietnamese brand identity to international consumers and partners. To be effective, each fair needs to be professionally organized, have a methodical communication strategy and select the right participants. The Ministry of Industry and Trade (Trade Promotion Agency) is aiming to build a prestigious and distinctive Vietnamese fair and exhibition brand, associated with the promotion of the national brand "Made in Vietnam", contributing to bringing Vietnamese goods further into the international market.

Thank you very much!

Source: https://hanoimoi.vn/cuc-truong-cuc-xuc-tien-thuong-mai-bo-cong-thuong-vu-ba-phu-xay-dung-thuong-hieu-hoi-cho-tien-lam-viet-nam-uy-tin-dam-ban-sac-722661.html