Vietnamese goods "reign": Autumn Fair 2025 is a test to position the endogenous value chain

VTV.vn - The 2025 Autumn Fair affirms that Vietnamese goods have transformed strongly and are the priority choice of consumers thanks to their outstanding quality and rich cultural story.

Vietnamese people prioritize Vietnamese goods: Autumn Fair 2025 - Affirming the capacity and endogenous value chain

Market testing and the transformation of Vietnamese goods

Amidst the colorful space of 130,000 m² at the Vietnam Exhibition Fair Center, the 1st Autumn Fair - 2025 is considered one of the largest and most successful domestic trade promotion events ever. This is not only a place for trading, but also a "social laboratory" that clearly reflects the turning point change in Vietnamese consumer behavior.

According to the Organizing Committee, the 2025 Autumn Fair brings together more than 2,500 domestic and foreign enterprises, with over 3,000 standard booths, attracting an average of 100,000 visitors per day - a record number for domestic events. Notably, the biggest difference lies in the quality of interaction, most visitors come to buy real goods, try real goods and look for Vietnamese products with their own identity, instead of just stopping at "looking for information".

Vietnamese products have sophisticated designs and beautiful packaging.

This shift is clearly shown through customer feedback. Ms. Nguyen Thu Ha ( Bac Ninh ) commented after visiting the OCOP product display area: "I see that Vietnamese products are now very different from the past. The designs are sophisticated, the packaging is beautiful, and the quality is not inferior to foreign products. I choose to buy because I believe in domestic brands and want to support Vietnamese businesses. More importantly, many products have clear origin stories, making me feel proud when using them."

This belief does not only stop at fast-moving consumer goods but also spreads to high-end products and handicrafts. At the Dang Gia Agarwood exhibition area ( Khanh Hoa ), Mr. Dang Trung Doan, Brand Owner, said that the number of visitors to the booth has doubled compared to the recent 80-year National Achievement Exhibition. He affirmed: "Vietnamese consumers now not only look for cheap goods but also for "quality" and "unique" goods. Crafted agarwood products, essential oils, and high-end gifts sell very well. Many customers buy them to give to international friends, considering them Vietnamese cultural gifts. This fair shows that the belief in Vietnamese goods is returning very strongly, from the perspective of quality and cultural value".

Vietnamese consumers now not only look for cheap goods but also for "quality" and "unique" goods.

According to economist and market expert Tran Manh Hung, the heat at the fair is proof of the perception of consumption trends in 2025, where Vietnamese consumers, with GDP per capita approaching 5,000 USD/person and the strong increase of the digital consumer class, are moving towards value, digital technology and sustainability. They are not just buying a product but also buying a conscious lifestyle solution.

Good news from consumers' "shopping basket"

Regarding the story of Vietnamese market consumption trends, Associate Professor Dr. Dinh Trong Thinh, an economic expert, commented that the domestic market has shifted from "emotional consumption" to "smart and proud consumption". The campaign "Vietnamese people prioritize using Vietnamese products" over the past many years has created a foundation, but it is the serious investment of Vietnamese enterprises in quality, design, and especially in building brand identity that has created a real breakthrough. Consumers buy Vietnamese products because the products have met strict requirements on sustainability, digital convenience and health factors, not just slogan support.

This also explains why in the agricultural products and regional specialties area, many booths recorded a 30-40% increase in revenue compared to expectations. Products such as honey, coffee, traditional fish sauce, essential oils, herbal tea, pottery, and brocade are all consumed strongly, because they all carry within them a cultural story, tradition associated with the locality and green, clean elements.

The success of the Autumn Fair 2025 is also the result of proactive changes in thinking and strategy of the Vietnamese business community, especially small and medium enterprises (SMEs) and cooperatives (HTX).

Artisan Nguyen Thi Tuyet, owner of a Com facility in Me Tri (Hanoi), a traditional brand, shared her surprise at the change in customers: "There are many customers, especially young people. They not only buy Com as gifts, but also ask carefully about the method of making, ingredients, and clean production process. We clearly feel the respect of consumers for traditional Vietnamese products, as long as the products are upgraded in design and have transparency in origin."

Not only do Vietnamese customers buy traditional handicrafts, they also show their love for environmentally friendly products. Mr. Phan Van Duy, representative of Quang Nam Rattan and Bamboo Cooperative, said that many people used to think that handicrafts were only suitable for tourism, but now they buy them for use at home and in the office. Vietnamese customers increasingly love environmentally friendly products with modern designs. Traditional rattan and bamboo, if designed in a breakthrough way, can completely compete with foreign products, even leading the trend of "green" interior decoration.

Businesses catch up with digital transformation

A clear highlight of this year's Fair is the combination of traditional sales channels and digital platforms. Mr. Ngo Tong Truong - Deputy Director of the Center for Trade, Tourism and Investment Promotion of Dong Thap province said that the 2025 Autumn Fair has changed the mindset of small businesses. They no longer just bring goods to sell, but proactively promote through digital platforms, combining livestream and online sales. That shows the appeal of Vietnamese products on cyberspace and the ability to reach a large market.

The domestic market is the pillar of macroeconomic stability and sustainable development.

The trend of "consumers promoting Vietnamese products" also created a strong ripple effect. Videos, photos, and articles sharing about Vietnamese products were posted by people on Facebook, TikTok, Zalo... Statistics from the Organizing Committee showed that in just 10 days of the fair, the total number of online views exceeded 100 million, turning shoppers into unofficial "Vietnamese brand ambassadors".

According to a representative of the Department of Domestic Market Management and Development (Ministry of Industry and Trade), the domestic market is the pillar of macroeconomic stability and sustainable development. The Ministry of Industry and Trade will focus on developing green trade and logistics infrastructure, and building a national e-commerce platform to connect production with consumption in a transparent, safe and efficient manner. Consumer trust is a measure of the sustainable value of Vietnamese goods. At the same time, it will continue to support small businesses to improve production capacity, innovate designs, and standardize products according to market signals.

The 2025 Autumn Fair is not just a trade event, but a vivid picture of the strength of Vietnamese goods in the hearts of Vietnamese people. When national pride has become a new driving force for consumption, combined with the right macro strategy, it will be a solid foundation for the Vietnamese economy to continue to maintain its growth momentum, consolidate its internal strength, and assert its mettle at home before reaching out to the international market./.

Source: https://vtv.vn/hang-viet-len-ngoi-hoi-cho-mua-thu-2025-la-phep-thu-dinh-vi-chuoi-gia-tri-noi-sinh-100251103192019852.htm