Opening of Vietnam National Brand Week at EXPO 2025 World Exhibition

On May 26, Vietnam National Brand Week opened at the World Expo 2025 Osaka. This is the first time Vietnam National Brand Week has been held at this exhibition, promising to highlight the image of an innovative and integrated Vietnam at the world's largest exhibition.

Delegates press the button to open the Vietnam National Brand Week at the EXPO 2025 World Exhibition. Photo: Nguyen Tuyen/VNA

In his opening speech, Mr. Bui Quang Hung, Deputy Director of the Trade Promotion Agency, Ministry of Industry and Trade , emphasized that Vietnam National Brand Week is an event of great significance. This is an opportunity to honor the outstanding achievements of enterprises carrying Vietnam National Brands, typical representatives of production capacity, innovative thinking and aspiration to reach out to the world.

Mr. Bui Quang Hung said that the event was held in Osaka city - the leading economic and cultural center of Japan and the host of World Expo 2025, clearly demonstrating the trust, attachment and continuous development of the extensive strategic partnership between Vietnam and Japan. According to Mr. Bui Quang Hung, this is a valuable opportunity to promote the national image, while expanding cooperation between Vietnamese enterprises and international partners in the fields of production, trade, investment and innovation.

Vietnamese Consul General in Osaka, Mr. Ngo Trinh Ha, highly appreciated the efforts of units under the Ministry of Industry and Trade, along with businesses, organizations and partners who have accompanied in building and implementing the Vietnam National Brand Week at EXPO 2025. He affirmed that the event is a milestone that clearly demonstrates Vietnam's determination and strategic vision in enhancing the position of the national brand on the global economic map. In addition, this is also an opportunity for Vietnamese brands to affirm their position in the global market, a practical step to realize the aspiration of building a country with comprehensive competitiveness, playing an active role in the regional and global value chain.

Visitors learn about Vietnamese perfume products. Photo: Xuan Giao/VNA

Mr. Makoto Maehara - Director of the International Relations Division, Kinki Region Bureau of Economy, Trade and Industry, Ministry of Economy, Trade and Industry of Japan - said that Japan and Vietnam have had extensive and effective exchanges in many areas, including economy, culture, sports and education. In recent years, Vietnam has achieved remarkable economic growth. With more than 2,000 Japanese enterprises present in Vietnam, including many companies from Kansai, Vietnam today is an indispensable partner for businesses in Kansai in particular and across Japan in general. Mr. Makoto Maehara believes that EXPO 2025 will be a "test ground for a future society", where countries around the world work together to address the challenges ahead.

Mr. Makoto Maehara was impressed with the Vietnam Pavilion with the theme "Building Vietnam's Future Together". Here, visitors will experience exhibitions highlighting the coexistence of 54 Vietnamese ethnic groups, each with its own language, culture and customs, along with traditional puppetry performances. He said that these elements will be effectively integrated to present a vision of a sustainable future for Vietnam. Mr. Makoto Maehara pledged to support Kansai-based businesses to expand their business in Vietnam, as a reliable and long-term partner.

Visitors look at Vietnamese ceramic products on display at the Vietnam House at EXPO 2025. Photo: Nguyen Tuyen/VNA

For his part, Mr. Nakazawa Katsunori - Executive Vice President of the Japan External Trade Organization (JETRO) - said that with Vietnam's recent economic growth, branding has become an important factor in adding value to products and services. Vietnamese brands are becoming more and more popular in Japan, especially in the food sector. Mr. Nakazawa Katsunori hopes that the Vietnam National Brand Week will further promote economic and cultural exchanges between Vietnam and Japan, thereby helping Vietnamese brands develop and become more popular in this East Asian country.

In an interview with VNA, JETRO Executive Vice President said that one of the Vietnamese products that is popular in Japan is food and restaurants serving Vietnamese food. According to him, this is the most promising product in Japan. Having traveled to many countries around the world, Mr. Nakazawa Katsunori assessed that Vietnamese dishes are very suitable for Japanese tastes. If Vietnamese food businesses expand their promotion, Vietnamese food and Vietnamese restaurants will have more opportunities to succeed in Japan.

Sharing with VNA reporters, Mr. Bui Hong Phuc - General Director of Toan Phat Copper Pipe Joint Stock Company - said that as an enterprise with products achieving the Vietnam National Brand in 2024, the enterprise was invited by the Ministry of Industry and Trade and the Trade Promotion Agency to attend the Vietnam National Brand Week at EXPO 2025. Mr. Bui Hong Phuc believes that participating in the event is a great opportunity to reach one million customers within a week.

EXPO 2025 is one of the three largest global events in the world, taking place from April 13 to October 13 on the artificial island of Yumeshima in Osaka, with the participation of 158 countries and international organizations. With the theme "Designing Future Society for Our Lives", EXPO 2025 is an important forum for countries to introduce their identities, affirm their positions and expand cooperation connections on a global scale.

In that context, the Vietnam National Brand Week is expected to be a highlight in the series of activities at the Vietnam Exhibition House, demonstrating the spirit of innovation, creativity and deep integration of the country. The highlight of the event is the Vietnam National Brand Exhibition Area - a place to introduce typical products achieving national brands, selected based on the criteria: Quality - Innovation, creativity - Pioneering capacity. Participating enterprises come from many fields such as ceramics, textiles, construction materials, mechanics, interior design... The week is not only an opportunity to promote the prestige, capacity and identity of Vietnamese brands in the international arena, but also a practical foundation to promote trade - investment - tourism cooperation, especially in the Japanese market - one of the comprehensive strategic partners and key export markets of Vietnam.

In addition to the exhibition activities, a multi-channel and synchronized communication campaign will be deployed, including introductory publications (print and electronic), banners, standees, leaflets, digital media and domestic press... to widely spread the message and image of the Vietnamese National Brand to a wide range of international friends.

As planned, Vietnam National Brand Week will take place from May 26 to June 1. The event is part of the Vietnam National Brand Program, the only program of the Vietnamese Government on developing national brands and Vietnamese product brands, chaired by the Trade Promotion Agency of the Ministry of Industry and Trade, in coordination with the Ministry of Culture, Sports and Tourism and related units.

According to baotintuc.vn

Source: https://baolaocai.vn/khai-mac-tuan-le-thuong-hieu-quoc-gia-viet-nam-tai-trien-lam-the-gioi-expo-2025-post402387.html