Spreading Vietnamese brands from the 2025 Autumn Fair: When Vietnamese products tell their own stories

VTV.vn - The 2025 Autumn Fair is also a place where Vietnamese brands affirm their position through stories of creativity, identity and technology in the integration journey.

Vietnamese products tell stories through experiences, touching emotions

Taking place from October 25 to November 4 at the Vietnam Exhibition Fair Center (VEC), the 2025 Autumn Fair is not only a trade promotion event but has been elevated to a national economic and cultural super event. On the first day of opening, the Fair attracted tens of thousands of visitors, not only because of its largest scale ever but also because of the way Vietnamese businesses are trying to tell their own brand stories.

Prime Minister Pham Minh Chinh attended the opening ceremony.

At the "Quintessence of Vietnam - Colors of the Four Seasons" space, visitors are led on a journey to discover the culture, creativity and innovation of Vietnamese products. Different from previous static exhibition areas, each booth at the 2025 Autumn Fair is designed as a vivid "story" - from traditional craft villages to green technology start-up brands.

Speaking at the opening ceremony, Prime Minister Pham Minh Chinh emphasized that the 2025 Autumn Fair is not only a large-scale trade promotion activity, but also an important bridge to help Vietnamese enterprises strengthen international economic integration, exchange experiences and receive technology transfer. The event contributes to promoting domestic consumption, spreading the spirit of innovation and affirming Vietnamese production capacity and brand in the context of strong economic recovery at the end of 2025.

Hanoi's booth made a strong impression when recreating the scent of Me Tri green rice - one of the symbols of the capital's autumn - through the demonstration of artisan Le Thi Truyet's hand-wrapping of green rice. This experience not only promotes products but also honors cultural heritage. Similarly, at the "Live Stage" of the Vietnamese tea area, tea heritage is connected with modern trade through tea-making performances, opening up opportunities for Vietnamese tea to upgrade and go further on the global export map.

Meanwhile, the booth displaying OCOP products from the provinces of the Southwest region attracted attention thanks to the flavors of dried fruits, clean coffee, and environmentally friendly recycled handicrafts, associated with the story of circular economy and sustainable livelihoods of the people. Mr. Dang Trung Doan, owner of the Dang Gia Agarwood brand (Khanh Hoa), shared that on the first day of the 2025 Autumn Fair, our booth was always crowded with visitors, especially many international visitors who stopped to learn about the agarwood-making process and the spiritual and cultural significance of the product. For us, agarwood is not only a high-value product, but also the crystallization of nature and the efforts of the people of Khanh Hoa - people who have been attached to the profession for many generations. When the product is welcomed by consumers, when the scent of agarwood spreads throughout the fair space, that is the greatest pride - because each piece of wood, each stick of agarwood carries the story of Vietnamese identity and spirit reaching out to the world.

Visitors do not just stop at shopping but also experience things like trying pottery making, silk weaving, making coffee, and enjoying cuisine from three regions. This way of organizing towards emotions, interactions and storytelling has made "Vietnamese goods" no longer dry, but become closer, evoking national pride. Many customers expressed their interest in hearing the story about the origin of the product, instead of just focusing on the price.

Commenting on this transformation, Mr. Tran Huu Linh - Director of the Department of Domestic Market Management and Development (Ministry of Industry and Trade) said that the Autumn Fair is an effort of the Ministry of Industry and Trade to build a chain of activities connecting Vietnamese brands with consumers, not only to sell products, but also to spread the creative values ​​and innovative spirit of Vietnamese enterprises. This fair is the clearest proof that Vietnamese goods are ready to conquer the market with their own quality, identity and story.

According to Mr. Linh, this year, many young businesses, technology startups, and green agricultural cooperatives have participated in the digital display model, selling products through online platforms, expanding interactions with young consumers. Even a "Digital Autumn Fair" was developed in parallel, where brands, along with KOLs and KOCs, tell emotional stories, spread product values ​​through social networks, creating a "launching pad for hundreds of Vietnamese brand stories".

Connecting the market – spreading value and affirming global position

The 2025 Autumn Fair is not only about consumption activities, but also a strategic forum to position and elevate the Vietnamese national brand. The event brings together trade promotion programs, connecting businesses and large distribution systems, both domestically and internationally.

Many specialized seminars were organized, attracting a large number of businesses to attend, typically: "Green transformation in consumer goods production" and "Application of digital technology in promoting Vietnamese products". In particular, the seminar "Packaging and Export Brands 2025 - From Trend to Implementation" organized by the Trade Promotion Agency focused on helping businesses improve their design capacity, turning packaging into a "silent competitive weapon" and "brand language" to conquer demanding markets such as the US and EU, where the trend of green packaging and transparency of origin is a mandatory standard.

From a professional perspective, economic expert Dr. Dinh The Hien believes that Vietnamese businesses have paid more attention to brand stories, improving product quality and connecting emotionally with young consumers. However, to maintain domestic market share and expand internationally, Vietnamese goods need trust and a systematic positioning strategy. The major limitation today is still the lack of strong brands in the mid- to high-end segment, along with an international marketing strategy and digital space that is not really synchronized and professional.

In that context, the Autumn Fair 2025 is an important step to fill these strategic gaps. The event attracted the participation of leading international e-commerce platforms such as Amazon, with a booth directly consulting Vietnamese businesses on the "Go Digital - Go Global" strategy, demonstrating a strong integration orientation.

With the trend of globalization, spreading Vietnamese brands through international events is extremely necessary. Mr. Nguyen Dinh Tung - Vice President of the Vietnam Fruit and Vegetable Association frankly admitted that the Vietnamese agricultural product brand is still obscure, mainly due to fragmented production and uneven standards. When products are protected by trademarks, the story is different: Vietnamese products are priced higher, have the opportunity to penetrate demanding markets. The Autumn Fair is the place for localities to introduce well-invested OCOP products, demonstrating a commitment to quality and uniform standards, thereby building trust for both domestic consumers and international partners.

According to the Organizing Committee, on the first day of opening, tens of thousands of visitors came to visit the 2025 Autumn Fair, including many international delegations from Japan, Korea, Singapore... The bustling atmosphere and the crowds at the specialty, technology, OCOP and culture - cuisine booths demonstrated the outstanding appeal of a national event. It is expected that during the entire period, the fair will welcome hundreds of thousands of visitors each day to visit, shop and experience.

Autumn Fair 2025 - more than just a shopping event, this is a strong affirmation that: Vietnamese goods are ready to step out into the world with confidence, creativity and unique identity, telling their story through quality, experience and technology./.

Source: https://vtv.vn/lan-toa-thuong-hieu-viet-tu-hoi-cho-mua-thu-2025-khi-hang-viet-ke-cau-chuyen-cua-chinh-minh-100251026190249082.htm