Vietnamese products tell stories through experience, touching emotions.
Taking place from October 25th to November 4th at the Vietnam Exhibition and Convention Center (VEC), the Autumn Fair 2025 is not merely a trade promotion event but has been elevated to a national economic and cultural mega-event. On its opening day, the fair attracted tens of thousands of visitors, not only because of its unprecedented scale but also because of the efforts Vietnamese businesses are making to tell their own brand stories.
Prime Minister Pham Minh Chinh attended the opening ceremony.
At the "Essence of Vietnam – Colors of Four Seasons" space, visitors are guided on a journey to discover the culture, creativity, and innovation of Vietnamese products. Unlike previous static exhibition areas, each booth at the Autumn Fair 2025 is designed as a vibrant "storytelling" – from traditional craft villages to green technology startups.
Speaking at the opening ceremony, Prime Minister Pham Minh Chinh emphasized that the Autumn Fair 2025 is not only a large-scale trade promotion activity, but also an important bridge to help Vietnamese businesses strengthen international economic integration, exchange experiences, and receive technology transfer. The event contributes to boosting domestic consumption, spreading the spirit of innovation, and affirming the production capacity and brands of Vietnam in the context of a strong economic recovery at the end of 2025.
Hanoi's booth made a strong impression by recreating the aroma of Me Tri sticky rice flakes – one of the symbols of autumn in the capital – through a demonstration of handcrafted sticky rice flake packaging by artisan Le Thi Truyet. This experience was not only about promoting the product but also about honoring cultural heritage. Similarly, at the "Living Stage" in the Vietnamese tea area, tea heritage was connected with modern commerce through tea brewing demonstrations, opening up opportunities for Vietnamese tea to rise in rank and advance further on the global export map.
Meanwhile, the OCOP product booths from the Southwestern provinces attracted attention thanks to the flavors of dried fruits, clean coffee, and environmentally friendly recycled handicrafts, all linked to the story of the 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 very first day of the 2025 Autumn Fair, their booth was always packed with visitors, especially many international tourists who stopped to learn about the agarwood production process and the cultural and spiritual significance of the product. For them, agarwood is not just a high-value commodity, but the culmination of nature and the dedication of the people of Khanh Hoa – those who have been involved in the craft for generations. When the product is well-received by consumers, when the fragrance of agarwood spreads throughout the fair, that is the greatest pride – because each piece of wood, each agarwood stick carries a story of Vietnamese identity and spirit reaching out to the world.
Visitors not only shop but also get to experience activities such as trying their hand at pottery making, silk weaving, coffee brewing, and enjoying cuisine from all three regions of Vietnam. This approach, focused on emotions, interaction, and storytelling, has transformed "Vietnamese products" from dry, boring items into something relatable and evoking national pride. Many customers expressed their delight at hearing the stories behind the products' origins, rather than just focusing on 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 by the Ministry of Industry and Trade to build a series of activities connecting Vietnamese brands with consumers, not only to sell goods, but also to spread the creative values and innovative spirit of Vietnamese businesses. This fair is the clearest evidence that Vietnamese goods are ready to conquer the market with their quality, identity, and story.
According to Mr. Linh, this year, many young businesses, technology startups, and green agricultural cooperatives have participated with digital display models and online sales platforms, expanding interaction with young consumers. Even a "Digital Autumn Fair" has been developed alongside, where brands, along with KOLs and KOCs, share emotional stories and spread product values through social media, creating a "launching pad for hundreds of Vietnamese brand stories."
Connecting markets – spreading value and asserting global position.
The Autumn Fair 2025 is not just about consumer activities, but also a strategic forum to position and elevate Vietnam's national brand. The event brings together trade promotion programs and business networking opportunities between enterprises and major distribution systems, both domestically and internationally.
Numerous specialized workshops have been organized, attracting a large number of businesses, notably: "Green Transformation in Consumer Goods Production" and "Application of Digital Technology in Promoting Vietnamese Products". In particular, the workshop "Export Packaging and Branding 2025 - From Trends to Implementation," organized by the Trade Promotion Agency, focused on helping businesses improve their design capabilities, transforming packaging into a "silent competitive weapon" and "brand language" to conquer demanding markets such as the US and EU, where green packaging and traceability are mandatory standards.
From a professional perspective, Dr. Dinh The Hien, an economic expert, believes that Vietnamese businesses have paid more attention to brand storytelling, improving product quality, and connecting emotionally with young consumers. However, to maintain domestic market share and expand internationally, Vietnamese products need trust and a well-structured positioning strategy. The major limitations currently remain the lack of strong brands in the mid-to-high-end segment, along with an international marketing strategy and digital space that are not yet truly synchronized and professional.
In this context, the Autumn Fair 2025 is a crucial step in filling these strategic gaps. The event attracted participation from leading international e-commerce platforms such as Amazon, with booths offering direct consultations to Vietnamese businesses on the "Go Digital – Go Global" strategy, demonstrating a strong commitment to integration.
With the trend of globalization, promoting Vietnamese brands through international-scale events is extremely necessary. Mr. Nguyen Dinh Tung, Vice President of the Vietnam Fruit and Vegetable Association, frankly acknowledged that Vietnamese agricultural product brands remain weak, mainly due to fragmented production and inconsistent standards. When products are protected by trademarks, the story changes: Vietnamese goods are valued higher and have the opportunity to penetrate demanding markets. The Autumn Fair is a place for localities to introduce well-invested OCOP products, demonstrating a commitment to quality and consistent standards, thereby building trust with both domestic consumers and international partners.
According to the Organizing Committee, on the very first day of the opening, tens of thousands of visitors came to the Autumn Fair 2025, including many international delegations from Japan, South Korea, Singapore, and other countries. The vibrant atmosphere and throngs of people at the specialty product, technology, OCOP (One Commune One Product) and culture-food booths demonstrated the outstanding appeal of a national-level event. It is expected that throughout the duration of the fair, hundreds of thousands of visitors will come each day to visit, shop, and experience the exhibits.
The Autumn Fair 2025 – more than just a shopping event, it's a strong affirmation that Vietnamese products 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
Comment (0)