Restructuring trade promotion activities:

Against the backdrop of profound global economic volatility, there is an urgent need for a comprehensive restructuring of trade promotion activities towards a modern, smart, and sustainable model. The focus should be on applying data and technology, standardizing green standards, and using national-level trade fairs as a strategic pillar.

People choose to buy products at the Autumn Fair 2025.

Transforming trade promotion methods

During the period 2021-2025, Vietnam's exports maintained double-digit growth and the trade balance showed a surplus for more than a decade. However, according to Vu Ba Phu, Director of the Trade Promotion Department ( Ministry of Industry and Trade ), the new context with geopolitical fluctuations, trade protectionism, and the demands for greening and digitalization is creating significant pressure on traditional trade promotion models, requiring a shift to new trade promotion methods.

Innovation is becoming increasingly evident in practice, as many promotional activities have shifted to digital platforms, focusing on niche markets, enhancing green standards, and flexibly combining in-person and online approaches. A prime example is the Autumn Fair 2025 (held from October 25th to November 4th at the National Exhibition Center, Hanoi), an event considered by experts to be a significant shift in the thinking behind integrated trade promotion. According to Dr. Nguyen Minh Phong, an economic expert, this event demonstrates Vietnam's transition from purely traditional trade promotion to integrated trade promotion, diversifying the objectives of trade promotion activities. The Autumn Fair 2025 will become a lever to enhance the economy's adaptability, protect domestic production, develop the domestic market, and boost exports, maintaining the momentum of economic recovery and development.

From a business perspective, Mr. Nguyen Manh Ha of AHT Tech Joint Stock Company (exporting software to Australia) stated that software products are closely linked to culture and consumer habits; therefore, understanding customs and culture is essential. Transitioning from fulfilling orders to directly entering the global market on one's own feet is very difficult without support in accessing the market and end consumers. This highlights the urgent need for professional, systematic trade promotion channels tailored to specific market segments.

New strategic pillar

To meet new requirements, the National Trade Promotion Plan for the period 2026-2030 will be implemented by the Ministry of Industry and Trade with a focus on building a modern trade promotion ecosystem, with major orientations such as promotion by industry clusters, standardization of green standards, formation of a digital trade promotion ecosystem – where data becomes a core asset – and development of a national export identity. Simultaneously, the "Go Global" program implemented by the Ministry will select leading enterprises to lead the satellite ecosystem in expanding into international markets. "When a Vietnamese enterprise goes international, they don't go alone; they bring the entire value chain with them. That is the new development model of modern trade promotion," said Mr. Vu Ba Phu.

Along with the solutions mentioned above, trade fairs are identified as a new strategic pillar to promote comprehensive trade. Vietnam is shifting from a customer-seeking approach to a proactive market approach, inviting international buyers to Vietnam and organizing regional-scale trade promotion events. The recently held Autumn Fair 2025 was a successful trial, opening a new direction for a modern trade promotion model. Vietnamese trade fairs and exhibitions will gradually build a brand as an attractive destination in the region and globally, for buyers, sellers, and technology transfer alike.

To improve quality, Dr. Nguyen Minh Phong proposed that trade fairs should be professionalized according to the "5 clear principles": Clear person, clear task, clear time, clear results, and clear responsibility. This should be accompanied by support policies such as exemption or reduction of space fees, tax incentives, and coordinated communication.

According to Vu Duc Thien, Deputy General Director of My Viet International Trade and Import-Export Co., Ltd., the company highly appreciates the support from the management agencies and hopes for more large-scale, national-level trade fairs to help businesses reach more consumers and markets both domestically and internationally.

The Ministry of Industry and Trade has developed a plan for a series of trade fairs in the coming period. In 2026, three major trade fairs will be organized: Spring, Summer, and Autumn. The Spring Fair will feature specialized exhibitions in textiles, footwear, fashion, and furniture.

According to experts, trade promotion in the new era can only be most effective when it operates as a unified ecosystem, with close coordination among the Government, ministries, localities, businesses, and international partners. Vietnam can become a hub for the trade fair industry and the service industry related to trade and investment promotion in the region, when all parties share a common vision.

Source: https://hanoimoi.vn/tai-cau-truc-hoat-dong-xuc-tien-thuong-mai-huong-den-mo-hinh-hien-dai-thong-minh-va-ben-vung-727118.html