The festive atmosphere of Tet (Vietnamese Lunar New Year) is vibrant in France.
From early morning, the atmosphere at the Collégien shopping center became unusually lively. The crisp sound of lion dance drums echoed, awakening the usually quiet shopping space of Europe, signaling the arrival of a new spring full of energy.
The central area of the Carrefour hypermarket seemed to be adorned with a vibrant new look. The auspicious red of couplets and red envelopes blended with the warm yellow of apricot and peach blossoms, creating a space steeped in East Asian charm. Not only were overseas Vietnamese excited to return to prepare for Tet with traditional dishes like banh chung (rice cakes) and gio lua (pork sausage), but many French people also expressed great delight.
Local customers not only stopped to admire the food but also enthusiastically participated in unique cultural experiences such as picking lucky branches in the spring and tasting hot Vietnamese pho right at the counter. The image of French friends holding packages of Vietnamese food, attentively listening to explanations about how it's prepared, is the most vivid proof of the allure of Vietnam's "soft power."
Delegates cut the ribbon to inaugurate the "Vietnamese Lunar New Year Week" at the Carrefour hypermarket chain in France. Photo: Anh Son
The opening ceremony was honored with the presence of distinguished guests: Mr. Vincent Éblé - Senator of the Seine-et-Marne region; Mr. Marc Pinoteau - Mayor of the Collégien region; Mr. Franck Kenner - Director of Carrefour Group; Mr. Khiem Thanh Nhat - Director of T&T Foods; Mr. Tao Ngoc Tu - Chairman of Tan Viet Group (Vifon), along with the Vietnamese Trade Office in France.
A special highlight of this year's week is the first-ever appearance of VIFON – a national brand with over 60 years of history – on the shelves of a leading French retail system. With its flagship products such as instant pho, vermicelli, and rice noodles, meeting stringent European quality standards, Vifon has proven a new reality: Vietnamese products are not only delicious but also competitive enough to compete on equal footing in the most upscale markets.
Speaking at the event, Mr. Tao Ngoc Tu, Chairman of Tan Viet Group, could not hide his joy: "After a long journey of effort, Vifon has finally set foot in the playing field of European 'giants'. From today's milestone at Carrefour, the Group has built a long-term plan to widely access other retail distribution systems, not only stopping at France but expanding throughout Europe."
Recognition from international partners
Witnessing the strong transformation and appeal of Vietnamese goods to local consumers, Franck Kenner, Head of Integrated Services at Carrefour, offered his heartfelt assessment: "Throughout our journey with Asian products in general and Vietnamese products in particular, we have seen goods from Vietnam improving rapidly. From quality and design to product style, they all meet market demands. Today, we are delighted to welcome another product from Vietnam into the Carrefour product portfolio."
Mr. Vu Anh Son, Commercial Counselor, Vietnam Trade Office in France (far right), with partners at Vietnam Trade Week. Photo: Anh Son.
Today's event is not just about the individual joy of each participant, but is the perfect 12th piece in the overall picture of building Vietnamese brands in France over the past 6 years (2021 - 2026). This is vivid evidence of the strategic vision of the Ministry of Industry and Trade , implemented throughout the system of Trade Offices worldwide.
In France, from its humble beginnings in 2021 to its prominent presence in the four largest hypermarket chains in the country, Vietnamese products have achieved remarkable success. This achievement is not a coincidence but the result of a solid "three-legged stool" strategy, comprising close collaboration between: Vietnamese export businesses (under the direct guidance and support of the Trade Office); reputable importers and distributors in the region (such as T&T Foods, ACEM, etc.); and leading French retail corporations (such as Carrefour).
Mr. Vu Anh Son, Commercial Counselor and Head of the Vietnamese Trade Office in France, emphasized: "Vifon's appearance today once again affirms the enormous potential of Vietnamese brands in Europe. We – the 'soldiers on the front lines' – are committed to always being here, closely monitoring the market, and ready to accompany Vietnamese businesses not only to expand globally but also to stand firm and shine in the new era."
Thanks to this "three-legged stool" structure, Vietnamese goods no longer go out to the world in a "spontaneous" or "isolated" way. We are now operating within a standardized, systematic ecosystem, transforming each product into a "cultural ambassador," ready for a new era: the era of the rise and brilliance of the National Brand.
Tags: Vietnam Trade Office in France, Vietnamese Goods
Source: https://moit.gov.vn/tin-tuc/tet-viet-lan-toa-giua-long-nuoc-phap-khi-thuong-hieu-viet-vuon-minh-tai-dai-sieu-thi-carrefour.html
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