Vietnam National Brand Week at EXPO 2025 Osaka, Kansai, Japan

On May 26, 2025, within the framework of the Vietnam National Brand Program, the Vietnam National Brand Week (from May 26 to June 1, 2025) opened at the World Exhibition EXPO 2025 Osaka, Kansai, Japan. The event was organized by the Ministry of Industry and Trade (Trade Promotion Agency) in coordination with the Ministry of Culture, Sports and Tourism and related units, aiming to promote the National Brand Program and promote the consumption of products and services achieving the Vietnam National Brand in foreign markets in general and the Japanese market in particular.

Mr. Bui Quang Hung, Deputy Director of the Trade Promotion Department, Ministry of Industry and Trade

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

Mr. Ngo Trinh Ha - Consul General of Vietnam in Osaka

Following the opening speech, Mr. Ngo Trinh Ha, Consul General of Vietnam in Osaka, highly appreciated the efforts of units under the Ministry of Industry and Trade, along with enterprises, organizations and partners in accompanying the implementation of Vietnam National Brand Week at EXPO 2025. He affirmed that this is a milestone that clearly demonstrates Vietnam's determination and strategic vision in enhancing the position of the national brand, and at the same time is a practical step to affirm Vietnam's competitiveness and proactive role in the global value chain.

The program also received active attention and support from the Japanese Government. Mr. Makoto Maehara - Director of the International Relations Department, Kansai Economic , Trade and Industry Bureau (METI Japan) - said that Japan and Vietnam have maintained extensive cooperation in many fields, from economy to culture, sports and education. He highly appreciated Vietnam's impressive economic development in recent years, with more than 2,000 Japanese enterprises operating in Vietnam, including many from the Kansai region. According to him, Vietnam has become an indispensable partner for Japanese enterprises, especially in Kansai. He expressed his belief that EXPO 2025 will be "a testing ground for a future society", where countries work together to solve global challenges.

Mr. Makoto Maehara - Director of International Relations Department, Kansai Region Bureau of Economy, Trade and Industry (METI Japan) spoke at the ceremony.

The program is supported by prestigious Japanese trade promotion organizations such as JETRO and ASEAN-Japan Center. The organizations believe that in the context of Vietnam's strong economic growth, brands play an increasingly important role in enhancing the value of products and services. Many Vietnamese brands have gradually become more visible in the Japanese market.

Mr. Nakazawa Katsunori - Executive Vice President of Japan External Trade Organization (JETRO)

The Vietnam National Brand Week is expected to promote economic and cultural exchanges between the two countries and create momentum for Vietnamese brands to reach further. The organizations also affirmed their commitment to continue strengthening cooperation with the Ministry of Industry and Trade, especially with the Vietnam Trade Promotion Agency (VIETRADE), through many joint initiatives to promote the image of Vietnam and promote understanding between the people of the two countries.

KC Hirabayashi, Secretary General of the ASEAN-Japan Center

The highlight of the Vietnam National Brand Week at the Vietnam Exhibition House is the Vietnam National Brand Display Area, where typical products that have been recognized as National Brands that meet the three criteria of "Quality - Innovation, creativity - Pioneering capacity" are introduced. The display activities are well-organized, professional, exciting and attract the attention of many visitors and international partners. Enterprises with products achieving National Brands participating in the display and introduction at the Display Area span across fields such as ceramics, garments, construction materials, mechanics, and interiors. This is a particularly important opportunity for Vietnamese enterprises, especially those with products achieving National Brands, not only to introduce their capacity, products and advanced technology to international friends, but also to help enterprises expand their markets, seek partners, investment and export opportunities. At the same time, the presence at a global event such as World Expo contributes to affirming the position of Vietnamese enterprises on the world economic map, enhancing brand reputation and demonstrating a proactive role and deep integration in the global value chain.

Bilateral trade between Vietnam and Japan has shown strong momentum in recent years. As Vietnam strengthens its production and export capacity, Japan remains a strategic partner and a high-demand market. Vietnam recorded a trade surplus with Japan for three consecutive years (2022–2024), emphasizing Japan's continued role as a promising export market for Vietnamese enterprises. To build brands and successfully penetrate this demanding market, Vietnamese enterprises, especially Vietnamese national brand enterprises, always pursue the three criteria of "Quality - Innovation - Pioneering capacity", committed to bringing quality products that meet the needs and desires of customers; attach importance to investing in brand elements that help customers easily distinguish and create appeal compared to competing products.

Delegates take souvenir photos at the event.

Vietnam National Brand Week at the World Expo 2025 Osaka, Kansai is an important trade promotion activity, demonstrating the Government's strong commitment to promoting the national image associated with the values of "Quality - Innovation, creativity - Pioneering capacity". This is not only an opportunity to introduce typical products and services bearing the Vietnam National Brand to the international community, but also an opportunity to affirm Vietnam's increasingly high position in the global value chain. Through this event, Vietnam wishes to spread the message of a dynamically developing, innovative and cooperative country for a sustainable and prosperous future.

Source: https://moit.gov.vn/tin-tuc/hoat-dong/tuan-le-thuong-hieu-quoc-gia-viet-nam-tai-trien-lam-the-gioi-expo-2025-osaka-kansai-nhat-ban.html

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