Packaging and export branding trends 2025

On the morning of October 29, within the framework of the 1st Autumn Fair - 2025, at the Vietnam Exhibition Center, the Trade Promotion Agency (Ministry of Industry and Trade) organized the workshop "Packaging and export brands 2025 - From trends to implementation".

Speaking at the opening ceremony of the workshop, Mr. Le Hoang Tai, Deputy Director of the Trade Promotion Agency ( Ministry of Industry and Trade ) emphasized: In the context of deep integration, Vietnamese goods are present in more than 200 global markets. However, in order for Vietnamese products to stand firm and reach far, in addition to quality factors, special attention must be paid to packaging and branding - two key factors to position value and create a difference in the eyes of international consumers.

Mr. Le Hoang Tai believes that packaging today is not just a "cover", but a "brand language", reflecting the story, commitment and vision of the business. A sophisticated, creative, environmentally friendly and culturally appropriate packaging design can help increase the value of exported products by 10-30%.

Mr. Le Hoang Tai, Deputy Director of the Trade Promotion Agency (Ministry of Industry and Trade) spoke at the workshop.

Mr. Le Hoang Tai pointed out three prominent packaging trends today: Green packaging and sustainable development. Major markets such as the EU, the United States, Japan, and South Korea have tightened regulations on environmentally friendly packaging, forcing businesses to convert to participate in green supply chains. Along with that, digitalizing packaging, allowing traceability and connecting consumers through QR codes and digital platforms. In particular, packaging is associated with brand strategy - where consumers buy both value and experience, not just products.

Mr. Le Hoang Tai said that with the strength of design and printing capacity and young human resources, Vietnamese enterprises have full opportunities to make a breakthrough. The Trade Promotion Agency will continue to accompany by increasing consulting, training, and supporting enterprises to convert packaging to green trends, promoting the development of sustainable export brands.

“From trend to implementation is a long journey, requiring perseverance and cooperation. If the State, businesses and organizations join hands, the Vietnamese packaging industry can absolutely reach new heights, contributing positively to the national brand and export growth,” Mr. Le Hoang Tai emphasized.

Mr. Do Ngoc Hung, Trade Counselor in the United States, said that the United States is still an import market with a value of over 3,500 billion USD/year, in which consumer goods and processed agricultural products account for a significant proportion. However, new trends in packaging and environmental responsibility are becoming barriers and mandatory requirements for Vietnamese businesses.

Mr. Do Ngoc Hung highly appreciated the Trade Promotion Agency's attention to the US market. The presence of Vietnamese enterprises at international fairs is a testament to the sustainable vitality of key export industries, despite the fluctuations in global trade and the increasing trend of domestic protectionism. From his experience in supporting enterprises exporting to the US, Mr. Do Ngoc Hung proposed three practical suggestions for enterprises: they need to comply with packaging guidelines of large corporations, for example, Amazon's guidelines on size, materials, biodegradability, and shipping standards. Compliance helps Vietnamese goods penetrate deeper into the retail chain, reduce logistics costs, and avoid the risk of returned goods.

Along with that, invest in brand identity through images and stories. Avoid generic packaging and incomplete information. Businesses should coordinate with consulting organizations and art design units to develop a separate identity for key product groups such as coffee, cashew nuts, handicrafts, and processed foods.

In particular, take advantage of digital distribution channels. Platforms such as Walmart Market, Amazon, and Costco are the “gateways” to attract American customers. Packaging and branding are the “ambassadors” in the digital environment when exporting via e-commerce.

The Vietnam Trade Office in the US is committed to continuing to support businesses in updating standards and guidelines from the US Department of Commerce, and connecting with brand consultants and US wholesale and retail distributors. The goal is to bring the Vietnamese story to export packaging and participate more deeply in the distribution chains of large corporations.

Mr. Do Ngoc Hung emphasized: “Packaging and branding are not just the outer covering but the first message, creating a strong effect that touches the eyes and hearts of consumers. If done well, Vietnamese brands will not only have a foothold in the US but also conquer other demanding markets.”

With 4 sessions, the Workshop "Packaging and Export Branding 2025 - From Trend to Implementation" - one of the important events in the series of Autumn Fair 2025 events, has contributed to promoting Vietnamese enterprises to innovate design thinking, improve competitiveness and develop export brands in a professional, modern and sustainable direction.

Source: https://baotintuc.vn/kinh-te/xu-huong-bao-bi-va-thuong-hieu-xuat-khau-2025-20251029142348309.htm