Speaking at the opening ceremony of the workshop, Mr. Le Hoang Tai, Deputy Director of the Trade Promotion Department ( Ministry of Industry and Trade ), emphasized: In the context of deep integration, Vietnamese goods are present in more than 200 global markets. However, for Vietnamese products to stand firm and reach further, in addition to quality, special attention must be paid to packaging and branding – two key factors in positioning value and creating differentiation in the eyes of international consumers.
According to Mr. Le Hoang Tai, packaging today is not just a "shell," but a "brand language," reflecting the story, commitment, and vision of the business. A sophisticated, creative, environmentally friendly packaging design that aligns with local culture can increase the value of exported products by 10-30%.
Mr. Le Hoang Tai, Deputy Director of the Trade Promotion Department (Ministry of Industry and Trade), spoke at the workshop.
According to Mr. Le Hoang Tai, three prominent packaging trends today include: Green packaging and sustainable development. Major markets such as the EU, the US, Japan, and South Korea are tightening regulations on environmentally friendly packaging, forcing businesses to transition to participate in green supply chains. Along with this, packaging is digitizing, allowing for traceability and connecting consumers through QR codes and digital platforms. Importantly, packaging is linked to brand strategy – where consumers buy both value and experience, not just the product itself.
Mr. Le Hoang Tai stated that, with its strengths in design and printing capabilities and a young workforce, Vietnamese businesses have ample opportunities to break through. The Trade Promotion Department will continue to support businesses by strengthening consulting, training, and assistance in transitioning packaging to green trends, promoting the sustainable development of export brands.
"From trend to implementation is a long journey, requiring perseverance and cooperation. If the State, businesses, and organizations work together, the Vietnamese packaging industry can absolutely reach new heights, making a positive contribution to the national brand and export growth," Mr. Le Hoang Tai emphasized.
Mr. Do Ngoc Hung, Commercial Counselor in the United States, stated that the US remains a major import market with a value exceeding $3.5 trillion per year, with consumer goods and processed agricultural products accounting for a significant proportion. However, new trends in packaging and environmental responsibility are becoming both 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 businesses at international trade fairs is proof of the enduring vitality of key export industries, despite global trade fluctuations and increasing protectionist trends. Based on his experience supporting businesses exporting to the US, Mr. Do Ngoc Hung proposed three practical suggestions for businesses: first, they need to comply with the 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 returns.
In addition, invest in brand identity through imagery and storytelling. Avoid generic packaging with incomplete information. Businesses should collaborate with consulting firms and graphic design companies to develop a unique brand identity for key product groups such as coffee, cashews, handicrafts, and processed foods.
In particular, leverage digital distribution channels. Platforms like Walmart Market, Amazon, and Costco are gateways to attracting American customers. Packaging and branding are key "ambassadors" in the digital environment when exporting through 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, while also connecting them with US brand consulting firms and wholesale and retail distributors. The goal is to bring the story of Vietnam onto export packaging and to participate more deeply in the distribution chains of major corporations.
Mr. Do Ngoc Hung emphasized: "Packaging and branding are not just outer layers, but the first message, creating a powerful effect that touches the visual senses and hearts of consumers. If done well, Vietnamese brands can not only gain a foothold in the US but also conquer other demanding markets."
With four sessions, the "Export Packaging and Branding 2025 - From Trends to Implementation" workshop, one of the key events in the Autumn Fair 2025 series, contributed to promoting Vietnamese businesses to innovate design thinking, enhance 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
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