Trade promotion in Tay Ninh - Focusing on depth and tangible results.

In 2025, amidst a volatile market, uneven recovery of domestic purchasing power, and increasingly demanding requirements from modern distribution systems and export markets, Tay Ninh province's trade promotion efforts have undergone a significant shift in both mindset and approach. Instead of a scattered approach, promotion activities are being implemented proactively, flexibly, and with a focus on key areas, gradually deepening and delivering tangible results for businesses, cooperatives, and production facilities. This creates a crucial foundation for promoting market development and local economic growth.

Mobilizing diverse resources and expanding opportunities for businesses.

One of the highlights of Tay Ninh's trade promotion efforts in 2025 is the innovation in organizational thinking and resource mobilization. Instead of relying solely on traditional trade promotion funding, the province has proactively integrated and combined various funding sources such as e-commerce funding, the National Target Program for New Rural Development, and other legitimate sources.

This approach not only helps improve the efficiency of state budget utilization but also expands the scale, scope, and target beneficiaries of trade promotion programs. As a result, many small and medium-sized enterprises (SMEs), cooperatives, production facilities, especially those producing typical rural industrial products and OCOP products, have had the opportunity to access trade promotion activities in a substantive way, aligned with their capabilities and market needs.

In 2025, the province developed and implemented 47 trade promotion plans with a total support budget of 5.5 billion VND, achieving 100% of the assigned plan. Through these plans, more than 1,000 businesses received support to participate in trade fairs, exhibitions, business networking, and supply-demand connections both domestically and internationally.

Trade promotion activities are diverse, ranging from specialized trade fairs and general trade fairs to markets and business networking programs with major economic centers such as Ho Chi Minh City, Hanoi, and other localities in the region. Notably, the content of these programs is increasingly aligned with the practical needs of businesses and the requirements of the distribution system, emphasizing connectivity and distribution system development.

Commenting on this change, Huynh Anh Phung, Director of the Provincial Center for Industrial Promotion and Trade Development, said that the biggest difference in 2025 is that trade promotion programs have shifted strongly towards closely following the actual needs of businesses.

Director of the Provincial Center for Industrial Promotion and Trade Development Huynh Anh Phung (second from the left) surveys the province's booths at a trade fair held in Ho Chi Minh City.

"Integrating multiple funding sources and combining traditional and e-commerce promotion has helped expand markets for businesses, especially small businesses, cooperatives, and OCOP (One Commune One Product) entities. More importantly, these promotion activities have created genuine consumption connections, helping businesses gradually stabilize their output," Mr. Huynh Anh Phung emphasized.

In fact, many businesses, through programs supported by the province, have expanded their customer networks, signed memoranda of cooperation, and gradually introduced their products into supermarkets, wholesale markets, convenience stores, and modern distribution channels.

Alongside activities funded by the state budget, the province also focuses on encouraging businesses to participate in trade promotion activities through socialized models. In 2025, the province supported nearly 100 businesses in participating in 15 trade promotion plans that did not use state budget funds. This is considered a direction consistent with the general trend, demonstrating the State's proactive role, while encouraging businesses to enhance their initiative and confidence in participating in the market.

Alongside this, trade promotion linked to the development of OCOP products continues to be implemented comprehensively. In 2025, the province supported the construction of three OCOP product showrooms and sales points, with a total budget of 500 million VND, located in Kien Tuong ward, Tan Tap commune, and Duc Hue commune. These sales points not only serve as places to display and introduce local specialties but also become a stable consumption channel, contributing to the formation of a habit of consuming local products and OCOP products within the community.

Market connectivity and digital transformation create momentum for growth.

Along with boosting traditional trade promotion, 2025 marks a significant shift for Tay Ninh in applying digital transformation and e-commerce. This is considered an inevitable direction in the context of rapidly changing consumer behavior and the increasingly important role of the digital economy.

During the year, the province supported 27 businesses and cooperatives in participating in 10 product introduction and sales sessions on e-commerce platforms Shopee and TikTok, with a total support budget of approximately 475 million VND. These well-organized livestream sales sessions, combining direct promotion and digital sales, attracted over 4.5 million views, nearly 1.3 million searches, over 4 million interactions, and resulted in 4,329 successful orders.

Promoting livestream sales, connecting with e-commerce platforms, and applying QR codes for traceability have helped businesses in Tay Ninh gradually adapt to modern business methods, expand distribution channels, and reduce dependence on traditional markets. The flexible combination of direct (offline) and online trade promotion is highly appreciated by the business community, and is particularly suitable for OCOP products, specialty products, and fast-moving consumer goods.

In addition, trade promotion activities have been effectively implemented through the organization of exhibition areas at many major political, cultural, and economic events. These exhibition areas showcasing the province's distinctive and typical products not only contribute to promoting the image, potential, and strengths of Tay Ninh but also create opportunities for businesses to directly access consumers and distribution partners.

Provincial leaders visited the province's product display area at the Autumn Fair held in Hanoi, thereby promoting distinctive products and seeking cooperation opportunities.

In particular, participation in the Exhibition of Socio-Economic Achievements commemorating the 80th anniversary of the National Day of the Socialist Republic of Vietnam and the Culinary Space of the Three Regions left a strong impression. Over 19 days, the Tay Ninh pavilion welcomed approximately 1.45 million visitors, averaging 55,000 visitors per day, serving tens of thousands of servings of banh canh (rice noodle soup), banh trang (rice paper rolls), drinks, and other characteristic products. This result not only demonstrates the appeal of Tay Ninh products but also shows the clear effectiveness of combining trade promotion with the promotion of local culture and cuisine.

Another significant milestone in 2025 was participation in the Autumn Fair, through which the province directly supported 31 businesses. The fair attracted the attention of many domestic and international distributors, supermarkets, and importers. As a result, Tay Ninh businesses achieved retail sales revenue of over 2 billion VND, signed more than 40 memoranda of understanding, with an expected contract value of over 5 billion VND, opening up many opportunities for connection and cooperation in the future.

From a state management perspective, the leaders of the Department of Industry and Trade assess that the effectiveness of trade promotion is not only reflected in the numbers or revenue at trade fairs, but more importantly, in the change in market mindset and the capacity of businesses to participate in the value chain.

Deputy Director of the Department of Industry and Trade Tran Dang Tien discussed the results of trade promotion activities in 2025 and the orientation for 2026.

"Through trade promotion activities, many businesses have become more proactive in promoting themselves, accessing modern distribution systems, and seeking partners. This is an important foundation for trade promotion to shift from supporting retail to connecting B2B, boosting exports, and developing supply chains," emphasized Mr. Tran Dang Tien, Deputy Director of the Department of Industry and Trade.

Looking back at 2025, it can be affirmed that the province's trade promotion efforts have gradually deepened, spreading their effectiveness noticeably, contributing to the concretization of major policies on developing the private economy, supporting small and medium-sized enterprises, and expanding domestic and export markets.

Entering 2026, with the foundation already built, trade promotion is expected to continue to be an important "bridge" between production and the market, aiming for sustainable development, enhancing the value of goods, and making a positive contribution to the socio-economic growth of the province in the coming period.

Thanh Tung

Source: https://baotayninh.vn/xuc-tien-thuong-mai-tay-ninh-di-vao-chieu-sau-hieu-qua-thuc-chat-137513.html