The Vietnam Trade Promotion Agency (VIETRADE) under the Ministry of Industry and Trade (MOIT) is actively implementing multiple measures to promote agricultural exports and expand international markets.
Trade Promotion – A Key Driver for Vietnam’s Agricultural and Food Exports
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In the face of global economic fluctuations, Vietnam’s agricultural exports are experiencing both opportunities and challenges. To enhance competitiveness, expand markets, and ensure sustainable growth, the Trade Promotion Agency has launched a series of strategic export promotion initiatives. These efforts have delivered record-breaking export results and strengthened Vietnam’s position in the global agri-food market.
According to Mr. Vũ Bá Phú, Director General of VIETRADE, the agency has closely coordinated with ministries, local authorities, and agricultural associations to focus on core activities supporting the distribution of key agricultural, forestry, and fishery products. As a result, Vietnam’s agriculture sector continues to record remarkable export achievements.
Recognizing the importance of timely and accurate market intelligence, VIETRADE has worked with domestic and international partners to provide data on consumer trends, quality standards, and trade barriers across major markets.
Strengthening International Trade Connections
In 2024, VIETRADE organized a series of monthly coordination conferences with Vietnam Trade Offices abroad. These sessions allowed localities and businesses to stay updated on international market developments and adjust their strategies accordingly.
For the agricultural and food sectors, the agency hosted thematic conferences on rice export market development (February), coffee and spice export promotion (April), and seasonal agricultural product consumption (May).
Additionally, in 2024, VIETRADE implemented 31 export promotion projects specifically for the agricultural sector, with a total budget of over VND 28.64 billion (USD 1.14 million)—accounting for nearly 20.8% of the national trade promotion program.
Activities included international fairs, business delegations, trade connection conferences, and database development for key product sectors. Thousands of enterprises and cooperatives successfully signed export contracts worth nearly USD 47 million.
Building the “Food of Vietnam” Brand
Understanding that branding is vital for sustainable international market success, VIETRADE has been implementing the “Food of Vietnam” Brand Program, which promotes awareness of brand building and protection for Vietnamese food producers.
The program focuses on nine key export categories: tea, pepper, cashew nuts, coffee, fruits, grains, seafood, fresh vegetables, and honey.
Through both domestic and international promotional events, the “Food of Vietnam” brand has become increasingly recognized, attracting global interest and consumer trust. This serves as a solid foundation for Vietnamese agricultural products to compete fairly with global rivals.
Training and Digital Transformation Support
In addition to trade promotion, VIETRADE has prioritized training programs to strengthen exporters’ capacity. In 2024, numerous training courses were held on e-commerce, digital transformation, international negotiation skills, and market-oriented brand development.
Programs on operating e-commerce stores on platforms such as Alibaba, Amazon, and TikTok Shop have helped Vietnamese enterprises expand online sales and improve business efficiency.
Connecting Enterprises with Global Buyers
VIETRADE has also worked closely with Vietnam Trade Offices abroad to organize trade missions and connect exporters directly with importers, supermarkets, and retail chains in key markets such as the U.S., EU, Japan, China, the Middle East, and South Korea.
Promoting Sustainable Agricultural Exports
For 2025, the Ministry of Industry and Trade has approved 36 new trade promotion projects focusing on deepening international cooperation networks. VIETRADE will continue to coordinate with Vietnam’s overseas trade officesand global trade organizations to support Vietnamese enterprises at major international fairs such as Fruit Logistica (Berlin), Biofach, and Foodex Japan.
The agency will also partner with leading retail groups such as Walmart (U.S.), Aeon (Japan), Lotte (Korea), and Central Group (Thailand) to organize “Vietnamese Goods Weeks” abroad—an ideal opportunity to introduce Vietnamese agricultural products to global consumers.
Strategic Directions for the Future
To further enhance Vietnam’s export competitiveness, VIETRADE proposes several key measures:
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Expand participation in major global exhibitions such as Vietnam Foodexpo, Anuga, SIAL, and Gulfood, to promote Vietnamese products and connect with international buyers.
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Enhance market monitoring and forecasting to help enterprises stay informed about trade policies, import regulations, and technical barriers.
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Strengthen brand building and negotiation skills to help agricultural exporters establish strong, reputable brands in global markets.
Conclusion
Through synchronized strategies and bold initiatives, Vietnam’s trade promotion system is becoming a powerful enginedriving agricultural exports. As Vietnam’s economic integration deepens, expanding trade promotion programs, strengthening brand competitiveness, and developing a national identity for Vietnamese agricultural products will be the key to securing a stronger position in the global value chain.