The four-day event, concluding on May 5, treated Japanese visitors to various cultural activities imbued with traditional Vietnamese identities. A photo exhibition brought them to beautiful spots and traditional festivals in every corner of the country, such as the Huong pagoda pilgrimage festival in northern Ha Tay province, the Do Son Buffalo-fighting Festival in northern Hai Phong port city, and the Gong Festival of ethnic minority groups in the Central Highlands. Vietnamese gastronomy, fashion and fine arts products also attracted Japanese visitors.

Deputy Minister of Trade Tran Duc Minh said the festival was a good opportunity to promote Vietnam's trademark in the Japanese market. Vietnam is seeking outlets for seafood, flowers, vegetables and fruits, for which Japan has large demands.