Ambiente Frankfurt 2023 helps VN firms penetrate German market

Fifty-five Vietnamese businesses are expected to showcase their products at the fair in Frankfurt together with more than 4,000 other exhibitors from across the globe.

The event will introduce a variety of consumer goods, including furniture, interior decoration, housewares of all kinds, glass, ceramics, gifts, jewelry, handicrafts, and festival decorations that are among Vietnamese export items.

Julia Uherek, vice president of Consumer Goods Fairs at Messe Frankfurt Exhibition, revealed that Vietnamese goods have become increasingly popular with German consumers through the annual fair.

The number of orders that local businesses have received through the fair thereby accounts for roughly 70% of Vietnamese handicraft export orders, she said.

Many major Vietnamese brands, including Minh Long Co, Ltd, Manh Dan Ceramic Co, Ltd, and Duc Thanh Wood Processing Joint Stock Company, have greatly impressed German and EU partners at the previous events, she added.

Most notably, following the enforcement of the EU – Vietnam Free Trade Agreement (EVFTA), Ambiente Frankfurt 2023 has also created opportunities for Vietnamese businesses to gain more insights into the German market, along with consumer tastes and needs, thereby improving the overall product quality and design to suit market demands, according to the German executive.

Through the fair she said Vietnamese enterprises will learn more about the mechanisms needed to gain access to channels and distributors in Germany, especially e-commerce channels that have become major shopping trends of German consumers.

Ambiente Frankfurt is the world's leading trade fair for consumer goods that is held annually in February in the city of Frankfurt.