A JETRO official was quoted by the Japanese economic daily Nikkei as saying that "this event is the result of efforts made by Japanese singer Ryotaro Sugi, Special Ambassador for Japan-Vietnam relations." He added that rather than stereotypical souvenirs, the fair will showcase stylish products that could be sold in Harajuku fashion stores in Tokyo.

More than 150 items will be on display, including bamboo and beaded bags, embroidered book covers and Bat Trang pottery, a Hanoi speciality. In a bid to prevent counterfeiting, most of the products will be offered only to Japanese importers.