The programme will be co-organised by the Embassy of Vietnam, the Vietnam Trade Office in Singapore, the Vietnam Fruit and Vegetable Association, in collaboration with Singaporean counterparts including Enterprise Singapore, the Singapore Fruits and Vegetables Importers and Exporters Association (SFVIEA), and the Singapore Food Agency (SFA).

The event will feature a product exhibition of fresh Vietnamese produce; a business matching (B2B) session between Vietnamese exporters and Singaporean importers, supermarkets, and distributors; and a culinary showcase using Vietnamese fruits and vegetables to highlight their versatility and added value in modern cuisine.

Ambassador Tran Phuoc Anh is expected to deliver the opening remarks, in which he will emphasise the importance of diversifying export markets amid global supply chain disruptions and intensifying international competition. Representatives from Singaporean agencies such as SFA and SFVIEA will present import regulations, technical standards, and consumer trends in Singapore and the broader region.

A highlight of this year’s programme is the culinary demonstration, where chefs will prepare creative fusion dishes using signature Vietnamese produce like dragon fruit, mango, green-skinned pomelo, avocado, and herbs. These dishes will be served directly to invited guests, including importers, retailers, and key distributors, offering a practical and appealing approach to product promotion beyond static displays.

The B2B business matching session, the centerpiece of the programme, will take place in the morning with support from the Vietnam Trade Office. Major Singaporean importers, retail chains, and food distribution intermediaries are expected to attend, review product portfolios, evaluate samples, and engage in direct discussions with Vietnamese companies.

According to the Vietnam Trade Office in Singapore, Vietnamese agricultural products have strong potential to enter this demanding market if they meet standards in packaging, traceability, quarantine documentation, and storytelling. Products that comply with GlobalGAP, HACCP, feature competitive pricing, transparent labeling, and appealing packaging can gradually access premium supermarket chains such as FairPrice, Sheng Siong, and Cold Storage.

Singapore’s limited agricultural capacity results in high demand for imported fresh produce. As a regional hub, the island state also serves as a gateway to other key markets like Malaysia, Indonesia, and even the Middle East.

The programme is anticipated to serve as a significant springboard for Vietnamese produce to strengthen its foothold across the region. Vietnamese businesses, industry associations, and local authorities are encouraged to collaborate closely, prepare technical documentation and certification dossiers, and submit product samples promptly to optimise networking opportunities and secure potential business deals during the event.

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