Tran Le Dung said Morocco has extensive experience in organizing large-scale agricultural trade fairs and exhibitions, most notably annual events such as the International Agricultural Exhibition in Morocco (SIAM), along with exhibitions in food and beverages, textiles, handicrafts, and logistics. The main objective of organizers is to turn fairs into a “promotion ecosystem,” where product displays are combined with business-to-business connections, advice on standards and certification, logistics support, national branding promotion, and the facilitation of contract signings during the events.

Organizers place strong emphasis on selecting clear themes aligned with national priorities and market demand, while designing exhibition areas along value chains from raw materials and processing to packaging and distribution, enabling enterprises to identify and connect with suitable partners.

According to the head of the Vietnam Trade Office in Morocco, Moroccan enterprises have several product groups that could be introduced at the Spring Fair or similar events in Vietnam. These include agricultural and food products such as olive oil, processed olives, dried and packaged fruits, spices, almonds, dates, canned foods, honey, and herbs, products that align with health-conscious consumption trends and gift-giving demand.

Another group comprises textiles and fashion items, including materials, garments, leather goods, and footwear. She noted that Moroccan enterprises enjoy certain advantages when entering the Vietnamese market.

Distinctive design culture and strong product identity could create new highlights at trade fairs, while contributing to diversification of supply for Vietnamese consumers. Vietnam’s well-developed modern retail system and expanding e-commerce sector also provide favorable conditions for Moroccan companies to test the market. At the same time, Moroccan firms face challenges such as long-distance logistics costs, requirements for quality standards and Vietnamese-language labeling, food safety regulations, registration and certification procedures, and limited consumer awareness of Moroccan products.

Looking in the opposite direction, Tran Le Dung said several Vietnamese product categories are assessed as having potential and have already secured a certain foothold in Morocco, including coffee, cashew nuts, pepper, star anise and cinnamon, electronic components, textiles, footwear, and competitively priced consumer goods. Moroccan consumers are showing growing interest in Asian foods, spices, and convenient fast-food products, particularly in major urban areas.

Regarding advantages for Vietnamese enterprises entering the Moroccan market, she cited strong production capacity, competitive pricing, and the ability to fulfill large orders. Morocco also serves as a gateway to North and West Africa, with a developed port and logistics system, while Moroccan importers are increasingly seeking to diversify supply sources.

At the same time, Vietnamese enterprises face challenges such as geographic distance and higher transport costs, certification and quarantine requirements, particularly for food products, language barriers on packaging in French or Arabic, and competition from Morocco’s traditional suppliers such as the European Union, Turkey, and China. For food products, Halal certification and clear labeling of quality standards are especially important.

Vietnamese enterprises therefore need long-term strategies, including selecting reputable importers, preparing technical documentation carefully, improving packaging and product presentation, and building brands.

Trade fairs featuring a wide range of foreign products create positive competitive pressure for Vietnamese goods. As consumers gain access to more diverse products, selection standards rise in terms of quality, packaging, convenience, and traceability. This, in turn, encourages Vietnamese enterprises to upgrade standards, from quality management to marketing, she said.

In terms of business cooperation, trade fairs serve as venues for forming new linkages such as distribution and agency networks, contract manufacturing, technology transfer in processing and packaging, process standardization, and even joint ventures. Increasing the scientific and technological content of products goes beyond machinery to include supply chain management, quality standards, preservation technologies, digital traceability, e-commerce, and market data analysis. The impact is stronger when fairs are held alongside thematic seminars on innovation, international standards, or green transition.

To strengthen bilateral trade,  Dung stated that the Vietnam Trade Office in Morocco this year plans to focus on key activities such as promoting Vietnamese products through trade fairs in Morocco, including SIAM in April and SIEMA FoodExpo in September, with a focus on agricultural, food, and consumer products.

The office will also intensify B2B promotion through online networking conferences, thematic business-matching sessions, introductions to reputable Moroccan importers and distributors, and support for Vietnamese enterprises working directly with partners. In addition, it will coordinate links among industry associations and enterprises, facilitate exchange visits between the two countries, and encourage participation in trade fairs and exhibitions in each market.

Morocco is currently among Vietnam’s top 10 export markets in Africa. In 2025, according to Vietnamese statistics, two-way trade reached US$380 million, up 25% from 2024. Bilateral trade between the two countries continues to hold huge potential for further growth.

Spring Fair 2026 attracts interest from JETRO Hanoi, Chinese partners

A delegation of the Japan External Trade Organisation (JETRO) Office in Hanoi led by its chief representative Ozasa Haruhikovisited the first Glorious Spring Fair on February 6.