Organised under the Vietnam National Brand Program by the Government, the event is led by the Vietnam Trade Promotion Agency (Vietrade), in coordination with the Ministry of Culture, Sports and Tourism and other relevant bodies. It focuses on building and promoting national brands and Vietnamese trademarks.

World Expo 2025, one of the world’s three largest international events, is taking place from April 13 to October 13 on Yumeshima Island in Osaka. This year’s edition gathers 158 countries and international organisations under the theme “Designing Future Society for Our Lives.” The expo offers a major platform for countries to present their national identity, affirm their global standing, and strengthen international cooperation.

Vietnam’s participation includes a dedicated week-long program at the Vietnam Exhibition House, underscoring the country’s commitment to innovation, creativity, and deep integration.

A central feature is a curated display of products bearing the Vietnam National Brand label. These goods, selected for their quality, innovation, and pioneering character, span diverse sectors including ceramics, textiles, construction materials, mechanical engineering, and interior design.

Beyond product promotion, the event is also a chance to raise the international profile of Vietnamese enterprises, encourage trade and investment, and boost tourism, especially in Japan, a key export destination and comprehensive strategic partner of Vietnam.

An extensive communications campaign is also being rolled out across multiple channels, from print and digital media to on-site promotional materials, to amplify the visibility of Vietnamese brands on the global stage.

Through this initiative, the Vietnamese Government aims to reaffirm its long-term vision of building a dynamic, innovative economy that contributes actively to sustainable global development. The event runs through June 1.

Vietnam’s national brand estimated at US$507 billion

VOV.VN - The value of Vietnam's national brand is estimated at US$507 billion in 2024, ranking 32nd globally, up one place from 2023, according to Brand Finance, a leading independent brand valuation consultancy based in London.