According to the organising committee, Autumn Fair 2025 brings together more than 2,500 domestic and international businesses, featuring over 3,000 standard booths and attracting an average of 100,000 visitors per day - a record for a domestic trade event. Notably, the key difference lies in the quality of engagement: most visitors come with clear purchasing intent, actively seeking Vietnamese products with distinct identity rather than merely browsing.

Dang Thi Bac from Hung Yen, after visiting the OCOP (One Commune One Product) showcase, noted that Vietnamese goods today boast refined designs, attractive packaging, and quality comparable to imported products.

“I choose Vietnamese products because their quality and design now match foreign goods. More importantly, many have clear origins, which gives me confidence in using them,” she said.

Beyond fast-moving consumer goods, handicrafts and traditional village products are also drawing strong interest. At a woodcraft exhibition area, artisan Do Lam Toi from Ninh Binh said visitor traffic had been overwhelming, generating numerous orders during the event.

“This is the largest fair I’ve ever joined, and I’ve secured many orders here. It’s clear that Vietnamese goods are being prioritized and chosen by consumers,” he said.

In addition to traditional crafts, environmentally friendly and clean products are also gaining traction. Artisan Ngo Thi Thuc, owner of a traditional com (green rice flakes) business in Me Tri, Hanoi, said her booth has attracted large crowds, particularly young customers. Many not only purchase products as gifts but also inquire in detail about ingredients and clean production processes.

“Consumers now have very high standards for clean products. They want transparency in production, so we must continuously improve both design and traceability,” she said.

The strong appeal of Vietnamese goods at Autumn Fair 2025 reflects a proactive shift in mindset and strategy among local businesses, especially small and medium-sized enterprises (SMEs) and cooperatives.

Ngo Tong Truong, deputy director of the Dong Thap Trade, Tourism and Investment Promotion Center, said the fair has transformed how smaller businesses operate. Rather than simply bringing products to sell, they are actively promoting via digital platforms, combining livestreaming with online sales, demonstrating the growing appeal of Vietnamese products in the digital space.

“Consumers themselves are helping promote Vietnamese goods, creating a powerful ripple effect. Videos, images, and posts about local products are flooding platforms like Facebook, TikTok, and Zalo,” he noted.

Organisers report that in just 10 days, online views exceeded 100 million, effectively turning shoppers into “unofficial ambassadors” for Vietnamese brands.

Bui Nguyen Anh Tuan, deputy director general of the Domestic Market Management and Development Agency under the Ministry of Industry and Trade, emphasized that the domestic market remains a pillar of macroeconomic stability and sustainable growth. The ministry will focus on developing green trade and logistics infrastructure while building a national e-commerce platform to connect production and consumption in a transparent, safe, and efficient manner.

“Consumer trust is the ultimate measure of the sustainable value of Vietnamese goods. We will continue supporting small businesses in improving production capacity, innovating designs, and standardizing products in line with market signals,” he said.

Permanent Vietnamese goods showroom to open on Hanoi’s Trang Tien street

A hybrid exhibition and livestream sales space for Vietnamese products is set to open at 62 Trang Tien street on February 5, backed by a partnership among the Ministry of Industry and Trade’s Agency for Domestic Market Surveillance and Development, TikTok Vietnam, the National Payment Corporation of Vietnam (Napas).