The event, co-organised by the Vietnam Trade Office in the UK and TT Meridian specializing in importing fresh fruits from Vietnam, aims to introduce and promote Vietnamese lychee to the UK market.

As part of the event, Vietnamese supermarkets across London launched promotional campaigns offering discounted fresh lychee and eye-catching posters displayed at storefronts to attract local customers. A dedicated website - www.vietnameselychee.uk - was also launched, providing comprehensive information about Vietnamese lychee, its origin, unique quality, and where it can be purchased in London and other UK cities.

According to Le Dinh Ba, Vietnamese Trade Counselor in the UK, this is the first time Vietnamese Lychee Week has been organised on such a large and well-coordinated scale in London. The campaign spans both physical supermarket promotions and online outreach via social media and mass media. The long-term goal is to build a national brand for Vietnamese lychee, similar to how Scotch whisky and Norwegian salmon are positioned globally.

This is part of a long-term strategy to create consumer habits around Vietnamese agricultural products in high-end and demanding markets like the UK, especially amid increasing competition from countries offering similar products, said Ba.

He went on to say the Vietnam Trade Office in the UK hopes to expand the event across the entire country and implement similar promotional campaigns for other Vietnamese products in the coming time.

Lychee is one of the key Vietnamese fruits for export. The juicy fruit has been exported to China, Japan, the Republic of Korea, Australia, the United States, the European Union, and the Middle East.

Bac Giang targets premium lychee quality, global market expansion

VOV.VN - Northern Bac Giang province on May 28 hosted a conference to promote the consumption of its signature lychees, key agricultural products, and its One Commune – One Product (OCOP) portfolio in 2025.