VIS 2026, that opened on September 3 at the Saigon Exhibition and Convention Center (SECC), Ho Chi Minh City, presents an integrated model of "One Destination - Multiple Industries," focusing on four key sectors: Food and Beverages; Household Goods and Furniture; Lifestyle and Health Care Products; and Export Supply Chains.
From trade promotion to supply chain connections
According to the organizers, as of 5 PM on the opening day, the event saw participation from 580 international distribution and purchasing delegations from 60 countries and territories, along with over 600 reputable Vietnamese manufacturing and exporting enterprises.
The exhibition area at VIS 2026 exceeds 12,000 square meters, with more than 500 booths. This marks a significant increase compared to previous editions, indicating that the demand for alternative supply sources from retail conglomerates remains strong despite global economic uncertainties.
VIS 2026, that will run until September 5, marks the fourth consecutive year the Ministry of Industry and Trade collaborates with the People's Committee of Ho Chi Minh City and 20 localities nationwide to organize the event.
This year marks the largest scale of the event since its inception in 2023, reflecting the increasing appeal of Vietnamese goods to global buyers, as numerous international retail groups actively diversify their supply sources away from traditional production markets.
The organizers arranged 3,000 selective B2B meetings, alongside 13,000 direct free connections at the booths - a level of interaction indicating that the event's focus is not only on the number of booths but also on the density of genuine transactions between supply and demand sides.
The return of major names is the clearest indicator of Vietnam's market appeal in the global supply sourcing strategy. This year's list of participating multinational retail and distribution groups includes Walmart (USA), H&M (Sweden), Aeon (Japan), Lotte (South Korea), Central Group and Mega Market (Thailand), LuLu (UAE), Imcosa (Mexico), and Pagoda (China).
The event welcomes new names for the first time: Wumart and Metro (China), Mamami (Malaysia), Spinneys and Loohtah (UAE), Shengsiong (Singapore), Vimart (Laos), along with two American retail chains, Target and JC Penney.
Additionally, the expansion towards mid-range distribution channels, convenience store chains, and international e-commerce platforms, rather than focusing solely on large-scale corporations as in the early years, is a noteworthy difference in this year's VIS. This approach opens up export opportunities for more segments of Vietnamese enterprises, rather than just those suppliers large enough to work directly with leading retail groups.
Speaking to the press on the sidelines of the event, Deputy Minister of Industry and Trade Phan Thi Thang stated that VIS 2026 takes place as Vietnam asserts its role as a strategic production and supply center in the region, amid the trend of international supply chains diversifying sources and tightening requirements on traceability, green transition, digital transformation, and ESG standards.
"The Vietnamese enterprises participating in this year's exhibition are carefully selected, possessing international certifications and supply capabilities that meet both developed and emerging markets," she affirmed, emphasizing that the measure of the event's success lies not in the number of booths or meetings, but in creating a space where those with genuine needs meet partners with real capabilities.
For domestic enterprises, this is an opportunity to better understand what international buyers truly need, not just a good product, but also stable production capacity and long-term cooperation commitments. Conversely, international buyers have a chance to directly access a Vietnamese production base that is expanding in both scale and capacity to meet global standards.
The perspective from foreign partners also shows that the motivation for cooperation extends beyond trade in goods. Pakistani Ambassador to Vietnam, H.E. Mr. Kohdayar Marri, noted that the two countries can support each other in transitioning to fields with higher technology content and added value - a trend both Pakistan and Vietnam are pursuing.
The scope for cooperation between the two sides also extends to investment, enterprise development, and production, rather than being limited to short-term export orders, according to the ambassador.
From exhibition to long-term investment flows
VIS 2026 is designed with a four-component model to transform on-site connections into contracts and long-term investment flows.
Within the framework of VIS 2026, the event chain includes the Export Forum "Enhancing the Resilience of Vietnamese Enterprises to Global Economic Fluctuations" along with specialized seminars on international market standards and green solutions for sustainable production and export; the B2B Matching program organized specifically by industry based on specific purchasing needs; and practical surveys at factories and production facilities in coordination with local Departments of Industry and Trade.
VIS 2026 welcomes over 580 international business delegations from 60 countries and territories, with 3,000 selective B2B meetings and 13,000 direct free connections at the exhibition booths.
In terms of industry structure, VIS 2026 applies the "One Destination — Multiple Industries" model, focusing on four key sectors: Food and Beverages; Household Goods and Furniture; Lifestyle and Health Care Products; and Export Supply Chains.
This arrangement allows international purchasing delegations to access multiple industry groups in a single business trip, rather than attending separate specialized fairs as before - a factor the organizers hope will significantly shorten the purchasing decision cycle of distribution groups.
The role of localities is also placed at the center compared to previous editions. With the participation of 20 localities nationwide, international business delegations have an opportunity to directly survey the investment environment and economic development policies implemented at the local level, while localities introduce their strengths in attracting foreign investment as well as their production and supply capabilities.
Mr. Nguyen Cong Vinh, Vice Chairman of the People's Committee of Ho Chi Minh City, stated that this is an important premise to transform initial connections into specific commercial contracts in the short term, while paving the way for long-term investment decisions.
In terms of policy, VIS 2026 is placed within the framework of the "Promoting Vietnamese Enterprises to Directly Participate in Foreign Distribution Networks by 2030" project approved by the Prime Minister under Decision No. 1415/QD-TTg dated November 14, 2022, directed by the Department of Foreign Market Development (Ministry of Industry and Trade).
Linking the event chain with a government-level project with a clear timeline shows that this is not a seasonal trade promotion activity, but a component in a long-term strategy to integrate Vietnamese enterprises deeper into the global distribution network - a goal directly linked to the double-digit growth ambition that Vietnam is pursuing.
With a scale of 580 international business delegations, 600 domestic enterprises, and 13,000 direct B2B connections at the B2B area, VIS 2026 is experimenting with a more in-depth trade promotion model compared to traditional fairs, which is supply chain connection.
Google translate