A business networking programme linking more than 50 Vietnamese companies with international importers, including Lotte Plaza Market from the US and HomePlus from the Republic of Korea, took place in Ho Chi Minh City on March 13, aiming to create a bridge for domestic firms to directly access global distribution systems and expand opportunities to bring Vietnamese products to the world market.

Representatives of Central Retail Vietnam and Lotte Plaza Market sign a distribution cooperation agreement at the networking event in Ho Chi Minh City on March 13.

Hosted by the Ho Chi Minh City Investment and Trade Promotion Centre (ITPC) and Central Retail Vietnam, the event brought together companies producing some of Vietnam’s top export commodities, including coffee, chocolate, spices, fish sauce, noodles, rice-based items, confectionery, dried fruit, and aquatic products.

Most of the showcased products met international standards like GlobalGAP, HACCP, ISO, and other strict requirements of global markets.

Nguyen Thao Hien, Deputy Director of the Department of Foreign Market Development under the Ministry of Industry and Trade (MoIT), said that connecting Vietnamese businesses with international distribution networks has been a key component of government-led trade promotion programmes for many years.

These initiatives are designed to help domestic companies place goods directly into global retail systems rather than exporting solely through intermediaries.

She added that such programmes have received strong support from a wide range of organisations, including domestic trade promotion agencies, international retail groups operating in Vietnam, and overseas distribution systems.

Through these activities, Vietnamese firms gain opportunities to understand market requirements, engage directly with importers, and learn how to integrate products into global supply chains.

Paul Le, Vice President of Central Retail Vietnam, said the firm consistently prioritises activities that support Vietnamese enterprises in market development.

At the event, Central Retail Vietnam and Lotte Plaza Market signed a memorandum of understanding to promote the introduction of Vietnamese products into the latter’s retail network in the US.

The agreement is expected to open up more opportunities for Vietnamese companies to access retail distribution in one of the world’s largest consumer markets.

Alvin Lee, CEO of Lotte Plaza Market, said the Asian food sector in the US is currently valued at between 60 billion USD and 80 billion USD. He noted that this represents a favourable moment for Vietnamese goods to expand their presence in the market.

According to Lee, one effective approach is to build promotional strategies around signature national dishes. In Vietnam’s case, pho is already widely recognised by US consumers.

Businesses could therefore leverage this advantage not only to export rice noodles but also to develop related products such as seasonings, broths and other Vietnamese culinary items.

Representatives of the MoIT introduced this year’s Vietnam International Sourcing Expo, scheduled to take place in Ho Chi Minh City from September 3 to 5.

The series will include conferences, seminars, and exhibitions designed to enable Vietnamese enterprises to meet directly with global distribution networks, buyers and procurement centres.

It is also expected to help firms strengthen production capacity, improve quality standards, and develop product strategies suited to increasingly competitive international trade conditions.

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