Hanoi (VNA) – As the domestic market remains a key pillar of economic growth, the first Spring Fair in 2026 is expected to serve as a “launch pad” enabling businesses to accelerate from the very beginning of the year.
More than a conventional trading venue, the Spring Fair 2026 is emerging as a convergence point for consumption, culture and tourism, offering enterprises an opportunity to engage directly with consumers, test products and shape market strategies as early as the first quarter.
Speaking to the Vietnam News Agency, Nguyen Thi Diem Hong, Director of Thanh Thuy Grape Garden Trading and Services Co. Ltd., said the fair offers clear advantages over the Autumn Fair 2025, particularly in stimulating Tet consumption, expanding customer bases and creating early growth momentum for the year.
Hong mentioned that with Tet shopping and spring travel demand, the Spring Fair attracts plenty of attention and buzzes with a lively market atmosphere. The weeks around the Lunar New Year are typically a peak time for domestic spending, with total retail sales of goods and services often climbing compared to nearby months. During this period, shoppers not only stock up on essentials but are also more inclined to buy higher-value products like regional specialities, OCOP items, Tet gifts, and goods tied to cultural identity, quality, and safety.
While the Autumn Fair primarily serves as a platform to review and showcase production and business outcomes over the year, the Spring Fair is seen as a “kick-off boost”, helping businesses gain early growth momentum, capture consumer trends and set market strategies for the entire year.
At the same time, consumption trends are increasingly driven by experience and emotion. The integration of shopping, cuisine and Tet cultural spaces at the fair helps attract a wide range of visitors, including residents, domestic tourists and international travellers. This provides enterprises with opportunities to build customer bases early in the year, while also collecting direct feedback to adjust designs, pricing and market approaches more flexibly.
Regarding participation goals, Diem Hong said her company focuses on promoting its brand through OCOP products and local specialities, particularly those suited to the peak consumption season at the beginning of the year. The Spring Fair is viewed as an ideal platform for OCOP products not only to be displayed, but to actively enter consumer circulation, while also expanding connections with distribution systems and tourism-related sales channels.
She expressed hope that the Spring Fair 2026 will continue to strengthen its role as a trade promotion platform, enhancing linkages between enterprises, distributors, travel agencies and consumers. In the longer term, the fair should be elevated into a value-chain connectivity space, supporting small- and medium-sized enterprises and OCOP producers to integrate more deeply into the consumption and tourism ecosystem, thereby contributing to the sustainable development of the domestic market./.
VNA
