Hanoi (VNA) – Two major trade promotion events have been launched in the US to popularise the image of high-quality, innovative, and sustainable Vietnamese goods and strengthen links between Vietnamese exporters and American importers, distributors, and consumers.
On October 24, the Vietnam National Brand Week and the Vietnam Pavilion at High Point Market 2025 opened at the AHC Showroom in High Point city, North Carolina. The events are part of the Vietnam Value Programme and the National Trade Promotion Programme organised by the Ministry of Industry and Trade (MoIT) and related agencies.
According to the MoIT, the Vietnam National Brand Week introduces Vietnamese companies and products winning the Vietnam Value recognition, which represents three core values: Quality – Innovation – Pioneering Capacity. The event seeks to improve awareness of Vietnamese goods with high added value and demonstrate the ministry’s commitment to supporting enterprises in brand development and export expansion.
Held in parallel, the Vietnam Pavilion at High Point Market, the world’s largest furniture fair attracting more than 75,000 international buyers, covers more than 350 square metres. It features products from over 20 leading Vietnamese exporters of wooden furniture, handicrafts, rattan and bamboo items, and decorative interior goods.
The products on display highlight the trend of sustainable, eco-friendly, and multifunctional design, reflecting Vietnamese firms’ growing capacity to meet the strict technical standards and consumer tastes in the US, one of Vietnam's key markets and strategic partners. Vietnam is currently the second-largest supplier of furniture for this market.
At the opening ceremony, Deputy Director of the MoIT's Vietnam Trade Promotion Agency Hoang Minh Chien said the concurrent events shows a clear direction: building strong brands while developing export markets.
A highlight at the opening ceremony was the handover of a cooperation document between the Trade Promotion Agency and Wayfair Inc., one of the largest online furniture retailers in the US. The partnership will help open up a modern distribution channel for Vietnamese wood and furniture exporters, thus expanding their access to American consumers.
The MoIT emphasised that continued participation in prestigious international fairs like High Point Market helps Vietnamese enterprises strengthen their brands, seek new partnerships, and increase sustainable export value.
These activities mark an important step in Vietnam’s strategy to link brand development with export promotion, supporting the goal of making the country a global centre for wood processing and export by 2030, while reinforcing its image as a responsible, creative, and deeply integrated manufacturing nation./.
