Hanoi (VNA) – Vietnamese trade representatives around the world issued warnings and practical advice at a hybrid trade promotion conference in Hanoi on July 7, urging firms to move fast to keep export momentum alive.
Vietnamese Trade Counsellor in the US Do Ngoc Hung said exports to the US rose in the first half of the year across many product lines, but the rest of 2026 looks much tougher as tariff policies and trade defence actions ramp up.
The US is not just seeing weaker import demand, but also widening probes into labour practices, environmental rules, intellectual property, product origin and supply chains. To defend their share in Vietnam's biggest export market, companies need rock-solid documentation to prove where goods come from, stronger traceability and a real commitment to sustainability standards, he added.
Across the Atlantic, Europe is rapidly piling on new technical barriers. Vietnamese Trade Counsellor in the Netherlands Vo Thi Ngoc Diep said the tariff breaks under the EU-Vietnam Free Trade Agreement (EVFTA) are no longer the main prize. Today's biggest test is a series of new environmental and sustainability regulations.
The EU is expanding its Carbon Border Adjustment Mechanism (CBAM), enforcing the EU Deforestation Regulation (EUDR), tightening limits on pesticide residues, requiring proof of traceability, social responsibility and Environmental, Social, and Governance (ESG) compliance. At the same time, trade defence measures are impacting certain product groups more often.
According to the Vietnamese Trade Office in the Netherlands, Europe has fundamentally shifted from checking the quality of a final product to watching over the entire supply chain, from raw materials and carbon emissions to labour conditions and environmental responsibility. That is a long-term trend, and Vietnamese companies will have to make systematic investments just to stay competitive.
In the Middle East, shipping through the Red Sea and the Strait of Hormuz is returning to normal after disruptions. But the market is layering on new import rules, said Truong Xuan Trung, who is in charge of the Vietnamese Trade Office in the United Arab Emirates (UAE).
The UAE is tightening its Halal certification process, using artificial intelligence to inspect goods and run post-clearance checks, and requiring many products to come in biodegradable or recycled packaging to reach retail shelves.
As import markets transform, attendees agreed that trade promotion itself must become more specialised, focused on the demands of each market and sector rather than sticking to traditional promotional events.
For the US, Hung pushed for business matchmaking at the Vietnam International Sourcing 2026, which is expected to draw retail heavyweights like Walmart, Amazon and Costco. He called for a supplier database that lets trade offices connect firms with partners before foreign delegations even arrive, stronger verification to cut transaction risks, and early warning systems for high-risk sectors like apparel, footwear, wooden furniture, electronics, aluminum, machinery and processed farm products.
For the Netherlands, Diep wants trade missions zeroed in on economic, logistics and technology hubs like Rotterdam and Amsterdam, tied closely to major specialised trade fairs so Vietnamese firms can plug straight into international buyer networks.
For the UAE, the immediate priority is squeezing every advantage out of the Vietnam-UAE Comprehensive Economic Partnership Agreement (CEPA). Trung urged companies to secure Halal certification, tighten traceability, meet eco-friendly packaging rules, and set up bonded warehouses, distribution centres or retail operations in the UAE's free zones. These moves will open up re-export opportunities to the wider Gulf Cooperation Council.
The Vietnam Trade Office in the UAE has already persuaded two big retail groups to attend the Vietnam International Sourcing 2026. Another retailer is moving ahead with plans to open a representative office in Ho Chi Minh City, a step that could carve out new direct distribution channels for Vietnamese goods./.
