This national-scale trade, economic, and cultural promotion event, directed by the Government and chaired by the Ministry of Industry and Trade, was organized in coordination with the Ministry of Culture, Sports and Tourism, the Ministry of Agriculture and Environment, the Hanoi People's Committee, the Ho Chi Minh City People's Committee, People's Committees of various provinces and cities, Vingroup Group, and the Vietnam Exhibition Center (VEC). Its purpose is to boost consumption, production, and business, as well as to connect supply and demand from the beginning of the year. With the theme "Connecting Prosperity - Welcoming a Glorious Spring", the fair is expected to be a lever for promoting production, consumption, and supply-demand linkages right from the early days of the new year. Immediately after the ribbon-cutting ceremony, the exhibition space quickly attracted crowds eager to explore.

The 2026 spring fair opened on 2/2 at VEC. Photo: VEC

In the main hall area, ambassadors and visitors engaged in many traditional activities such as silk weaving, making "to he" (toy figurines from glutinous rice flour), and learning about the legend of "Ong Cong Ong Tao" (Kitchen Gods). Many foreign visitors were delighted to hold exquisite handcrafted products, reflecting an appreciation for Vietnamese culture.

Prime Minister Pham Minh Chinh (fourth from right) with international dignitaries at the opening ceremony of the 2026 spring fair. Photo: VEC

Featuring up to 3,000 stalls, the fair demonstrates a new step forward for domestic businesses in brand building. In the highland agricultural product section, OCOP (One Commune One Product) items stood out, attracting consumers with their local narratives. Ms. Cao Le Thi Binh Minh, a representative of Ta Xua Ancient Tea Cooperative (Son La), was busy brewing tea, inviting guests to savor the distinctive flavor of the 2,800-meter-high mountain region. "To achieve these perfectly round tea pellets, locals must meticulously pan-fry and roll them by hand over a wood stove to preserve the sweet, clear taste of the highland mist", Ms. Minh shared.

Ms. Cao Le Thi Binh Minh, Ta Xua Ancient Tea Cooperative, Son La, introduces local specialty products to visitors. Photo: VEC

Similarly, Golden Flower tea, a specialty of Quang Ninh, also impressed with modern drying technology that helps retain its golden hue and medicinal properties. Mr. Le Manh Quy, Director of Quy Hoa Company, noted that participating in a national-level fair motivates businesses to invest more deeply in quality and technology for sustainable development. According to him, well-defined promotional events at major exhibition centers like VEC offer a golden opportunity for Vietnamese agricultural products to shed their "raw export" label and enhance their market value.

From a regional linkage perspective, the fair is considered an important "gateway" for provinces and cities to bring their local specialties to the country's largest consumer market. A representative from the Dong Nai delegation stated that they had prepared about 20 tons of goods, including fruits, agricultural products, and Bien Hoa ceramics, with plans for additional transport to meet sudden increases in demand. Meanwhile, businesses from Lang Son hope to find long-term distribution partners rather than just focusing on retail sales. Mr. Tran Anh Thuan, a representative of the Lang Son Province Investment, Trade, and Industry Promotion Center, emphasized that focused promotion programs help businesses effectively advertise their image and rapidly expand their connection networks.

Visitors experience agricultural products at the fair. Photo: VEC

At the fair, goods prices remained stable. "Market stabilization programs combined with deep promotional offers from participating units help people shop with confidence. The blend of a civilized shopping environment, controlled product quality, and reasonable prices creates a strong appeal for Hanoi residents in the days leading up to Tet", a VEC representative stated.

The 2026 spring fair runs until 13/2. Visitors can also register for VIP tour routes to receive in-depth cultural explanations and interact with international content creators.

Thanh Thu