Against the backdrop of deepening international economic integration, enabling Vietnamese goods to gain a foothold in global markets requires concerted efforts from the entire political system and the business community. Along this journey, communications in general and the Industry and Trade press in particular serve as a strategic bridge, providing information guidance and strong support for enterprises.

Below is an interview by a reporter from the Newspaper of Industry and Trade with Vu Ba Phu, Director-General of the Viet Nam Trade Promotion Agency (VIETRADE) under the Ministry of Industry and Trade (MoIT), on the mission of the press in accompanying Vietnamese enterprises on their journey to global markets.

Strategic role in the GoGlobal ecosystem

- As Vietnamese goods seek to expand their presence around the world, communications are playing an increasingly vital role alongside trade promotion and efforts to enhance competitiveness. From VIETRADE's perspective, how do you assess the contribution of the press, particularly the Industry and Trade press?

Vu Ba Phu: The press is no longer merely an information channel; it has become an integral link in the ecosystem supporting Vietnamese enterprises in their expansion into international markets. First and foremost, the press, particularly the Industry and Trade press, helps disseminate in-depth information on policies, standards, consumer trends and global market developments - information that can be decisive for enterprises' export and investment activities.

In addition, the press helps portray Vietnamese goods and enterprises through in-depth stories about quality, innovation and their green transition journeys, thereby firmly strengthening confidence among international partners. Objective reporting on the difficulties faced by enterprises and their recommendations also provides an invaluable channel of practical feedback, enabling state management agencies to further refine policies.

These roles become even more evident in the context of the GoGlobal Program for 2026-2030, recently approved by the Prime Minister under Decision No.626/QD-TTg. Under the Program, communications are identified as a core tool for expanding its reach, encouraging greater participation from the business community and fostering a proactive, long-term mindset towards internationalization.

Telling the story of Vietnamese goods through substantive values

- For a product to succeed in international markets, quality alone is not enough; it also needs a brand story that sets it apart and inspires trust. In your view, how has the press contributed to enhancing the value and standing of Vietnamese brands through such stories?

Vu Ba Phu: A compelling brand story must first and foremost be grounded in product quality and the substantive values of the enterprise. The role of the press is to identify, portray and bring those values to a wider audience in a vivid and engaging way: behind an export product lies a story about its raw material area, technology, people, green transition journey or efforts to surpass international standards. These are precisely the elements that give a brand depth.

The key point is that telling a brand story is not about making a product sound better than it really is, but about making its substantive values easier for the target market to understand and trust. Therefore, articles supported by specific data, real-world images and authentic feedback from consumers and partners are always far more persuasive than general descriptions.

Within the framework of the Viet Nam Value Program, we highly appreciate the press's role in bringing the core values of "Quality - Innovation and Creativity - Pioneering Capacity" to life through stories about real people and real achievements. As these values are communicated more widely, corporate brands are strengthened while the reputation of the national brand is also elevated.

From early warnings to "unlocking" market opportunities

- Export markets are undergoing unpredictable changes, with increasingly stringent requirements for green standards, sustainable development, traceability and digital transformation. How can the press support enterprises in identifying opportunities and overcoming trade barriers?

Vu Ba Phu: Amid rapid changes in international trade, market information is no longer merely a source of reference but has become a direct component of competitiveness. Early and accurate access to information enables enterprises to proactively turn challenges into opportunities.

The value of information provided by the press does not stop at announcing a new regulation. It lies in the ability to explain it thoroughly: Who does the regulation apply to? How will it affect enterprises? What do businesses need to prepare? And if they meet the requirements effectively, what new opportunities could open up? This is precisely a distinctive strength of the specialized press, which can effectively combine policy information, expert analysis and input from industry associations to "translate" complex regulations into practical action.

Alongside providing early warnings of risks, the press should continue to encourage enterprises to look beyond each new standard and recognize the potential opportunities that may lie behind it.

Making the Newspaper of Industry and Trade a "bridge" for Vietnamese enterprises

- On the occasion of the Newspaper of Industry and Trade's traditional day on October 2, what innovations do you expect the newspaper to pursue so that it can truly become a channel that accompanies and supports Vietnamese enterprises on their journey to global markets?

Vu Ba Phu: On the occasion of the Newspaper of Industry and Trade's traditional day on October 2, I would like to extend my warmest congratulations and best wishes to the newspaper's staff and reporters. Over the years, the newspaper has made its mark through many practical contributions to communications on trade promotion and the promotion of Viet Nam's national brand.

In the new period, I expect the Newspaper of Industry and Trade to continue pursuing strong innovation so that its information goes beyond the limits of conventional reporting and becomes a practical resource supporting enterprises in their decision-making. First and foremost, the newspaper should closely follow the actual needs of enterprises: every article on a particular market should clearly identify where the opportunities lie, what specific barriers enterprises face and what preparations they need to make. At the same time, the newspaper should fully leverage its role as an information bridge connecting the business community with state management agencies, the system of Vietnamese Trade Offices abroad, industry associations and international partners.

In particular, in implementing the GoGlobal Program, I hope the Newspaper of Industry and Trade will serve as a key communications pillar in the business internationalization ecosystem, accompanying enterprises at every step - from identifying opportunities and building the necessary capabilities to accessing markets and establishing a strong and sustainable position.

I also hope the newspaper will continue to diversify its communications methods, making full use of digital platforms, data visualization, video and podcasts, while strengthening foreign-language content to bring the image of Vietnamese enterprises directly to international audiences. Expanding space for real-world business stories, including both successes and lessons learned from failures, will provide a valuable source of experience, helping enterprises move faster while minimizing risks.

- Thank you very much!

Message from Vu Ba Phu, Director-General of the Viet Nam Trade Promotion Agency: "On the occasion of the Newspaper of Industry and Trade's traditional day on October 2, I wish the newspaper continued innovation and development, further affirming its position as a reputable and modern specialized press agency that effectively accompanies the Industry and Trade sector and Vietnamese enterprises on their GoGlobal journey to international markets."