Held under the theme “From America’s Land and Sea to Vietnam’s Table,” the festival is part of activities in Viet Nam commemorating America’s 250th Anniversary of Independence. Beyond its culinary activities, the event serves as a platform to promote U.S. agricultural products, strengthen trade connections, and explore further opportunities for bilateral agricultural commerce.

The opening ceremony at Sheraton Hanoi Hotel highlighted the growing agricultural partnership between the United States and Viet Nam, while introducing a wide range of U.S. food and agricultural products represented by USDA Cooperators.

Participating organizations included the Alaska Seafood Marketing Institute, California Milk Advisory Board, California Prune Board, California Walnut Commission, Food Export Northeast USA - Seafood Program, Potatoes USA, U.S. Beef, U.S. Pork, U.S. Meat Export Federation, U.S. Highbush Blueberry Council, U.S. Soybean Export Council, USA Poultry and Egg Export Council, Washington Apple Commission, Dairy Farmers of Wisconsin, and U.S. Dry Bean Council.

The participation of agricultural trade organizations and importers underscored the festival's role in connecting U.S. suppliers with the Vietnamese market. By bringing a diverse range of products and industry representatives together, the event provided opportunities to promote product awareness, strengthen business relationships, and expand market access for U.S. agricultural products in Viet Nam.

U.S.-Viet Nam agricultural trade has expanded rapidly in recent years. In 2025, Viet Nam was the eighth-largest market for U.S. agricultural exports, with U.S. agricultural and related products exports to Viet Nam totaling  USD 5.7 billion.

In his opening remarks, Mark Petry, USDA Agricultural Minister Counselor, emphasized the role of food in bringing people together and the growing strength of the bilateral agricultural partnership.

“Just like Vietnamese cuisine, American barbeque is about more than food. It is about tradition, craftsmanship, sharing, and bringing people together around a table,” he said.

Mark Petry noted that Viet Nam has become one of the top markets for American farmers, ranchers, and food producers, adding that the growth in bilateral agricultural trade reflects increasing demand among Vietnamese consumers for the quality, variety, and value of U.S. food and agricultural products.

“There is tremendous potential for our two countries to do even more business together,” he said.

The remarks highlighted the commercial potential underpinning the festival, as the promotion of U.S. agricultural products is closely linked with expanding trade and business opportunities between suppliers in the United States and buyers and consumers in Viet Nam.

Culinary experiences were at the heart of the festival's opening, providing a direct way for Vietnamese consumers and industry stakeholders to experience U.S. agricultural products.

A live cooking demonstration featuring premium U.S. chicken and U.S. beef showcased the quality and versatility of American agricultural products through creative culinary applications. A live BBQ station in the hotel courtyard also served freshly grilled specialties prepared by Sheraton Hanoi's chefs using premium U.S. beef, Alaskan cod fish, U.S. corn, and U.S. potatoes.

Throughout the evening, guests enjoyed the Great American Barbecue Festival Dinner Buffet, featuring a wide selection of dishes made with premium U.S. ingredients supplied by USDA Cooperators. The menu included meat, seafood, potatoes, fruits, nuts, dried fruits, blueberries, and soy-based products.

These activities enabled participating organizations to introduce the diversity and applications of U.S. agricultural products directly to Vietnamese consumers, while creating opportunities for businesses and trade organizations to promote their products in a major overseas market.

The festival also marked the debut of America’s Finest Five-Course Set Menu at Hemispheres Steak & Seafood Grill, one of Hanoi's premier dining destinations and a Michelin Selected restaurant for four consecutive years from 2023 to 2026.

Created exclusively for the Great American Barbecue Festival 2026, the five-course menu showcases premium U.S. ingredients through a contemporary culinary journey. During the two-week festival period, the menu will replace Hemispheres' regular set menu, offering diners an opportunity to experience products from America's farms and seas.

Christian Vera, Director of Food & Beverage at Sheraton Hanoi Hotel, said the hotel was delighted to partner with USDA and the U.S. Embassy in Hanoi to bring the festival to its guests and the Hanoi dining community.

Through the Great American BBQ Dinner, the launch event, and America’s Finest Five-Course Set Menu at Hemispheres, the hotel's culinary team has created a series of dining experiences showcasing the quality, diversity, and applications of U.S. agricultural products, he said.

The Great American Barbecue Festival 2026 runs from September 17 to October 1, 2026, at Sheraton Hanoi Hotel. Through culinary activities and product promotion, the festival aims to raise awareness of U.S. agricultural products among Vietnamese consumers, facilitate connections among businesses and trade organizations, and contribute to strengthening commercial ties between the two countries.