At the second-quarter 2026 trade promotion review conference, the Ministry of Industry and Trade (MoIT) called on Vietnam’s Trade Offices abroad to further promote their role as a bridge connecting businesses with international markets, helping them adapt to market fluctuations and capitalize on export growth opportunities.

Proactive adaptation to sustain export growth

On the morning of July 7, the Vietnam Trade Promotion Agency (VIETRADE) under the MoIT organized the second-quarter 2026 trade promotion review conference with Vietnam’s Trade Offices abroad under the theme: “Proactively adapting to global market fluctuations - promoting trade promotion and export development, contributing to balancing trade and achieving double-digit economic growth targets.”

In his opening remarks, Vu Ba Phu, Director of VIETRADE, said a notable feature of this conference was the participation of a large number of enterprises and representatives from localities, reflecting growing demand for market information and stronger connections with Vietnam’s Trade Offices abroad.

“The targets for the second half of the year have been clearly identified. This conference focuses on discussing difficulties and bottlenecks in market development, partner search efforts, and the removal of technical and trade barriers,” Vu Ba Phu emphasized.

According to Vu Ba Phu, Vietnam’s Trade Offices abroad should continue conducting in-depth analyses of opportunities and challenges in individual markets, identifying new growth potential while providing information to support policymaking, management, and enterprises in formulating suitable export strategies.

The Director noted that Trade Offices have worked closely with MoIT units, local authorities, industry associations, and businesses to implement a wide range of trade promotion activities, including trade fairs, exhibitions, business delegations, and both in-person and online business matching programs. These efforts have contributed to expanding markets, diversifying partners, and improving the consumption of Vietnamese products.

Under the MoIT’s orientation, in addition to supporting Vietnamese enterprises in exploring overseas markets, trade promotion activities will increasingly focus on attracting foreign business delegations and international buyers to Vietnam, facilitating direct engagement with domestic enterprises, partner verification, and the promotion of Vietnamese products.

Rapidly changing markets require timely updates for businesses

From the perspective of Vietnam’s Trade Offices abroad, several new warnings have been issued regarding key export markets. Concerning the US market, Do Ngoc Hung, Trade Counselor of Vietnam in the US, said Vietnam’s exports maintained growth across many product categories during the first six months of the year. However, export performance in the second half is expected to face significant impacts from tariff policies and trade remedy measures.

According to Do Ngoc Hung, in addition to a slowdown in import demand, the US is increasing investigations related to labor practices, environmental standards, intellectual property rights, rules of origin, and supply chains. This requires enterprises to prepare comprehensive traceability documentation, prove product origin, and better comply with sustainable development standards.

Meanwhile, Vo Thi Ngoc Diep, Trade Counselor of Vietnam in the Netherlands, said the greatest challenge facing enterprises in the EU market is no longer tariffs but environmental and sustainability requirements.

“The EU’s regulatory approach has shifted from product quality control to oversight of the entire supply chain, including raw material sourcing, carbon emissions, labor conditions, and environmental responsibility. These will be long-term requirements, compelling enterprises to make systematic investments if they wish to maintain their competitive advantages,” Vo Thi Ngoc Diep said.

In the Middle East, Truong Xuan Trung, Head of Vietnam’s Trade Office in the UAE, said logistics activities have gradually stabilized following disruptions caused by regional conflicts. However, the UAE has also begun implementing new regulations on Halal certification, biodegradable packaging, recycled packaging, and the application of artificial intelligence in inspections of imported goods.

“These are changes that enterprises need to update promptly so they can proactively adjust production and avoid risks in export activities,” Truong Xuan Trung noted.

Strengthening connectivity and improving trade promotion efficiency

At the conference, many representatives of industry associations said trade promotion activities need to evolve toward a more continuous, data-driven approach with stronger early-warning mechanisms.

Tran Chi Dung, Standing Committee Member of the Vietnam Logistics Business Association, said enterprises are currently affected not only by global trade volatility but also by emerging requirements related to green logistics, digital transformation, traceability, and supply chain optimization.

“We propose that the MoIT and Vietnam’s Trade Offices abroad continue strengthening business connectivity while developing an official information portal through which industry associations, enterprises, and management agencies can share market data on a regular and professional basis,” Tran Chi Dung suggested.

From the perspective of supporting industries, Pham Hai Phong, Vice Chairman of the Vietnam Association for Supporting Industries, said international exhibitions remain effective channels for business networking but are held only periodically, whereas enterprises’ demand for customer acquisition is continuous. According to Phong, developing an AI-powered networking platform that allows enterprises to showcase production capabilities through videos and 3D images while organizing online B2B matching activities would help make trade promotion more regular and effective.

E-commerce was also identified as a promising avenue for cross-border online exports. Bui Trung Kien, Vice Chairman of the Vietnam E-commerce Association, proposed strengthening data sharing between the Trade Office system and industry associations so that businesses can gain quicker access to information on consumer trends and market demand.

Meanwhile, Truong Van Cam, Secretary General of the Vietnam Textile and Apparel Association, stressed that what enterprises need most at present is timely information on changes in import policies, trade remedy measures, and technical barriers so they can proactively formulate response strategies.

A common theme emerging from the conference was that trade promotion activities are shifting from a model centered mainly on trade fairs and exhibitions toward one based on continuous connections between buyers and suppliers, the development of enterprise databases, partner verification, early-warning services, and more effective use of digital platforms.

Enhanced market information sharing and timely alerts on policy changes, technical standards, trade remedies, and consumer trends are expected to help enterprises proactively adjust production, optimize supply chains, expand export markets, and strengthen competitiveness amid continuing volatility in global trade.