The 68th Osaka International Gift Show was held on September 17-18, 2026, at the OMM Exhibition Center in Osaka, Japan. The long-established trade fair for gifts and consumer goods in the Kansai region targets retailers, wholesalers, importers, distributors and buyers seeking new products.

Following years of promoting Vietnamese goods at the Osaka International Gift Show, the Viet Nam Trade Office in Osaka organised a booth this year focusing on designed handicrafts and a number of agricultural products with potential in the Japanese market. The products selected for display were based on monitoring business demand, customer feedback from previous editions and the strengths of Vietnamese goods.

The highlight of this year's booth was a range of rattan and bamboo bags featuring sophisticated craftsmanship and refined designs, which were introduced at the fair and attracted considerable attention and appreciation. The products were made from natural materials such as rattan and bamboo, combined with handmade embroidery and beadwork; some designs also incorporated Vietnamese leather and silk in their finishing details. The combination of traditional materials and contemporary designs enables the products to reflect the distinctive character of Vietnamese handicrafts while becoming more attuned to the tastes and practical needs of international consumers, with a focus on everyday use.

After Vietnamese handicrafts had for many years been positioned primarily as decorative items or souvenirs, the Viet Nam Trade Office in Osaka has, in line with current consumer trends and demand, shifted its focus towards products suitable for regular use. Aesthetic appeal, functionality and finishing quality are being placed alongside handicraft value. This is also a noteworthy direction for the development of Vietnamese rattan and bamboo products as they seek to enter the Japanese market.

Alongside handicrafts, the Vietnamese booth this year also introduced agricultural products of interest to Japanese businesses, notably Vietnamese tea and coffee.

Placing high-end designed rattan and bamboo bags alongside tea and coffee products also demonstrates two different but complementary approaches to promoting Vietnamese goods in Japan. One involves handicraft products whose value is enhanced through design, craftsmanship and cultural narratives; the other involves key agricultural products whose value needs to be increased through processing, quality and commercial presentation. What they have in common is that products must not only be of good quality but also be developed and presented in ways that are suited to the needs, aesthetics and consumption practices of the Japanese market.

After many years of participating in the Osaka International Gift Show, product displays at specialised trade fairs have demonstrated that their value lies not only in promoting the image of Vietnamese goods, but also in directly testing how well products fit the market. For Japanese businesses, being able to directly examine materials, designs, packaging and finishing quality, as well as exchange information with trade promotion agencies, is an important step before requesting quotations, samples or connections with manufacturers.

Through this year's fair, the Viet Nam Trade Office in Osaka will compile Japanese businesses' demands and feedback on each product group, thereby connecting them with suitable domestic manufacturers and exporters. Selecting products that retain distinctive Vietnamese materials and craftsmanship while being developed to better meet market demand will contribute to expanding opportunities for Vietnamese goods to enter import and distribution channels in Japan.