On December 3, the Vietnam Trade Office in China announced that the “Vietnam Goods Day in China and Vietnamese Fruit Festival” had been held on November 29 at Wumart supermarket in Beijing, China. The large-scale promotion event drew strong interest from Chinese businesses and consumers, signaling growing demand for high-quality Vietnamese products.

The program was jointly organized by the Vietnam Trade Office in China, Wumart Group, and Goodfarmer Group - two of China’s leading retail and agricultural distribution enterprises.

According to the Trade Office, the event plays a substantive and strategic role in advancing high-level agreements between the two countries on strengthening economic and trade cooperation. It also represents a concrete step toward implementing Vietnam’s scheme to boost direct participation of Vietnamese enterprises in overseas distribution networks by 2030, approved under Decision No.1415/QĐ-TTg.

The opening ceremony gathered Vietnamese Ambassador to China Phạm Thanh Bình, senior executives from Wumart and Goodfarmer, and about 10 Vietnamese companies seeking to expand exports to China. Hundreds of Chinese retailers, business associations, and local consumers also attended, reflecting the rising appeal of Vietnamese goods in a market of more than 1.4 billion people.

The display area featured dozens of well-known Vietnamese brands-including Trung Nguyen, TH True Milk, Sao Thai Duong, Savanest Khanh Hoa, IMEX News, and VihaMark-showcasing a diverse range of products from bird’s nest and processed nests to coffee, fresh fruit, dried fruit, juices, cashews, confectionery, rice, and packaged foods.

Trade Office representatives noted that the direct presence of Vietnamese brands in Wumart - a retail chain with more than 1,000 stores nationwide - marks a qualitative breakthrough. It helps Vietnamese goods gain direct access to China’s major distribution networks while strengthening their positioning as high-quality, international-standard products.

A highlight of this year’s event was the direct interaction between Vietnamese businesses and Chinese consumers. Through on-site product sampling, visitors were able to assess taste, quality, origin, and processing methods factors that Chinese distributors consider crucial in shaping purchasing decisions.

Many Vietnamese firms identified potential partners during the event, raising expectations for stronger export momentum in key categories such as fresh fruits, fruit-based beverages, processed coffee, bird’s-nest products, and health-care items product groups currently enjoying high demand in China.

Alongside the main event, the Trade Office also held a “Vietnam-China Business Networking Program,” providing a compact forum for companies to discuss import requirements, order sizes, distribution channels, and packaging standards.

Several major Chinese distributors expressed interest in Vietnam’s signature products and offered support in aligning packaging with market regulations. These connections hold particular value as Vietnam’s agricultural exports to China continue to rise but remain constrained by limited direct access to local retail systems.

Taking place during the Vietnam-China People-to-People Exchange Year, the “Vietnam Goods Day in China and Vietnamese Fruit Festival” served as a flagship year-end trade promotion activity and an important step forward in bringing Vietnamese products deeper into China’s modern retail ecosystem one of the world’s largest and most competitive markets.