What are US, South Korean, British buyers looking for in Vietnam?

The Ministry of Industry and Trade would roll out more measures to help businesses, particularly small and medium-sized enterprises (SMEs), step up trade promotion activities and boost exports, Deputy Minister Phan Thi Thang told Tuoi Tre (Youth) online newspaper on the sidelines of the Vietnam International Sourcing Expo 2026 (VIS 2026), held in Ho Chi Minh City from September 3 to 5.

Growing opportunities for Vietnamese suppliers

Thang said VIS 2026 features a wider range of industries and a significant increase in international exhibitors, giving Vietnamese businesses more opportunities to find partners, access technical solutions and improve their capabilities.

“For products that already have strong export sales, we should diversify markets and increase their added value,” she said.

The goal is not simply to sell more goods overseas, she added, but also to find suppliers of high-quality raw materials, machinery and equipment to support domestic production.

Pham Khac Tuyen, Vietnamese trade counselor in South Korea, said trade between Vietnam and South Korea has continued to grow strongly.

Vietnamese exports with significant potential in the South Korean market include textiles and garments, footwear, agricultural products and seafood, he said.

Demand for agricultural and seafood products has been particularly strong, yet Vietnamese goods account for only about 3 percent of South Korea’s agricultural and seafood imports, leaving considerable room for growth.

Vietnam also has opportunities to participate more deeply in South Korea’s industrial value chains, particularly in energy, mechanical engineering and shipbuilding, Tuyen said.

Meanwhile, Le Dinh Ba, Vietnamese trade counselor and head of the Vietnamese trade office in the United Kingdom, said Vietnam has a major advantage thanks to its network of free trade agreements.

Businesses should move quickly to take advantage of these agreements, he said.

British buyers are increasingly interested in products that meet sustainability, social responsibility and environmental protection. Vietnamese exporters can gain an edge by developing compelling stories around their products, Ba said.

In the U.S., Vietnamese textiles and garments, footwear and furniture are already exported in large and growing volumes, according to the Vietnamese trade office in the country.

Textiles and garments account for the largest share, with Vietnam continuing to expand its share of the U.S. market.

However, intense competition and rapidly changing U.S. trade policies mean Vietnamese companies need to strengthen their competitiveness and improve risk management, particularly in documentation and the sourcing of raw materials, to avoid potential challenges in the U.S. market.

More support for SMEs, bigger push into e-commerce

The Ministry of Industry and Trade and local trade promotion centers are stepping up efforts to help SMEs participate in trade fairs and exhibitions, with government funding available to support their participation, Thang said.

Following Vietnam’s administrative restructuring that reduced the country to 34 cities and provinces, more than 20 localities have registered to set up booths at VIS 2026.

The participation reflects growing efforts by local authorities to help businesses use international sourcing events to reach new markets, she said.

Another new feature of this year’s VIS is the participation of digital platforms such as TikTok and Amazon, which are helping Vietnamese businesses expand exports through cross-border e-commerce.

The ministry is also strengthening connections with major retail groups, including Central Retail, Aeon and Walmart, with the aim of getting Vietnamese products directly into global retail networks.

Regarding the Go Global initiative led by the Vietnam Trade Promotion Agency, Thang said the program aims to help SMEs connect with larger companies while enabling them to reach consumers directly through digital platforms.

“We work closely with businesses and support them throughout the process, from improving product quality and processing to building brands,” she said.