The event was part of the first Vietnam Autumn Fair 2025, helping enterprises stay ahead of global packaging design trends, develop brands associated with sustainable exports, and comply with green, transparent, and internationally compliant standards.

Speaking at the seminar, Le Hoang Tai, deputy director of the Vietnam Trade Promotion Agency (Vietrade) under the Ministry of Industry and Trade, emphasised that amid deep international integration, Vietnamese products have reached over 200 markets worldwide. However, to maintain and expand their presence, beyond product quality, businesses must pay particular attention to packaging and branding, two key factors in defining value and creating a distinct image in the eyes of international consumers.

Tai highlighted the growing trend of green and sustainable packaging, noting that major markets in the EU, the US, Japan, and the Republic of Korea are tightening regulations on environmentally friendly packaging, forcing enterprises to adapt to green supply chains.

He affirmed that with strengths in design, printing capacity, and a young workforce, Vietnamese businesses have great potential to break through. Vietrade will continue to support them through consultancy, training, and assistance in transitioning to eco-friendly packaging, thereby promoting sustainable export brand development.

The seminar consisted of four sessions. The first session, themed “Packaging and export branding trends 2025”, attracted strong interest from participating enterprises.

Do Ngoc Hung, a representative of Vietnam’s Trade Office in the US, shared insightful and practical perspectives from the US market, the world’s largest importer, with an annual import value exceeding US$3.5 trillion.

Hung suggested that businesses should follow packaging guidelines set by major corporations, invest in brand identity through imagery and storytelling, avoid generic or incomplete packaging information, and make use of digital distribution channels.

The second session explored the strategic role of packaging in international trade competition. The third session discussed storytelling techniques in packaging, from imagery, slogans, and QR/AR codes to building tailored brand stories for specific export markets. The final session focused on long-term strategies for developing international brands, including methods to build cohesive brand identity systems, optimise design, printing, and marketing processes, and establish a 6–12-month roadmap for sustainable export brand growth.

Source: VOV