VINACHEM

International buyers flock to Vietnam seeking reliable supply chains for food, consumer goods, and electronics as trade tensions and costs rise globally.
The number of buyers from China, the Middle East, the EU, and Latin America sourcing goods from Vietnam is surging. They are focusing on fresh and processed agricultural products, consumer goods, electronics, and textiles - sectors in which Vietnamese businesses have strong manufacturing advantages.

Agriculture, electronics, and consumer goods attract global buyers

Pagoda Group (BGY Fruits), China’s leading fruit retail chain with over 5,000 stores in 180 cities, considers Vietnam a strategic sourcing destination. The company seeks to buy durians, coconuts, bananas, dragon fruit, jackfruit, and more.

Pagoda is among nearly 50 Chinese companies attending the “Vietnam International Sourcing 2025” (VIS 2025) event, set to take place in early September in Ho Chi Minh City.

Last year, Vietnam exported more than USD 3 billion worth of fruits and vegetables to China. In the first seven months of 2025 alone, that figure exceeded USD 2.1 billion, with durian exports surpassing USD 1 billion. Banana and jackfruit exports also brought in several hundred million dollars each year. With total fruit and vegetable exports reaching over USD 7.1 billion in 2024 and nearly USD 3.9 billion in the first seven months of 2025, Vietnam has become a major sourcing hub for Pagoda, which is working with local enterprises to standardize growing regions and develop high-quality fruit products.

According to the Foreign Market Development Department under the Ministry of Industry and Trade, over 300 global buyers have scheduled approximately 3,000 direct meetings with Vietnamese suppliers at VIS 2025, paving the way for negotiations, orders, and long-term cooperation.

In addition to Pagoda, Taiwanese companies such as Elom Group, Chi Cheng Food, and Gu Gang are actively scheduling B2B meetings with Vietnamese manufacturers. Rui Wei Group from Shenzhen is participating in VIS for the first time, seeking a wide range of products from food and fresh fruit to footwear, household goods, furniture, and electrical appliances. Meanwhile, 313 Wealth and Jiang Men Meng from Hong Kong are scouting for cashew nuts, spices, and nutritional products.

China is currently Vietnam’s second-largest export market, with a total export turnover of over USD 61 billion in 2024 and USD 35 billion in the first seven months of 2025, marking a 7.8% year-on-year increase.

EU buyers are focusing on wood products, furniture, handicrafts, textiles, footwear, processed food, agricultural products, beverages, and supporting industrial goods. The EU is Vietnam’s third-largest export market (after the US and China), with exports exceeding USD 53 billion in 2024 and reaching USD 32.15 billion in the first seven months of 2025 - an 8.5% increase.

Nguyen Thi Hoang Thuy, Vietnam’s Trade Counselor in Sweden, stated that EU businesses highly value Vietnam’s diverse strengths and are looking for large-scale suppliers. Many Nordic food companies such as East Asia Food AB, Achaulien Export Import AB, GFI Stockholm AB, JHB, and CT Food will participate directly at VIS 2025. These companies aim to diversify their supply chains to reduce risks from tariffs and trade barriers.

“Although the EU enforces strict technical and traceability standards, the demand for goods remains diverse. This presents a significant opportunity for Vietnamese businesses, provided they can meet sustainable development requirements,” said a representative of the Vietnam Trade Office in Sweden.

Prepared to receive the wave of shifting orders

The largest delegation ever from Texas, USA - including importers, distributors, and logistics firms - will also be present in Vietnam. The group includes L&V Food Supply, C&T Produce Wholesale, Port Houston, and MIB - Morris International Beverage. They are seeking “Made in Vietnam” supplies across a broad spectrum: mechatronics, machinery, textiles, chemicals and plastics, footwear, food and beverages, handicrafts, and furniture.

Following the success of VIS 2023 and VIS 2024, many American importers have already placed orders with Vietnamese companies. For example, MIB - Morris International Beverage signed an exclusive long-term contract to import Hanoi Beer products, now distributed in hundreds of retail outlets across several states. Habeco-branded beer is now available in major chains like H.E.B, Kroger, Total Wine, Hong Kong, Camau Supermarket, and Saigon, with a warm reception from the white, Asian, Mexican, and African-American communities.

Sourcing from countries with low production and labor costs is a key strategy for global buyers. Vietnam meets these criteria with its ability to supply approximately USD 500 billion worth of goods per year and a consistent double-digit growth rate. Several industries now boast export values in the tens of billions of dollars, drawing the attention of international buyers.

VIS 2025 is structured as a sourcing-focused event designed to optimize costs, ensure quality, and maintain supply chain stability. With 500 booths from 400 Vietnamese companies showcasing over 12,000 products across four key industry groups, the event is centered on meaningful connections tied to concrete procurement needs rather than mere product displays.

In addition, factory and raw material zone tours and free expert consulting services will strengthen sustainable supply chains. Buyers attending VIS 2025 are not only scouting for potential suppliers but also evaluating capabilities to ensure product and service quality from suitable partners.

The ongoing shift in global orders toward Vietnam presents a major opportunity for the country’s economy and businesses amid global trade wars and geopolitical uncertainties. Vietnam is emerging as a top destination due to its strategic geographic location, stable political environment, competitive labor costs, and a network of 17 free trade agreements (FTAs) covering more than 60 countries and regions.