"The Silent Ambassador" brings Vietnamese goods far
On October 29, at the Vietnam Exhibition Center (VEC), the Trade Promotion Agency (Ministry of Industry and Trade) held a Workshop on "Export Packaging and Brands 2025 - From the trend to implementation".
Speaking at the opening of the workshop, Mr. Le Hoang Tai - Deputy Director of the Trade Promotion Agency (Ministry of Industry and Trade) emphasized - in the context of extensive integration, Vietnamese goods have appeared in more than 200 global markets. However, to make Vietnamese products stand firm and reach out, in addition to the quality factor, special attention should be paid to packaging and branding - two key factors to position value and create a difference in the eyes of international consumers.
Today's envelope is not only a "covering cover", but a "brand language", reflecting the story, commitments and vision of the business. A sophisticated, creative, environmentally friendly packaging design and in line with local culture can help increase the value of exported products by 10 - 30%" - Mr. Le Hoang Tai emphasized.
According to Mr. Le Hoang Tai, packaging currently has three outstanding trends. First, green packaging and sustainable development. Major markets such as the EU, the US, Japan, and South Korea have tightened regulations on environmentally friendly packaging, forcing businesses to switch to join the green supply chain. Second, digitize packaging, allowing traceability and connecting consumers through QR codes, digital platforms. Third, packaging is associated with a brand strategy - where consumers buy both value and experience, not just products.
Ready to pay high prices for products with environmentally friendly packaging
Speaking at the workshop, Mr. Do Ngoc Hung - representative of Vietnam Trade in the United States said that the United States is still an import market with a value exceeding 3,500 billion USD/year. Of which, consumer goods and processed agricultural products account for a significant proportion. However, new trends in packaging and environmental responsibility are becoming barriers and mandatory requirements for Vietnamese enterprises.
According to Mr. Do Ngoc Hung, there are currently 3 trends in green packaging in the US. First, green and recyclable packaging. American consumers, especially Gen Z, are willing to pay higher prices for products with environmentally friendly packaging.
Second, trace the origin and make information transparent. The packaging is not only the outer shell but also the "passport" of the product. The trend of using QR codes helps consumers look up the entire journey from raw materials, growing areas, factories to food safety certificates.
Third, packaging design is associated with national brand identity. Vietnamese products are of high quality but need to add storytelling elements about origin, culture, and community values. Countries such as Thailand, South Korea, and Indonesia are doing this well. In the United States, products with the image of Vietnamese brands associated with traditional culture have also appeared.
From experience in supporting businesses to export to the United States, Mr. Do Ngoc Hung said that Vietnam needs to comply with packaging instructions of large corporations, for example, Amazon's instructions on size, materials, decomposable ability, and transportation standards. Compliance helps Vietnamese goods penetrate deeper into the retail chain, reduce logistics costs, and avoid the risk of returning goods.
Second, invest in brand recognition through image and story. Avoid general packaging, information is not complete. Enterprises should coordinate with consulting organizations and art design units to develop separate identification sets for key product groups such as coffee, cashew nuts, handicrafts, and processed foods.
Third, take advantage of digital distribution channels. Platforms such as Walmart Market, Amazon, Costco are the "gateway" to attract US customers. Packaging and brands are the "ambassador" in the digital environment when exporting via e-commerce.
Backs and brands are not only the outer layer but the first message, creating a strong effect that touches the eyes and hearts of consumers. By doing well, Vietnamese brands not only have a foothold in the United States but also conquer other demanding markets" - Mr. Do Ngoc Hung emphasized.
