​Phạm Thị Việt Hà, deputy director of Tay Bac Tea and Special Food Co introduces tea products to visitors. — Photos baocongthuong.vn​

HÀ NỘI — The first Glorious Spring Fair 2026, currently taking place at the Vietnam Exposition Centre, is clearly defining its role as a platform for promoting trade and investment, connecting supply and demand and creating a direct touchpoint between businesses and the market.

Post-fair demand lifts orders for participating firms

After more than a week, many booths have had to continuously replenish goods to meet rising shopping demand, especially at weekends. Agricultural products, processed foods and regional specialties, items closely tied to Lunar New Year (Tết) feasts and gift-giving, continue to dominate consumer interest.

Many stall owners, business representatives and cooperatives agreed that trade fairs are not merely short-term sales opportunities but, more importantly, effective channels for introducing products, building trust and strengthening brand recognition.

Huyền Linh, a representative of TAVINA Investment and Development JSC, a business specialising in agricultural products, said her company’s main goal in joining the Spring Fair was not immediate sales but prioritising customer experience.

She said the firm focused on introducing products and allowing customers to see, try and learn about the production process directly. Many customers, after experiencing the products at the fair, proactively contacted TAVINA to place large orders, she said.

According to TAVINA representatives, the key lies in transparent product information. Each package carries complete product details, including address, phone number and a QR code for traceability.

After the fair, many customers used this information to call and place large orders. This, Linh noted, is the fair’s sustainable impact.

Phạm Văn Tấn, the company’s director, said he believes the greatest value of spring and autumn fairs and similar events lies in the brand story.

According to Tấn, in an increasingly competitive market, a clear and compelling product narrative can offer a decisive edge. He added that trade fairs, with their direct exhibition format and two-way interaction, help promote Vietnamese-made products and support campaigns, encouraging consumers to prioritise domestic goods.

Echoing that view, Phạm Thị Việt Hà, deputy director of Tay Bac Tea and Special Food Co, said tea is a product that requires direct experience and cannot be judged solely by packaging or written descriptions.

She said customers need to taste tea before deciding to buy, so the company arranges tasting tables at each booth.

Hà said many orders are placed after each fair. "Once customers had sampled the products, they returned to make purchases." The company currently offers four main tea categories, namely Shanam, white, black and tangerine tea, catering to different market segments.

She added that demand for tea and gift products typically rises during the Lunar New Year period, making direct product display and sampling at trade fairs a vital tool for expanding the consumer base.

Compared with online sales channels, Hà said trade fairs also allow businesses to better gauge consumer response.

By observing how long customers stay at a booth or what questions they ask about pricing and origin, firms can assess their market position. This provides valuable input for adjusting production and business strategies, she noted.

Positive signals for Tết market

Products from the Ánh Kua brand attracted a large number of visitors and shoppers at the Spring Fair.

The Spring Fair is also generating encouraging sales momentum for businesses ahead of the Lunar New Year, with several exhibitors reporting strong consumer demand and rising revenues.

Trương Ngọc Ánh, director of TA Trading & Services, which operates the Ánh Kua brand, said her company’s products attracted strong interest from shoppers in Hà Nội after seven days at the fair.

Ánh Kua transported around five tonnes of goods to the capital, mainly seafood specialties from Cà Mau Province, including dried fish, dried shrimp, shrimp crackers and fish sauce. Customer traffic surged over the weekend of February 8, requiring frequent restocking, she said.

By the afternoon of the same day, revenue at the fair had exceeded VNĐ1 billion, a notable result for a small business focused on regional specialty products.

While many companies are also promoting products through social media, livestreaming and e-commerce platforms, businesses said trade fairs continue to offer clear advantages by allowing consumers to experience products directly. That hands-on interaction helps build trust and shortens purchasing decisions, exhibitors said. — VNS