As a connector, the Center for Investment Promotion, Trade and Enterprise Support of Hue City (Hue IPBSA) has successfully applied a “dual-leverage” approach. This strategy not only helps products of the Ancient Capital reach major distribution systems, but also creates momentum for enterprises to confidently break through in the digital economy era.

Efforts to “cover” the market

The year 2025 has been marked as a dynamic year in the city of Hue’s efforts to support enterprise development, focusing on boosting trade promotion and expanding distribution channels for the city’s signature and competitive products.

Ms. Nguyễn Thị Bích Thảo, Director of the Center for Investment Promotion, Trade and Enterprise Support of Hue City (Hue IPBSA), said that supporting enterprises in joining the market and maintaining production and business activities has always been a top priority. Hue IPBSA has been implementing numerous practical support programmes, creating favorable conditions for local enterprises—especially small businesses, cooperatives, and household businesses—to access the market in the most effective way.

Accordingly, Hue’s enterprise support strategy focuses on bringing local products into major distribution systems in key economic urban areas.

A typical example is the Business Networking Conference between Hue City enterprises and distributors in Ho Chi Minh City (May 2025), which attracted more than 50 delegates and 16 leading buyers and distributors such as Satra, Coopmart, Bách Hóa Xanh, and AEON Mall. The programme helped Hue enterprises expand markets and enhance brand recognition. Many businesses such as: Trà My, Thảo Mộc Hương Thủy, HCF have established relationships and are negotiating to bring products into major distribution systems like Bách Hóa Xanh and Coopmart; Alufa Company is negotiating to distribute goods at Taseco and AEON Mall Southern branch; Công Thành has sold products to wholesale customers in Japan; and Vietravel has proposed cooperation in developing a line of souvenir products.

The Product Consumption Connection Conference in Quảng Điền Commune in August 2025 succeeded not only in enhancing the economic value of agricultural products, specialties, and handicrafts of Quảng Điền, but also in affirming the correct development direction of linking economic growth with brand building, promoting sustainable production, and improving local income. Through the conference, 08 MoU were signed, laying an important foundation for bringing goods into supermarkets and distribution channels. The exhibition activities on the sidelines also recorded nearly 70 million VND in total revenue.

The Supply–Demand Connection Conference between Hue City and provinces and cities in 2025 (September 2025) was not only part of the National Tourism Year activities but also a major effort to build the image of Hue as a supply–demand connection hub of Central Vietnam. The conference successfully organized focused B2B networking, achieving impressive results with 15 pairs of memoranda of understanding signed and on-site online sales (livestream) gaining nearly 300 million VND in total revenue.

In 2025, Hue City also actively brought its products into international markets and integrated into global supply chains. Hue IPBSA organized a delegation of enterprises to participate in the Viet–Laos Trade Fair 2025 in Vientiane, Laos (17–21 July 2025). The delegation consisted of 06 enterprises with 04 booths showcasing agricultural products, specialties, handicrafts, and OCOP products. Over 5 days, the Hue booth area received more than 2,000 visitors. At the fair, Amigo Company and Tinh Dầu Nhiên signed memoranda of understanding with Vimart Supermarket (the only Vietnamese supermarket in Laos); the household business Xuân Anh found a distributor with an order worth 20 million VND; and Bao La Bamboo and Rattan Cooperative connected with a Chinese partner.

Notably, the “International Supply Chain Connection” event (Vietnam International Sourcing 2025) in Ho Chi Minh City in September 2025 gathered more than 520 units and 250 international buyers. Through direct connection and exchange sessions, Hue enterprises had the opportunity to introduce products, promote their brands, and seek strategic partners, thereby expanding markets, increasing product value, and enhancing competitiveness. This result affirms that the programme is not merely short-term trade promotion, but also contributes to building a solid foundation for global integration and sustainable development of Hue enterprises within global supply chains.

In addition, taking advantage of being a venue for international events, Hue organized an investment and trade promotion exhibition space at the 14th East Asia Local and Regional Government Congress (ASPAC 2025) with the participation of 14 international units and 32 Hue units. More than 25 Hue enterprises showcased specialty products, OCOP items, and handicrafts. Total direct sales reached nearly 62 million VND, creating opportunities for enterprises to promote products to international delegates and visitors right in the city.

Notably, with the culturally rich exhibition booth blending tradition and modernity, featuring 25 Hue enterprises at the 2025 Autumn Fair under the theme “Hue Essence – Connecting Heritage and Creativity”, on the evening of 3 November, at the closing ceremony of the 2025 Autumn Fair, Hue City was honored to receive the “Outstanding Exhibition Space” award along with 16 other localities nationwide. Hue’s participation was not only a trade promotion activity, but also a journey to spread the image of “Hue – a living heritage, creative and integrated,” connecting businesses, artisans, and local products more closely with domestic and international audiences.

This chain of diverse trade promotion activities clearly demonstrates the pioneering and companion role of Hue authorities in developing the private economy. By focusing on agricultural products, specialties, handicrafts, and OCOP items, Hue has maximized its existing strengths, linking production development with brand building and tourism, in line with Politburo Resolution 68 on private economic development.

The Director of Hue IPBSA emphasized that in the overall development picture of Hue City, each enterprise, whether large or small, plays an irreplaceable role. Therefore, accompanying and supporting enterprises fairly, practically, and sustainably will always remain a consistent orientation in all of the Center’s activities.

Accompanying enterprises in the digital era

Entering the digital era, supporting enterprises in digital transformation and innovative start-up is a strategic task to enhance competitiveness and achieve sustainable development. Hue IPBSA clearly defines digital transformation as a key factor for enterprises to overcome scale barriers and expand limitless markets.

Regarding digital infrastructure support, Hue IPBSA has closely coordinated with the Business Association and the Smart City Monitoring and Operations Center (IOC) of Hue City to provide input for building a digital platform to receive and respond to enterprise difficulties. This helps promptly and accurately capture challenges and provide immediate, effective support through the Hue-S app, completely replacing traditional paper-based systems.

The Center has coordinated with the Department of Science and Technology and the City Institute for Research and Development to strongly promote start-up and innovation activities of individuals, groups, and enterprises on the Hues fanpage, Truly Vietnam, and to invite them to participate in trade promotion events for award-winning products in the city’s innovation contests.

Regarding training and technology transfer, Hue IPBSA has organized free and in-depth training courses such as “Applying Artificial Intelligence (AI) in Marketing and Business” (May 2025), attracting more than 50 enterprises, cooperatives, and household businesses; and “AI in Digital Platform Marketing and Business (E-commerce, Social Media)” (July 2025). The training helped enterprises master brand-building techniques, product storytelling through short videos, and content optimization on digital platforms, while equipping them with the knowledge and skills needed to apply AI immediately in business operations—enhancing efficiency and competitiveness. Not only theoretical, many enterprises made direct sales during practice sessions, showing the high practical applicability of the new-generation e-commerce model.

Regarding digital communication, Hue IPBSA produced and widely disseminated promotional videos such as “Journey into AEON Mall Supermarket,” “Local Culture Corner at AEON Mall Hue,” “Exploring Hue’s Trade Promotion Potential,” etc. These products were posted on social media and YouTube, helping effectively connect local products with consumers nationwide and internationally.

Regarding digital connection platforms, maintaining and upgrading the “Hue Product Information Portal” has created a useful and professional digital space connecting enterprises, distribution partners, and consumers. The portal not only provides information on OCOP products, handicrafts, and local specialties, but also strongly supports access to new markets, boosting consumption and creating additional business cooperation opportunities.

Through these specific and practical solutions, Hue IPBSA has helped enterprises gradually adapt better to the new business environment, thereby enhancing competitiveness, expanding markets, and developing products flexibly in line with modern consumption needs.

Remaining steadfast in its orientation to support enterprises in digital transformation, the Center for Investment Promotion, Trade and Enterprise Support of Hue City will continue to vigorously implement training and support activities aimed at building a sustainable digital business ecosystem highly adaptive to new development requirements.

With the close companionship of authorities at all levels and the proactive efforts of enterprises themselves, it is believed that the competitiveness of Hue enterprises will continuously be strengthened and make breakthroughs in the new era.