Spring Fair 2026 in Hanoi’s suburban commune of Dong Anh is drawing strong crowds as consumers increasingly turn to eco-friendly products, underscoring the rapid growth of green consumption and demand for safe, natural goods in Vietnam.

Tran Thi Bich, a 50-year-old businesswoman from Hanoi’s Dong Anh Commune, came to the Spring Fair 2026 to explore and shop for natural products.

She said she consistently prioritizes green and healthy goods for her family. After touring the fair, Bich said she was impressed by the diversity and quality of Vietnamese products on display.

“The fair feels like a vivid snapshot of Vietnam’s economy. The organization is professional, and the products are increasingly refined,” she told The Hanoi Times.

She added that events like this help strengthen consumer trust in domestic goods, especially as demand for sustainable products grows.

That shift is reflected in changing purchasing habits. Many consumers said they are willing to pay more for environmentally friendly items.

“I can afford premium products if they are eco-friendly. They have a pleasant, natural scent and feel safe to use,” said Hoang Van Co, 45, from Hanoi’s Tu Liem Ward.

Co said he was particularly drawn to Phuc Trach agarwood and herbal flower tea made from natural ingredients.

Nguyen Hai Thanh, Director of I’m Nature Herbal Import-Export Co. Ltd., said green consumption is gaining momentum in Vietnam as public awareness of environmental protection and sustainability increases.

The company’s high-end herbal cosmetics attracted strong attention at the fair.

Tran Binh An, a 25-year-old reporter, said she selected several I’m Nature skincare products for their carefully sourced ingredients and production process meeting the ISO 22000:2018 standards.

Many firms see green products as both a market response and a competitive strategy.

Le Thi Hoa, Director of Bac Ha Service Trading Production JSC, said she hopes the Spring Fair will help her environmentally friendly products reach more consumers.

She previously took part in the 2025 Autumn Fair.

“My products stood out for their design and uniqueness and sold out within just a few days,” Hoa said.

She noted that Vietnamese consumers are showing growing interest in green and healthy products.

“We want to inspire people to preserve and value Vietnamese medicinal herbs, which are both traditional and beneficial to health,” Hoa told The Hanoi Times.

She added that visitor numbers at her booth have exceeded expectations since the fair opened on February 2.

More opportunities for businesses

Vu Ba Phu, Director General of the Vietnam Trade Promotion Agency under the Ministry of Industry and Trade, said the rise of green consumption is reshaping both business strategies and consumer behavior.

Citing the NielsenIQ Consumer Outlook and Expectation 2025 study, Phu said 18% of Vietnamese consumers have incorporated sustainable futures into their long-term priorities, while 26% are focusing on sustainable lifestyles in the short term.

“The Spring Fair 2026, held during the peak Tet shopping season, provides a valuable platform for enterprises to connect with consumers and expand their market reach,” he said.

Phu added that the fair goes beyond retail to promote the “Made in Vietnam” brand and project the image of a dynamic and well-integrated economy.

The ministry aims to gradually build a professional and sustainable national fair system as a key trade promotion infrastructure, he said.

At the cooperative level, Tran Dai Nghia, Director of Hoa Nghia Hiep Agricultural Service Cooperative in the central province of Quang Ngai, said the fair offers both market access and learning opportunities.

The cooperative has sold hundreds of kilograms of flower-based tea and related products and has had to restock to meet demand.

“This event helps promote our brand and allows us to exchange experience in branding and sustainable production,” Nghia told The Hanoi Times.

He added that the rising demand for organic and environmentally friendly products signals that green consumption is taking root in Vietnam, reinforcing consumer confidence.