Digital trade promotion is increasingly demonstrating its effectiveness, with the Newspaper of Industry and Trade affirming its role as a bridge that supports businesses in expanding markets and enhancing brand value.

In the article titled "Vietnam’s revolutionary press in the digital era," Party General Secretary To Lam emphasized the need to build a professional, humane and modern press that masters digital technologies and strongly promotes positive values throughout society. This also serves as a guiding principle for media agencies in general, and the Newspaper of Industry and Trade in particular, as they continue to innovate and strengthen their role in connecting policies, businesses and markets.

On the occasion of the 101st anniversary of Vietnam Revolutionary Press Day (June 21, 1925 - June 21, 2026), Newspaper of Industry and Trade interviewed Vu Ba Phu, Director of the Vietnam Trade Promotion Agency under the Ministry of Industry and Trade (MoIT), to gain deeper insights into the newspaper’s role in supporting trade promotion activities, market development and the advancement of Vietnamese brands in the digital era.

Bringing policies closer to the business community

- As trade promotion becomes increasingly intertwined with digital communications and brand building, how do you assess the role of the Newspaper of Industry and Trade in conveying MoIT policies to the business community and the market through its modern media ecosystem?

Director Vu Ba Phu: First of all, I believe that the Newspaper of Industry and Trade, as the official media outlet of the industry and trade sector, is effectively carrying out its mission of communicating information about the ministry’s state management activities while also reflecting developments affecting businesses, industry associations and the market. This has enabled the newspaper to serve as a "bridge," not only delivering policy information to businesses but also helping ensure that policies are properly understood and more closely connected to practical production and business activities.

In the field of trade promotion, a policy or support program will have limited impact if it remains merely a written document. Businesses need to understand how the policy relates to them, how they can participate and where market opportunities lie. Through its coverage of markets, import-export activities, international economic integration, trade promotion and brand development, the Newspaper of Industry and Trade has helped businesses better understand new market requirements, thereby enabling them to proactively adjust strategies and improve competitiveness.

From the perspective of the Vietnam Trade Promotion Agency, we highly appreciate the newspaper’s close cooperation in national trade promotion programs, business matching activities, export market development and brand-building efforts for Vietnamese enterprises. In particular, the newspaper has effectively promoted the image of businesses with high-quality products, strong innovation capabilities and aspirations to reach international markets.

At the same time, its timely and objective reporting on difficulties and recommendations from businesses, localities and industry associations has created an important two-way communication channel, allowing the Trade Promotion Agency to gain a clearer understanding of market realities and provide more effective policy recommendations.

In the current context, where trade promotion is increasingly associated with digital transformation, cross-border e-commerce, brand development and green, sustainable standards, the role of the Newspaper of Industry and Trade is becoming even more important. We hope the newspaper will continue to leverage its strengths in policy communications, market information, trend analysis and the promotion of successful Vietnamese business stories, thereby contributing to enhancing the position of Vietnamese products and brands in both domestic and international markets.

- When journalism becomes a "soft lever" for trade promotion- Over the years, the Newspaper of Industry and Trade has accompanied the Vietnam Trade Promotion Agency in numerous trade fairs, exhibitions, business matching programs and export promotion activities. In your view, how has this cooperation helped businesses and localities promote products and expand markets?

Director Vu Ba Phu: The cooperation between the Trade Promotion Agency and the Newspaper of Industry and Trade has made a practical contribution to helping businesses and localities promote products, connect with partners and expand markets. The effectiveness of this cooperation goes beyond reporting on trade promotion events. More importantly, it has enabled information about products, industries and business demands to reach a wider audience and more targeted stakeholders.

This has been clearly demonstrated through major events that the newspaper has supported through media coverage, including Vietnam Expo, Vietnam Foodexpo, VIATT, export-oriented OCOP product fairs and various trade promotion activities in international markets and major global events such as Seoul Food, SIAL Paris, Anuga, CAEXPO, CIIE, WorldFood Moscow and High Point Market. Through news reports, feature articles, multimedia products and in-depth coverage, Vietnamese products and brands have been introduced more effectively to importers, distribution networks, international partners and consumers.

Notably, the Newspaper of Industry and Trade consistently follows trade promotion activities before, during and after events. Its timely reporting on business matching results, market signals, technical standards and consumer trends in markets such as the EU, the US, and ASEAN has provided businesses, especially small and medium-sized enterprises, with practical data to adjust production and business plans and improve the effectiveness of their participation in trade promotion programs.

The newspaper has also played an important role in promoting local specialty products, OCOP products, agricultural products, processed foods, seafood and key export commodities, helping businesses strengthen brand recognition and build trust among partners and consumers.

In particular, the Newspaper of Industry and Trade directly participated in organizing the first National Autumn Fair in 2025 and the first National Spring Fair in 2026. These fairs adopted a new approach that combined product displays, direct business matching, digital platforms and the promotion of culture and international outreach. The newspaper’s involvement helped amplify media coverage and attract the attention of businesses, consumers and distribution partners.

Moving forward, the Trade Promotion Agency will continue to work closely with the newspaper to innovate content, diversify communication formats and strengthen market information dissemination, thereby contributing to export growth and enhancing the position of Vietnamese products.

Elevating Vietnamese products through the power of specialized media

- Beyond providing information, the Newspaper of Industry and Trade has actively highlighted successful models, outstanding products and Vietnamese brands that have achieved success in domestic and international markets. How do you view the role of specialized media in enhancing the value of the national brand and Vietnamese corporate brands?

Director Vu Ba Phu: I believe specialized media plays a particularly important role in enhancing both the national brand and the brands of Vietnamese enterprises. In today’s competitive environment, a brand is not built solely on product quality or production capacity. It must also be properly recognized, supported by compelling stories and reinforced through market trust.

As the agency responsible for implementing the Vietnam National Brand Program, the Vietnam Trade Promotion Agency considers communications an indispensable component of brand development.

The program’s core values: quality, innovation and pioneering capability, can only be widely embraced when communicated clearly, accessibly and through specific businesses and products. In this regard, specialized media outlets, including the Newspaper of Industry and Trade, enjoy significant advantages because they understand not only policies but also industries, markets and the practical challenges facing businesses.

One highly commendable aspect is that the Newspaper of Industry and Trade has gone beyond simply reporting events or promoting policies. It has actively introduced and disseminated successful business models, high-quality products and enterprises that make serious investments in innovation and brand building.

Throughout its years of accompanying the Vietnam National Brand Program, the newspaper has helped bring the image of National Brand award-winning enterprises closer to the public, partners and markets. Every success story communicated effectively creates value not only for the enterprise concerned but also for the broader image of Vietnamese manufacturing capabilities, product quality and innovative spirit.

From this perspective, specialized media is more than just an information channel; it is a partner in building market confidence. When exemplary Vietnamese brands are presented objectively, comprehensively and persuasively, the image of Vietnamese goods, services and enterprises is elevated. This is also a meaningful contribution to enhancing the value of the national brand as Vietnam continues to promote exports, expand markets and integrate more deeply into global value chains.

Contributing to the image of a dynamic, innovative and integrated Vietnam

- Amid increasingly intense global trade competition, communications are regarded as a vital resource for enhancing national competitiveness. How do you assess the contributions of the Newspaper of Industry and Trade to implementing the objectives of the national communications strategy and promoting the image of a dynamic economy, an attractive investment environment and Vietnamese brands capable of reaching global markets?

Director Vu Ba Phu: I highly appreciate the contributions of the Newspaper of Industry and Trade in promoting the image of a dynamic, innovative and internationally integrated Vietnam. As a specialized media outlet, the newspaper closely follows the policies and guidelines of the Party, the State and the Ministry of Industry and Trade, while also monitoring production, business activities and market developments both domestically and internationally. As a result, the information it delivers is not only timely but also closely aligned with issues that genuinely concern businesses and the market.

One notable achievement is the newspaper’s proactive coverage of trends that are reshaping global trade, including digital transformation, green transformation, the circular economy, sustainable development and increasingly stringent requirements in export markets. Through analytical articles, thematic reports, discussions and multimedia products, the newspaper helps businesses better identify both opportunities and challenges, enabling them to adapt strategies and improve resilience.

It can be said that the newspaper’s contributions extend beyond merely reflecting economic development. Through objective, in-depth and practical reporting, it helps project Vietnam as an attractive investment destination and a reliable partner in global supply chains, while enhancing the standing of Vietnamese products, brands and enterprises in international markets, goals that are central to both the National Communications Strategy and the Vietnam National Brand Program.

- Thank you so much!

Director Vu Ba Phu shared: On the occasion of the 101st anniversary of Vietnam Revolutionary Press Day (June 21, 1925 - 2026), I would like to extend my sincere congratulations to the leadership, reporters, journalists and technical staff of the Newspaper of Industry and Trade. I wish the newspaper continued growth and success as it innovates and further strengthens its role as an important bridge connecting state management agencies, the business community and the market, thereby contributing to elevating Vietnamese products and brands on the international stage.