The trade fair will provide a platform for entrepreneurs and potential franchisees in Vietnam to network and connect with 30+ brands in the F&B and retail sectors in the Asia-Pacific region. S.E.A Connect is held by Simple Group, which organised the virtual F&B franchise fair MakanSingapore.

S.E.A Connect will see the participation of investors, business operators, entrepreneurs, and industry enthusiasts who are eager to explore the possibility of doing business in Vietnam’s F&B and retail sectors.

13 top industry professionals will fill the roles of presenters and moderators at the event. The panel discussion on “How retailers attract customers” will cover a variety of topics, trade insights, and local consumers' behaviours, and assist international retailers to navigate emerging markets like Vietnam. Meanwhile, the panel discussion on the F&B sector “Future of F&B” will address the current situation and key driving factors as well as explore the latest trends in Vietnam's F&B market.

Vietnam’s F&B market is expected to register a compound annual growth rate of 8.65 per cent in the 2021-2026 period. F&B spending makes up the highest portion of Vietnamese consumers’ monthly expenses, at 35 per cent.

Post-COVID, the country witnessed a recovery in the retail sales of consumer goods and services in the final months of the year. These are positive signs for both local and foreign businesses. By 2025, Vietnam’s F&B market is predicted to reach $678 million, with the total number of consumers reaching 17.1 million. Meanwhile, Vietnam’s retail market is poised to grow by $82.7 billion during the 2022-2026 period.

Samuel Cheng, one of the co-founders of Simple Group said, “Riding on the momentum gained from the success of MakanSingapore, and how we have continued to witness a tremendously positive response from the Vietnam market towards new potential business opportunities, S.E.A Connect has been set up with the mission to act as the gateway for international brands to access the Southeast Asia markets. Vietnam has always been one of the most attractive markets in the region for these brands when considering their international expansion plans. With this platform, we aim to connect businesses who want to expand into Southeast Asia with the right partners in the local market”.

More than 30 brands will be presenting their products and brand stories through the display of goods and exclusive brand presentations at the exhibition hall, which will be available both physically and virtually. Each of these brands has been carefully curated to ensure that innovative business concepts can be brought to Vietnamese consumers.

After the one-day physical event, interested potential buyers and partners can continue their discussions with the exhibiting brands via a virtual platform, which will be live for one week after the physical event has concluded.