The traditional market in HCM City offers a wide selection of fruits, such as avocado, rambutan, mangosteen, durian, and Hanoi plums. (Source: VNA)

With the theme “Preserving agricultural roots - Upholding national soul - Integrating into the era”, the annual event seeks to blend traditional values with contemporary trends in commerce, tourism and technology. It aims to promote Vietnamese agricultural products, honour farmers, connect businesses with consumers, and foster cross-cultural exchange, according to Le Huu Luan, secretary to the chairman of Suoi Tien Theme Park.

Alongside the popular speciality fruit market, this year’s festival features the first-ever agricultural product promotion programme, including livestream sales to highlight key produce.

The event hosts 20 booths displaying fresh fruits, processed products, and OCOP-certified goods.

Throughout the summer, visitors can enjoy a variety of activities such as a giant fruit showcase, a high-tech agriculture exhibition featuring Japanese innovations, fruit parades, a fruit carving competition, and musical performances.

Fruit lovers can also pick and enjoy tropical produce at the Suoi Tien Farm, where over 30 varieties of exotic fruit are cultivated following organic and VietGAP standards.

Now in its third decade, the Southern Fruit Festival is one of HCM City’s signature tourism events, drawing around one million visitors each year.