In an Official dispatch issued on February 4, the PM said the fair should become a “nationwide spring journey”, bringing together the essence of Vietnamese goods, Vietnamese identity and Vietnamese intellect, and called on all relevant agencies to work together to ensure its effectiveness and impact.

The Ministry of Industry and Trade was tasked with coordinating closely with other ministries, agencies and localities to support trade promotion activities, facilitate business connections, and create favourable conditions for enterprises and producers to display and market their products at the event.

The Ministry of Culture, Sports and Tourism, in cooperation with the Vietnam Television, Voice of Viet Nam and the Viet Nam News Agency, was asked to intensify communications and media coverage to spread the festive atmosphere of the fair and highlight outstanding products and regional specialities. The effort aims to reinforce the campaign “Vietnamese people prioritise using Vietnamese goods” and attract both domestic and international visitors.

Meanwhile, the Ministry of Agriculture and Environment will work with local authorities to select and introduce exemplary OCOP products and regional specialities for exhibition and sale at the fair, while promoting the use of digital technologies and QR codes to enable product traceability and enhance the branding of Vietnamese agricultural products.

Ministries, agencies and localities were also directed to ensure that only products meeting the “six best” criteria - the finest, the highest quality, the most abundant, the safest, the most modern and the most preferential - are showcased at the fair. At the same time, strict quality control must be enforced, with counterfeit, substandard or untraceable goods removed from display and sale to protect the reputation of the event and local brands.

The PM called for stronger storytelling and branding for each product so that every item on display serves not merely as a commodity but as a “cultural ambassador” representing the identity and heritage of its region. Booths should be designed as small heritage spaces, helping visitors better understand local traditions, production processes and values.

Deputy Prime Minister Bui Thanh Son has been assigned to directly oversee the implementation of these tasks, while the Government Office will monitor progress and report any issues beyond its authority to competent agencies.