Bui Quang Hung, Deputy Director of the Vietnam Trade Promotion Agency, speaks with the Newspaper of Industry and Trade about the new features, preparations and expectations for VIETLAO EXPO 2026 in strengthening business ties between Vietnam and Laos.  

Elevating trade promotion efforts

After nearly two decades of annual organization, the Vietnam - Laos Trade Fair (VIETLAO EXPO) has become Vietnam's largest trade promotion event in the Lao market. This year's edition will take place from July 16 to 20 in Vientiane, featuring a larger scale, a broader range of industries and expanded business networking activities. Ahead of the event, the Newspaper of Industry and Trade spoke with Bui Quang Hung, Deputy Director of the Vietnam Trade Promotion Agency under the Ministry of Industry and Trade, about the preparations and expectations for this year's fair.

- After nearly two decades, VIETLAO EXPO 2026 has become one of the hallmark trade promotion events between Vietnam and Laos. In your view, what has given the exhibition its lasting appeal and unique value?

Bui Quang Hung: Since its launch in 2007, the Vietnam - Laos Trade Fair (VIETLAO EXPO) has remained the largest annual trade promotion event organized by Vietnam in the Lao market. Its enduring value lies not only in creating business opportunities for enterprises but also in strengthening the special traditional friendship between the two countries.

VIETLAO EXPO is part of Vietnam's National Trade Promotion Programme and is jointly organized by the Ministries of Industry and Trade of Vietnam and Laos, with the Vietnam Trade Promotion Agency and its Lao counterpart serving as the implementing agencies. Throughout the preparation and organization of the event, the Embassy of Vietnam in Laos has provided active support by facilitating connections with government agencies, business associations, partners and local media, helping to ensure the fair is organized successfully.

The close coordination among the relevant authorities of both countries, together with the support of the Embassy of Vietnam in Laos, has enabled VIETLAO EXPO to become increasingly professional and attract a growing number of businesses, importers and consumers.

Over the years, the exhibition has showcased thousands of Vietnamese products and brands to the Lao market. Many participating companies have secured distributors and agents, signed memoranda of understanding and gradually established stable distribution networks.

The fair also provides a practical platform for businesses to capitalize on the preferential treatment available under the revised Vietnam - Laos Bilateral Trade Agreement (2024) and the Vietnam - Laos Border Trade Agreement, enabling them to expand not only in Laos but also into northeastern Thailand and the wider ASEAN market.

Meaningful connections, long-term support for businesses

- What are the key objectives for VIETLAO EXPO 2026, and what new features are expected to deliver more tangible benefits for participating businesses?

Bui Quang Hung: VIETLAO EXPO 2026 has been prepared on a larger scale and with higher quality than recent editions. The exhibition will feature around 250 standard booths, including 120 booths representing nearly 80 Vietnamese enterprises across key sectors such as pharmaceuticals, medical equipment, agroforestry and fishery products, processed foods, garments, consumer goods, chemicals and handicrafts.

Several companies whose products have been recognized under the Vietnam National Brand Programme will participate, including Vinamilk, TH, Viet Tiep Lock, Hoa Linh Pharmaceutical and member companies of the Vietnam National Chemical Group. Provincial pavilions from Quang Ninh, Nghe An, Thanh Hoa, Ninh Binh and other localities will also showcase OCOP products and regional specialties.

One of the major highlights this year is the expanded exhibition space for technology-intensive and high value-added industries, including electrical and electronic products, industrial machinery and equipment, chemicals, pharmaceuticals, medical devices, as well as investment and trade services. This will allow Vietnamese enterprises not only to promote consumer products but also to integrate more deeply into supply chains, investment projects and distribution networks in Laos.

Alongside the exhibition, the organizers will arrange business-to-business (B2B) matchmaking sessions, market surveys and networking activities with distributors and importers. Cultural events will also be held to attract visitors and create more opportunities for exchanges between the business communities of Vietnam and Laos.

- In practice, many businesses continue to face challenges in finding partners and maintaining a long-term presence in overseas markets. How will the Vietnam Trade Promotion Agency help enterprises turn meetings at the exhibition into lasting business partnerships?

Bui Quang Hung: Experience has shown that each edition of Vietlao Expo attracts around 200 - 250 booths, welcomes tens of thousands of visitors and generates more than 5,000 business transactions. Of these, approximately 200 have the potential to develop into import-export contracts, investment projects or long-term distribution partnerships.

To ensure that meetings at the exhibition go beyond the exchange of business cards, the Vietnam Trade Promotion Agency is committed to supporting enterprises before, during and after the event.

Prior to the exhibition, the Agency collects information on the production capacity and flagship products of Vietnamese enterprises while working closely with the Vietnam Trade Office in Laos, Lao authorities and the Embassy of Vietnam in Laos to identify and invite suitable importers, distributors, retail chains and potential business partners to participate in the matchmaking programme.

During the exhibition, participating enterprises will be matched with potential partners through tailored B2B sessions based on their specific needs. They will also receive guidance on product standards, customs procedures, tax policies and preferential treatment available under bilateral trade agreements between the two countries.

Following the exhibition, the Agency will continue monitoring the implementation of memoranda of understanding signed during the event, helping businesses stay connected with their partners and translate commitments into commercial contracts or investment projects. Participating enterprises will also be featured on the Agency's databases and digital platforms, enabling Lao partners to easily access company information, maintain contact and expand long-term cooperation.

We expect VIETLAO EXPO 2026 to become more than just an annual trade promotion event. It should serve as a sustainable platform for business connectivity, contributing to the goal of raising bilateral trade between Vietnam and Laos to USD 4 billion in 2026 and ultimately to USD 10 billion by 2030, in line with the strategic direction set by the senior leaders of both countries.

Thank you for the interview. 

VIETLAO EXPO 2026 is jointly organized by the Ministries of Industry and Trade of Vietnam and Laos, with the Vietnam Trade Promotion Agency and its Lao counterpart serving as the implementing agencies under Vietnam's National Trade Promotion Programme 2026.

The event is expected to welcome Nguyen Minh Tam, Ambassador Extraordinary and Plenipotentiary of the Socialist Republic of Vietnam to the Lao People's Democratic Republic, along with leaders of the Ministries of Industry and Trade of both countries, trade promotion organizations and a large number of business representatives from Vietnam and Laos.