Vietnamese companies are displaying their products at Ambiente 2025. (Source: VNA)

The fair, taking place in Frankfurt, Hesse, from February 7-11, attracts 4,660 businesses from nearly 170 countries and territories.

In addition to showcasing products and solutions for living spaces with various design styles, Ambiente 2025 also emphasises sustainability, future retail trends, and the expansion of marketing through digital technology.

To participate in the platform, businesses must not only comply with local regulations and German law but also ensure that their products meet quality and consumer safety standards. Factors such as hygiene and environmental conditions are mandatory requirements.

Over the years of participation, major Vietnamese brands, such as Minh Long and Manh Dan Ceramics, have made a strong impression and established their presence at the fair in particular, as well as in the German and broader European Union (EU) markets.

Vietnamese businesses hope to tap further into potential markets by thoroughly researching the German market and the European market in general, to gain a deeper understanding of consumer preferences and demands.

Le Ba Ngoc, Vice Chairman and General Secretary of the Vietnam Handicraft Exporters Association, told the Vietnam News Agency that Vietnam has been participating in the Ambiente fair for over 20 years.

In 2024, Vietnam's handicraft export turnover reached 2.95 billion USD, with the European market accounting for about 27%. Also in the year, a Vietnamese company secured an order worth over 1 million USD.

With 65 businesses participating in this year's Ambiente, Vietnam aims to achieve 5 billion USD in handicraft export revenue in 2025, he said.