(VOVWORLD) - As domestic purchasing power gradually recovers, “Made in Vietnam” products are well positioned to strengthen their footing at home. Rising shopping demand, coupled with consumers’ growing preference for quality goods with clear origins, is creating ample room for domestic enterprises to expand, especially ahead of the Lunar New Year (Tet) 2026.
 The first Spring Fair in 2026 takes place at the Vietnam National Exposition Center (VEC) from February 2nd to 13th 9Photo: Vien Minh/VTC News) |
This year, manufacturers and retail chains have jointly kicked off the Tet market earlier than usual, are focusing on seasonal goods, and are rolling out a range of promotions and gift programs.
Vu Kim Hanh, Chairwoman of the High-Quality Vietnamese Goods Business Association, said enterprises have prepared to meet consumers’ increasingly cautious spending behavior.
Hanh said: “This year, businesses are making a strong effort to win over consumers who are being more cautious and selective. Many companies have adjusted product specifications and changed packaging to make products more appealing, and have introduced new products.”
 At the Spring Fair 2026 (Photo: Vien Minh/VTC News) |
Tet demand is no longer mainly a matter of quantity. Consumers are paying greater attention to quality, design, and product origin. Shopping habits are shifting toward targeted buying, peace of mind, practical value, and overall experience. Experts say the campaign “Vietnamese people prioritize Vietnamese goods” continues to play an important role in stimulating domestic consumption. When consumers choose more local products, businesses are motivated to expand their production, enhance their competitiveness, and build more sustainable brands.
Positive signals from early trade promotions, fairs, and supply-demand connection programs highlight the growing appeal of Vietnamese goods. Spring Fair 2026, from February 2 to 13 at the Vietnam Exposition Center in Dong Anh district, Hanoi, is stimulating consumption and setting the pace for economic growth from the very start of the year. Vu Ba Phu, Director General of the Vietnam Trade Promotion Agency at the Ministry of Industry and Trade, expects total transaction value at the fair to exceed 38.4 million USD.
“The integration of political, economic, and cultural elements at Spring Fair 2026 will create a spillover effect that enhances Vietnam’s brand and image in the domestic market and globally,” said Mr. Phu.
Vietnam’s population of more than 100 million people, with a youthful demographic structure and steadily rising incomes, represents a very promising consumer market. Spring Fair 2026 is an opportunity for Vietnamese goods to make a breakthrough in the domestic market, especially with businesses staying attuned to trends, continuing to innovate, and placing consumers at the center of their strategies.