159 Vietnamese enterprises are participating in THAIFEX – ANUGA ASIA 2025, Asia Pacific’s most influential food and beverage trade show, held from May 27 to 31 in Bangkok.
This marks a 10.41% increase from last year, up from 144 exhibitors in 2024. The growth reflects Vietnam’s rising reputation in the regional F&B industry.
“Vietnam is really catching up,” said Lynn How, Project Director of THAIFEX – ANUGA ASIA 2025. “In fact, it’s one of my top five countries at the show this year. There’s huge interest in Vietnamese products. Out of 1,700 hosted buyer meetings, Vietnamese exhibitors secured more than 200 — the highest of all participating countries.”
“There’s a lot of innovation and quality,” added Wendy Lim, General Manager of Food & Food Technology Exhibitions. “Vietnamese companies are really aggressive. They step up in a very friendly but confident way and bring strong products to the table.”
This year, Vietnamese brands have been recognized among the most innovative at the event. They offer solutions aligned with key global F&B trends, from sustainability to plant-based alternatives and wellness-focused products.
Established brands reinvent identity through innovation
For legacy brands like Trung Nguyên, THAIFEX – ANUGA ASIA 2025 is familiar ground. The coffee giant has exhibited at the event for over a decade and exports to 105 countries.
“Compared to other food expos around the world, like those in Singapore, THAIFEX has a different dynamic,” a Trung Nguyên representative said. “Buyers here are actively looking for trusted brands and high-quality products to distribute. That’s where Vietnamese brands can shine.”
Trung Nguyên is not just attending — they’re evolving. The brand is introducing a refreshed strategic direction and new product concepts. One such philosophy is The Tao of Coffee — a concept rooted in Vietnamese culture, it’s a way of life, a perspective rooted in balance and mindfulness.
Despite their long-standing international presence, Trung Nguyên believes consistency is what keeps the Vietnamese identity strong. “We may not be new here, but what we represent — reliability, trust, quality — that’s the enduring spirit of Vietnamese products.”
New entrants push Vietnam into global spotlight
For emerging players like Biển Phương, THAIFEX – ANUGA ASIA 2025 marks a milestone. The brand’s plant-based vegan egg made it into the prestigious TasteInnovation Show, standing out among over 800 entries.
“It’s our first time here, and we’re proud to represent Vietnam in such a competitive space,” a Biển Phương representative shared. “Our goal is to show that Vietnam is no longer catching up — we’re right there with the rest of the world when it comes to sustainable innovation.”
Their product isn’t just about replacing eggs. It’s about offering a plant-based option that’s healthy, accessible, and appealing to the younger generation.
“We don’t position it strictly as a vegetarian product. It’s about clean, plant-based eating that supports a better lifestyle. And we want that message to travel beyond Vietnam.”
At THAIFEX – ANUGA ASIA 2025, Biển Phương is looking for partners to help bring its products to international markets. “We’re not exporting yet, but that’s why we’re here — to find the right distributors and take Vietnamese innovation global.”
Heritage as a competitive edge
Sokfarm, based in Trà Vinh, is revitalizing a Khmer traditional craft — harvesting nectar from coconut flowers — and turning it into modern, export-ready products.
“We started with concentrated coconut flower nectar as a low-GI alternative to honey. Then came the preservative-free nectar drink,” said a Sokfarm spokesperson.
Their newest product? Coconut flower soy sauce — made with just two ingredients: coconut flower nectar and sea salt. It’s organic, allergen-friendly, and a solution for consumers with soy allergies.
“Vietnamese brands can meet very specific consumer needs,” they explained. “For example, in the U.S., there’s growing demand for healthy, low-calorie sweeteners. Our coconut nectar sweetener product received an order for 30 tons from a U.S. buyer to blend into healthy snacks.”
Exporting, however, comes with challenges. Sokfarm faces price competition from countries like the Philippines and Malaysia. “Our product is more expensive. But buyers still choose us because of consistent volume, clear sourcing, and the fact that our organic sugar doesn’t affect the color of their final product.”
Their story is not just about innovation, but also impact. “We inherited this traditional craft from local Khmer communities. When seawater intrusion ruins coconut yields, the flowers still bloom. We collect nectar from those flowers, preserving a tradition and creating jobs in the process.”
Over 70% of Sokfarm’s workforce is Khmer. The business offers a model that is sustainable, socially impactful, and deeply Vietnamese.
Legacy brands shifting to modern appeal
Founded in 1960, Sa Giang is known for its shrimp chips and rice-based products like pho, noodles, and rice paper.
Sa Giang’s products are gluten-free yet carry strong Vietnamese culinary value. They export to over 31 countries and are committed to quality and consistency.
“The market is flat — anyone can bring something unique. The question is whether you can deliver quality at scale, year after year. For us, our main customers are local supermarkets abroad, and they demand stability.”
This year, Sa Giang is presenting a new take on pho — not as a soup, but as a snack. Their edamame pho snack is fun, nutritious, and was selected for the TasteInnovation Show.
“It’s about rethinking tradition. We’re not replacing pho — we’re expanding its potential.”
Infrastructure and branding remain key differentiators.
Vietnamese brands are seizing the opportunity to redefine how the world sees their food culture.
THAIFEX – ANUGA ASIA 2025 is a platform not just for promotion but for connection — between exporters and buyers, between Vietnamese companies themselves.
“We want to connect with domestic brands too,” Sokfarm noted. “There are so many Vietnamese companies looking for clean, natural ingredients. From Marou Chocolate to Pizza 4P’s, we want to collaborate.”
However, challenges remain. Organic products face high production costs. Export logistics, taxes, and global competition demand precision and adaptability.
“There’s strong interest in Vietnamese flavor,” said Trung Nguyên. “The question is whether brands can reach the right customers who are looking for exactly that.”
Beyond product quality and flavor, infrastructure and branding remain key differentiators. According to the Director of Afotech—the company behind Vietnam’s popular instant noodles Mỳ Cung Đình and Micoem, “Besides quality and taste, many companies pay little attention to manufacturing infrastructure, production processes, or branding. At Afotech, we recognized this early and invested in a factory that meets international standards from Europe, the U.S., and Japan. That’s the investment story.”
Branding is just as critical. “Many Vietnamese brands bring their original names to international markets, but that can create barriers due to pronunciation or brand personality. You need to understand the market and invest in branding that connects emotionally with foreign consumers,” he added.
To thrive, Vietnamese enterprises must align brand storytelling, quality assurance, and strategic partnerships.
But the potential is clear. From legacy brands to new disruptors, Vietnamese companies are showing they belong at the center of global food innovation.