In a strengthening of its position in one of Asia’s fastest growing economies, Messe Frankfurt has signed a memorandum of understanding (MOU) with the Vietnam Trade Promotion Agency (VIETRADE). As part of the collaboration, the company will explore the potential for a comprehensive new trade fair, initially focusing on the textile and consumer goods industries in the country, by leveraging its considerable experience in this area. The move is the latest step in Messe Frankfurt’s involvement in South East Asia, as the company looks to add to its existing portfolio of trade fairs in Vietnam which includes Secutech Vietnam for the security industry, and Automechanika Ho Chi Minh City for the automotive aftermarket.
“Messe Frankfurt is always an active player in the world’s high potential markets, and Vietnam has recently proven to be a standout country in Asia where the textile, manufacturing and other industries are performing strongly,” explains Mr Wolfgang Marzin, President and Chief Executive Officer of Messe Frankfurt GmbH. “While still in the early stages, this new venture has the potential to build on our 16 years of operating experience in Vietnam and write a new chapter for textile and consumer goods trade in the country, among other opportunities. These are industries where Messe Frankfurt brings vast experience not only in Asia, but globally. While we will be revealing more details about this potential new trade fair at a later date, we are thrilled in the meantime to formalise our intentions through this first step. We look forward to working closely with VIETRADE on this new project.”
In recent years Vietnam has emerged as an attractive destination for supply chain diversification, with the government actively fostering a welcoming environment for foreign investors and manufacturers. Speaking to this trend, Mr Marzin says: “In many of the territories we operate in, including major markets such as China, we have a track record of aligning our business with this type of pro-trade policy agenda. Given the Vietnamese government’s ambitious 2030 industrial goals, we see strong potential for development in the country. Exhibitions, by nature, are not just a reflection of the strengths of local industries, they also attract innovations and new manufacturing technologies from international players. This type of open exchange supports the Vietnamese government’s ambitions to build a more open economic system. At the same time, business travelers contribute significantly to local hospitality, services, and tourism beyond the fairground. Combined, this provides additional employment opportunities and tax revenue, further stimulating the economy.”
Mr Vu Ba Phu, Director General of VIETRADE adds: “We are committed to promoting trade between Vietnamese companies and the world, and this new tie-up is a positive step towards achieving this. It also aligns with the government’s goal of integrating more deeply into global supply chains. The textile industry in particular is an area where Vietnam has seen stable growth during the pandemic, and we foresee opportunities to leverage Messe Frankfurt’s vast experience in developing textile trade fairs globally. Given Vietnam’s robust export sector, it makes perfect sense to explore trade fair prospects that will motivate international buyers to source from Vietnam.”
Messe Frankfurt has first-hand experience of launching and growing international trade fairs in Vietnam. In 2007, Secutech Vietnam made its debut for the security, smart building and fire safety industries, and has since achieved impressive growth, attracting nearly 10,000 trade visitors from across ASEAN in 2022, even under the lingering influence of the pandemic. A decade later in 2017, Automechanika Ho Chi Minh City for the automotive supply chain was launched, developing into a highly international event, drawing 10,112 visitors from 42 countries and regions at its most recent edition.
