Beyond being a shopping destination, the Spring Fair 2026 is seen as a valuable platform for private companies and household businesses to access the market directly, promote their products and gradually build sustainable brands.

Illustrative photo.

A noticeable feature at the fair is the proactive engagement of participating businesses. Many exhibitors completed booth setup well ahead of schedule, taking time to fine-tune details before the opening.

This reflects strong expectations for the inaugural Spring Fair 2026, which enterprises view not only as a sales opportunity but also as a channel for long-term market expansion and brand positioning.

Among first-time participants is Cobote, a brand specialising in coconut-based personal care products. Its booth showcases the distinctive identity of Vinh Long’s “coconut land”.

According to Lai Thi Hang, Cobote’s representative in Hanoi, the company is introducing fresh coconut oil, lip balm and skincare and haircare products designed for everyday family use.

Cobote’s strength lies in using entirely natural ingredients combined with modern production technology, allowing products to remain gentle while improving quality and shelf life.

Hang said that although natural products do not deliver instant results like industrial cosmetics, they offer safety, comfort and natural fragrances from coconut oil and herbs.

Priced accessibly, with basic items costing around 100,000 VND (3.85 USD), Cobote hopes to reach both Hanoi residents and visitors from other localities.

Also from Vinh Long, Ben Tre Coconut Investment Joint Stock Company is showcasing coconut milk, coconut cream and coconut oil.

Representative Tran Thi Ngoc Ha said the main goal is to strengthen the company’s presence in northern Vietnam, where growth potential remains significant.

While its products are already distributed nationwide and exported to about 65 countries, the fair enables direct engagement with domestic consumers and helps expand market share.

Household business Duong Tien Hai, specialising in dried shrimp and dried fish, is also fully prepared. Owner Duong Thi My Duyen said participation aims to promote local specialties to northern consumers, particularly during the Tet shopping season.

By sourcing materials directly from fishermen and selling without intermediaries, the business ensures quality control and competitive pricing.

From natural cosmetics and coconut products to dried seafood, each booth reflects the determination of Vietnamese enterprises and household businesses to seek markets, build brands and connect directly with consumers.

As the Spring Fair 2026 opens, participants are entering a new trade promotion season with readiness and renewed expectations.

Socio-cultural affairs prioritised, social welfare ensured, living standards improved

During the 2021–2025 period, greater attention was given to cultural and social sectors, social welfare was ensured, and the living standards of the people continued to improve. According to the United Nations, Vietnam ranked 46th in the World Happiness Index in 2025, rising 37 places compared with 2020.

 

National Spring Fair 2026 scheduled for February in Hanoi

The fair will also contribute to promoting the campaign “Vietnamese people give priority to using Vietnamese goods” and introducing Viet Nam’s traditional Tet culture to international visitors.

 

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The six-day fair hosts more than 240 booths operated by companies from both countries, showcasing farm produce, medicinal herbs, machinery and equipment, consumer goods, handicrafts, and opportunities in investment, trade and tourism as well.

 

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At the fair, consumers and visitors can explore and purchase a wide range of specialties and OCOP (One Commune, One Product) products, spanning food items, traditional handicrafts, as well as textiles, garments and leather goods.

 

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Covering over 100 square metres, the Vietnamese pavilion features an open, elegant design reflecting contemporary Asian aesthetics. It serves not only as a display area but also as a cultural bridge, enabling European visitors to experience the artistic and culinary heritage of Vietnam.