Strong Promotion of Vietnamese Products in China: Vietnam Goods Day and Fruit Festival at Wumart, Beijing, China

On November 29, 2025, the Vietnam Trade Office in China, in coordination with Wumart Group and Goodfarmer Group, organized the event “Vietnam Goods Day in China and Vietnamese Fruit Festival” at a supermarket of the Wumart retail system in Beijing. This was one of the practical activities implementing the common understanding of the senior leaders of the two countries on promoting bilateral trade cooperation.

The event was attended by Pham Thanh Binh, Ambassador of Vietnam to China; representatives of senior leadership of Wumart Group and Goodfarmer Group; along with 10 Vietnamese enterprises and a large number of Chinese enterprises, retail industry associations, especially consumers in the capital Beijing. In addition, media agencies from both countries were present and reported on the event.

Participating in the event “Vietnam Goods Day in China and Vietnamese Fruit Festival” were dozens of Vietnamese brands (Trung Nguyen; TH True Milk; Sao Thai Duong; Savanest Khanh Hoa; IMEX News; VihaMark; …) with a wide range of products such as bird’s nest and processed bird’s nest products, coffee, fresh and dried fruits and fruit-based beverages, cashew nuts, confectionery, rice, and many other products, which were displayed and introduced to Chinese consumers. Through the program, Vietnamese products and brands were supported in accessing distribution networks and retail supermarkets in China. This marked an important step forward in promoting and facilitating the entry of Vietnamese goods into China’s distribution system.

In addition, through direct product introduction and tasting, Chinese consumers were able to gain more detailed and diverse information and experience the flavors of Vietnamese branded products. Conversely, Vietnamese brands have increasingly strengthened their presence in China, particularly in northern regions. Through the program, Vietnamese enterprises also had opportunities to exchange and better understand consumer preferences in the 1.4-billion-population market. It can be said that this also serves as a driving force for enterprises to continuously improve quality and diversify products in the future.

Alongside the event “Vietnam Goods Day in China and Vietnamese Fruit Festival,” the Vietnam Trade Office in China also organized the activity “Vietnam–China Business Networking Program.” This program served as a practical bridge enabling Vietnamese enterprises to introduce themselves and engage directly with buyers, distribution systems, and industry associations in China, thereby expanding opportunities to penetrate deeper into this market.

Amid the vibrant atmosphere of the Vietnam–China Year of People-to-People Exchanges, the event was not only a trade promotion program but also contributed to building cultural and economic bridges and strengthening the comprehensive cooperative and friendly relationship between Vietnam and China.

Wumart Group

Wumart Group is one of the largest and earliest-established modern distribution and circulation enterprises in China. Founded in 1994, the Group is headquartered in Beijing. According to the 2024 rankings, Wumart Group ranked 10th in the list of the Top 100 Commercial Retailers in China.

Goodfarmer Group

Goodfarmer Group is a well-known Chinese brand providing fresh food supply chain services. Established in 2002, the Group is headquartered in Shanghai, China, and is currently among the Top 10 fresh fruit distributors in China.

Source: Vietnam Trade Office in China.

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