Philippine businesses keen on agricultural partnerships at Spring Fair 2026
More than a seasonal consumer event, the Spring Fair 2026 is steadily evolving into an open trade promotion platform where direct, practical connections between Vietnamese producers and international partners are formed.
THE HANOI TIMES — Philippine businesses are seeking partnerships with Vietnamese agricultural producers at Spring Fair 2026 as they look to expand markets and strengthen regional supply chains across Southeast Asia.
The Spring Fair 2026 attracts foreign businesses seeking information and partnership opportunities. Photo: Nhan dan Newspaper
During the event, Philippine companies have conducted on-site evaluations, reviewing product quality, packaging, certifications and production capacity.
The hands-on approach allowed them to assess Vietnamese suppliers directly, moving beyond brochures and online profiles to practical evaluation.
For Philippine companies, Vietnam’s cashew nuts, cacao and coffee emerged as key commodities.
The products align with the Philippines’ expanding food processing and retail sectors, driven by a young population, a growing middle class and rising demand for traceable, higher-quality agricultural inputs.
Philippine business executives said Vietnamese agricultural products are gaining competitiveness in regional and global markets.
Green Agricultural Products Trading is one of those cases.
Representing the company, Mandel V. Panizares said direct exposure to products at the fair offered a clearer picture of quality consistency and standards.
“Meeting producers face to face and understanding how they operate gives us confidence,” he said, adding that Vietnam is becoming an increasingly attractive sourcing destination in Southeast Asia.
The presence of Philippine businesses at the Spring Fair reflects proactive trade promotion by Vietnam’s commercial offices abroad, which aim to connect foreign buyers directly with domestic producers.
Le Phu Cuong, Vietnam’s Trade Counselor in the Philippines, said the agency launched targeted promotion activities from early 2026.
The initiatives focus on linking Philippine distributors and retail groups with Vietnamese enterprises that have strong production and supply capacity, he said.
Cuong said bringing Philippine firms to the Spring Fair offers a practical form of trade promotion that addresses concrete cooperation needs on both sides.
“Instead of abstract introductions, businesses can assess compatibility on the spot and explore specific cooperation opportunities,” he said.
The Philippines, a market with full of potential
The Philippines is Vietnam’s second-largest export market within ASEAN and a high-potential destination for agricultural products such as grains, seafood, processed foods, tea and coffee.
Vietnam’s exports to the Philippines increased by a fifth to US$6.2 billion in 2024, according to the Customs of Vietnam.
Mandel V. Panizares (left), representative of Green Agricultural Products Trading, discusses cooperation opportunities with a Vietnamese business. Photo courtesy of the organizing board
Many Vietnamese agricultural products already hold a solid position in the Philippine market, with Vietnam ranking among the country’s major suppliers.
That trade base has encouraged Philippine businesses to pursue deeper and longer-term partnerships rather than one-off transactions.
Beyond agriculture, Philippine demand is expanding across consumer goods, construction materials, machinery, equipment and industrial inputs, where Vietnamese manufacturers are increasingly competitive on quality and price.
Bilateral trade prospects are further supported by both countries’ participation in multiple regional free trade agreements, which allow Vietnamese goods to benefit from tariff preferences in the Philippine market.
Cuong said the Philippine market remains underexplored by many Vietnamese companies.
“Events like Spring Fair 2026 provide an accessible entry point, helping businesses better understand consumer preferences, regulations and distribution networks,” he said.
In recent years, the Vietnam Trade Office in the Philippines has recorded rising interest from Vietnamese companies engaging with the market.
Many have sent company profiles, catalogs and product samples, while others have traveled to the Philippines to attend trade fairs and promotional events.
Some firms have invested in dedicated booths at specialized exhibitions covering construction, food processing, packaging, household appliances, food and beverages and consumer goods.
These efforts help promote products and build brand recognition among Philippine consumers, Cuong said.
The growing presence of Vietnamese goods in Philippine supermarkets and modern retail channels signals rising trust and brand awareness in a competitive market.
The Vietnam Trade Office in the Philippines said it will continue promoting Vietnamese products through fairs, exhibitions, trade weeks, conferences and tailored programs.
It will also provide market intelligence and guidance to help businesses on both sides better access each other’s markets.
To further internationalize the Spring Fair, Philippine businesses suggested adding more English and foreign-language materials.
The proposal reflects rising international interest and expectations that the fair will expand its role as a regional trade connection hub.
