Regional specialties drive strong sales at Spring Fair 2026

THE HANOI TIMES — Vietnamese food and specialty sellers at the Spring Fair 2026 have generated hundreds of millions of dong in revenue since the fair opened on February 2, reflecting strong Tet (Lunar New Year) demand for products with clear origins, cultural value and assured quality.

Regional specialties with strong identities and clear stories have drawn the greatest interest.

At the fair’s first edition, An Thanh Ruoi and Cay Conservation Tourism Cooperative from Haiphong introduced its signature products, including fresh sandworms and processed items such as braised sandworms, sandworm patties and crab paste.

Closely tied to the coastal ecology and culinary traditions of northern Vietnam, the products quickly attracted shoppers.

On the first day alone, the cooperative sold out an entire freezer of goods worth about VND5 million (US$193). Visitor traffic rose sharply on the second and third days, the cooperative said.

Staff noted that consumers increasingly favor specialties with clear geographic origins and strong links to local culture.

Sovifood, another Haiphong-based company specializing in ready-to-eat seafood, reported a similar trend.

By the third day of the fair, the company recorded a noticeable rise in sales. Its offerings include shrimp floss, fish floss, braised sardines and braised mackerel designed for modern lifestyles.

The company expects revenue to climb further over the weekend as foot traffic peaks.

Among agricultural and regional specialty booths, the Ly Son booth from Quang Ngai Province, operated by Ly Son Pharm Import Export JSC, emerged as one of the busiest.

Company representative Le Thi Thanh Thanh said visitor numbers increased steadily over the first three days.

Top-selling items included onions, single-clove garlic, chilies, seaweed, pickled onions and garlic, red peanuts and dried seafood, all common staples on Tet dining tables nationwide.

After three days, the Ly Son booth recorded revenue of several hundred million dong, Thanh said.

“Clear origins, assured quality and reasonable prices help Vietnamese goods win consumer trust during the peak Tet shopping season,” she added.

Several other brands also reported encouraging results.

Le Gia Food and Trading Services Company from the central province of Thanh Hoa brings national five-star OCOP products to the fair, including fish sauce and shrimp paste.

The company has earned VND10–20 million ($385–$770) in sales each day, according to Nguyen Thanh Vinh, Head of Marketing.

Meanwhile, Y Phat Company from the central province of Dak Lak, known for its specialty sun-dried beef and ant salt, earned about VND30 million ($1,150) per day over the past two days.

These results highlight strong consumer demand for distinctive regional flavors paired with quality assurance, company director Nguyen Thi Dieu Linh said.

According to organizers, visitor numbers have increased steadily each day and businesses expect purchasing power to rise further as Tet approaches.

Early performance suggests that products rooted in regional identity, backed by clear provenance and consistent quality, are becoming top choices for Tet shoppers.

At the Son La Province booth, peach and plum branches drew heavy interest as the Lunar New Year nears.

As in previous years, Nguyen Van Khang, a Hanoi resident, said he usually plans his Tet menu and shopping a month in advance to secure good-quality products at reasonable prices.

This Tet Binh Ngo is no exception. Khang said he plans to prepare dishes his children and grandchildren enjoy. Unlike previous years, however, he waited for the Spring Fair 2026 to open before shopping instead of buying ingredients early.

He said he was struck by the fair’s scale, the crowds and the wide range of goods.

“With this kind of space, the government should organize fairs like this more often,” Khang said.

Originally planning to buy only essential ingredients for traditional dishes, he ended up purchasing dozens of food and beverage items after visiting booths from different localities.

“These are regional specialties that my family would not have the chance to try if we did not come to the fair,” he said.

Similarly, Nguyen Thi Thuy, another Hanoi resident, said she prepared a shopping list after learning that the government directed the Ministry of Industry and Trade to organize the fair on a national scale.

Leaving the Thanh Hoa Province booth with a cart full of local products such as fermented pork rolls and fish sauce, Thuy said she trusted the quality of goods sold at the fair.

“I believe any product displayed here has gone through strict screening by the organizers,” she said.

“Businesses come here to sell and promote their brands, so the products must meet high standards.”

Expectations of stronger demand toward the weekend

Truong Thanh Hai from e-commerce company VGA International said purchasing power has improved gradually.

“Demand shows positive signs and we expect the coming days to be even stronger,” she said.

She noted that the 2025 Autumn Fair has left a strong impression, making consumers more accustomed to shopping at fairs for quality goods at promotional prices.

The company currently distributes its products through supermarket chains and e-commerce platforms such as Big C, Con Cung, Kiz Plaza and AEON, as well as nationwide mother-and-baby retail systems.

Participating in the fair allows the company to sell directly from factories to consumers, reduce intermediaries and let shoppers experience products firsthand, Hai said.

A representative of 5S Fashion said the brand sold nearly 100 items in just half a day, driven by discounts of up to 70%.

The strong response shows how promotional strategies combined with direct engagement can sharply boost sales at large-scale fairs.

Lively scenes across booths underline how the first Spring Fair 2026 is quickly becoming a key Tet shopping destination for Hanoi residents.

Beyond retail sales, the fair is also creating opportunities for brand promotion and market connections, especially for businesses bringing regional specialties closer to consumers.