Ho Chi Minh City, 13 March 2026 - Under the witness of leaders from the Ministry of Industry and Trade (MOIT), Central Retail Vietnam (CRV), in collaboration with the Ho Chi Minh City Investment and Trade Promotion Centre (ITPC), organised a Business Matching Programme connecting Vietnamese enterprises with international groups, including Lotte Plaza Market (United States) and HomePlus (South Korea).

The event welcomed the participation of the Senior Agricultural Attaché from the U.S. Consulate General, representatives from the Ministry of Industry and Trade, leaders of ITPC, Central Retail Vietnam, and 50 Vietnamese enterprises.

Participating businesses represented Vietnam’s key export sectors, including coffee (King Coffee, Napoli, Phuc Sinh), chocolate (Miss Ede, Vietnam Cacao), spices (DH Foods), sauces and fish sauces (Thanh Quoc), noodles (Binh Tay), rice-based products (Bich Chi), confectionery and snack foods, dried fruits (Vinamit), and seafood… Most products meet international standards such as GlobalGAP, HACCP and ISO, with clear traceability.

During the event, CRV and Lotte Plaza Market signed a Memorandum of Understanding (MoU). Under the agreement, CRV will supply products to Lotte Plaza Market, which will import, distribute and retail these products to consumers through its stores in the United States. CRV will primarily provide its Private Label products to Lotte Plaza Market, subject to mutually agreed specifications, pricing, quantities and delivery terms. Subject to written agreement between the contracting parties, CRV may also supply Vietnamese national brand products to Lotte Plaza Market.

Speaking at the event, Ms Nguyen Thao Hien, Deputy Director General of the International Market Development Department (MOIT), noted that the programme represents part of a long-standing initiative by the Government of Vietnam to support Vietnamese enterprises in exporting directly into global distribution systems.

The programme has also received very positive response from organisers such as ITPC and Central Retail, as well as international distribution systems operating in Vietnam. Through these programmes, Vietnamese enterprises have been able to identify new opportunities and gain valuable insights into how to access global markets and further develop their products.

“Events such as today’s programme are among the initiatives that the Ministry of Industry and Trade, together with trade promotion organisations across Vietnam, particularly ITPC, has implemented very effectively. Thanks to these efforts, international distribution groups such as Central Retail can bring Vietnamese enterprises closer to major retail networks such as HomePlus and Lotte Plaza Market. At this moment, creating more opportunities for Vietnamese products to reach global markets and diversifying export markets and supply chains is more important than ever for businesses,” Ms Hien emphasised.

Mr Paul Le, Vice President, Vietnam Trade Promotion of CRV, said: “Through this business matching programme connecting Vietnamese enterprises with partners from the United States and South Korea, Central Retail Vietnam hopes to continue accompanying the Government of Vietnam in promoting Vietnamese products internationally and supporting their expansion into global markets during this new era of growth.”

Mr Tran Phu Lu, Acting Director of ITPC, commented: “We hope that through today’s business matching event, Vietnamese enterprises and international importers will be able to identify potential partners and suitable products, creating further opportunities for trade cooperation and expanding the presence of Vietnamese products in global markets.”

Mr Alvin Lee, CEO of Lotte Plaza Market, noted that the Asian food market in the United States is estimated to be worth between USD60 billion and USD80 billion. While established markets such as Japan, South Korea and China currently hold significant market share, he believes that this is Vietnam’s moment.

“Korea and Japan have extensive experience in promoting their products in the U.S. market, with iconic foods such as kimchi and sushi serving as key entry points. They focus on promoting flagship products and then cross-promote related items alongside them. In the United States, Vietnam is well known for pho. Therefore, instead of simply exporting rice noodles, businesses should also consider what additional products could accompany them, such as pho spices and other Vietnamese seasonings associated with noodle dishes,” Mr Lee added.