Messe Frankfurt inks agreement to explore new exhibition potential in Vietnam

Messe Frankfurt has signed a memorandum of understanding (MoU) with the Vietnam Trade Promotion Agency (VIETRADE), and exploring the potential for a comprehensive new trade fair will be part of the collaboration. The initial focus will be on the textile and consumer goods industries in the country.

The move is the latest step in Messe Frankfurt’s involvement in South East Asia, as the company looks to add to its existing portfolio of trade fairs in Vietnam which includes Secutech Vietnam for the security industry, and Automechanika Ho Chi Minh City for the automotive aftermarket.

“Messe Frankfurt is always an active player in the world’s high potential markets, and Vietnam has recently proven to be a standout country in Asia where the textile, manufacturing and other industries are performing strongly,” said Wolfgang Marzin (pictured), president and CEO of Messe Frankfurt GmbH.

“While still in the early stages, this new venture has the potential to build on our 16 years of operating experience in Vietnam and write a new chapter for textile and consumer goods trade in the country, among other opportunities,” Marzin added, saying he would be revealing more details about this potential new trade fair at a later date.

Mr Vu Ba Phu, director general of VIETRADE said: “We are committed to promoting trade between Vietnamese companies and the world, and this new tie-up is a positive step towards achieving this. It also aligns with the government's goal of integrating more deeply into global supply chains. The textile industry in particular is an area where Vietnam has seen stable growth during the pandemic, and we foresee opportunities to leverage Messe Frankfurt's vast experience in developing textile trade fairs globally. Given Vietnam's robust export sector, it makes perfect sense to explore trade fair prospects that will motivate international buyers to source from Vietnam.”

Messe Frankfurt has first-hand experience of launching and growing international trade fairs in Vietnam. In 2007, Secutech Vietnam made its debut for the security, smart building and fire safety industries, and has since achieved growth, attracting nearly 10,000 trade visitors from across ASEAN in 2022, despite lingering influence of the pandemic. Automechanika Ho Chi Minh City for the automotive supply chain was launched in 2017, developing into an international event, drawing 10,112 visitors from 42 countries and regions at its most recent edition. 

Vietnam was Asia’s fastest growing economy in 2022 with textile and garment exports up 14.7% and foreign investment continuing to flow into its export linked manufacturing industries.  

“The business-friendly policies of the government including its encouragement of foreign direct investment gives us great confidence in Vietnam over the next decade and beyond,” Marzin further noted.

With a history in Asia that began in 1987 upon the launch of Interstoff Asia for the textile business, Messe Frankfurt brings expertise in growing new trade fairs in the region. In 1994, the company’s Hong Kong Headquarters was founded from where it now oversees more than 40 events in Asia, including 11 focused on the textile business. As part of this portfolio, Intertextile Shanghai Apparel Fabrics, first held in 1995, has grown into one of the largest trade fairs in the world, providing year round sourcing opportunities for global buyers at spring and autumn editions.