Vietnamese dairy brand asserts its position on the regional stage

The leading F&B trade show in Asia, Thaifex Anuga Asia 2025, is taking place from May 27 to May 31, bringing together over 90,000 visitors and more than 3,000 businesses from around the world. Vietnam has 170 participating enterprises, with standout representation from Vinamilk, the most highly valued Vietnamese food brand in Southeast Asia, which has participated in this international fair for nearly 20 years.

Vietnamese brands increasingly elevate their regional standing

Thaifex Anuga Asia 2025 is a renowned food industry exhibition not only in Southeast Asia but also internationally, attracting over 90,000 trade visitors from more than 130 countries and featuring top F&B businesses from the Asia-Pacific region, Europe, North America, and the Middle East.

This year, Thaifex features participation from more than 3,100 companies from over 50 countries and territories, along with over 2,000 top global buyers. Vietnam is participating at a record scale, with over 170 enterprises across various sectors such as seafood, beverages, processed foods, fruits and agricultural products, coffee, rice, and cashews.

Among them, prominent names include major companies like Vinamilk, known as the most valuable food brand in ASEAN (according to Brand Finance, 2023) and ranked sixth globally in the dairy industry in terms of brand value. Notably, while dairy is not traditionally a strong export sector for Vietnam or Southeast Asian countries in general, Vinamilk’s presence still draws significant attention from customers and major partners.

Sharing more about the company’s trade promotion efforts at this fair, Vo Trung Hieu, Director of International Business at Vinamilk, stated: “Thaifex is one of the international fairs that Vinamilk has attended since the early stages of our export journey. Initially, we came here to promote the brand and explore potential partners from Asia and other promising markets.

At that time, most customers focused on tropical agricultural products from Southeast Asia, while dairy products were not as prominent as they are today. Thanks to persistent brand-building and developing partner relationships, Vinamilk is now a well-known name at the event, and Thaifex has become one of the key activities from which we’ve seen tangible benefits in export market development over the years.”

According to Jeffrey Chung, CEO of Vinamilk’s business partner in Asia: The company has been importing and distributing a wide range of Vinamilk products in Taiwan for nearly 10 years. “We first discovered and were impressed by Vinamilk through Thaifex many years ago. Since then, we’ve developed a long-term partnership. Vinamilk meets our quality requirements very well, adheres to high international standards, and understands the needs and tastes of the distribution market, with competitive service and pricing. In the future, besides fresh milk and condensed milk, we are also interested in Vinamilk’s new products.”

In addition to trade promotion, Thaifex, with its growing scale and importance, is also a venue for showcasing technologies, processing solutions, and raw materials for the food and beverage industry. It is known that recently, Vinamilk has also used Thaifex to explore suppliers from developed dairy markets to support its R&D and production needs.

Exporting: not just business, but also branding

In recent years, Vinamilk has made significant investments in export promotion, not only contributing positively to the company’s revenue but also building the brand in international markets. This helps promote Vietnamese food and dairy brands globally, with Vinamilk being one of the most recognized Vietnamese brands internationally, holding the title of National Brand for 16 consecutive years.

Affirming its position as a leading dairy producer, Vinamilk has introduced many new products, featuring technological and nutritional science breakthroughs that meet stringent international standards and certifications, such as passing over 400 safety and transparency criteria of the Clean Label Project (USA) and 200 criteria of Monde Selection (Belgium).

Notable products include Green Farm UHT fresh milk, nine-grain plant-based milk, high-protein nut milk, nine-grain yogurt, and coconut water, among others. Additionally, the company continues to offer well-known National Brand products such as Ong Tho condensed milk, Ngoi sao Phuong Nam, and Probi.

Oliver Hensel (Germany) shared: “I find Vinamilk’s products to be diverse and innovative. The taste of the fresh milk and nut milk is very pleasant and mild. I’m especially impressed by the advanced production technology and the many prestigious, stringent international quality certifications you’ve obtained.”

Tran Phu Lu, Director of the Investment and Trade Promotion Center of Ho Chi Minh City (ITPC), remarked about Vinamilk’s booth at the fair: The presence of leading enterprises at international trade promotion fairs not only affirms the position of the Vietnamese National Brand but also provides momentum and connections to boost small and medium-sized enterprises.