International Brands Show Growing Interest in the Vietnamese Market

Over the course of the 2024 and 2025 editions, the Vietnam International Bakery Show (VIBS) has witnessed a significant increase of visitors (nearly 20,000 visits in 2025) as well as the intention of international bakery brands seeking to introduce their products and expand into the Vietnamese market, one of the most dynamic and fast-growing consumer markets in the region.

To serve as a bridge between international businesses and the local market, VIBS 2025 organized the “Vietnam International Souvenir Excellence Awards”, aiming to identify international bakery products that best align with Vietnamese consumer preferences. The competition also functioned as a professional platform for business exchange and collaboration between international and domestic companies.

This year’s competition welcomed 14 leading bakery brands from Taiwan, representing a 200% increase compared to 2024, highlighting the strong and growing interest of international companies in entering the Vietnamese market.

The products were evaluated directly by VIBS visitors, representing a diverse range of ages and professional backgrounds, including amateur and professional bakers, import–export professionals, and general consumers. Evaluation criteria focused on flavour, taste, visually appealing, and packaging design, ensuring the selected products best reflect the preferences and expectations of Vietnamese consumers.

Competition Results:

Gold Award:

Silver Award:

Bronze Award:

Through the Vietnam International Souvenir Excellence Awards, VIBS 2025 not only honored high-quality international bakery products but also reinforced its role as a strategic business-matching platform, enabling international brands to gain deeper insights into the Vietnamese market while creating new opportunities for distribution and long-term cooperation. The competition marks an important step toward fostering sustainable growth and stronger international integration of Vietnam’s bakery industry.