The 2026 Vietnam HOMELIFE Expo is officially scheduled, with dual exhibitions in the North and South in May and November, capturing the key window of Vietnam's consumer upgrade!

In 2026, foreign trade expansion is entering a new cycle. This time, it’s not just about taking products abroad, but about the overall capability of the enterprise. From product export, to brand export, and then to supply chain and digital capability export, Chinese companies are undergoing a 'qualitative leap.' Customers are no longer just buying 'cheap goods'; they are choosing those who deliver more reliably, respond faster, can deeply collaborate across the supply chain, and are capable of long-term cooperation. Therefore, in today’s increasingly uncertain global environment, low risk, rapid validation, and easy replication have become the core criteria for Chinese companies when choosing overseas markets.

As for Vietnam, it is standing on this 'optimal solution' path, not only 'close' but also 'advancing.' Close in terms of distance, advancing in terms of market, channels, and orders! With the geographical advantage of being just across the water from China, coupled with highly similar consumer habits and aesthetic preferences, Vietnam has become the most easily understood and navigable overseas market for Chinese companies, and a key springboard for tapping into ASEAN.

A set of data reveals Vietnam's 'certain growth'

Source: National Strategy

If saying 'optimistic about Vietnam' is just an opinion, then the continuously rising data is the strongest proof.

Economic growth leads ASEAN, with a highly aggressive growth target

Vietnam has maintained the leading economic growth rate in ASEAN for several consecutive years. Its GDP is expected to grow from $346 billion in 2020 to $500 billion in 2025, an increase of nearly 50% over five years, while official Vietnamese statistics project a GDP of about $514 billion (around 3.6 trillion RMB) in 2025, remaining robust despite the global economic slowdown.

Even more noteworthy is that the Vietnamese government has set a growth target of no less than 10% for 2026 — this is not a conservative expectation, but a clear offensive development strategy, demonstrating strong growth ambitions and economic resilience.

China-Vietnam trade is highly integrated; the market is not an 'unfamiliar battlefield'

China has been Vietnam's largest trading partner for several consecutive years, and Vietnam has also firmly remained China's largest trading partner in ASEAN. As of November 2025, China-Vietnam trade volume exceeded 267.73 billion USD, a year-on-year increase of 13.8%. This 'mutual dependency' trade structure means that Chinese companies entering Vietnam are not starting from scratch, but rather naturally extending from the existing supply chain system.

Chart: Total import and export value of goods between China and Vietnam from November 2016 to 2025

The young population structure is stable, and the consumer market is continuously expanding.

Vietnam's national population is about 101 million, with an average age of 33.4 years, and the working-age population accounts for as much as 70%. Generation Z is rapidly becoming the main force in consumption and labor, showing high acceptance of new brands, new designs, and new features, which gives the market growth both continuity and replicability. More importantly, Vietnam's per capita GDP is expected to rise from $3,352 in 2022 to around $5,000 by 2024, with the country as a whole moving into the upper-middle-income category, and consumer behavior shifting from 'price-first' to 'quality plus experience'.

With the added policy benefits, the cost of going global continues to decrease.

As Vietnam is covered by both the Regional Comprehensive Economic Partnership (RCEP) and the China-ASEAN Free Trade Area (ACFTA), tariffs and customs barriers between Vietnam and China have been continuously reduced. With short cross-border transportation cycles and high logistics efficiency, Chinese products can enter the local market quickly and steadily. Data shows that from January to November 2025, China’s total exports to Vietnam reached 179.264 billion USD, a year-on-year increase of 22.7%. Under the framework of the China-ASEAN Free Trade Area (CAFTA), most household and daily necessities enjoy zero or low tariffs. Coupled with Vietnam’s active participation in RCEP, this further reduces export costs and enhances price and supply chain advantages.

Image: RCEP officially took effect in Vietnam on January 1, 2022

With accelerated consumption upgrades, e-commerce has become a key channel

Vietnam's retail market continues to expand, with sales in the fast-moving consumer goods market particularly outstanding. According to Metric.vn, in the third quarter of 2025, Vietnam's e-commerce market exceeded 103.6 trillion VND, a year-on-year increase of 22.25%. High-quality, well-designed household goods and gifts are becoming an important growth point for online consumption.

Chart: Vietnam's e-commerce market exceeds 103.6 trillion VND in the third quarter of 2025

Which categories and products are most popular with consumers in Vietnam?

Vietnamese consumers are upgrading from 'basic use' to 'quality and aesthetic experience,' with a significant increase in demand for imported products in categories such as kitchenware, home storage, skincare, cosmetics, and outdoor leisure.

Figure: Vietnamese consumers are willing to pay higher prices for sustainable products

Household Daily Necessities: Essential Categories, Steady Growth

With the acceleration of urbanization (the urbanization rate reached 38.1% in 2023), an increasing number of residents are moving into new city homes, continuously driving demand for household daily necessities. According to Statista data, Vietnam's "Household Essentials" market is expected to grow by approximately 22.9% by 2025.

"Small, Quick, and Nimble" has become the secret to market success—consumers' demand for household cleaning products such as mops, cloths, cleaning rags, sponges, cleaning brushes, and "lazy" cleaning tools continues to grow; so does the demand for home storage products like storage boxes, garment storage bags, wall-mounted storage racks, and vacuum compression bags. In addition, due to the tropical and humid weather, products such as electric mosquito repellents, mosquito sprays, indoor fragrances, diffusers, and dehumidifiers are increasingly becoming essential for improving the home environment locally.

Chart: Home and lifestyle products rank second in share among major e-commerce platforms

Kitchenware: Urbanization and Housing Upgrades Drive Kitchenware Consumption

Rapid urbanization in Vietnam has led to increased demand for new housing and real estate, boosting consumption from overall home renovation to kitchen infrastructure. In particular, strong growth in the real estate markets of major cities such as Ho Chi Minh City and Hanoi is driving the purchase of full kitchen renovations and high-end kitchenware.

High purchase frequency and replacement rate—basic kitchenware in Vietnam (pots, non-stick pans, thermos cups, small kitchen tools, multifunctional graters, disposable baking sets) are upgrading to 'easy-to-clean/durable' versions. In addition, Vietnamese households prefer buying fresh ingredients, and the hot and humid climate makes food spoil easily. Therefore, airtight, stackable storage boxes and bags that save space are kitchen essentials. With growing environmental awareness, reusable stainless steel straws, glass lunch boxes, and eco-friendly shopping bags are gradually replacing disposable plastic products, particularly favored by young consumers.

Chart: Rapid Growth in the Catering and Food Service Industry

Beauty and Personal Care: Advancing in Both Ingredient Safety and Niche Segments

A Vietnam brief points out that the Vietnamese beauty and personal care market is in a period of rapid growth. According to Statista, the size of Vietnam's beauty and personal care market is expected to reach approximately USD 2.74 billion by 2025, with a compound annual growth rate (CAGR) of 3.26% predicted from 2025 to 2029. In the first half of 2025, beauty and personal care products accounted for about 14% of the Vietnamese consumer market. In addition to the female market, niche segments such as men's grooming are experiencing significant growth.

Seamless alignment with skin tone, makeup, and efficacy needs—As East Asians, Chinese consumers and Vietnamese consumers share highly consistent core demands regarding skin tone, skin type (such as oily skin and acne), whitening, and anti-aging. 'Safe and natural' has become a key focus, with stable demand emerging for facial cleansing, body care, sun protection, and basic makeup products.

Image: Beauty and personal care maintain strong market influence

Outdoor Leisure and Sports: Lifestyle Changes Driving New Growth

By 2025, Vietnam's outdoor leisure and sports goods market is expected to reach 500 to 800 million USD, with a compound annual growth rate of about 7.3%, making it one of the fastest-growing markets in Southeast Asia.

The large-scale tourism industry and a trend towards leisurely lifestyles in Vietnam are driving rapid growth in demand for outdoor products, especially tents and canopies. At the same time, rising consumer awareness of fitness is boosting sales of yoga, running, and mountaineering equipment.

Gifts and Office Supplies: Festival-Driven Demand Is Clear, Design Equals Value

The expansion of corporate office spaces and the growth of educational needs are driving steady growth in the office supplies market. This market is expected to have a compound annual growth rate of about 1.9% from 2025 to 2030, with paper products, stationery, folders, and filing racks holding the main share. At the same time, the Vietnamese gift market has a strong festival-oriented characteristic, with consumers preferring cost-effective, well-designed holiday decorations, cultural and creative products, and desktop ornaments.

Chart: The office supplies market is expected to grow at a compound annual growth rate of 1.9% from 2025 to 2030

Opportunities are clear, HOMELIFE helps make going overseas more precise

Faced with such clear market signals and growth opportunities, how can enterprises efficiently enter the market and accurately seize this wave of benefits? Vietnam HOMELIFE Expo is becoming the key channel for Chinese companies to directly access the Vietnamese market. In 2026, the exhibition will undergo a comprehensive upgrade, launching a dual exhibition layout in the north and south for the first time, complementing each other in the first and second halves of the year, with coordinated north-south cores.

5.13-5.15 | Saigon Exhibition and Convention Center

11.18-11.20 | Hanoi International Exhibition Center

One-stop coverage of Vietnam, connecting two major consumption and supply chain hubs, linking international orders with local channels to achieve 'dual growth'.

Authoritative Endorsement · Wide Range of Categories

The Vietnam HOMELIFE Expo has been successfully held for four sessions and has received support from authoritative organizations such as the Vietnam Chamber of Commerce and Industry, the Ministry of Industry and Trade, the E-commerce Association, the Retail Association, and the Vietnam-China Chamber of Commerce. The exhibition focuses on five major categories: home and daily use, kitchenware, beauty and personal care, outdoor sports, and gifts and office supplies, accurately targeting Vietnamese consumer demand.

30,000+ Professional Buyers · Precise Matchmaking

The exhibition will invite over 30,000 high-quality buyers, connecting retail, e-commerce, distribution, and manufacturing networks. It helps companies quickly secure orders and steadily expand in the Southeast Asian market, with every connection aimed at precise orders and sustained growth.

Pre-Exhibition Platform Launch: Capture Buyers' 'First Glance'

From 'passively waiting for customers' to 'actively securing buyers.' Before the exhibition, through the HOMELIFE pre-exhibition platform, companies can test product popularity in advance and precisely connect with potential buyers. There's no need to wait—once products are uploaded to the platform, they are directly showcased to our platform's large community of overseas buyers. You can clearly see core data such as popular search keywords, product views, interested buyers, and proactive engagement metrics. This real data provides the most direct basis for assessing your product's market acceptance.

Four Basic Rights:

- Free store setup
- Free upload of 10 showcase products
- Free upload of 100 new products to participate in official promotional activities
- Unlimited free invitations to buyers who inquire about products

Five Additional Rights After Posting Products:

- New store and new products gain weighted exposure: Newly uploaded products receive 15 days of weighted exposure, prioritizing display in buyer searches and recommendations.

- Smart recommendations to precisely reach interested buyers: When buyers search for or inquire about similar products on the platform, the products are prioritized in recommendations, further increasing exposure and sales opportunities.

- Omnichannel promotion to accurately recruit buyers: Exposure is not limited to the exhibiting country; product tags help identify buyer profiles, efficiently and accurately recruiting matching buyers.

- Priority access to a list of high-value recommended buyers: Based on product tags, gain precise matches with high-quality buyers, and have the opportunity to invite, view, and lock in high-intent business opportunities in advance.

- Post-show remarketing: Continue reaching platform buyers after the exhibition to keep promotions active and broaden influence.

AI Huizhan Empowerment · Comprehensive Efficiency Upgrade

Focusing on the 'AI Huizhan' intelligent ecosystem, it integrates smart matching algorithms with AI interactive hardware, coordinating with interactive terminals such as AI glasses. This covers pre-exhibition connections, on-site negotiations, and post-exhibition follow-ups, achieving a fully digital upgrade of the entire exhibition process.

Global promotion overseas, tens of millions of exposures

Through a data-driven overseas communication strategy, we leverage mainstream platforms such as YouTube, Google, Facebook, Instagram, LinkedIn, and TikTok to build a multi-layered, three-dimensional international communication matrix, continuously amplifying the global presence of the exhibition and participating companies.

Seize the growth dividend and seek new growth poles

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