HOMELIFE Global Brand Expansion Series | Vietnam: Debuting in Hanoi This November to Unlock Southeast Asia's Trillion-Dollar Home & Gifts Market in the Second Half of the Year!

As the global trade landscape undergoes profound transformation in 2026, Chinese enterprises have moved beyond the traditional export model focused solely on product sales. Today, global expansion has entered a new stage—one driven by the integrated export of brands, supply chain capabilities, and digital innovation.

At the same time, overseas buyers are no longer seeking only competitive pricing. Greater emphasis is now placed on reliable delivery, agile response, seamless supply chain collaboration, and long-term strategic partnerships.

Against the backdrop of growing volatility in global markets, Chinese home and gift enterprises are prioritizing overseas destinations that offer lower risks, easier market entry, and stronger growth certainty. Vietnam has emerged as one of the most strategic gateways to the ASEAN market.

As one of ASEAN’s key economies, Vietnam continues to attract global sourcing and investment with its resilient economic growth, expanding consumer market, increasingly integrated industrial supply chains, and the advantages created by the RCEP framework.

For Chinese enterprises, Vietnam is not only a strategic gateway to the ASEAN market, but also a pivotal hub for connecting with regional markets and strengthening brand presence across Southeast Asia.

PART 01

Key Market Indicators:

Vietnam's Growth Momentum Remains Stron

A closer look at key indicators—including trade, demographics, and consumer spending—reveals the solid fundamentals driving Vietnam’s sustained market growth.

▲Vietnam GDP Growth Rate Trend

1.Robust Economic Growth, Targeting an Even Higher GDP in 2026

Vietnam has consistently ranked among ASEAN's fastest-growing economies for years. In 2025, the country's GDP reached US$514 billion. Looking ahead, the Vietnamese government has set an ambitious GDP growth target of at least 10% for 2026. Prime Minister Phạm Minh Chính has expressed confidence that double-digit growth will be supported by both industrial expansion and robust domestic consumption. According to industry forecasts, Vietnam's nominal GDP is expected to exceed US$550 billion by 2026–2027, positioning the country to potentially surpass Thailand and become Southeast Asia's second-largest economy.

Vietnam's GDP per capita is steadily approaching US$5,000, marking its transition into the upper-middle-income category. As purchasing power continues to rise, consumer preferences are shifting beyond basic affordability toward four key priorities: premium quality, original design, user experience, and environmental sustainability.

▲Vietnam GDP per Capita Growth Trend

2.China–Vietnam Trade Ties Continue to Deepen, with Home Products Highly Reliant on Chinese Manufacturing

China has remained Vietnam's largest trading partner for many consecutive years, while Vietnam continues to be China's largest trading partner within ASEAN. In the first four months of 2026, bilateral trade between the two countries reached US$109.24 billion, marking strong year-on-year growth. During the same period, Vietnam imported US$72.401 billion worth of goods from China, up 22% year on year. Imports of consumer goods—including home and living products, kitchenware, beauty and personal care products, and gifts & crafts—were among the fastest-growing categories.

Backed by the dual tariff advantages of the RCEP and the China–Vietnam Free Trade Agreement, the majority of home and gift products benefit from zero or preferential tariff rates. Coupled with efficient cross-border logistics and cost-effective transportation, businesses can significantly reduce their overall market entry costs. In 2026, China's exports of home and gift products to Vietnam have maintained an annual growth rate of over 30%, underscoring the irreplaceable competitiveness of China's supply chain.

3.Young Demographics Fuel Long-Term Growth in the Home & Living Market

Vietnam has a population of approximately 101 million, with a median age of just 33.4 years. Around 70% of the population is of working age, providing the country with a strong demographic dividend. As Generation Z emerges as the driving force behind both online and offline consumption, demand for new product categories, original designs, and environmentally sustainable products continues to grow rapidly.

▲Vietnam Population Age Structure

Vietnam's urbanization rate continues to rise steadily. Across northern cities such as Hanoi, Hai Phong, and Bac Ninh, the delivery of large-scale new residential developments is generating strong demand for home furnishing and decoration products. At the same time, home renovation and refurbishment projects are further stimulating large-scale procurement of home and living products. Industry estimates suggest that Vietnam's household essentials market is expected to grow by more than 22% in 2026, highlighting substantial room for future market expansion.

4.Policy Incentives Continue to Reduce the Cost of Global Expansion

Benefiting from the dual frameworks of the Regional Comprehensive Economic Partnership (RCEP) and the China–ASEAN Free Trade Area (ACFTA), tariff and customs barriers between China and Vietnam continue to decline. Combined with short cross-border transit times and highly efficient logistics, Chinese products can reach the Vietnamese market faster, more reliably, and at a lower overall cost.

▲RCEP officially entered into force for Vietnam on January 1, 2022.

According to official statistics, China's exports to Vietnam reached US$179.264 billion during the first eleven months of 2025, representing a year-on-year increase of 22.7%. Under the China–ASEAN Free Trade Area (CAFTA), most home and household products benefit from zero or preferential tariff treatment. Combined with Vietnam's active participation in the RCEP, these agreements further reduce export costs while strengthening the price competitiveness and supply chain advantages of Chinese products.

5.Booming E-Commerce Drives Peak Year-End Sales for Home & Living Products

In the first quarter of 2026, total sales across Vietnam's four leading e-commerce platforms—Shopee, Lazada, Tiki, and TikTok Shop—reached VND 148.6 trillion, representing a year-on-year increase of 46.6%. Online GMV for the Home & Living category grew by 39%, while the furniture segment surged by 73%. Sales of household cleaning and storage & organization products also increased by more than 40% year on year.

▲Vietnam E-Commerce Market Size

The period from October to December marks Vietnam's peak consumption season each year. Driven by major shopping events such as Double 11, Christmas, New Year, and the Vietnamese Lunar New Year, distributors, e-commerce sellers, and offline retailers significantly increase inventory purchases to meet surging consumer demand. Exhibiting in November enables suppliers to connect directly with the year's largest procurement wave at the optimal buying season.

PART 02

Which Categories and Products Are

Most Popular Among Vietnamese Consumers?

Vietnamese consumers are shifting from prioritizing basic functionality to seeking higher quality and enhanced lifestyle experiences. As a result, demand for imported products in categories such as kitchenware, home storage and organization, skincare, beauty, and outdoor leisure continues to grow significantly.

▲Vietnamese Consumers Are Willing to Pay More for Sustainable Products

1.Vietnamese Consumers Are Willing to Pay More for Sustainable Products

As urbanization continues to accelerate (with the urbanization rate reaching 38.1% in 2023) more Vietnamese households are moving into new urban homes, driving sustained demand for home and household products. According to Statista, Vietnam's Household Essentials market is projected to grow by approximately 22.9% in 2025.

▲Home & Living Ranks as the Second-Largest Category Across Major E-Commerce Platforms

"Compact, Fast & Flexible"——The Formula for Best-Selling Products

Consumer demand continues to grow for household cleaning products, including mops, cleaning cloths, microfiber wipes, sponges, cleaning brushes, and convenient time-saving cleaning tools. Demand is also rising for home storage and organization solutions such as storage bins, garment storage bags, wall-mounted organizers, and vacuum storage bags.

In addition, Vietnam's tropical climate and high humidity have driven growing demand for products that improve the home environment. Electric mosquito repellents, insect repellent sprays, indoor fragrances, aroma diffusers, and moisture absorbers are increasingly becoming everyday household essentials.

2.Kitchenware: Urbanization and Housing Upgrades Drive Consumer Demand

Vietnam's rapid urbanization is driving demand for new residential developments and real estate, fueling spending on everything from complete home renovations to kitchen infrastructure. In major cities such as Ho Chi Minh City and Hanoi, the strong growth of the housing market is accelerating demand for complete kitchen solutions and premium kitchenware.

▲Rapid Growth of the Foodservice and Hospitality Industry

High Purchase Frequency, High Replacement Rate

Vietnam's demand for everyday kitchenware (including cookware, non-stick pans, insulated bottles, kitchen gadgets, multi-purpose graters, and disposable baking sets) is shifting toward products that are easier to clean and more durable.

In addition, Vietnamese households prefer purchasing fresh ingredients on a regular basis, while the country's hot and humid climate makes food more susceptible to spoilage. As a result, airtight food storage containers and reusable food storage bags that offer effective sealing and space-saving stackability have become essential kitchen items.

As environmental awareness continues to grow, reusable products such as stainless steel straws, glass food containers, and eco-friendly shopping bags are increasingly replacing single-use plastics, particularly among younger consumers.

3.Beauty & Personal Care: Safe Ingredients and Specialized Market Segments Drive Growth

According to the Vietnam Market Brief, the country's beauty and personal care market is experiencing rapid growth. In 2026, the market surpassed US$3.3 billion, while online sales increased by 37% year on year.

Facial skincare remains the largest segment, accounting for 44% of the beauty and personal care market, while the color cosmetics category recorded an impressive 56% growth. Beyond the women's market, niche segments such as men's grooming are also expanding rapidly.

▲Beauty & Personal Care Maintains Strong Market Momentum

Tailored to Local Skin Tones, Beauty Preferences, and Skincare Needs

Chinese and Vietnamese consumers share many common beauty characteristics due to their East Asian backgrounds. Similar skin tones and skin concerns—such as oiliness, acne, brightening, and anti-aging—have led to strong demand for products that emphasize safety and natural ingredients. As a result, facial cleansers, body care products, sunscreens, and everyday color cosmetics continue to enjoy stable market demand.

4.Outdoor & Sports: Evolving Lifestyles Create New Growth Opportunities

Vietnam's outdoor equipment market reached US$507 million in 2025, with a compound annual growth rate (CAGR) of 7.34%, making it one of the fastest-growing outdoor markets in Southeast Asia.

Vietnam's booming tourism industry and growing leisure lifestyle trends are driving rapid growth in demand for outdoor products, particularly tents, canopies, and other camping equipment. Meanwhile, rising health and fitness awareness among consumers is fueling continued sales growth in categories such as yoga, running, and hiking gear.

▲Sports Products Achieve Strong Online Sales and High Consumer Ratings

5.Gifts & Office Supplies: Festival Demand Drives Growth, Design Creates Value

The expansion of corporate office spaces and rising education demand are driving steady growth in Vietnam's office supplies market. The market is expected to achieve a compound annual growth rate (CAGR) of approximately 1.9% from 2025 to 2030, with paper products, stationery, folders, and filing racks accounting for major market shares. Meanwhile, Vietnam's gift market is highly influenced by seasonal celebrations, with consumers showing a strong preference for cost-effective and well-designed festive decorations, cultural creative products, and desktop ornaments.

▲Office Supplies Market to Grow at a CAGR of 1.9% from 2025 to 2030

PART 03

The Opportunity Is Clear:

HOMELIFE Enables More Precise Global Expansion

With such clear market signals and a strong growth window ahead, how can businesses enter the Vietnamese market efficiently and capture these emerging opportunities?

HOMELIFE Vietnam International Home & Gift Fair is becoming a key gateway for Chinese enterprises to directly access the Vietnamese market.

 THE 6TH VIETNAM HOMELIFE EXPO 

November Sourcing Season

Capture the Golden Window for Year-End Orders

11.18-20 | Vietnam Exhibition Center

Focus on Vietnam’s Upgraded Consumer Demand
Connect with Premium ASEAN Sourcing Resources
Engage with Targeted Professional Buyers
Unlock New Growth for Global Brands

7 Core Advantages

1.North–South Dual Exhibitions Unlock Nationwide Opportunities in Vietnam

In 2026, HOMELIFE Vietnam International Home & Gift Fair will officially establish a “North–South dual exhibition, year-round sourcing” strategy. The May edition will take place in Ho Chi Minh City, Vietnam’s largest economic hub, capturing the first-half sourcing peak and connecting deeply with the southern manufacturing clusters and global sourcing networks. In November, the exhibition will make its debut in the capital city of Hanoi, expanding its reach to northern industrial hubs as well as government and business resources, while aligning with the second-half procurement peak.

The two exhibitions strategically cover Vietnam’s two major economic regions, seamlessly connecting sourcing demand throughout the first and second halves of the year. This dual-show model enables Chinese enterprises to establish a comprehensive presence in the Vietnamese market, efficiently connect with international orders and local supply chains, and significantly enhance market expansion efficiency.

2.Authoritative Support · Comprehensive Product Categories

HOMELIFE Vietnam has successfully held five editions and received strong support from authoritative organizations, including the Vietnam Chamber of Commerce and Industry, the Ministry of Industry and Trade, e-commerce associations, retail associations, and the China–Vietnam Chamber of Commerce. The exhibition showcases five major product categories—home & living, kitchenware, beauty & personal care, outdoor & sports, and gifts & office supplies—precisely matching Vietnam’s evolving consumer demands.

3.30,000+ Professional Buyers · Precise Business Matching

The exhibition will welcome 30,000+ high-quality buyers, connecting exhibitors with extensive networks across retail, e-commerce, distribution, and manufacturing. It helps businesses secure orders efficiently, establish a strong presence in Southeast Asia, and turn every connection into valuable business opportunities and sustainable growth.

4.Pre-Show Platform Goes Live, Capturing Buyers’ First Attention

The exhibition has specially developed a “Pre-Show Online Platform” to help exhibitors shift from “waiting for buyers” to “actively engaging buyers.” Before the exhibition, companies can test product popularity, identify potential buyers, and build business connections in advance. Once products are uploaded to the platform, they will be showcased directly to a large overseas buyer community gathered through our platform.

Exhibitors can gain clear insights into key performance data, including trending search keywords, product views, buyer interests, and active engagement levels. In addition, the AI Agent intelligent reception system enables 24/7 automated communication with global buyers, intelligent product recommendations, inquiry response, lead collection, and follow-up management—significantly improving inquiry conversion efficiency.

Before buyers even step into the exhibition hall, your brand can become the “first company they discover.” Achieve customer acquisition before the show, higher conversion during the show, and continuous business growth after the show.

5.Powered by Chuhai Genie · Comprehensive Efficiency Upgrade

Powered by the “Chuhai Genie” intelligent ecosystem, the exhibition integrates cutting-edge AI technologies and smart hardware throughout the entire exhibition journey. Built around intelligent buyer–seller matching algorithms, combined with multi-dimensional efficiency-enhancing tools and interactive devices such as AI glasses, the platform creates a full-cycle service system covering pre-show demand matching, on-site precision business meetings, and post-show opportunity tracking.

This digital solution not only transforms the overseas exhibition experience for businesses but also addresses key challenges in expanding into Southeast Asian markets through intelligent technologies. By building an efficient bridge between global buyers and suppliers, it helps Chinese enterprises unlock greater regional business potential and achieve deeper market penetration.

6.AI Video Drives Global Marketing Growth

The exhibition has pioneered the “Shixing Xingqi” AI Marketing System, designed to accelerate overseas video marketing growth for Chinese foreign trade enterprises. Through AI-powered content generation, short-video marketing, social media promotion, traffic acquisition, and private-domain conversion capabilities, the system creates an O2O business loop that connects precise online exposure with efficient offline transactions.

It directly addresses four major growth challenges faced by international trade companies: difficulty in creating overseas content, lack of targeted traffic, limited access to buyer leads, and low conversion efficiency. By leveraging intelligent marketing solutions, the system helps businesses rapidly build digital marketing capabilities and strengthen brand influence in Southeast Asian markets.

7.Global Promotion Across Multiple Channels · Tens of Millions of Exposure

Through data-driven global communication strategies, the exhibition leverages major international platforms including YouTube, Google, Facebook, Instagram, LinkedIn, and TikTok to build a multi-layered and integrated global marketing network, continuously amplifying the international visibility of both the exhibition and participating companies.

Seize Growth Opportunities and Discover New Growth Engines
Secure Your Booth Today
Join This Must-Attend Industry Event

▲ Seize the opportunity to go global, scan the QR code now for consultation!