BolognaFiere will bring its “Wines Experience” business-to-business format to Ho Chi Minh City on June 25 and 26, as Italian wine groups step up efforts to diversify export markets and deepen their presence in fast-growing economies in Asia.
The event, developed by United Experience with Fiere Italiane Sea and BolognaFiere, is scheduled to take place at The Adora Center in Ho Chi Minh City. Organizers say the goal is to promote Italian wine in strategic international markets by creating direct business opportunities among producers, importers, distributors, buyers and hospitality operators.
The Vietnam stop follows an earlier edition in London in late April and comes ahead of a planned event in Mexico City on November 5 and 6. The broader strategy is tied to the international expansion of Slow Wine Fair and Sana Food, two BolognaFiere projects that are seeking new commercial channels for Italian producers at a time when export diversification has become more urgent.
The Ho Chi Minh City edition is expected to host 60 exhibitors and will focus on the premium segment. Organizers are using a format built around targeted meetings, tastings and educational content rather than a traditional trade fair layout. The model includes lounge-style exhibition spaces and themed tasting areas designed to encourage more selective meetings between sellers and buyers.
That approach was well received at the London stop, according to the organizers, who said it confirmed demand for a more focused way to build international wine business relationships.
Vietnam has become a priority market because of its size, demographics and economic growth. The country has more than 100 million people, and about 70% of the population is under 35. Its urban middle class has been expanding quickly, while average gross domestic product growth has exceeded 7% over the past two years, according to figures cited by the organizers.
Italian wine exports to Vietnam reached €15.2 million in 2025, based on Istat data cited in connection with the project. Those exports rose 15.7% from 2024, a sign that demand is growing even as producers face pressure to spread risk across more markets.
Industry estimates cited by the organizers suggest Vietnam’s wine sector could be worth between $662 million and more than $1 billion by 2030, with especially strong growth expected in premium wines. Ho Chi Minh City and Hanoi already account for more than 50% of the country’s food-and-beverage market, making them central to any expansion strategy for imported drinks.
Italy is currently the second-largest wine exporter to Vietnam by value, behind France. That position reflects a broader shift in local consumption patterns as urbanization, rising disposable income and exposure to international lifestyles reshape demand. The spread of international restaurants, specialized wine bars and training activities has also supported stronger interest in Italian products.
For the beverage sector, Vietnam matters not only as a wine market but as a wider test case for premium imported drinks in Southeast Asia. A younger consumer base, growing hospitality spending and concentration of demand in major cities can create openings for wine and other higher-value beverages that depend on education, brand positioning and on-trade visibility.
Vietnam also offers strategic value beyond its domestic market. Its network of international trade agreements includes the European Union-Vietnam Free Trade Agreement, which has gradually improved access for European and Italian food and beverage products. That framework can make the country a useful commercial hub for companies looking at the broader Association of Southeast Asian Nations region.
With the Ho Chi Minh City event, BolognaFiere is pressing ahead with a global platform aimed at placing Italian wine in markets where long-term growth potential appears stronger than in more mature destinations. The emphasis on curated meetings and premium positioning suggests that organizers see emerging Asian markets not simply as volume outlets, but as places where producers may be able to build higher-margin business through closer ties with importers, distributors and restaurant buyers.
Dining and Cooking