Exhibition news

[DESIGN MARKET] (Booths 286-287) – Brand Identity Solutions for Vietnamese Brands

VIETNAMESE HERITAGE: PRESERVE IN SILENCE OR BREAKTHROUGH TO LEAD?

“The treasure is within your own home; cease searching outside.” – King-Monk Tran Nhan Tong

There is a heartbreaking paradox we often witness during our field trips: Many Vietnamese enterprises possess “million-dollar heritage” but clothe themselves in “penny-worth garments.” We have EU-standard drying lines and organic material zones yearned for by the world. Yet, when stepping onto the international negotiation table, we still fall into the “Heritage Trap”—a place where identity accidentally becomes a barrier to professionalism.

THE HARSH REALITY OF “STATIC HERITAGE”

In the realm of brand management, the world has long shifted toward the Heritage Innovation model. Conversely, in Vietnam, many businesses confuse “Preservation” with “Stagnation.” Overusing poorly replicated ancient motifs or keeping outdated brand identities from previous decades under the guise of “maintaining roots” inadvertently creates a Trust Gap. Looking at a rustic appearance, international partners question: Can a company with a “homemade” image truly operate a complex and stable production system?

BREAKTHROUGH: WHEN HERITAGE IS POWERED BY THE FUTURE

“Firm in principles, flexible in tactics.” – President Ho Chi Minh

On the expedition to the high seas, cultural identity is the unchanging compass that keeps us from losing ourselves in the vast ocean. Meanwhile, the ship, the sails, and how we ride the fierce waves represent our adaptive wisdom. Strategies can change, techniques can be upgraded, and products can be innovated based on actual resources—but the “Vietnamese Essence” in our veins remains forever intact.

In fact, Vietnamese identity is a Unique Selling Proposition (USP) that multinational corporations can never possess. However, to translate identity into profitability, enterprises must bravely break free from traditional nostalgia to advance toward sharp professionalism.

If you are looking for a more deep-rooted branding approach—one that serves as a North Star for all your brand experience and communication activities—we look forward to welcoming you at FOODEX 2026.

• Date: April 15 – 18, 2026

• Venue: Saigon Exhibition and Convention Center (SECC), Tan My Ward, Ho Chi Minh City

• Booth: Design Market 286 – 287

• Hotline: 0964 30 10 10

• Website: www.designmarket.vn

See you at ID. LAB ON-AIR!