The Vietnamese Goods Week 2021 kicked off on December 6 in NTUC FairPrice and Hao Mart, the two large supermarket chains of Singapore.

Jointly held by the Vietnam Trade Office and Singapore's top supermarkets, the week aims at promoting Vietnamese products and brands during the peak shopping season in Singapore.

In this year's event, the Vietnam Trade Office in collaboration with FairPrice Group focused on introducing 38 new Vietnamese agricultural products and processed foods that have just been put into the retail system, including such new products of Vietnamese enterprises as fruit-flavored coffee, instance yogurt, and herbal tea, among others.

Vietnamese goods were introduced at Vietnamese Goods Week 2021 in Singapore. Photo: Lam Giang

Tran Thu Quynh, head of the Vietnam Trade Office in Singapore, said most of the items put on sale at the store chain this time is the results of the Trade Office's efforts in supporting businesses during the year, including the success of the Vietnam National Brands Week-Hybrid Expo on Halal and Processed Food Products held in Singapore in August 2021.

After learning about the products displayed at the exhibition, FairPrice Group immediately signed contracts with their manufacturers, including TH True Milk, Huu Nghi, and Hat A Coffee.

Many other products have also been introduced into the supermarket system thanks to the Vietnam Trade Office’s efforts to apply information technology in trade promotion, including online tools.

Currently, FairPrice is the largest supermarket chain in Singapore, accounting for 75% of the retail market share. Goh Tsu Ching, head of International Sourcing at FairPrice, said there are more than 800 Vietnamese products on sale at FairPrice supermarkets.

The total value of Vietnamese goods sold in Singapore via the supermarkets has reached SGD66 million (US$48 million) in 2020, increasing by 50% compared to 2017. Vietnamese goods are enjoying good acceptance by Singaporean customers, especially fresh products, paper, fruits, rice, among others, Goh Tsu Ching added.

This year's event witnessed the presence of 12 new Vietnamese products at the Hao Mart supermarket. Most of these are related to the Vietnam Brand Week Hybrid Exhibition, namely Hat A coffee, Hello 5 coffee, TH milk, Betrimex coconut water, and Honeco honey.

Hao Mart is a new supermarket chain in Singapore. It has recently imported a total of 60 items from Vietnam. In addition to supplying Halal products to Muslim customers in Singapore, Hao Mart also has the ambition to become a center for introducing and selling Halal products to neighboring countries in ASEAN.

In the time to come, the Vietnam Trade Office in Singapore will support Vietnam's high-value-added agricultural products in Christmas season, with the theme "Vietnamese delicacies" to promote the consumption of Vietnamese products in the Singaporean market.