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The Paris International Fair brings together around 1,200 businesses from more than 50 countries and territories. It is one of Europe’s largest trade and cultural fairs, spanning a wide range of sectors such as consumer goods, housing, handicrafts, gastronomy, and innovation.

Within the framework of Foire de Paris 2026, the “World in Paris” area continues to be a highlight, recreating a multicultural space with the participation of hundreds of international businesses. Here, Vietnamese booths have drawn strong interest thanks to their diverse products and rich national identity.

French visitors at the Vietnam booth. (Photo: VNA)

This year, Vietnam has 32 participating enterprises, with a total exhibition area of 458 square meters. The products on display are diverse, ranging from handicrafts and handwoven silk to agricultural produce and processed foods such as fresh fruits and dried preserves. The lively booth designs, combined with interactive experiences, have made the Vietnam area a popular stop for a large number of visitors.

Beyond product displays, Vietnamese enterprises have also intensified efforts to promote the country’s image through the program “Vietnam On Road - Le Vietnam en Voyage.” The program is jointly implemented by the Vietnam Cultural Center in France, the Vietnam Association for Cultural & Tourism Promotion in Europe, and Vietnam Airlines, contributing to enriching the Vietnamese space at the fair.

This initiative offers a more comprehensive perspective on Vietnam, from tourist destinations and natural landscapes to cultural depth. Visitors can access tourism publications, enjoy vivid visual footage, and receive direct consultation for future journeys to explore Vietnam.

According to participating businesses, French and European consumers are increasingly favoring Vietnamese products due to their high quality, fine craftsmanship, and distinctive cultural value. Many visitors are not only interested in purchasing items as gifts but are also curious about the cultural stories behind each product.

The combination of trade promotion and tourism promotion has not only enhanced the appeal of the Vietnam exhibition area but also opened up opportunities for connection and attracting international tourists, thereby elevating the position of Vietnamese products in the global market.

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