At the launching ceremony. Source: Vietnamese Embassy in Saudi Arabia

With the goal of bringing ASEAN closer to the host country and improving the host's understanding of the ASEAN community, from August 3-9, the Vietnamese Embassy in Saudi Arabia joined the Thai Embassy - the country playing the role of the ASEAN Riyadh committee, in coordination with regional retailer LuLu, organized a week to promote agricultural products, food and cuisine and the ceremony to announce more than 100 new products from ASEAN countries named "Amazing ASEAN 2022 - Discover the flavors of Asia”.

Six other ASEAN Embassies in Riyadh capital also participated in the activity.

The annual ‘Amazing ASEAN’ was inaugurated on August 4 at two locations of the LuLu Hypermarket Saudi Arabia.

Accordingly, the festival is in commemoration of the ASEAN Day, which falls on August 8. The ASEAN embassies in Riyadh were working with Lulu Hypermarkets to launch the Amazing ASEAN festival. The festival aims to promote and broaden the range of food products from the ASEAN countries.

The popular festival brings a wide range of everyday essentials, groceries, exotic fruits and veg and frozen and chilled foods, fresh deli items as well as non-food items, and household and home furnishing from the ASEAN region, which is known for its agricultural diversity, seafood and excellent quality of non-food items.

Over 6,200 product lines from the Philippines, Thailand, Singapore, Vietnam, Indonesia, and Malaysia are set to wow shoppers with the variety, exotic appeal of their food items, and durability of non-food products.

Vietnamese Ambassador Dang Xuan Dung (gray suit) try out a dish at the event. Source: Vietnamese Embassy in Saudi Arabia

Present at the Riyadh inauguration of ‘Amazing ASEAN’ were the diplomats of the eight ASEAN countries represented in the grand promotion: Dato Yusoff bin Ismail, Ambassador of Brunei; Dang Xuan Dung, Ambassador of Vietnam; Tin Yu, Ambassador of Myanmar; Wong Chow Ming, Ambassador of Singapore; Arief Hidayat, Deputy Chief of Mission of the Republic of Indonesia; Amirulhusni bin Sahar, Chargé d'Affaires a.i., Embassy of Malaysia; Rommel Romato, Chargé d’Affaires a.i., Embassy of the Philippines and Sathana Kashemsanta Na Ayudhya, Chargé d'Affaires (Minister), Royal Thai Embassy.

They were welcomed by Shehim Muhammed-Director of LuLu Group KSA and senior management of the hypermarket.

At the opening ceremony, Ambassadors of ASEAN countries, Ambassadors of Djibouti, Head of Diplomatic Corps in Riyadh and leaders of Lulu Hypermarket and guests visited the booths of each member country. Source: Vietnamese Embassy in Saudi Arabia

Vietnamese goods this year are very rich and diverse. Source: Vietnamese Embassy in Saudi Arabia

More than 60 Vietnamese product codes are displayed at the supermarket, such as fresh fruits, rice, cashews, charcoal, garments, shoes, medical equipment, and cosmetics.

Also at this event, the Embassy of Vietnam announced new products sold for the first time at Lulu supermarkets such as longan products, salted roasted cashews, butter biscuits, and frozen pangasius.

The embassy also cooperated with Riyadh company to introduce a list of Vietnam's export products, and at the same time, promote the image of Vietnam through videos introducing tourism and cuisine.

The event is a good opportunity for Vietnam to promote a number of products available in the Saudi Arabian market as well as promote through the media agricultural and food businesses that already have goods on display in a room to introduce export products at the embassy.

Visitors try out Vietnamese products. Source: Vietnamese Embassy in Saudi Arabia

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