Over 300 business connections made as AJC leads Japan’s buying mission to Vietnam’s largest food trade platform.
Executive Summary
From November 13–16, 2024, the ASEAN-Japan Centre (AJC) led a buying mission to Vietnam to strengthen trade ties in the food and agriculture sectors. The programme included participation in the Vietnam Food Expo 2024 in Ho Chi Minh City and a supply chain connection conference in Long An Province. Through 300+ B2B engagements, Japanese delegates explored sourcing opportunities, supply chain collaboration, and regional integration. Key deals were initiated, positioning Japan as a strategic partner in supporting Vietnam’s agri-food exports.
Introduction
Under the Centre’s strategic trade promotion programme, the AJC organized a field mission to Vietnam to support inclusive and resilient trade between Japan and ASEAN. The mission focused on the food and agriculture sectors, with activities designed to foster business partnerships and improve market access through exhibitions, dialogue, and technical exchange.
Date: November 13–16, 2024
Venue: Ho Chi Minh City and Long An Province, Vietnam
Organizer(s): ASEAN-Japan Centre (AJC), in collaboration with VIETRADE and the Department of Industry and Trade of Long An Province
Category: Business Matching / Trade Promotion
Objectives and Goals
- Facilitate B2B partnerships between Japanese buyers and Vietnamese food producers.
- Showcase Vietnam’s export-ready agri-food products and supply chain capabilities.
- Promote inclusive regional value chains, particularly from CLMV areas.
Activities and Highlights
- Delegates participated in a guided VIP tour of Vietnam Food Expo 2024 with Vietnam’s Deputy Minister of Industry and Trade.
- 15 Japanese companies engaged with over 300 Vietnamese firms through curated reverse-pitch B2B sessions.
- AJC joined the Long An Export Promotion Conference, featuring trade envoys from Japan, Singapore, India, China, and the U.S.
- Site visits in Long An included logistics and cold chain discussions with local stakeholders.
Voices of Participants
“The reverse-pitch format made it easier to find practical business opportunities.”
— Japanese food distributor
“This is the first time we’ve had direct talks with Japanese buyers. It gave us confidence in our export potential.”
— Vietnamese MSME exhibitor
Outcomes and Impact
- 300+ structured B2B sessions facilitated by AJC and VIETRADE.
- Strategic trade leads generated for high grade coffee, coffee gift sets, dried shrimps, snacks and fertilizer from by-products of fish processing
- Reinforced AJC-VIETRADE collaboration and AJC- Vietnam local government visibility.
Key Takeaways
- Reverse-pitch models improve connection quality and outcome predictability.
- Demand is growing in Japan for Vietnamese end-product foods and functional foods.
- Regional trade linkages (Japan–Vietnam–CLMV) are ripe for strengthening.
- Long An Province holds potential as a logistics hub for Japan-Vietnam agri-supply chains.
Way Forward and Engagement
- Align 2025 capacity-building projects with Vietnam’s and CLMV regional agri-export readiness.
- Expand outreach to Japanese buyers for CLMV-focused sourcing missions, focusing on a few key products in the region
