According to the Ministry of Industry and Trade, the Middle Eastern market records more than USD 1.2 trillion in annual import value, with a population of over 400 million, high income levels and a large young demographic. Countries in the Gulf Cooperation Council (GCC) rely on imports for 80–90% of their food needs, driving growing demand for reliable suppliers from highly capable production countries such as Viet Nam. This is also why major retail groups in the region are continuously expanding their sourcing activities in Viet Nam.

Among them, Lulu Hypermarket from the UAE draws particular attention as it continues to send a delegation to work directly at VIS 2025. Lulu is one of the largest retail systems in the GCC, operating in over 10 countries with hundreds of supermarkets, hypermarkets and convenience stores. The company highly values Viet Nam’s diverse supply capacity, especially products meeting Halal standards. Lulu has already established a representative office in Ho Chi Minh City and is prioritising Vietnamese supplies of fruit, vegetables, seafood and processed foods with consistent quality and long-term delivery capability.

Another major name is Al Othaim Markets from Saudi Arabia, which owns a network of hundreds of large-scale supermarkets and stores. The company focuses strongly on fresh foods, fast-moving consumer goods and household items. Al Othaim is particularly interested in high-quality agricultural products, processed foods, dried goods, spices and sustainable household items from Viet Nam to diversify its supply chain for the vast domestic consumer market.

Also attending this year’s event is Citi Hypermarkets, a dynamic retail brand from Kuwait rapidly expanding across GCC countries with a strategy that blends traditional retail and e-commerce. Citi focuses on convenient foods, household products and visually appealing consumer goods. Vietnamese processed agricultural products, dried foods, spices and quality consumer goods are currently of special interest. Notably, Suma Group—a key sourcing partner of Citi—has rising demand for Vietnamese fresh and dried fruits.

In addition to these three major players, Choithrams and several other well-known Middle Eastern chains have confirmed participation in VIS 2025 to connect with Vietnamese suppliers. These groups are showing strong interest in fresh produce—particularly tropical fruits, organic products meeting GAP and Halal standards—along with processed foods, plastic and wooden household items, eco-friendly products, apparel, textiles and high-quality fashion accessories.

VIS 2025 is expected to become a direct bridge helping Vietnamese enterprises reach strategic buyers from the Middle East. The event offers opportunities for companies to present products to top decision-makers of large retail chains, discuss technical requirements and quality standards, and establish long-term cooperation. Alongside Middle Eastern buyers, around 300 purchasing delegations from 60 countries have registered to attend, with more than 3,000 pre-scheduled B2B meetings. Across 500 booths representing 400 Vietnamese enterprises, more than 12,000 products from core export sectors will be showcased, complemented by factory tours, raw-material-area visits and free specialised advisory services.

The presence of major Middle Eastern groups at VIS 2025 underscores the growing appeal of Vietnamese goods in a region with strong import demand. It also presents a significant opportunity for Vietnamese businesses to expand market share, secure long-term contracts and advance deeper into one of the world’s highest-spending markets.

Hữu Hưng