Along with major groups in fashion and retail, food importers continue to be a primary focus of this year's delegation.

Notably, A Chau Lien Imports and Export AB and East Asian Food AB are returning to VIS for the third straight year, while Lagerqvist AB is joining for the first time, broadening the food distribution network within the Swedish lineup.

The continued return of established partners alongside new participants shows that VIS is no longer just an initial matchmaking event, but is step by step becoming a practical sourcing platform that delivers real commercial value.

Past trade fairs have generated concrete results. Swedish importers have met directly with suppliers, tested samples, and negotiated pricing, packaging, and distribution terms.

These connections have brought several new Vietnamese products to Nordic shelves and menus, including frozen baguettes (bánh mì đông lạnh), lotus leaf-wrapped shrimp sticky rice (xôi tôm gói lá sen), and ST25 fragrant rice.

The import list has recently expanded to include cassava, green papaya, frozen field-crab soup mixture (cua canh đông lạnh), traditional beverages like dracontomelon drink (nước sấu) and eight-treasure lotus seed tea (chè sen bát bảo), as well as health-conscious rice varieties such as dragon-blood red rice (gạo huyết rồng), purple sticky rice (gạo lứt tím than), and upland glutinous rice (gạo nếp nương).

This growing variety indicates that opportunities for Vietnamese food in the Nordic region now go well beyond traditional commodities. Market demand is moving toward processed foods, convenience meals, restaurant ingredients, and products that combine natural nutritional value with distinct Vietnamese culinary identity.

Specialties such as dracontomelon drink, eight-treasure lotus tea, or lotus-wrapped sticky rice offer distinct regional flavors and cultural background. At the same time, specialty rice varieties line up with shifting consumer preferences toward minimally processed, natural ingredients with clear origin traceability.

However, turning traditional dishes or raw ingredients into commercial products in the Nordic market requires meeting strict buyer standards on consistent quality, functional packaging, clear labeling, and shelf stability, especially for frozen items. Packaging for retail must instantly convey what the product is, how to prepare it, and why consumers should buy it. Direct exchanges at VIS allow producers and buyers to address these practical requirements face-to-face.

Moving from initial talks to actual store distribution takes careful preparation, product adjustment, and ongoing engagement. Through this Nordic delegation to VIS 2026, the Vietnam Trade Office in Sweden continues to bridge buyer demands with Vietnamese production capacity, helping each product find a viable path into the Nordic market.

Source: VOV