HORECA - The right understanding to go far
In recent years, Vietnam’s HORECA (Hotel, Restaurant and Café/Catering) market has experienced strong and sustained growth, driven by the rapid expansion of restaurant and hotel chains, as well as international F&B brands. This development has created a promising distribution channel for manufacturers and distributors seeking to strengthen their market presence and expand their distribution networks, particularly in the premium and high-quality segments.
To support Vietnamese businesses, particularly small and medium-sized enterprises (SMEs), in gaining greater opportunities to expand their market share and take their first steps into the HORECA distribution channel, while also helping major HORECA groups identify, attract and screen potential SME partners and suppliers, the Investment and Trade Promotion Centre of Ho Chi Minh City (ITPC), in cooperation with the Central and Eastern European Chamber of Commerce in Vietnam (CEEC), is organizing the HORECA Connect Submit themed "HORECA - The right understanding to go far” with the following details:
Time: 8.30 am - 11.30 am, Thursday, 15th October, 2026.
Venue: Export Showroom, 92-96 Nguyen Hue Street, Sai Gon Ward, Ho Chi Minh City.
Program Objectives:
- Connect the tourism, hospitality, and resort ecosystem with a dynamic community of Vietnamese Small and Medium-sized Enterprises (SMEs).
- Redefine and standardize the concept and understanding of HORECA within the Vietnamese business community.
- Provide businesses with accurate and timely knowledge of the HORECA channel, including its operating models, industry practices, standards, and requirements for successfully introducing products into the HORECA market.
- Help businesses gain a deeper understanding of the stringent standards and requirements of the restaurant and hospitality industry, while opening up opportunities for Vietnamese SMEs to access the HORECA channel—an ecosystem traditionally dominated by large-scale enterprises.
- Create an open, knowledge-driven platform for dialogue and engagement. The program provides a structured roadmap to help Vietnamese suppliers, particularly SMEs, better understand and navigate the modern HORECA ecosystem.
- Enable major HORECA groups to identify, attract, and screen high-potential SME partners and suppliers.
Target Participants:
- Businesses operating in the HORECA channel (Hotels – Restaurants – Cafés/Catering Services);
- Supplier businesses operating in various sectors, including agricultural products, processed foods, food and beverages (F&B), consumer goods, fresh products, cosmetics and personal care products, trading, services, technology, software, and other related industries.
The proposed program: Attached the tentative program.
Participation fee: Free of charge.
Languages: Vietnamese and English.
Registration deadline: Please register by October 12, 2026 via the registration link https://forms.gle/aAsyrzkmjyzrGopX6
For further information, please kindly contact:
Business Services and Support Division - Investment and Trade Promotion Centre of Ho Chi Minh (ITPC).
Address: 92-96 Nguyen Hue Street, Sai Gon Ward, HCMC.
Ms. Thuy Vy - Tel: 0938.731.369; Email: nntvy.itpc@tphcm.gov.vn;
Ms. Thao Nhu - Tel: 0777.882.755; Email: ltnhu.itpc@tphcm.gov.vn.
