Immediately after the Prime Minister issued Directive No. 11/CT-TTg, the Viet Nam Trade Office in Canada quickly implemented many innovative activities. These efforts not only concretized the directives of the Government and the Ministry of Industry and Trade but also turned each Vietnamese citizen in Canada into a "brand ambassador," contributing to the spectacular growth of export turnover to this market.

Key "links" in the distribution system

With Canada becoming one of Viet Nam's fastest-growing and most important markets, the role of the nearly 300,000 people of Vietnamese origin there is becoming increasingly crucial. Since the CPTPP agreement came into effect, Viet Nam's exports to Canada have seen a phenomenal leap: from US$4.159 billion (2018) to US$13.801 billion (2025).

In particular, the agricultural and processed food sector – a strength of domestic businesses – is projected to reach over US$680 million in export value by 2025. To achieve this figure, the Vietnamese Trade Office in Canada has persistently implemented a strategy of "rooting itself" in local distribution systems through its overseas Vietnamese network. For many years, the Trade Office has established close relationships with major Vietnamese-owned supermarket chains such as Lucky Dong Phuong (Alberta), 88 (Vancouver), Phuoc Loi (Ontario), etc., to organize purchasing delegations to return to Viet Nam to participate in major trade fairs such as Food Expo and Sourcing International Viet Nam.

Each overseas Vietnamese is a "subject" of promotion.

In line with the Ministry of Industry and Trade 's policy on reforming trade promotion, the Trade Office in Canada has shifted significantly from passive advocacy to proactive interaction. The most recent highlight is the program promoting Vietnamese goods during the Lunar New Year of 2026.

In addition to traditional promotional seminars, the Trade Office launched the campaign: "Vietnamese people use Vietnamese goods and promote Vietnamese goods." Overseas Vietnamese in various provinces and states are encouraged to proactively search for and share information about new Vietnamese products appearing in their localities and send this information to the Trade Office via an online platform.

Most recently, in April 2026, the Trade Office collaborated with the Brew-tea-ful Club to organize a raffle to introduce Nha Trang 584 fish sauce – a signature product that had recently entered Canadian supermarket chains. These activities are particularly effective in a market with a diverse immigrant community spanning many periods, such as Canada, helping to foster national pride and unity through culinary culture, overcoming differences to work together towards the common goal of national economic development.

Implementing Directive 11/CT-TTg

Prime Minister 's Directive No. 11/CT-TTg dated April 3, 2026, has further boosted trade activities. Building a distribution network is not limited to large corporations but also involves penetrating niche markets through intermediary distributors and purchasing representatives of Vietnamese origin.

The Vietnamese Trade Counselor in Canada shared: “We want every Vietnamese person in Canada to not only be a consumer, but also an active participant in the promotion process. When our compatriots proactively introduce products to their local friends, the credibility will be higher than any advertising campaign.”

To acknowledge these contributions, the Trade Office has launched a program to award thank-you vouchers to individuals who actively contribute information and articles introducing products. These sincere thank-you letters are not only an expression of gratitude but also a commitment from the Ministry of Industry and Trade and the Trade Office to support overseas Vietnamese in building a strong Vietnamese business community in North America.

With Canada's diverse demand structure – from textiles and wood products to processed foods – and the rapidly growing Vietnamese community, there is still enormous potential for Vietnamese goods. The combination of the rapid implementation of the Prime Minister's Directive and the flexibility and innovation in promotional activities of the Trade Offices will certainly propel Vietnamese brands further on the global trade map.

Source: MOIT