On the morning of May 13, the opening ceremony of the "10th Vietnam International Advertising Equipment and Technology Exhibition - VietAd 2026 - Hanoi" and the "3rd Vietnam International Paper and Packaging Exhibition - VPPE 2026" took place at the Vietnam Exhibition Center in Dong Anh District, Hanoi.

The event was attended by representatives from government regulatory bodies, industry associations, and a large number of domestic and international enterprises operating in the fields of advertising, paper, packaging, printing, and technology.

Gathering nearly 500 brands, showcasing a wide range of modern technologies

According to the Organizing Committee, this year’s exhibition series features nearly 500 brands from various countries and territories, including Germany, the United States, Sweden, Finland, Japan, China, and Singapore, spanning a total scale of over 500 booths.

Among them, VietAd 2026 comprises around 150 booths, focusing on showcasing modern advertising technologies such as digital printers, laser cutting and engraving machines, LED technology, smart screens, advertising materials, thermal transfer printing solutions, advertising installation equipment, and next-generation projection technologies.

Running alongside VietAd, VPPE 2026 gathers approximately 350 booths, displaying diverse technologies in the paper and packaging sectors, including paper production lines, printing technology, packaging equipment, packaging materials, recycling solutions, green manufacturing technologies, and automation in the paper industry.

The trading atmosphere on the opening day was highly vibrant, with numerous enterprises actively networking, exchanging partnership information, and exploring new technologies. Many booths from foreign enterprises attracted large crowds of visitors through live demonstrations of modern equipment, production lines, and manufacturing solutions.

Speaking at the event, journalist and director Nguyen Truong Son, Chairman of the Vietnam Advertising Association (VAA), stated that VietAd is a vital annual event for the association. It is also the only specialized advertising exhibition in Vietnam recognized as meeting international standards by the Global Association of the Exhibition Industry (UFI).

Having been held 10 times in Hanoi and 15 times in Ho Chi Minh City, VietAd has become a prestigious trade bridge for both domestic and foreign advertising business communities. It serves as a platform for enterprises to directly introduce new technologies, equipment, and machinery, while helping visitors find suitable solutions for their production and business operations.

Accompanying VietAd 2026, the Vietnam International Paper and Packaging Exhibition - VPPE 2026 is being held in Hanoi for the first time after two successful editions in the Southern region, opening up more networking opportunities for the paper and packaging business community in the Northern market.

According to Mr. Son, against the backdrop of manufacturing industries shifting toward greening, digitalization, and supply chain optimization, the connection between the advertising, paper, and packaging industries has become increasingly essential.

"Through these two exhibitions, we expect businesses to have better conditions to access new technological trends, expand cooperation, promote technology transfer, and increase business matching opportunities with domestic and international partners," the Chairman of the Vietnam Advertising Association emphasized.

Promoting green transition, expanding connections, and international cooperation

Also speaking at the event, Mr. Hoang Trung Son, Chairman of the Vietnam Pulp and Paper Association (VPPA), noted that VPPE 2026 is not only a place to introduce new machinery, equipment, and technology but also enables businesses to update themselves on green manufacturing trends. It allows them to connect with leading technology corporations and access various solutions regarding automation, wastewater treatment, production optimization, and production line digitalization.

This year’s exhibition also features several in-depth technical seminars with the participation of economic experts, technology specialists, and representatives from domestic and international enterprises to discuss sustainable development solutions for Vietnam's paper and packaging industry.

"The concurrent organization of the paper, packaging, and advertising exhibitions demonstrates the increasingly close linkages between sectors within the production-trade chain, thereby opening up more opportunities for cooperation, technology transfer, and market development for enterprises," the Chairman of the Vietnam Pulp and Paper Association emphasized.

At the opening ceremony, representatives from regulatory bodies and industry associations highly appreciated the simultaneous staging of VietAd 2026 and VPPE 2026. They noted that this is not only a trade promotion activity but also contributes to fostering industry chain linkages, driving the green transition, and expanding international cooperation space for businesses.

According to Mr. Nguyen Quoc Huy, Deputy Director General of the Department of Grassroots Culture (under the Ministry of Culture, Sports and Tourism), holding the two exhibitions concurrently not only creates a technological display space but also expands connections between businesses, creators, and technology providers, contributing to the formation of a modern cultural industry ecosystem.

"This is not just a place to introduce new products, equipment, and technologies, but also a space for exchange, cooperation, and expanding development opportunities for the domestic and international business community," Mr. Huy shared.

From a trade promotion perspective, Mr. Vu Ba Phu, Director General of the Vietnam Trade Promotion Agency (VIETRADE, under the Ministry of Industry and Trade), stated that along with the development of industrial production, logistics, and e-commerce, the demand for industrial paper, high-quality packaging, smart packaging, and modern advertising solutions is rising rapidly in many international markets, opening up vast potential for Vietnamese enterprises.

However, businesses today face not only price competition but must also improve product quality, innovate technology, build brands, and adapt to new consumption trends in the international market.

"Trade promotion activities, brand marketing, and business matching are playing an extremely crucial role in supporting enterprises to expand markets, seek partners, and enhance competitiveness," Mr. Phu emphasized.