More than 550 qualified operators from across Southeast Asia, over 80 Italian producers, and two days dedicated to business, education and networking: the first edition of Wines Experience Vietnam closes with strong results, confirming Ho Chi Minh City as one of the most promising hubs for the development of Italian wine in the ASEAN region. Following its London debut last April, the format created by United Experience further strengthens its international vocation and consolidates Vietnam as a strategic platform for Italian wine exports.
On the occasion of the Asian event, as media partner of the exhibition, our publishing company Nelson Srl published the second edition of WineCouture International Edition (distributed online and shared by BolognaFiere Group and Fiere Italiane SEA with all their contacts worldwide), which will return in November with a third issue for 2026 alongside the Mexican stop of Wines Experience.
Ho Chi Minh City at the Centre of the New Geography of Italian Wine
For two days, on 25 and 26 June, The Adora Center brought together importers, distributors, retail buyers, specialised retailers, hospitality professionals, sommeliers, restaurateurs and media from Vietnam, Thailand, Singapore, Malaysia, Indonesia, Cambodia and Laos.
Organised by United Experience, a joint venture between BolognaFiere Group and Fiere Italiane SEA, with the support of Vinexad, the Consulate General of Italy in Ho Chi Minh City, ITA-ICE, the Vietnam Sommelier Association and NielsenIQ, the event hosted more than 80 Italian producers, offering a broad and comprehensive representation of Italy’s wine heritage.
Among the key participants were Italia del Vino and ITA-ICE Agency, present with a collective exhibition featuring more than 16 companies from seven Italian regions and with activities dedicated to the incoming programme for international buyers.
Wines Experience Vietnam Beyond the Numbers: The Value of Relationships
While traditional trade fairs often measure success by the number of buyers attending, Wines Experience proposes a different perspective, based on the quality of the relationships created.
As highlighted by Maurizio Muzzetta, President of United Experience:
“Traditional trade fairs often measure their success by the number of buyers attending. Participation will always remain important, but we believe the industry should evaluate something even more meaningful: the quality of interactions. We define it as AMIT – Average Meaningful Interaction Time. Success is not simply a buyer stopping at a stand, but the time devoted to understanding each other’s markets, cultures, business philosophies and long-term goals. These conversations are what create trust, and trust is what transforms a meeting into a lasting partnership.”
The format received particularly positive feedback from companies, buyers and partners precisely because of its ability to create targeted networking opportunities and relationships with high commercial potential.
Vietnam Confirms Its Role as a Strategic Hub for Southeast Asia
One of the most significant messages to emerge from the event concerned the growing role of Vietnam within the Asian landscape.
The increase in purchasing power among certain segments of the population, the growth of the hospitality sector and greater attention to quality wines are helping transform the country into one of the most interesting ASEAN markets for Italian wine.
Particularly appreciated are fresh, versatile white wines that pair well with local cuisine, a segment that appears destined to play an increasingly important role in the evolution of regional consumption.
Wines Experience Vietnam: Education and Wine Culture as Drivers of Growth
Alongside commercial meetings, Wines Experience dedicated significant space to education, considered an essential tool for supporting the growth of emerging markets.
Panels, masterclasses, guided tastings and discussions with international professionals addressed topics such as changing consumption patterns, new hospitality trends and the role of younger generations, contributing to greater awareness of Italian wine across Southeast Asia.
An approach that confirms the ambition not only to create immediate business opportunities, but also to foster a market culture capable of supporting the future growth of the sector.
Market Shapers Awards Recognise the Key Players of the Market
Among the most significant moments of the event was the first edition of the Market Shapers Awards Southeast Asia, honours dedicated to companies that have made a concrete contribution to the promotion of Italian wine in the region.
Awards were presented to WineCellar.vn, Red Apron Fine Wines & Spirits, Pendolasco, Bangkok Beer & Beverages and Italasia Group, companies recognised as key players in the commercial, cultural and distribution development of Italian wine in Southeast Asia.
Wines Experience Vietnam 2026: High-Profile Buyers and New Business Opportunities
The event also brought together some of the region’s leading hospitality and distribution operators, including Amanoi, JW Marriott, Hilton, InterContinental, Centara Mirage and Central Food Retail.
Alongside these operators were some of Vietnam’s leading importers, including Red Apron Fine Wines & Spirits, WineCellar.vn, Vinoteka, Ideal Wine and Wine Embassy-Vier, reinforcing the professional profile of the event and the concrete commercial opportunities available to Italian producers.
From London to Vietnam, Awaiting Mexico City
Following its debut in London and the success of the Vietnamese edition, Wines Experience confirms its ambition: to become an international platform capable of connecting producers, buyers and professionals in strategic high-potential markets.
The next appointment is already scheduled for 5 and 6 November 2026 in Mexico City, where the format will bring together the experience gained in a mature market such as the United Kingdom and a rapidly growing market such as Vietnam.
More than a trade fair, Wines Experience continues to strengthen its identity as a platform for relationships, commercial dialogue and international development for Italian wine.
