HCM CITY — French exhibition organiser Comexposium is expanding its presence in Việt Nam, betting that the country's growing role as a regional manufacturing and export hub will drive demand for international trade exhibitions as global event companies compete for growth in Southeast Asia.

The Paris-based company said on Wednesday it had appointed Vũ Ngọc Khiêm as Managing Director for Việt Nam, a newly created position to oversee local operations and business development as it expands in the country.

The move comes as international exhibition organisers increasingly target Việt Nam, where rising foreign direct investment, expanding manufacturing capacity and growing international trade are driving demand for business-to-business events that connect domestic suppliers with overseas buyers.

Trade promotion has become a growing priority as businesses seek new markets amid geopolitical uncertainty, rising trade protectionism and continuing shifts in global supply chains. Industry-specific exhibitions are playing an increasingly important role in helping companies identify suppliers, attract investment and expand export opportunities.

Chief Executive Pablo Nakhlé Cerruti said in a statement that Việt Nam would become an important market in Comexposium's Asian expansion strategy, with the company combining its international exhibition portfolio with local leadership to pursue long-term growth opportunities.

Comexposium is among the world's largest organisers of business and consumer events, staging around 400 exhibitions, conferences and business meetings in 20 countries.

Its portfolio includes SIAL Paris, one of the world's leading food and beverage trade exhibitions, where Vietnamese exporters regularly participate through a national pavilion organised by the Vietnam Trade Promotion Agency (Vietrade). 

The Vietnam appointment forms part of Comexposium's broader international expansion as the company increases its presence in markets across Asia and the Middle East.

For international exhibition organisers, Việt Nam's expanding industrial base, growing exporter network and deeper integration into global supply chains are increasing demand for specialised trade exhibitions, making the country an increasingly attractive destination for global event companies seeking long-term growth in Asia. — VNS