Central Retail, in partnership with Vietnam's Ministry of Industry and Trade, is hosting the annual "Vietnamese Week in Thailand 2026" at centralwOrld in Bangkok. Running until 20 September, the event transforms the Eden Zone into a vibrant showcase of Vietnamese culture, featuring products, cuisine, and travel opportunities from five key Vietnamese cities.
The event, themed "Discover the Charm of Vietnam," highlights the cultural and economic ties between Thailand and Vietnam, coinciding with the 50th anniversary of their diplomatic relations. Wallaya Chirathivat, President of Central Group, emphasised the role of the private sector in fostering these ties, stating, "Vietnamese Week in Thailand is one of the key initiatives helping strengthen both economic and cultural ties."
Visitors can explore a variety of Vietnamese products from over 60 entrepreneurs, including coffee from Adoré Café, teas from Vietnam Tea Shop, and textiles from VietHouse. Food lovers can indulge in Vietnamese dishes such as pho and banh mi, prepared by Golden Gate in collaboration with TOPS FOOD HALL.
The event also serves as a platform for Vietnamese entrepreneurs to connect with Thai consumers, with Olivier Langlet, CEO of Central Retail Vietnam, noting, "We aim to continuously strengthen this event as a platform that expands the visibility of Vietnamese products and brands."
In addition to cultural showcases, the event promotes cross-border payments through VietQR Global, enhancing economic connections between the two nations. The initiative is supported by partners including NAPAS and VietinBank.
Travel and tourism angle
For travel professionals, Vietnamese Week offers a glimpse into the growing bilateral tourism flow between Thailand and Vietnam. The event highlights five Vietnamese cities as emerging destinations, potentially boosting tour operator interest in multi-city itineraries. With Thailand's recent visa-free entry changes and the country's shift toward visitor value over volume, such cultural promotions align with broader destination marketing strategies.
The retail-led format also demonstrates how shopping malls can serve as tourism gateways, a trend seen in other Southeast Asian capitals. Central Retail's ability to attract Vietnamese brands and SMEs into a Thai retail environment underscores the potential for cross-border retail tourism, a segment that hoteliers and tour operators can leverage.
For MICE planners, the event's structure—combining product showcases, food tastings, and cultural performances—offers a template for destination-themed events that can be replicated in other markets. The involvement of payment partners like VietQR Global also points to the growing importance of seamless cross-border transactions in tourism.
As Thailand and Vietnam celebrate five decades of diplomatic ties, initiatives like Vietnamese Week are likely to become annual fixtures, providing recurring opportunities for travel trade engagement. For agents and operators, the event is a reminder of the value of cultural immersion in selling destinations.
