Italy’s charcuterie industries’ associations, ASSICA and IVSI, brought the excellence of Italian cured meats to Vietnam with a dedicated exhibition stand at Food & Hospitality Vietnam 2026, held from March 24 to 26 in Ho Chi Minh City.
Over the three-day event, qualified staff at the stand provided detailed information on the association, its products, and export opportunities. The program also featured guided tastings led by chef Cristian Broglia, who highlighted the distinctive characteristics, pairings, and regional identity of selected Italian cured meats presented at the fair.
These activities created a strong platform for engagement, complementing a series of meetings with Horeca operators and enabling participating companies to establish and strengthen business relationships across Southeast Asia.
“The participation of ASSICA at Food & Hospitality Vietnam 2026 confirmed our goal to strengthen relationships with local partners, promote awareness of Italian agri-food excellence, and support the export of Italian cured meats in a region that is increasingly interested in the quality of European production,” said Davide Calderone, Director of ASSICA. He added: “Events such as this represent one of the tools through which ASSICA supports the presence of Italian companies in international markets and promotes Italian cured meats as a symbol of quality, tradition, and innovation.”
Davide Calderone, Director of ASSICA
A key highlight of the programme was the institutional seminar held on March 25, organised by the Italian Trade Agency and ASSICA. The session attracted strong participation and featured contributions from leading institutional representatives.
Opening the seminar, Marco Della Seta, Italy’s Ambassador to Vietnam, emphasized the importance of strengthening trade relations and the strategic role of promoting Italy’s agri-food excellence in the country.
Ilaria Piccinni, Director of Italian Trade Agency Ho Chi Minh City, confirmed the sector’s significant potential in the Vietnamese market, reinforcing optimism for future growth.
Closing the session, Davide Calderone outlined export opportunities to Vietnam, underlining “the enormous potential of the country as a fast-growing target market.”
ITALIAN CURED MEATS: EXPORT GROWTH AND MARKET POTENTIAL
Vietnam’s market opening to Italian products, initiated in 2008, continues to deliver encouraging results.
Between January and December 2025:
- Exports of cured meats reached 68 tonnes, valued at €574,000, marking an increase of +56.3% in volume and +9.6% in value compared to 2024.
- Slaughter products achieved 9,947 tonnes (+41.9%), with a total value of €9.4 million (+24.2%).
Growth is being driven primarily by cooked ham, which remains the most dynamic product category. It is followed by cured raw ham, while mortadella ranks third. Positive signals are also emerging for pancetta and other cured meats, reflecting an increasingly diversified and evolving demand in the Vietnamese market.