Packaging plays key role in attracting Thai consumers: Central Retail exec 

Vietnamese businesses need to prioritize eco-friendly and modern packaging designs to appeal to Thai consumers, said Chailermchai Pornsiripiyakool, head of CSR & international corporate affairs at Central Retail.

Speaking at the seminar “Challenges, opportunities, and potential in exporting to the Thai market” held on Thursday in Ho Chi Minh City, Pornsiripiyakool emphasized that packaging not only needs to comply with international labeling regulations but should also capitalize on seasonal promotion and marketing strategies.

He noted that Vietnamese products such as seafood, sweet potatoes, coffee, spices, and dragon fruit hold strong potential in Thailand - provided they meet strict import standards and align with local consumer preferences.

To collaborate with Central Retail, companies must prepare a comprehensive documentation package, including business licenses, quality certifications, product pricing, and transparent traceability information, he added.

Ho Thi Quyen, deputy director of the Investment and Trade Promotion Centre of HCMC (ITPC) highlighted the importance of leveraging geographical proximity and the robust transport infrastructure between Vietnam and Thailand. Key logistics routes include the East-West Economic Corridor and the Southern Economic Corridor.

Thailand is currently Vietnam’s largest trading partner within ASEAN, while Vietnam ranks as Thailand’s second-largest trading partner in the region.

Both countries are effectively utilizing trade agreements such as the ASEAN Trade in Goods Agreement (ATIGA) and the Regional Comprehensive Economic Partnership (RCEP) to boost trade, lower tariffs, and strengthen regional supply chains.

Quyen cited official data that bilateral trade between the two countries reached $20.26 billion in 2024, marking a 6.36% increase from the previous year. In Q1/2025, the figure was $5.17 billion, up 8.36% year-over-year.

The two governments are working toward a shared goal of increasing total trade turnover to $25 billion in 2025. This effort is supported by a "three connections" strategy - integrating supply chains, production, and distribution networks.

Despite its potential, the Thai market imposes high standards on product quality, packaging, labeling, and import procedures. According to Quyen, Vietnamese businesses must continuously improve their products, enhance value, and stay updated on consumer trends to maintain competitiveness.

Common market barriers include stiff competition from domestic Thai products, strict quality control requirements, food import licenses from Thailand’s FDA, and quarantine certifications for fresh produce.

Nguyen Bich Van, communications director of Central Retail Vietnam, shared that since 2016, the “Vietnamese goods week in Thailand” event has enabled nearly 500 Vietnamese companies to showcase their products directly to Thai consumers.

This annual initiative, jointly organized by the Ministry of Industry and Trade, ITPC, and Central Retail, plays a vital role in fostering strong trade ties between the two nations.

Thanks to the support of Central Group’s modern retail network, several Vietnamese agricultural products - such as lychees, longans, and dragon fruit - have successfully gained market presence in Thailand.