The 2026 COTO High-Quality Wines Asia Roadshow is dedicated to creating a year-round brand promotion and business matchmaking system covering core Asian markets. Through a systematic approach, it aims to help Chinese wineries achieve the leap from product export to brand establishment. Following stops in Haiphong, Hanoi, and Da Nang, the final stop of the Vietnam series of roadshows will be in Ho Chi Minh City on March 20th, providing participating wineries with a crucial platform to connect with Vietnam's largest consumer market and integrate into mainstream distribution networks.
Vietnam : A new high ground for alcohol consumption with huge potential.
As one of the fastest-growing economies in Southeast Asia, Vietnam's alcohol consumption market is undergoing a structural upgrade. With continued economic growth, an expanding middle class, and a diversified culinary culture, Vietnamese consumers are increasingly demanding high-quality, diverse alcoholic beverages. Categories such as wine, spirits, and whiskey are seeing increasing penetration in business banquets, festive gifts, and everyday consumption, especially in northern Vietnam, which has deep cultural ties with China, where the acceptance and appreciation of Chinese spirits is particularly evident.
Vietnam has approximately one million ethnic Chinese , primarily concentrated in economically vibrant cities such as Ho Chi Minh City, Hanoi, and Haiphong. This Chinese community not only wields significant influence in the local consumer market but also plays a crucial role in trade networks, restaurant channels, and cultural dissemination. The deep-rooted foundation of Chinese culinary culture provides a natural emotional connection and consumption context for Chinese spirits, wines, and other beverages, making it an efficient entry point for brand establishment.
Why choose Ho Chi Minh City? It's an economic center, a consumer hub, and a major center for Chinese businesses.
Ho Chi Minh City, formerly known as Saigon, is Vietnam's largest economic, financial, cultural, and commercial center . As an engine of the country's economic development, it contributes approximately one-quarter of the nation's GDP , and its per capita income and consumption levels consistently rank among the highest. It is not only a hub for regional headquarters of multinational corporations, financial institutions, and high-end service industries, but also the country's most dynamic and open consumer market.
Ho Chi Minh City, with a population of approximately 13 million , boasts a vibrant metropolitan economy and a dense concentration of commercial facilities, possessing Vietnam's most mature network of high-end retail, dining, hotels, and entertainment. From boutique bars and star-rated hotels to large supermarkets and specialty liquor stores, this diversified channel system provides liquor brands with comprehensive distribution opportunities and the potential for sustained sales. The market is highly inclusive, with consumers showing a high acceptance of new brands and product categories, making it an ideal environment for product testing and brand building.
Ho Chi Minh City boasts Vietnam's largest, oldest, and most commercially influential Chinese community . From the Cholon district to the entire city, the Chinese are widely involved in trade, manufacturing, retail, catering, real estate, and financial services, forming a complete economic ecosystem and consumption loop. Chinese liquor brands can leverage this Chinese network to quickly establish channel trust, conduct scenario-based marketing, and reach target customer groups, achieving market penetration "through the overseas Chinese as a bridge."
What are the exhibition benefits ? Why choose the Koton Ho Chi Minh City roadshow?
- Direct access to the largest consumer market and distribution network : Ho Chi Minh City brings together Vietnam's leading wine importers, wholesalers, chain restaurants and retail groups. Exhibitors can connect with nationwide distribution resources in one stop.
- Integrating into the Chinese economic ecosystem and accelerating brand establishment : By leveraging the local Chinese business network and cultural identity, businesses can efficiently build trust, lower market entry barriers, and achieve rapid sales.
- Capitalizing on diversified and high-end consumption trends : International cities have a strong demand for high-quality, story-driven, and experience-oriented alcoholic beverages, which is conducive to brand value transmission and premium enhancement.
- Leveraging CTO's mature experience and service system : Following the successful roadshow in Ho Chi Minh City in January, CTO has accumulated local resources and execution experience, and can provide enterprises with full-process support from compliance and logistics to promotion, reducing the risks of going global.
Building a Future Together in Ho Chi Minh City, a Strategic Hub for Asian Wines
On March 20th, the Koton High-Quality Wines Asia Roadshow will be held in Ho Chi Minh City at a renowned local star-rated hotel. This is not only a high-level tasting and negotiation event bringing together wine industry decision-makers, buyers, and opinion leaders from southern Vietnam, but also a strategic opportunity to delve into the economic heartland, understand consumer trends, and establish brand position.
We sincerely invite all wine companies that aspire to cultivate the Vietnamese market and expand into Southeast Asia to join us. With Ho Chi Minh City as our strategic hub, we aim to radiate throughout Vietnam and connect with neighboring regions, growing together with Chinese wines and prospering with the Asian market on this vibrant land.
May 21-23
Area B of Guangzhou Canton Fair Complex
Interwine & Spirits Asia
The 36th China (Guangzhou) International Wine & Spirits Exhibition
We cordially invite you to visit, sample, and discuss business!
Previous Recommendations, Historical Articles
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The 2025 Coton China Fine Wine Southeast Asia Study Tour – Vietnam – Concludes with In-Depth Research, Expanding the Global Footprint for Chinese Fine Wines.
Embarking on a New Era in Asia, Connecting with New Global Opportunities | The 36th Interwine China (Guangzhou) International Wine & Spirits Exhibition, May 21-23, 2026
A Thank You Letter from The 2025 Interwine & Spirits Asia
References:
Guangzhou International Wine & Spirits Exhibition
Interwine China- Host region:
- Guangzhou, Guangdong
- Venue:
- No. 380, Yuejiang Middle Road, Haizhu District, Guangzhou
- Exhibition area:
- 60,000㎡
- Number of audience members:
- 50,000 people
- Industry:
- Sugar and Wine Fair
