Are you a wine producer interested in showcasing your wines and participating in the event? Apply here to be considered as an exhibitor.
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Wines Experience Ho Chi Minh City 2026
Wines Experience Ho Chi Minh City 2026 is an official edition of the global Wines Experience event series, designed to connect international wine excellence with one of Southeast Asia’s most dynamic and fast-growing markets. The Ho Chi Minh City edition serves as a strategic gateway between producers, distributors, and innovators, fostering cultural exchange, education, and business development across the region.
700+
INTERNATIONAL BUYERS
120+
INTERNATIONAL EXHIBITORS
1000+
WINE LABELS
The event will welcome over 120 wine companies from Italy, Southeast Asia, and other producing countries, with a special focus on premium wines, building solid trade relationships, and sharing valuable content.
WE break borders, WE connect cultures
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The goal of Wines Experience is to offer a platform for direct connections between producers and operators, creating synergies that can translate into commercial agreements. In line with this objective, a dedicated app will be implemented for the 2026 edition. Participating producers will be able to connect with registered participating trade operators and arrange appointments at the fair directly from the platform before arriving at the event location.
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The HoReCa channel (restaurants, hotels, bars) is experiencing strong growth, driven by the dynamism of the tourism sector and the opening of new luxury venues. The post-pandemic recovery has accelerated the integration of wine into urban consumption habits, particularly among young professionals. Forecasts indicate a CAGR of +6.9% by 2028, with volumes increasing from 17.7 million to 23.5 million liters.
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Wines Experience Vietnam is organised by Fiere Italiane SEA with the intention to bring together all key figures of the wine industry. It’s a constantly growing global network, where wine is shared, understood, and experienced with a forward-looking vision. To accelerate this global vision, Fiere Italiane has welcomed BolognaFiere as a strategic partner. BolognaFiere has acquired a stake in United Experience, the events company founded and developed by Fiere Italiane, which will organize the new WINES EXPERIENCE exhibitions.
+10,6%
Increase in consumption
Forecast 2024-2028
75%
Of the market
is covered by imports
24,6%
Share of Italian wine imports
in the domestic market
Vietnam is the 4th country for wine import in Asia, in this context, Ho Chi Minh City stands out as a key hub for reaching importers, distributors, and buyers from all over Vietnam and neighboring countries such as Thailand, Malaysia, Singapore, and China. Participating in Wines Experience means gaining a foothold in a high-potential emerging market through a platform designed to foster strategic connections between Italian producers and qualified Southeast Asian operators.
