More than 550 qualified trade professionals from six countries joined over 80 Italian producers at the inaugural event, demonstrating how curated meetings, education and regional collaboration can accelerate market development and strengthen commercial opportunities for premium beverages across Southeast Asia.

HO CHI MINH CITY, Vietnam — 27 June 2026: More than 550 qualified trade professionals from Vietnam, Singapore, Thailand, Malaysia, Indonesia and Taiwan gathered in Ho Chi Minh City on 25–26 June for the inaugural WE Vietnam 2026, bringing together more than 80 Italian producers for two days of business meetings, market intelligence, education and networking.

Organized by United Experience, a joint venture between Fiere Italiane SEA and BolognaFiere Group, in collaboration with Vinexad and with the support of the Italian Trade Agency (ITA), the Consulate General of Italy in Ho Chi Minh City, the Vietnam Sommelier Association (VSA) and official Data Partner NielsenIQ, the event marked the successful launch of the Wines Experience series in Southeast Asia while introducing its signature approach to international events.

"Traditional trade fairs often measure success by the number of buyers who attend," said Maurizio Muzzetta, President of United Experience. "Attendance will always be important, but we believe the industry more importantly needs to measure something deeper: the quality of the interactions taking place. We call this AMIT, or Average Meaningful Interaction Time. Success isn't simply a buyer stopping at a stand; it's the time spent understanding each other's markets, cultures, business philosophies and long-term goals. Those conversations create trust, and trust is what transforms a meeting into a lasting partnership."

That philosophy shaped every aspect of the event. Traditional crowded exhibition aisles were replaced with welcoming lounge environments that encouraged longer conversations, while qualified buyers were carefully selected to ensure meaningful commercial opportunities for participating producers. Throughout the two-day exhibition, producers consistently cited the quality of meetings and depth of buyer engagement as among the event's greatest strengths.

"It's the first time I've experienced this format myself," said Giulio Iazzetta, Sales Manager & Deputy Ho.Re.Ca Director at WineCellar.VN. "I think it's particularly effective because of the relationships that can be built in a quieter environment. The atmosphere is much less chaotic than many other events I've attended, giving people more time for real conversations."

Vietnam Confirms its Position as a Regional Meeting Point

The inaugural edition also reinforced Ho Chi Minh City's growing role as a regional hub for Southeast Asia's premium beverage market.

Among the hospitality organizations represented were Amanoi, JW Marriott, Hilton, InterContinental, Centara Mirage, Potato Head, Akuna Restaurant, Tartine Saigon, Haidilao and numerous independent hospitality concepts, alongside leading regional retailers and importers including Central Food Retail, Red Apron Fine Wines & Spirits, Warehouse, WineCellar.VN, Vinoteka, Ideal Wine and Wine Embassy-Vier.

Education Driving Market Development

Recognizing that education plays a critical role in developing emerging markets, the event featured a diverse educational program combining market intelligence, expert panel discussions and interactive tasting experiences that enabled participants to explore consumer trends, regional opportunities and the versatility of Italian wines in a practical, engaging setting.

Presented in partnership with NielsenIQ, the opening session, Southeast Asia's Next Phase, combined the latest regional market intelligence with the perspectives of industry leaders. Moderated by Molly Matelski, Director of Global Programming & Partnerships at United Experience, the panel featured James Phillips, Head of On Premise, APAC, NielsenIQ; Giulio Iazzetta, Sales Manager & Deputy Ho.Re.Ca Director at WineCellar.VN; and Huyền Hà, Estate Sommelier at Royal Canary.

Building on those themes, NextGen Palates & Perspectives brought together five emerging women leaders representing Vietnam, Thailand, Malaysia and Indonesia whose careers span hospitality, retail, education and national sommelier associations. Moderated by Ms. Lê Hoàng Khánh Vi, Vice President of the Vietnam Sommelier Association, the panel featured Ms. Trâm Trần, Sommelier, Consultant and Wine Educator, Chapter DS Hanoi and VP of the VSA (Hanoi); Khun Atchara “Apple” Wongthai, Alcohol & Wine Training Manager at Tops Wine Cellar – Central Food Retail Co., Ltd.; Ms. Happy Gan, Business Development Manager & Bar Manager at DC Selections and member of the Malaysia Sommelier Association; and Ms. Minyoung Ryu, Head Sommelier at Desa Potato Head, Indonesia.

The educational program also included Dialogue in Motion: Beyond the Spritz, an interactive revolving tasting experience developed in collaboration with the Vietnam Sommelier Association and Heritage to Horizon, an exploration of red wines from Italy’s iconic and emerging wine regions.

Celebrating Italy's Diversity

Alongside producers exhibiting independently, Consorzio Italia del Vino, Enoteca Regionale Emilia-Romagna and the Italian Trade Agency pavilion introduced buyers to the remarkable diversity of Italy's wine regions, indigenous grape varieties and winemaking traditions.

Equally important was the participation of Vietnam's leading importers, including Red Apron Fine Wines & Spirits, WineCellar.VN, Vinoteka, Ideal Wine and Wine Embassy-Vier, who showcased many of the Italian brands already successfully established within the local market.

Recognizing the Organizations Building the Market

The event also marked the launch of the Southeast Asia edition of the Market Shapers Awards, recognizing organizations whose long-term commitment has helped strengthen the presence and appreciation of Italian wine throughout the region.

Honors were presented to Red Apron Fine Wines & Spirits, recipient of the Wine Education & Trade Development Award; WineCellar.VN, recipient of the Italian Wine Distribution & Market Builder Award; Italasia Group, recipient of the Italian Wine Champion & Long-Term Impact Award; Bangkok Beer & Beverages, recipient of the Italian Wine Market Expansion & Influence Award; and Pendolasco, recipient of the Local Italian Hospitality Legacy Award. Collectively, the awards recognized organizations whose leadership in education, distribution, retail and hospitality has played a significant role in expanding the reach and appreciation of Italian wine across Southeast Asia.

Building Community Across the Industry

In partnership with Women in Wine & Spirits (WIWS) and the collaboration of Ngonista, the event hosted one of Vietnam's first regional networking receptions dedicated to women working across importing, hospitality, retail, education, media and production. The reception celebrated both the women behind Italy's wineries and the growing influence of women shaping Southeast Asia's premium beverage industry, creating new opportunities for connection and collaboration across borders.

About United Experience

United Experience, a joint venture between Fiere Italiane SEA and Bolognafiere Group, is an international company dedicated to the creation of events, communication projects and multimedia content. Through an innovative and integrated approach, it combines creative and organizational expertise to develop experiences that facilitate meaningful connections, knowledge exchange and business growth. Operating across the United States, Italy and Vietnam, the company develops new trade fair concepts and international initiatives designed to strengthen relationships between industries, cultures and global markets.

International Media

Molly Matelski

Director, Global Programming & Partnerships

United Experience

Email: molly@italianexpo.us

Mobile: +1.817.371.9215